Presentation of the Book by Dr. Suzana Obrovac Lipar: Public Relations, Brand and Image of the University

On Thursday, 22 May 2025, the presentation of the book Public Relations, Brand and Image of the University by dr. sc. Suzana Obrovac Lipar was held in the “Bl. Alojzije kard. Stepinac” Hall.
 

The opening address on behalf of the University was delivered by prof. dr. sc. Željko Tanjić, Rector of the Catholic University of Croatia, who emphasized that this book is a success not only for the author, but also for the Catholic University of Croatia and its academic community. Through this work, dr. sc. Obrovac Lipar demonstrates a remarkable breadth of knowledge, skillfully balancing complex scientific, professional, and practical approaches.

The book was presented by prof. dr. sc. Danijel Labaš, Head of the University Department of Communication Studies; prof. dr. sc. Božo Skoko of the Faculty of Political Science, University of Zagreb; and Anita Šikić, the book’s editor and Director of the Croatian University Press.

Professor Labaš highlighted the extensive effort involved in creating such a work—years of experience in the communications industry, the writing of a doctoral dissertation, and ultimately the publication of a book that presents information in a practical and accessible way for communication professionals, the academic community, students, and the general public.
 

Professor Skoko pointed out that the value of this work lies in the fact that it is the result of specialized research in an area that has been largely unexplored in both Croatia and Europe. This makes the book especially valuable, as it may serve as a foundation for future research and scholarly contributions.
 

Ms. Šikić noted that the book is essential reading for all universities in Croatia and beyond, as it provides concise and precise information, practical examples, and a wealth of knowledge in the form of a "manual" for university public relations work and brand development.
 

At the conclusion of the event, the author dr. sc. Obrovac Lipar addressed the audience, thanking the University, her mentors, colleagues, and family for their support. The book presentation was moderated by Antonio Bebek, a graduate student of communication studies.
 

The book Public Relations, Brand and Image of the University: Keeping the Word, Leaving a Mark and Making an Impression offers a new approach to the study of public relations in the context of higher education, exploring their role in shaping the university’s brand and image, which ultimately fosters loyalty.

In the first part of the book, the author analyzes the concepts of public relations, brand, image, and loyalty—first in general terms, and then within the context of higher education, drawing on examples from various universities around the world. Her theoretical conclusions are based on comparative analysis and supported by relevant Croatian and international scientific literature. Through analysis of different theoretical approaches, the author developed a model that interrelates public relations, brand, image, and loyalty—this new research model constitutes the book’s original scientific contribution. The model was then incorporated into empirical research examining the views of students of communication studies, psychology, and nursing at the Catholic University of Croatia in Zagreb and the Catholic University in Ružomberok, Slovakia. The book introduces, for the first time in Croatia, an original questionnaire designed to test perceptions of public relations and their role in enhancing university image, brand, and loyalty.

In the second part, the author analyzes the results of the empirical research, confirming the claims developed in the theoretical section and providing recommendations for future research. The book offers new insights into the study of public relations in higher education institutions, introduces an original approach to relevant literature, and proposes a new research model. It encourages viewing public relations not only as a component of university communication but also as a key factor in building the university’s brand, image, and loyalty among its academic community.

Suzana Obrovac Lipar was born in 1970 in Zagreb. In 1996, she graduated from the Faculty of Humanities and Social Sciences, University of Zagreb, with a degree in German and Italian language and literature. In 2000, she earned her master’s degree in marketing at the Faculty of Economics and Business, University of Zagreb. Throughout her career, she has worked in various roles—from assistant to director of marketing and public relations in the banking sector, tourism, and media. Since 2012, she has been employed at the Catholic University of Croatia, where she heads the Office for Public Relations.