Božo Skoko

PhD Božo Skoko

Božo Skoko is an full professor at the Faculty of Political Science of the University of Zagreb, where he is head of the Public Relations postgraduate study. His scientific interests are: public relations and communications, international relations, national identity and image, as well as media. He is the co-founder of Millenium promocija, the leading Croatian public relations agency. He is a long-time strategic communications consultant. He is a former journalist and editor with Croatian Television. He is the author of seven books and over seventy scientific papers on public relations, the media and managing the identity and image of Croatia. He is a columnist with the daily newspaper Večernji list.
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Croatia - Identity, Image and Promotion

This provocative and interesting book encourages us to think about ourselves, our image, about how we perceive others and communicate with each other...

Božo Skoko: Croatia – Identity, Image and Promotion, Školska knjiga, Zagreb, 2004 (first edition), 2005 (second edition), 415 pages, hardcover

photographs: Ivo Pervan and Večernji list
reviewers: Prof. Dr. Slaven Letica and Prof. Dr. Vladimir Peter Goss
editor: Dr. Sc. Zoran Velagić
designer: Tihoni Brčić

This is the first book that deals analytically with the topic of Croatian identity and image.
What is Croatia’s image in the world? How do the inhabitants of other countries and their political officials experience Croatia, and how do they receive information about Croatia and Croatians? What is Croatia’s identity, and how is it formed and projected abroad? What have Croatia’s governmental and non-governmental institutions undertaken and what are they undertaking for better recognizability of this identity? Have those efforts been successful? How much do they differ from Western standards? How much does Croatia use promotional communication as a means for foreign policy activities? And finally – how much does Croatia’s image reflect on its international position, that is – can a better image contribute to improving the political position of Croatia in the world, accelerating Euro-Atlantic integration, increasing foreign investments, increasing the number of tourists and so on?
Those are only some of the questions that this book successfully answers. It also analyzes Croatia’s current image in the world and international relations, the methods and circumstances of its origin, assesses attempts up to date and suggests new possibilities for its improvement. In doing so, the author uses numerous examples and experiences from other countries.

In brief, this provocative and interesting book incites us to contemplate about who we are and what we think of ourselves and others; about our image, about how others experience us, how we communicate with each other and with the world, as well as numerous other topics following modern trends in communication, promotion and international relations.

With a certain dose of risk of being attacked, the book reveals our everyday lives and provides an accurate picture of Croatia’s identity in order to encourage us to ponder upon our historical, political and spiritual reality, in which we find ourselves and according to which the world recognizes us. The book also provides a vision of how to take advantage of our advantages and improve Croatia’s image and further its promotion in the world.

Excerpts from the reviews

In front of us is a very instructive, scientifically well-founded and interesting work. The book is written in a lively manner, with numerous quotes, and with the activist spirit of an individual who wishes to see his ideas in practice. At the same time, the author does not provide a ‘sermon’, but rather provides facts with arguments and suggestions. There is plenty for all of us to learn.

Dr. Vladimir Peter Goss