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 www.cpduk.co.uk

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 prijava@represent.rs 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,
Belgrade
Price

Info: prijava@represent.rs

Modules

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?

Lecturers

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