Božo Skoko

Božo Skoko (born 26 February 1976 in Ljubuški, Bosnia-Herzegovina) is a professor of public relations at the Faculty of Political Science, University of Zagreb.[1] He is Head of the Public Relations postgraduate specialist programme at the University of Zagreb.[2] The areas of his scientific research include: public relations, communication, international relations, national identity and image and branding destination.[3] He is a guest professor at the University of Osijek (Croatia), University of Mostar (Bosnia and Herzegovina) and Edward Bernays University College, Zagreb. He has published seven books pertaining to public relations, to branding countries, and to the identity and image of Croatia. He is one of the founders and partner in Millenium promocija, leading communications management agency in Croatia.[4][5] Skoko has a doctor's degree from the Faculty of Political Science, University of Zagreb. As a consultant he was worked with numerous Croatian and international corporations, political institutions and non-governmental organizations.[6]

Education and professional career

He graduated from the Faculty of Political Science, University of Zagreb in 1999. During his studies, he was a he was a scholarship recipient of the Croatian Scholarship Fund from California.[7] Skoko was presented the Rector's Award on two occasions – in 1995 for his work on the history of journalism, and in 1997 for his paper on international relations. In 2003 he received his master's degree in international relations, and in 2008 his doctor's degree in political science from the University of Zagreb.

From 1996 to 2001 he worked as an associate, a journalist and an editor with Croatian Radio and Television, cooperated with the foreign edition of Večernji list and wrote for the Catholic weekly Glas Koncila.

From 2001 to 2018 he worked as a correspondent of Sarajevo's Federal Television from Zagreb, as well as a correspondent of the Radio New York Croatian program.[8] In 1999 he was one of the founders of Millenium promocija, today one of the leading Croatian public relations agencies, and its director. As of 2001 he is a strategic communications consultant in the agency. As director and, later, consultant to the public relations company Millenium promocija, he has led numerous projects and public relations campaigns, and has advised managers, political officials, corporations and institutions in Croatia and neighboring countries, including the Delegation of the European Commission in Croatia.[9] 2001, he began working as an assistant in public relations courses at the Faculty of Political Science, University of Zagreb. At the Faculty of Political Science at the University of Zagreb, Skoko is head of courses (from 2009.): Introduction to Public Relations and Public Relations Techniques (Journalism undergraduate study programme); Public Relations Strategy, Management of identity, Image and Brands and Corporate Communications (Journalism graduate study programme).[10] In the year 2016. he was elected head of the newly-founded Department for strategic communication.[11]

On November 24, 2011 the Croatian Public Relations Association (Hrvatska udruga za odnose s javnošću) assigned Skoko the Grand PRix 2011award for the development of the Croatian public relations profession.[12][13] 2013. received the PRO PR Association's Award for his contribution to the development of PR in Croatia and the region of South-East Europe.[14]

Books published

He has published seven books and more than 70 scientific papers pertaining to public relations, media, identity and image management, as well as international relations.[15] He is among the first Croatian academics to have systematically dealt with the role of a country's image in international relations, as well as with the management of identity and image of cities and regions.

  • Skoko, Božo (2018): Understanding Croatia : A Collection of Essays on Croatian Identity, Independently published, Zagreb (a revised, updated edition translated into English version of "Kakvi Su Hrvati?", Fokus, 2016).
  • Skoko, Božo (2016): Kakvi Su Hrvati? (What are Croats Like), Fokus, Zagreb.
  • Skoko, Božo (2010): Croatia and its Neighbors - How is Croatia perceived in Bosnia and Hercegovina, Montenegro, Macedonia, Slovenia and Serbia, AGM and Novelti millennium, Zagreb [16]
  • Skoko, Božo (2009): A State as a Brand, Matica hrvatska, Zagreb[17][18]
  • Skoko, Božo (2006): Manual for Understanding Public Relations, Millenium promocija, Zagreb [19]
  • Skoko, Božo (2004): Croatia – Identity, Image and Promotion, Školska knjiga, Zagreb[20]

Criticism

In 2014, web site Srednja.hr claimed that Skoko plagiarised a passage from a text written by Croatian journalist Boris Dežulović.[21] The passage consists of three sentences, which tell an anecdote from Belgrade.[22] After that, Dežulović accused Skoko for plagiarism of his column.[23] Skoko replied that he doesn't read Dežulović's texts.[24]

The Court of Honour of the Croatian Public Relations Association determined that, in question, was a newspaper commentary, and not a scientific paper, and that, in this context, Skoko cited a series of examples from life, and not scientific references, and gave an account of content that he had once received from a colleague from Belgrade. The content in question was a forwarded email, the kind received every day from friends and colleagues, and which spoke about the differences between Serbs and Croats. The author was not specified, so Skoko published this picture within the context of that conversation. Also, Skoko publicly apologized to Boris Dežulović, if he is truly the original author of the text circulating the Internet.[25]

In a separate affair in 2014, Skoko was again accused of plagiarism when his book Hrvatski velikani, a collection of biographies of prominent Croats, was found to have multiple biographical entries closely paraphrased from the Croatian Wikipedia.[26] However, the renowned book reviewer Professor Neven Budak and the author have rejected these allegations, since the biographies of the greats contain generally known biographical facts, while the first part of the book is the result of the author's research.[27]

References
  1. Božo Skoko Fakultet političkih znanosti (Faculty of Political Sciences). Retrieved July 16, 2014
  2. FPZG Odnosi s javnošću Retrieved March 12, 2012.
  3. http://www.bernays.hr/Home/LectorDetail/hr-HR/28
  4. http://www.poslovni.hr/domace-kompanije/vodeca-hrvatska-agencija-za-odnose-s-javnoscu-zapocela-akvizicije-novih-klijenata-i-jacanje-konzultantskog-tima-346678
  5. (December 15, 2010). PR agencije Poslovni dnevnik. Retrieved November 27, 2011.
  6. Peruško, Zrinjka (ed.): Uvod u medije (Introduction to Media), Jesenski & Turk, Croatian Sociological Association, Zagreb, 2011, page 361
  7. Graduates. Archived April 26, 2012, at the Wayback Machine Croatian Scholarship Fund. Retrieved November 27, 2011.
  8. Croatia: Božo Skoko Archived 2012-03-27 at the Wayback Machine Center for International Studies, Zagreb. Retrieved November 27, 2011.
  9. http://www.mpr.hr/hrvatski/detalji-zaposlenika_36/bozo-skoko_13/
  10. https://www.fpzg.unizg.hr/djelatnik/bozo.skoko
  11. https://www.fpzg.unizg.hr/o_nama/odsjeci
  12. (November 24, 2011). Josipović komunikator godine Tportal.hr. Retrieved November 27, 2011.
  13. (November 25, 2011).Dodijeljene godišnje nagrade Grand PRix 2011 Hrvatska udruga za odnose s javnošću. Retrieved November 27, 2011.
  14. http://fpzg.hr/?@=2dye3#news_8980
  15. Books Archived March 27, 2012, at the Wayback Machine Novelti Millenium. Retrieved November 27, 2011.
  16. Božo Skoko. Hrvatska i njezini susjedi AGM. Retrieved November 27, 2011.
  17. Božo Skoko's book The State As A Brand presented (December, 18, 2009) Archived September 29, 2011, at the Wayback Machine Croatian Heritage Foundation. Retrieved November 27, 2011.
  18. Država kao brend - upravljanje nacionalnim identitetom Matica hrvatska. Retrieved November 27, 2011.
  19. Priručnik za razumijevanje odnosa s javnošću MPR. Retrieved 27, 2011.
  20. Hrvatska, identitet, imidž i promocija Archived 2011-09-28 at the Wayback Machine Školska knjiga. Retrieved 27, 2011.
  21. Filip Raunić, E MOJ BOŽE: PROFESOR FPZG-A PLAGIRAO BORISA DEŽULOVIĆA, Srednja.hr. Retrieved May 27, 2014.
  22. Kako je Boris Dežulović postao moj nesuđeni uzor! Večernji list, Retrieved Jul 9, 2014.
  23. Boris Dežulović, Kako je jedan od vodećih hrvatskih PR stručnjaka plagirao moju kolumnu Archived 2014-05-25 at the Wayback Machine, Jutarnji list. Retrieved May 25, 2014.
  24. Božo Skoko, Kako je Boris Dežulović postao moj nesuđeni uzor!, Večernji list. Retrieved May 25, 2014.
  25. Nije plagiranje. Sud časti HUOJ-a prihvatio Skokino obrazloženje o 'forvarduši' Croatian Public Relations Association. Retrieved Jul 9, 2014.
  26. Ćimić, I. (21 November 2014). "Božo Skoko opet optužen za plagijat: "Knjiga mu je prepisivačina s Wikipedije"". Index.hr (in Croatian). Retrieved 29 November 2016.
  27. http://www.bozoskoko.com/hrvatski/detalji-vijesti_14/zovko-vs-skoko-i-hrvatski-velikani_24/
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