Božo Skoko is a professor at the Faculty of Political Science of the University of Zagreb, where he holds courses related to public relations. The areas of his scientific research include: public relations, international relations, communications and media, as well as issues related to national identity and image. He received his doctorate and master's degree in international relations at the Faculty of Political Science of the University of Zagreb. He continued his studies in public relations and communication management both at home and abroad.
He is one of the leading Croatian public relations experts, who - in addition to theoretical aspects - applies this knowledge in practice. 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.
Prior to entering the world of science and public relations (2000), he worked as a journalist. Among other things, he worked as a journalist and editor with Croatian Television, as well as a correspondent for the Federal Television in Sarajevo and the Croatian program of Radio New York.
He has published the following books: Croatia and Its Neighbors - How Croatia Is Perceived in Bosnia and Herzegovina, Montenegro, Macedonia, Slovenia and Serbia (AGM, Zagreb, 2010); The State as a Brand – Management of National Identity (Matica hrvatska, Zagreb, 2009); Croatia – Identity, Image, Promotion (Školska knjiga, Zagreb, 2004 and 2005), as well as Handbook for Understanding Public Relations (Millenium promocija, Zagreb, 2006).