London School of Public Relations

About the school

Internationally certified London School of Public Relations enables personal and professional growth through gaining practical knowledge in the area of PR and communication. Dynamic work and experienced lecturers, learning from practical examples, monitoring of trends and exchanging experience with lecturers and participants from the communication sector. LSPR’s main objective is to understand a strategic approach to communication for building reputation of business or brand.

What will you learn?

The LSPR program is focused on creating communication campaigns, brand management, overcoming and mitigating business crises and risks, cooperation with media, preparation and production of creative materials for various types of media (traditional and digital), building reputation, CSR, communication with stakeholders, preparation for media appearance and strategy design.

Learn the basic public relations skills in developing strong strategies that improve the reputation of your bran and corporate image. We will teach you techniques of building trust within your brand, developing the reputation and image of your brand. We closely collaborate with each individual in order to assist you in developing your PR and communication skills. A key to this course is gaining an overall insight in reputation as the primary strategic direction towards success for companies in the digital era.

We have been implementing the London School of Public Relations program with success since 2004. It is internationally recognized by the Continuing Professional Development (CPD) certificate at

The School is organised twice a year, in spring and autumn, with a possibility of organising  tailor-made programs for individuals or companies. For more information, please write to or fill in the form

  • Date

    Autumn 2021.

  • Time

    Saturday 10h – 17h
    Tuesday 17 – 20h

  • Format

    In person or online, depending on epidemiological situation

  • Language

    Serbian &English

  • Location

    1-3/II Knez Mihailova Street,

  • Price



Introduction in PR: Media Campaigns and Material Production

  • Techniques and Tools in Media Relations
  • Different Types of Media – Traditional and Digital
  • What Makes s Good Story?
  • Writing Press Releases and Message Design
  • Understanding Writing Style for Different Publications and Audiences
  • Key Elements of Press Release
  • How to Attract Attention of Editors
  • Efficient Use of Photographs
  • Communication with the Media from PR and Journalistic Perspective
  • Media Relations Structure
  • Event and Conference Organisation
  • Post-Event Activity Evaluation
  • Analysis of Good Examples
  • Rhetoric and Psychological Preparation for Public Appearance

Communication Models

  • Verbal, Para-Verbal and Non-Verbal Communication
  • Diction
  • Psychological Preparation
  • Media Appearance

Media Scene in Serbia

  • Handling Journalists
  • Media Appearance Preparation
  • Practical Exercise and Evaluation
  • Communication Techniques and Tools

How to Adjust Your Means of Expression to Modern Media Requirements

  • Critical Thinking Development
  • Introduction to Proper Breathing Techniques
  • Development of Authentic and Modern Style
  • Crisis Communication
  • Understanding Potential Crisis Situations
  • Processes in Crisis Situation Management
  • Consequences of Not Managing Crisis
  • Impact of Digital Media and Risk Exposure of Your Brand
  • Crisis Planning
  • Relevance of Crisis Plan
  • Crisis Management – Response to Crisis – Steps
  • Members of Your Crisis Team
  • Relevance of Leadership during Crisis
  • Relevance of Internal Communications during Crisis
  • Design of Crisis Communication Plan
  • Media Handling during Crisis – Media and Crisis Communications during Acute Crisis Phase
  • Pre-Defined Statements for Communication with Media
  • Reputation Management during Crisis

Public & Regulatory Affairs

  • Stakeholder Relations
  • How to Build Relations?
  • How to Best Engage Stakeholders to Work for Us?
  • Is There a Difference Compared to Lobbying, Advocacy?
  • Practical Examples
  • CSR & Brand communications

Key Concepts and Terminology

  • Why Are Climate Change and Biodiversity Loss So Important?
  • CSR and Embracing Business Model
  • Introduction of Sustainable CSR Strategy
  • CSR and Brand Strategy Congruence
  • Stakeholder Management
  • Visual Brand Elements and How It Shapes Our Perception
  • Exploring Differences between Tangible (Physical) and Intangible (Non-Physical) Branding Elements
  • Deeper Insight into Intangible Investments: How They Impact Reputation
  • Exploring Reputation Management Strategies
  • Strategies for Positioning Your Brand to Build Loyalty and Trust
  • Content, Native Advertising& Digital marketing

Content Marketing and Its Implementation in Practice

  • Content Marketing and Its Implementation in Practice
  • Native Marketing – Advantages and Use
  • Types of Digital Media
  • Own, Earned and Paid Media
  • Adjustment of Content to Each Platform and Use of Tools

Strategy and Creative Thinking in the Corporate World

  • How to Define Your PR Objectives and Tasks
  • How to Create Successful Strategies of Internal Communication for Maximum Engagement
  • How to Identify Your Audience, Establish Engagement and Create Personalities
  • How to Use SMART Objectives for Attaining PR Objectives
  • How to Plan Budget for Best Results
  • How to Efficiently Estimate and Measure Campaign Success
  • How to Think Creatively in PR
  • Latest Trends in Brand and Corporate Communication
  • How to Adjust Messages to Today’s Audience

Communication strategy

  • Situation Analysis
  • Communication Approach and Objectives
  • Message and Target Groups
  • Timeline
  • Implementation
  • Evaluation

Internal communications from brand perspective

  • Why are internal communications the new PR?
  • How much has the importance and role of internal communications changed in the world of digital platforms?
  • How can employees become authentic brand ambassadors and why is this important?
  • How to make a good internal communication strategy?
  • Is the boundary between external and internal communication being lost
  • Measuring the effectiveness of internal campaigns
  • Why has organizational culture become one of the key prerequisites for business success of a brand / company?


  • Dr Borislav Miljanović

    CEO, Represent System

  • Tamara Jokanović

    Managing director, Represent Communications

  • Jelena Mikić

    Director, Represent Academy

  • Marko Milanković

    Communications Manager, NELT Group

  • Nataša Ristić

    Journalist and famous TV star

  • Srđan Karanović

    Actor, dorector, professor

  • Miloš Milovanović

    Journalist and TV star, N1

  • John Dalton

    Director of LSPR Worldwide and Lead Trainer

  • Sanja Burg

    Corporate Communications Director for Balkan Region at L’Oréal ADRIA-BALKAN

  • Zlatko Ganić

    Digital marketing specialist, Fabrika, BiH

  • Nevena Milenković

    Global Senior Manager Corporate Communications, adidas