Conversation with: DANICA KNEŽEVIĆ

Prof. Dr. Božo Skoko is a regular professor of strategic communication at the Faculty of Political Science, University of Zagreb, a visiting professor at the Faculty of Humanities and Social Sciences, University of Mostar, and at Edward Bernays University College. He is a publicist, communication expert, co-founder of Millenium Promotion - one of the largest and oldest communication management agencies in Croatia, and a former journalist... undoubtedly one of the leading Croatian experts in public relations and a person who constantly works on Croatia's identity and image. Božo Skoko is also the author of nine books, and the latest one he authored, the book "Croatia in 30 Stories," will be presented in Ljubuški on February 9th. Read more about his inspirations, description, and purpose of the book, as well as other interesting details, in the interview with Prof. Skoko for the portal of the University of Mostar, SUM Sovu.

At the end of last year, you wrote and published a book entitled "Croatia in 30 Stories." Can you tell us what it's about and what readers can expect?

I have written nine books, and I would say that this one is the least serious, or rather the lightest, and I wrote it with special pleasure. My desire was – together with co-author Zvonimir Frka-Petešić and illustrator Vedran Klemens, to present Croatia, its identity, values, and peculiarities in a casual, somewhat amusing way... We wanted to create a book that was missing in Croatia, similar to those many countries have, which strive to become global brands.

The book is published in English as well. What are the readers' reactions?

Croatia has global recognition, but besides natural beauty, the sea, and sports, foreigners know little about us. That's why we immediately went with Croatian and English editions. We've summed everything up into 30 lessons, or rather stories... The readers' reactions are fantastic. The Croatian edition has almost sold out, and foreigners are pleased to get to know Croatia and Croats in a completely different way.

What inspired you to write this book?

Both of us have been collecting and processing interesting facts about Croatia for years, following what others say and write about us and how other countries and nations present themselves to the world. We knew there was an interest in such an edition, and publishers - Ljevak and Večernji list - also encouraged us. We didn't want to lecture readers about our history from the seventh century, list dry facts, but literally talk about what we are like, what we look forward to, how we live, what we eat and drink, what the sea and islands mean to us, what traces various conquerors have left, where our place in Europe is, what kind of mark we've left in the world, what has emerged in Croatia and is worthy of global attention... And most importantly, what our way of life is like. We wanted to reveal it to the world.

Were there any books that inspired you?

I was inspired by books like those published by Scandinavian countries for years, such as the Danish Hygge, the Swedish Lagom... They became bestsellers, brilliantly representing the mentality and values of the people there, inspiring us, and at the same time, promoting themselves in a completely informal way.

In just two months of sales, the book "Croatia in 30 Stories" has become one of the best-selling books in the Ljevak publishing house. In your opinion, what is the secret of achieving such interest in such a short time?

Yes, that's true. That news delighted us, as the book started selling only at the Interliber fair in the first half of November. Obviously, people want to read about their identity and values presented in a short and simple way – on one hand, and on the other hand, we believe the book is not only content-rich but also beautiful thanks to our illustrator and designer.

You are one of the leading Croatian experts in public relations; you have published a series of books, manuals, and papers dedicated to Croatia's identity and image. Do you think that the book "Croatia in 30 Stories" can also contribute to Croatia's image, making it different from your other works?

I sincerely hope it will contribute to better understanding Croatia and its values. This is my second book in English. The first one is "Understanding Croatia," which has been selling well on Amazon for years. All this tells us that there is an extremely high interest in Croatia, and we don't have enough content in foreign languages. My wish is for Croatia to be recognized abroad not only as an attractive tourist destination and a sports powerhouse but also as a cultural and economic brand, a country tailored to people, a country that has been inspiring and enriching the world for centuries...

Who is the material intended for?

This is journalistic material intended for a wide range of people, unlike my scientific literature, such as, for example, the university textbook "Strategic Communication of States," which is intended for a narrower audience...

The book launch will take place in Ljubuški, Herzegovina. Who will present the book?

We are extremely honored that the City of Ljubuški has included us in this year's City Day program, and besides the City, our host is also the Croatian Cultural Society Napredak Ljubuški... So, we will have a book presentation, or rather presentations, on Friday, February 9th, at 7:00 p.m. in the Cultural Center. I am glad that my co-author Frka-Petešić, a brilliant diplomat and publicist, currently serving as the Chief of Staff of the Croatian Prime Minister, is coming. This is his first visit to Ljubuški. In addition to the authors, the presentation will be attended by Prof. Dr. Vanda Babić Galić and Prof. Dr. Goran Bandov and Prof. Dr. Mario Šiljeg. Colleague Babić Galić is a university professor and scientific advisor at the Institute for Migration in Zagreb and a special advisor to the Croatian Minister of Foreign and European Affairs. She is a member of the central administration of the Croatian Cultural Society Napredak. Dr. Goran Bandov is a university professor and political analyst; he is the head of the Central Office for International Relations and Sustainable Development at the University of Zagreb. And Dr. Mario Šiljeg is a university professor and director of the Josip Juraj Strossmayer Institute for Water, as well as a former state secretary of the Ministry of Economy and Sustainable Development, and what is especially important, he is from Ljubuški. In the musical part, our Ljubuški son-in-law, the brilliant musician Stjepan Lach, will perform, and the host will be Antonia Ćosić, a familiar face and one of our best hosts from HRT.

What does it mean to you to present your book in your hometown?

First and foremost, it is an exceptional honor, but also a kind of obligation. After all, it's my favorite audience.

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