London School of Public Relations


Organizacija London School of Public Relations (LSPR) has been located in Notting Hill Gate, London, since 1992. It was established as part of media company David Game, with John Dalton as its founder and director. After success in the UK, London School of Public Relations has gradually expanded to other countries, and has quickly become an international, professional, educational institution - LSPR Worldwide. London School of Public Relations Worldwide grows into a global brand that sets new education standards in the area of public relations, with equal success in both developing markets and economically developed countries. In Serbia, LSPR has been present since 2004 and so far more than 500 PR managers of many large companies and organisations have obtained its diploma.

London School of Public Relations is recognised by ITOL (Institute of Training and Occupational Learning), NUJ (The National Union of Journalists) and CPD (Continuing Professional Development). In Serbia, the school won the traditional Annual Award of the Public Relations Society of Serbia – Award for Improving the Profession through Publications, Educational and Public Work – in 2006.

LSPR’s mission is to explain to attendees how reputation can be built with brands and how then opportunities can be created for an organisation to remain competitive and ahead of others in times when the importance of social impact and volatile nature of business is growing. Continuity in learning is necessary in such an environment for people engaged in communications, and therefore the school aims to provide the best knowledge in selected areas through consulting. After the course, all attendees are fully prepared for future professional challenges.

LSPR’s program is tailored to every market where it operates. In addition to theoretical knowledge, lectures also include practical part, where attendees fulfill specific tasks and consult with lecturers. They get an opportunity to present acquired knowledge and skills at a final exam, followed by its results and a diploma ceremony. Attendees who are excused from lectures can attend them with future LSPR generations.


LSPR program modules are as follows:

Introduction to Public Relations

a) Techniques and Tools in Media Relations
b) Communication with the Media from PR Perspective
c) Organisation of Events and Conferences
d) Evaluation of Activities

Media Relations

a) Introduction of Media Relations from Perspective of a Journalist
b) Structure of Media Relations
c) Methods of Communications with Media Representatives
d) Preparation of Press Conferences


a) Models of Communication
b) Verbal, Para-Verbal and Non-Verbal Communication
c) Diction
d) Power of Speech and Speech Writing

Corporate Communications

a) Identity, Image, Reputation, Communication
b) Presentation of Corporate Structure
c) Management of Communication in Corporation
d) Corporate Mix

Media Appearance Training

a) Media Landscape in Serbia
b) Preparation for Media Appearance
c) Recording and Evaluation

Integrated Communications

a) Introduction to Content Marketing
b) Introduction to Native Marketing

Brands and Corporate Identity

a) Brand image development and reputation to form corporate identity
b) What makes a brand successful?
c) Brand equity
d) Brand management and brand strategies
e) Creating brand experiences and narratives
f) The link between identity, perception, positioning and image

Corporate Social Responsibility

a) Key concepts and terminology in CSR
b) Why are climate change and biodiversity loss so important?
c) CSR and embracing the business model
d) Environmental or social?
e) The issue of green marketing
f) CSR and brand congruence
g) Stakeholder management, issues and CSR

Communication in Social Media

a) Types of Digital Media
b) Owned, Earned and Paid Media
c) Trends in the World and in Serbia
d) Overview of Social Media
e) Objectives and Evaluation

Role of Design in Communication

a) Creative Process
b) Techniques of Creativity
c) Creativity and PR
d) Disciplines in Design: Cartoon, Illustration, Comic, Animation, Graphic Design, Branding, Visual Art

Strategy of Communications

a) Situation Analysis
b) Approaches and Objectives of Communication
c) Messages and Target Groups
d) Timeline
e) Implementation
f) Evaluation

Crisis Communication

a) Crisis Communication, Crisis Management and Reputation
b) Strategy, Protocol and Crisis Team
c) Stakeholders in Crisis Communication
d) Preparation and Mapping of Potential Crisis Situations

Internal Communication

a) Tools in Internal Communication
b) Organisational Structure
c) Communication of Change


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Knez Mihailova 1-3, 11000 Beograd
+381 11 71 52 500 ,
Džordža Vašingtona 65, 81000 Podgorica
+382 20 234 446 ,
Sime Šolaje 1, 78000 Banja Luka
+387 51 962 854 ,
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