Božo Skoko

Božo Skoko (born 26 February 1976 in Ljubuški, Bosnia-Herzegovina) is an associate professor of public relations at the Faculty of Political Science, University of Zagreb. He is the author of numerous papers on public relations, international relations, a guest professor at the University of Dubrovnik (Croatia) and at the University of Mostar (Bosnia and Herzegovina).
He is one of the founders and partner in Millenium promocija, 2nd leading communications management agency in Croatia. Skoko has a doctor's degree from the Faculty of Political Science, University of Zagreb. He has published several books pertaining to public relations, to branding countries, and to the identity and image of Croatia. As a consultant he was worked with numerous Croatian and international corporations, political institutions and non-governmental organizations.
He is Head of the Public Relations postgraduate specialist programme at the University of Zagreb.

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. 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 2011 he worked as a correspondent of Sarajevo's Federal Television from Zagreb, as well as a correspondent of the Radio New York Croatian program. 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. In 2001, he began working as an assistant in public relations courses at the Faculty of Political Science, University of Zagreb.

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.

In 2013, a prominent Croatian historian Stanko Andrić pointed out an incorrect reference in one of Skoko's newspaper commentaries. In 2014, web site Srednja.hr claimed that Skoko plagiarised a passage from a text written by Croatian journalist Boris Dežulović. The passage consists of three sentences, which tell an anecdote from Belgrade. After that, Dežulović accused Skoko for plagiarism of his column. Skoko replied that he doesn't read Dežulović's texts.

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.

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.

He has published four books and several scientific papers pertaining to public relations, media, identity and image management, as well as international relations. 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 (2010): Croatia and its Neighbors - How is Croatia perceived in Bosnia and Hercegovina, Montenegro, Macedonia, Slovenia and Serbia, AGM and Novelti millennium, Zagreb
• Skoko, Božo (2009): A State as a Brand, Matica hrvatska, Zagreb
• Skoko, Božo (2006): Manual for Understanding Public Relations, Millenium promocija, Zagreb
• Skoko, Božo (2004): Croatia – Identity, Image and Promotion, Školska knjiga, Zagreb

• Books Archived March 27, 2012, at the Wayback Machine. Novelti Millenium. Retrieved November 27, 2011.
• Božo Skoko. Hrvatska i njezini susjedi AGM. Retrieved November 27, 2011.
• 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.
• Država kao brend - upravljanje nacionalnim identitetom Matica hrvatska. Retrieved November 27, 2011.
• Priručnik za razumijevanje odnosa s javnošću MPR. Retrieved 27, 2011.
• Hrvatska, identitet, imidž i promocija Školska knjiga. Retrieved 27, 2011.