Full Professor, PhD · Author of 31 books · Originator of meaning-management theory · Full Member of the World Academy of Sciences and Arts (WAAS) · Rector Emeritus, University of Mostar
Communication that creates meaning.
Author of more than thirty books, the scholar who developed the theory of meaning management in public relations, Full Member of the World and European Academies of Sciences and Arts and Rector Emeritus of the University of Mostar.
Latest publications
Academia.edu ↗Google Scholar ↗Public profiles as of 26 October 2026
Blog, essays and papers
Blog · Croatian
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Scientific papers
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Liječnički vjesnik · 2026PDF · 7 pp.SOCRATES – YES communication model in medicine: a new paradigmatic framework for improving clinical and organizational communication
Zoran Tomić, Danijela Marojević Tomić and Ivan Eugen TomićRead →
Research paper (manuscript) · 2026PDF · 10 pp.Public Diplomacy PR: From Information Management to Meaning Management
Zoran TomićRead →Znanstveni rad (rukopis) · 2026Celebrity Public Relations u doba umjetne inteligencije: od vidljivosti do menadžmenta značenjaResearch paper (manuscript) · 2026DOCXCelebrity Public Relations in the Age of Artificial Intelligence: From Visibility to Meaning Management
Zoran TomićRead →
South Eastern European Journal of Communication · 2025PDF · 16 pp.The Manager of Meaning in Contemporary Public Relations
Zoran TomićRead →Topics
All topics →31 books, from 1996 to today.
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PDFIn the media
Prof. dr. Jusuf Duraković, Rektor Univerziteta u Zenici. Pozdravni govor na Dies Academicus Sveučilišta u Mostaru u ime Rektorske konferencije/zbora BiH, 5. prosinca 2025.
Dan Odjela za komunikologiju Hrvatskoga katoličkog sveučilišta
PR ulazi u novu razvojnu fazu: Zoran Tomić predstavlja koncept koji mijenja profesiju
Sveučilište u Mostaru pozicionirano na 1. mjesto u svijetu za program “Revolutionizing Education Through Visionary Leadership: Driving Digital Transformation and AI Innovation” na svjetskoj WURI rang-ljestvici
Communication programmes for institutions, boards and individuals
Programmes in public relations, crisis, media and strategic communication for hospitals, companies, institutions, clubs and individuals. Each programme is tailored to participants and delivered in-house or online.
01Political Communication and Campaigns
Candidates, parties, elected officials and public institutions
Campaign strategy, messaging, public appearance and institutional communication with citizens, drawing on experience of running national election campaigns.
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02Communication for Managers and Boards
Board members, directors, team leaders and heads of public institutions
Strategic and internal communication, reputation management and change communication, with practical exercises based on your organisation's own cases.
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03Crisis Communication
Management, spokespersons, PR departments and crisis teams
Preparing an organisation before a crisis: crisis plan, crisis team, key messages and an on-camera simulation, so that the first hours do not decide your reputation.
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04Media Training
Executives, spokespersons, physicians, experts and public figures
Interviews, press conferences, TV and radio appearances and social media, with recording and analysis of your performance.
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05Sports Communication
Clubs, federations, sporting directors, coaches and athletes
Public relations in sport: media, fans, sponsors and crises, drawing on experience as a lecturer at the Croatian Football Federation Academy (UEFA PR licence).
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06Individual Consultations
Boards, executives, institutions and individuals
Advice on communication strategy, preparing for an important appearance, media relations or a specific problem, in person or online.
Programme details →What other scholars say
I follow [Professor Zoran Tomić's] scholarly and theoretical work with interest and value his important role in public relations research, in deepening our understanding of the profession, and in extending the boundaries of its theoretical inquiry. His commitment to connecting education with the professional community reflects a conviction that has guided me throughout my career: we educate future practitioners most effectively when we share responsibility for their development.
Three decades of scholarship, teaching and public life.
Books translated into English, Spanish and Slovak; eight titles are free to read as PDF.
Meaning Management
Meaning management can be defined as an organised set of symbolic and cultural practices through which interpretations of organisational action are shaped, negotiated and temporarily stabilised in the relationship between an organisation and its publics.Z. Tomić, „Što je upravljanje značenjem (meaning management) u odnosima s javnošću?“, 2026.
From information to interpretation
Meaning is not contained in the message — it emerges through interpretation, in the interaction of organisation, media, stakeholders and publics.
The manager of meaning
The public relations professional becomes the key actor offering interpretive frames, narratives and symbolic resources.
Strategic and ethical
Meaning management is not control over publics: the aim is to shape the conditions within which publics form their own interpretations.
PR 4.0
A new public relations paradigm for the age of artificial intelligence, digitalisation and information overload.
The future of public relations belongs not to those who produce the most messages, but to those who best understand and responsibly shape meaning.
Two knowledge platforms
PRTOMIC
The international English-language portal: essays on public relations, intelligent communication, media, politics, leadership and sport.
Encyclopaedia of Public Relations
Concepts, theories, models, methods and people from the global, European and regional traditions. Signed, linked, ready to cite. In Croatian.
Prof. Dr. Zoran Tomić
Zoran Tomić is a Full Professor in information and communication sciences. Rector of the University of Mostar from 2017 to 2025, he is the author or co-author of 35 book editions, 110 scientific and professional papers and the world's first encyclopaedic dictionary of public relations, and the author, principal investigator and editor of the first online Encyclopaedia of Public Relations in Croatian. Some of his works have been published in English, Spanish and Slovak.
- 2024Full Member of the World Academy of Sciences and Arts (WAAS)
- 2019Full Member of the European Academy of Sciences and Arts (Salzburg)
- 2018Corresponding Member of the Croatian Academy of Sciences and Arts in Bosnia and Herzegovina