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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Public Diplomacy, Branding and Image

Diplomatic Academy and Hanns Seidel Foundation Organize Conference

A conference on the topic of "Public Diplomacy, National Branding and Image" was organized by the German Hanns Seidel Foundation and the Diplomatic Academy of the Republic of Croatia, with leading experts from this area participating. Among them were: Alan Henrikson from The Fletcher School of Law and Diplomacy, Dr. Hans Winkler, Director of the Diplomatic Academy in Vienna, Dr. Mladen Andrlić, Director of the Diplomatic Academy in Zagreb, Dr. Božo Skoko, Bruketa Žinić, Dr. Daniela Angelina Jelinčić, Ante Gavranović and others.

Also addressing and putting forward their European and German experiences to those present were Dr. Bernard Fischer, Ambassador of the Federal Republic of Germany in Croatia, Ulrich Kleppmann, representative of the Hanns Seidel Foundation for Hungary, Croatia and Slovakia, as well as Dr. Robert Aures from the representation of the State of Bavaria to the European Union. Mr. Sc. Andrej Plenković, State Secretary for European Integration in the Ministry of Foreign Affairs and European Integration, spoke about Croatian efforts in public diplomacy, as well as Croatia’s association efforts toward full EU membership.

At the round table dedicated to branding and the image of Croatia, domestic experts reviewed and analyzed Croatia's current image in the world, the possibilities and missed changes for its promotion, the responsibility of state institutions and media for strengthening national identity and pride, as well as the necessity of strengthening public diplomacy and management of national identity and image ahead of imminent membership in the European Union. The participants also presented a series of proposals for branding Croatia, which would make use of and maintain existing natural and cultural potentials, as well as point to the importance of a more systematic and organized approach to the promotion of Croatia.