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 Relations Strategy

Lecturer: Božo Skoko PhD
Assistant: Hrvoje Jakopović, PhD

Course description

Graduate students within this course will enhance previously acquired knowledge about public relations, learning more about the concept of strategy, strategic thinking and their application in public relations. Within the course, students will acquire advanced knowledge and understanding of the main existing knowledge of public relations, as well as acquire advanced managerial and communications skills and abilities. The building of efficient relations among organizations and their audiences in large part depends on planning the public relations approach through processes of research, communication, planning and production of advanced managerial skills. In the near future, public relations experts will no longer only be skilled communicators, but also leaders who will help their organizations build and maintain relations with strategic audiences. They will perform the dual role of managing communications and of providing advice to top management. The broadening of knowledge within this course will be a solid foundation for the preparation of experts for this dual responsibility.