50 NIJANSI ZELENE Božo Skoko

Guest Božo SkokoHosted by Julije DomacMay 3, 2026

Božo Skoko

About this episode

What you'll hear in this conversation

In an era dominated by technical innovation, the surprising truth is that the most critical skill for success often lies not in algorithms or engineering, but in the art of human communication. For fields as vital as energy — which impacts every citizen yet remains largely opaque to the public — the ability to clearly articulate complex ideas can make or break even the most well-intentioned projects. This is the terrain explored by Božo Skoko, a professor, researcher, and public relations expert, who has spent his career bridging the gap between specialized knowledge and public understanding. Skoko contends that the traditional divide between technical and social disciplines is no longer sustainable. He argues that engineers, scientists, and policymakers must become adept communicators if they are to gain public support for initiatives that shape our collective future. The conversation reveals why even the most sound policy can fail if its message is misunderstood, and how to craft narratives that resonate, rather than alienate.

Insights from the conversation

What to take from this episode

When the European Union launches a new project, a significant portion of its budget is allocated specifically for communication. This approach highlights a core principle: for complex, often intangible issues like energy, public understanding and acceptance are not incidental outcomes, but deliberate achievements built through dedicated communication efforts.

Google's extensive research on essential workplace skills challenges the conventional wisdom that STEM knowledge is paramount. Their findings indicate that communication skills are "far more important" for overall business success, suggesting that a narrow focus on technical expertise overlooks a crucial driver of real-world impact.

The sight of engineering students enrolling in public relations courses, or art academy students taking finance classes, signals a necessary evolution in education. The old divide between technical and social disciplines is fading; today's challenges demand a multidisciplinary mindset where expertise in one field is complemented by a solid grasp of others.

Public relations is not merely about transmitting information; it's about making complex, often "un-sexy" topics like energy compelling and accessible. The role of a communications expert is to act as a "transformer," translating specialized jargon into language the public understands, without trivializing the core message.

Božo Skoko describes working with police spokespeople to help them translate bureaucratic language into everyday speech. This is the essence of effective communication: putting oneself in the recipient's shoes and speaking their language, ensuring that crucial information is understood, not just uttered.

When media coverage of Greta Thunberg focused on her facial expressions or her mode of transport rather than the existential threat of climate change, it underscored a critical challenge. In a world saturated with information, communicators must persistently steer the narrative back to the core problem, even when public and media attention drifts to superficial details.

Regardless of how sound a policy or project may be, its success hinges on how well it is communicated. As Skoko puts it, "fifty percent of the job is good communication" for any initiative. This elevates communication from a secondary task to an integral, equally weighted component of every endeavor.

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