About
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.
Books translated into English, Spanish and Slovak; eight titles are free to read as PDF.
Peer assessments
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.
Biography
Zoran Tomić is a Full Professor and served as Rector of the University of Mostar from 2017 to 2025; under his leadership the University was ranked 1st in the world in the Visionary Leadership category of the 2025 WURI ranking. He is a Full Member of the World Academy of Sciences and Arts (2024) and of the European Academy of Sciences and Arts (2019), and a Corresponding Member of the Croatian Academy of Sciences and Arts in Bosnia and Herzegovina (2018).
His research covers public relations, strategic and crisis communication, communication theory, and political and sports communication. In his theoretical work on public relations he emphasises strategic and conceptual approaches and interpretive and normative questions. He is the author, principal investigator and editor of the first online Encyclopaedia of Public Relations in Croatian (2026).
He was a member of the Council for Science of Bosnia and Herzegovina (2015–2020), Chair of the Rectors' Conference of Bosnia and Herzegovina (2018), Vice-President of the Management Board of the Agency for Development of Higher Education and Quality Assurance (2017–2018) and Vice-President of the Council of the Communications Regulatory Agency of Bosnia and Herzegovina (2014–2024). He is a member of the leaders' network of the World University Rankings for Innovation (Seoul, 2024).
At the University of Mostar he served as Vice-Rector (2009–2013), Dean of the Faculty of Humanities and Social Sciences (2013–2017), Head of the Journalism programme (2009–2013) and of the Public Relations programme (2014–2017), and Head of the postgraduate specialist programme in Public Relations, where he created new courses and study programmes.
He has taught at undergraduate, graduate, postgraduate and doctoral level at the University of Zagreb (Faculty of Political Science, Croatian Studies), the University of Dubrovnik, University North (doctoral programme Media and Communication) and the University of Mostar. He lectures at the Croatian Football Federation Academy (UEFA PRO) and is a guest lecturer for the Olympic Committee of Bosnia and Herzegovina.
He is the author or co-author of 35 book editions, including reissues and translations, one handbook and three book chapters; some of his works have been published in English, Spanish and Slovak. He wrote the world's first encyclopaedic dictionary of public relations, Encyclopedic Public Relations Dictionary (2023), and 110 scientific and professional papers. His Public Relations: Theory and Practice (2008; second edition 2016) was the first comprehensive textbook by a Croatian author to combine theoretical foundations with communication management practice; reviewers and the media called it "the anatomy of public relations", "a capital work" and "the Bible of public relations". He has presented at more than 120 national and international conferences, supervised more than 250 undergraduate, graduate and doctoral theses and received 28 awards and honours.
He appears on national television and radio as a media and political analyst in Bosnia and Herzegovina and Croatia, and has designed and led several national election campaigns. From 1996 to 2002 he was a member of the Parliament of the Federation of Bosnia and Herzegovina and chaired its Committee for Justice and General Administration (2000–2002).
Born in 1966 in Radišići near Ljubuški, he attended primary and secondary school in Ljubuški and graduated from the Faculty of Law in Mostar, obtained his master's degree at the University of Zagreb (2002) and his doctorate at the University of Sarajevo (2004) in the field of information and communication sciences. He undertook professional training in the United States (1995), Germany (1996) and the United Kingdom (1999). He lives and works in Mostar.
Positions
- 2017.–2025.Rector, University of Mostar
- 2014.–2024.Vice-President of the Council, Communications Regulatory Agency of Bosnia and Herzegovina
- 2018.Chair of the Rectors' Conference of Bosnia and Herzegovina
- 2017.–2018.Vice-President of the Management Board, Agency for Development of Higher Education and Quality Assurance of BiH
- 2015.–2020.Member of the Council for Science of Bosnia and Herzegovina
- 2013.–2017.Dean of the Faculty of Humanities and Social Sciences, University of Mostar (two terms)
- 2014.–2017.Head of the Public Relations programme, University of Mostar
- 2009.–2013.Vice-Rector, University of Mostar
- 2009.–2013.Head of the Journalism programme, University of Mostar
- 2008.–2014.Head of the postgraduate specialist programme in Public Relations
- 2006.–2010.President of the Croatian Communication Association, Zagreb
- 2007.–2011.Vice-President of the Society for Humane Communication, Zagreb
- 2007.–2010.Executive board member, Centre for Media and Communication Research, Zagreb
- 2000.–2002.Chair of the Committee for Justice and General Administration, Parliament of the Federation of BiH
- 1996.–2002.Member of the Parliament of the Federation of Bosnia and Herzegovina
- 2014.Appointed Full Professor, University of Mostar
- od 2011.Permanent lecturer, Croatian Football Federation Academy (UEFA PR licence)
- 2009.Appointed Associate Professor, University of Mostar
- 2006.Appointed Assistant Professor, Faculty of Political Science, Zagreb
- od 1997.Teaching at the University of Mostar, from junior assistant to full professor
Education
- 2004.PhD — information and communication sciences, Faculty of Political Science, University of Sarajevo
- 2002.MSc — postgraduate studies, Faculty of Political Science, University of Zagreb
- 1995.–1999.Professional training programmes in the USA, Germany and the United Kingdom
- Graduate degree, Faculty of Law, Mostar
Academies and memberships
- 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
- od 2016.Matica hrvatska
- 2024.Leaders' network, World University Rankings for Innovation (Seoul)
- 2009.–2010.EUPRERA — European Public Relations Education and Research Association
- 2007.–2010.Croatian Public Relations Association
- 2006.–2009.Croatian Political Science Association
Editorial boards
- Editor-in-chief, Kultura komuniciranja (Faculty of Humanities and Social Sciences, Mostar)
- Editor-in-chief, Gaudeamus (journal for social issues)
- Editorial board, Media anali (University of Dubrovnik)
- Editorial board, HUM (University of Mostar)
- Editorial board, Medijska kultura (international journal)
- Editorial board, Znakovi i poruke (College of Communications, Banja Luka)
- Editorial board, Komunikacije book series (Synopsis, Zagreb)
- Executive editor, South Eastern European Journal of Communication
Awards and honours
- 2025.Golden Coat of Arms, Rectors' Conference of Bosnia and Herzegovina
- 2020.Grand PRix of the Croatian Public Relations Association (HUOJ)
- 2019.Večernji list Seal for Science
- 2018.Plaque of the Rectors' Conference of BiH for contribution to university development, research, teaching and their reputation
- 2016.Plaque for scientific work 2011–2015, Faculty of Humanities and Social Sciences, University of Mostar
- 2016.Plaque for scientific and professional work and contribution to the Faculty's promotion, University of Mostar
- 2012.PRO-PR International Award (Zagreb) for contribution to the development of the public relations profession in South-East Europe
- 2010.Charter for exceptional contribution to public relations, PRIBA — Public Relations Association of Bosnia and Herzegovina
- 2010.Special award for the development of public relations in BiH and the region, NO LIMIT advertising festival, Sarajevo
- 2000.Plaque for exceptional merit in promoting the reputation of Ljubuški, Ljubuški Municipal Council
- Homeland War Memorial Medal of the Republic of Croatia, on the proposal of HINA