Bozo Skoko

• University of Zagreb

Branding in international relations is no longer an added value, but a necessity. Countries that are trying to become globally recognizable and that are constantly developing their brand understand this very well. There is no single answer to the question of how strong a country is as a brand. That’s why tourists, consumers, the media and the publi...

Rad daje pregled doprinosa hrvatskih istraživača, prije svega znanstvenika i suradnika s Fakulteta političkih znanosti Sveučilišta u Zagrebu, znanstvenom i akademskom razvoju političke komunikacije, političkog marketinga i odnosa s javnošću u Hrvatskoj. Sve tri discipline spadaju u područje strateškog komuniciranja koje podrazumijeva svrhovito kori...

Rad daje pregled doprinosa hrvatskih istraživača, prije svega znanstvenika i suradnika s Fakulteta političkih znanosti Sveučilišta u Zagrebu, znanstvenom i akademskom razvoju političke komunikacije, političkog marketinga i odnosa s javnošću u Hrvatskoj. Sve tri discipline spadaju u područje strateškog komuniciranja koje podrazumijeva svrhovito kori...

Rad se bavi promjenama u načinu funkcioniranja suvremene diplomacije, u kojoj sve više do izražaja dolazi komunikacijska kompetencija diplomata, poznavanje odnosa s javnošću i vještine izgradnje odnosa prema ključnim javnostima u zemlji primateljici. U tom kontekstu analiziraju se nove okolnosti u kojima se odvijaju suvremeni diplomatski procesi, t...

The exhibition and business events industry has felt the negative impact of the COVID-19 pandemic most directly, as evidenced by the mass cancellations of business events, i.e., their transformation into virtual or hybrid forms. The paper analyses to what extent the pandemic has influenced all aspects of Croatian business events and the exhibition...

Rad analizira međuovisnost javne diplomacije i odnosa s javnošću, kao sve prisutnijih i sve‎ važnijih disciplina u međunarodnim aktivnostima države. Propituje njihova teorijska utemeljenja i praksu,‎ s posebnim naglaskom na dodirne točke i preklapanja. Naime, iako postoji svijest o povezanosti tih‎ dviju disciplina još od šezdesetih godina prošlog...

Posljednjih desetljeća meka moć država postaje sve važniji segment njihova globalnog utjecaja. Naime, dok su nekada veličina teritorija ili broj stanovnika, odnosno ekonomska i vojna moć, definirali globalnu važnost pojedine države, u vremenu globalizacije i manje države postaju međunarodno utjecajni igrači ako posjeduju određenu snagu karizme i ša...

The chapter deals with the role of creativity in public relations. Creativity is usually associated with marketing and design, while public relations is associated with information and communication management, respectively, as the information and educational component, but often as persuasion. However, in modern conditions in which there is a kind...

Šport je oduvijek bio u svezi s međunarodnom politikom i diplomacijom te s kulturom i nacionalnim identitetom. Informacijski i tehnološki napredak potaknuli su promjene u međunarodnim političkim i ekonomskim odnosima. Svjedoci smo ubrzanih promjena društvenih formacija u nacionalnome i globalnom okruženju. U kontekstu navedenih zbivanja, šport i šp...

Starting from the insight that interpersonal communication and face to face encounter are the basis of dialogue, that dialogue presupposes trust and understanding, and that the culture of communication and dialogue ought to be on a significantly higher level in the times of media(ted) and virtual communication, this article analyses the role of int...

Country branding, by which the authors imply the management of identity and image, that is, strategic communication with the global audience, is an omnipresent phenomenon. Studies have confirmed that a country's positive image is reflected in its international economic and political position. Therefore, various communication strategies, techniques...

The author analyzes the role of the image of the Catholic Church in Croatian public and discusses the ways of creating the image in general as well as the possibilities of its change. He focuses particularly on the subjects responsible for the identity and image of the Church and on the communication channels that shape public opinion and create th...

This article analyzes the attempts of four countries created upon the disintegration of the former Yugoslavia - Croatia, Slovenia, Bosnia and Herzegovina and Serbia - to use communication as a tool for establishing themselves as distinct travel destinations and for creating attractive brands in the international political and economic markets. The...

Political factors and tourism promotion can play an important role in the formation of national brand which substantially increases a nation’s competitive advantage. This is particularly true for newly formed transition countries, such as Croatia, that have gained independence and faced the imperative of creating a new national image. This chapter...

Povjerenje u medije i medijske slobode je knjiga u okviru koje su dati prikazi i analize medijskih sloboda u Bosni i Hercegovini u 2017. godini i određenih standarda u oblasti slobode izražavanja, koji se odnose na novinare i medijske kuće, a koji su nastali primjenom Konvencije za zaštitu ljudskih prava i osnovnih sloboda, odnosno praksom Evropsko...

Abstrakt Starting from the concept of “external branding” of states and nations, the paper analyses the speeches and messages of Pope John Paul II dedicated to Croats and the Croatian state, spoken and published during his pontificate (1978–2005), in order to uncover how he perceived and presented the Croatian identity. The author believes that Po...

As a theoretical approach, framing is a useful basis for understanding the information acceptance and selection process as well as opinion-making process. In this regard, frames are mental maps that we use for managing a large quantity of information. Framing is widely used in communication sciences, including public relations. As media function as...

For a corporation, a crisis is a circumstance in which it cannot function properly, which affects the organizational ability to function, prevents the achievement of goals, as well as the very survival of the organization. In this paper, we analyse the process of crisis communication, characteristics of known reactive crisis communication strategie...

Summary This article is analyzing the role and importance of new media in the life of the Church focusing on the possibilities that new media offer to evangelization. The Holy See encourages the use of new media as evangelization tool for years. In this context, this article analyses qualitative and quantitative level of usage of new media in the p...

t can be argued that linkages between national identities, tourism promotion and more recently destination branding represent a well-studied area in tourism literature. However, most of the research explores connections between national identities and images used for tourism promotion or impact of tourism promotion on national identities. In this p...

Autori obrađuju primjenu odnosa s javnošću u i nevladinim i neprofitnim organizacijama, analizirajući specifičnosti odnosa s javnošću u civilnom sektoru. Ističu nužnost strateškog pristupa ovom području te daju pregled specifičnih pordučja odnosa s javnošću u neoprofitnom sektoru.

Attitudes of Croatian citizens towards the European Union and the outcome of the future referendum on the entry of the Republic of Croatia into this Community will be directly infl uenced by their perception of the European Union. By examining the perception of the European Union among the Croatian public, we can identify sticking points in the rel...

The application of the scope of marketing concept in modern market conditions of business operation is obligatory. The role of marketing, as a business philosophy, is in the end unavoidable for the improvement of business operation. It is impossible to do business in market conditions and not to apply basic marketing rules. Therefore, the solution...

The author analyses the history and the development of Croatian public relations and makes an assessment of its organizational structure, staff structure and its quantitative and qualitative reaches, based on the research of The Croatian Association for Public Relations during April 2003 in 206 firms and 44 governmental institutions. Analyzing the...