Božo Skoko

Prof. Božo Skoko is a full professor at the Faculty of Political Science, University of Zagreb. He specializes in teaching public relations, brand management, public diplomacy, and strategic communication of states. He founded the postgraduate specialist program in Public Relations and served as the former head of the Department of Strategic Communication and the Department of Journalism and Public Relations at the faculty. Additionally, he is a visiting professor at doctoral programs at the University of Zagreb’s Faculty of Humanities and Social Sciences, University of Osijek, and University of Mostar. At Edward Bernays Polytechnic, he teaches courses on Public Diplomacy and “Croatia as a Brand.”

Prof. Skoko holds a PhD (2008) and MA (2003) in International Relations from the University of Zagreb. He graduated in Journalism in 1999 and was awarded the Rector’s Award twice during his studies. Before his academic career, he worked as a journalist and editor at Croatian Television.

His research focuses on public relations, communication strategies, media studies, national identity and image management, destination branding, and international relations with a particular emphasis on public diplomacy. He is recognized for pioneering work in state branding in Croatia, particularly in managing the country’s identity and image.

Awards:

• Rector’s Award (twice) during his undergraduate studies in Journalism.

In addition to his academic contributions, Prof. Skoko has extensive consulting experience. He co-founded the leading communications agency Millenium promocija and has led numerous public relations projects for corporations, political officials, and institutions. His work includes destination branding projects both domestically and internationally, applying strategic communication principles to enhance organizational and national image.

He is involved with the BLab Research Center, which focuses on communication and professional development initiatives at Edward Bernays Polytechnic.