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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About Marketing Strategies in Art at MESS

MESS International Theater Festival in Sarajevo

Organized as part of the 51st MESS International Theater Festival, which takes place in Sarajevo, was a conference on the topic of marketing strategies in art, with talks from: Ivan Tasovac, Director of the Belgrade Philharmonic Orchestra; communications experts: Božo Skoko; Nazif Hasanbegović, Ekrem Dupanović, as well as directors of several cultural institutions in the region.

The participants of the conference spoke about the role of marketing and public relations, which are often neglected in culture, while they could create huge interest, crowds and line-ups in front of theaters, galleries and concert halls... Also they can provide better relations with sponsors and patrons, and contribute to educating the public. However, it was agreed that not even the best marketing and PR could make up for a lack of quality and innovativeness of the cultural product.

The agency Platform CMC from Sarajevo was co-organizer of the conference.