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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First Croatian Handbook on Public Relations

The first Croatian manual for Public Relations, "Understanding Public Relations" by author Božo Skoko, PhD, offers essays and guidelines as an introduction to Public Relations, its application in practice of famous Croatian PR experts.

reviewers: Dr. Sc. Dejan Verčič and Dr. Sc. Zoran Tomić
editors: Dr. Sc. Marinko Jurčević and Dr. Sc. Ivan Tanta
designer: Tihoni Brčić

The book brings over 40 essays and plenty of practical advice on how to become more familiar with the public relations profession and about finding your way in one of the most desirable professions at the moment.
Who can work in public relations? Why is PR important for the success of a company? Communications management – a necessity and challenge of modern business operations. Corporations and social responsibility. Image – the beginning and starting point of public relations activities. How to enter the world of public relations? Why do women dominate the PR world? Why are controversies linked to PR? The public and public opinion as drivers of public relations. How to create and send messages about yourself and your activities? Measuring success in public relations. Investing in advertising or public relations? How to form a public relations department in your company? Should you have your own PR experts or hire a PR agency? Being a spokesperson. How to build your own personal PR. The techniques and traps of press conferences. How to prepare and deliver a good speech? Creating events and managing them…
Those are only some of the sections of this interesting book, which familiarizes the reader with the complex world of public relations in a simple and understandable manner.
A special value of this book is the section in which prominent Croatian public relations experts express their opinions on the profession (Kristina Laco, Dubravka Jusić, Daria Mateljak Bartulin, Mario Petrović, Mihovil Bogoslav Matković, Marina Čulić Fischer, Davor Huić, Vlatka Škorić, Drenislav Žekić, Boris Hajoš, Ivica Žigić, Maja Weber, Sandro Baričević, Aleksandra Kolarić, Željko Jelić, Sanja Bach, Krešimir Macan, Ksenija Žlof, Ksenija Renko and others). A wonderful overview and analysis of the development of public relations in Croatia.

Excerpts from the reviews:

In the past, we had armor. Now, we have the air forces. In the past, we had advertising. Now, we have public relations. No one has better understood the logic of these facts than the author of this book. Skoko, one of the leading public relations experts in Croatia and the region, has been adding a theoretical and scientific framework to the art of public relations for years already. Looking at the book Understanding Public Relations from those two aspects I am reminded of Seth Godin, who, in his Purple Cow remarks that "very good is bad". In the context of Godin’s thoughts, Božo Skoko’s book truly is not very good. It is excellent, remarkable. As a reviewer, I do not have to recommend the book to the wider audience. Its wonderfully selected framework, content and style of writing guarantee success, and standing behind it, which is very important, is the image of an eminent expert.

Dr. Sc. Zoran Tomić

Public relations determine what we have to do and what others should be saying about us. They start from actions to move on to words (and pictures). Who we are in large part is determined by who we associate with, and in what kinds of relations we are in. Our personality is defined by who we keep company with.
Civilization is reflected in the civility of relations among people and their organizations. In the past, it belonged only to a selected group, now, to all. That is why PR experts have to take particular care to deal with this question, what position to take and how to behave in public and for the public. This knowledge and ability are not inherent nor do they come on their own – the civility must be learnt: in work, in politics, in social life. Public relations civilize public social relations to keep them from being reduced to trading and waging war. It is no wonder that they have been missing in our part of the world.
Colleague Božo Skoko has written a book that is a must-read not only for those who deal with public relations, but users of public relations as well: managers, politicians and others.

Dr. Sc. Dejan Verčič

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