The London International Academy delivers outstanding career prospects to its students

LIA Teachers' Courses


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Training the teachers

The global public relations market is growing by the day and this profession is becoming increasingly popular as a career as well as being vital to the success of countries, businesses and all organisations in need of sustainable relationships and a good reputation.

It is therefore important to build capacity, by promoting the acquisition of adequate knowledge and skills in the profession. This will contribute to the quality of Public Relations practice and place the country in a leading role across the region.

Alongside transparent, fair and ethical conduct in the practice of public relations, quality educational programmes are essential for reaching this goal. In order to raise the standards of the PR profession and thereby contribute positively to its overall development, working in partnership, possibly with a University and the Government to train teachers locally to deliver qualifications at all levels.

Given the fact that public relations steers developments in thinking, attitudes, relations, goals, companies, institutions and individuals, PR practitioners must show a willingness to adapt, face changes, study continuously and invest in themselves.

Through the LIA Qualifications, the partnership will provide an opportunity for present and future public relations practitioners to gain knowledge from leading UK experts.

The London International Academy is extremely careful in choosing its partners and insists, among other things, on the use of local teaching staff with a clear understanding of local needs, over the long term. Moreover, nationally based centres are licensed to conduct LIA programmes only if they meet the defined standards. On the completion of the train the teachers qualification, locally based practitioners will be able to establish a LIA learning centre, which will attract would-be professionals from far and wide.

What are the benefits for participants?

The LIA qualifications provide public relations practitioners with the theoretical and practical knowledge to develop as effective and efficient professionals. It assists them in understanding the strategic roles and functions of PR practitioners, offers them insight into the practice of public relations as a management function, and encourages them to think creatively and analytically.

Participants who successfully complete the Teach the Teachers course are eligible to become accredited LIA teachers and so will be able to conduct LIA programmes in their own country and around the world.

The LIA Diploma and Train the Teachers’ programme overview

The program is expected to last for 18 - 20 weeks, with lectures held for a total of 10 days. The remaining time is reserved for writing papers, research and study, as well as a special one-day conference where participants interested in becoming accredited LIA teachers will provide a summary of their independent work.

The schedule is divided into six-hour working days beginning at 9:30 a.m. and ending by 4 p.m., including breaks (see the syllabus below). All lectures are scheduled on weekdays, while on weekends the lecturers will grade papers and prepare feedback to be given during the lectures during the following week.

This programme will be conducted and assessed in English, Russian and Arabic. Future programmes can possibly be taught and assessed in the local language.

It is important to note that, in addition to tutor contact hours, participants must undertake a significant amount of focused independent study. The teaching centres provide guidance and support within a learner-centered approach that focuses on enabling students to manage their own personal and professional development.

In this programme, participants may choose between the following:

  • Studying for the LIA Teaching Certificate (which includes the opportunity for becoming a LIA Approved Trainer along with being awarded the LIA Diploma) or
  • Studying for just the LIA Diploma

The basic difference between these two options lies in the type of participation in the course. While students interested in becoming accredited LIA teachers will present their work to fellow participants during the classes and at a special conference, those who opt for the diploma only will submit their work in written form and are not expected to give presentations to their fellow students or participate in the conference.

The Syllabus

Major topics include public relations as a management function, theoretical approaches, reputation management, corporate responsibility and stakeholder theory, issues and crisis management research methods and planning.

Unit 1: PR theory and practice (Professional knowledge)

At the end of Unit 1, learners should be able to:

  • Critically evaluate a wide range of public relations theories and concepts. Write essays/ papers to academic standards.

  • Access a wide range of relevant public relations writing and thinking.

  • Locate public relations theory in wider academic and social contexts.

  • Evaluate the impact of public relations in their own organizations and wider contexts.

  • Apply a range of public relations ideas to their own workplace and to the sector in general.

Orientation day: Introduction to public relations theory and practice w/b April 2015

  • Defining the field, understanding professionalism.

  • The importance of theoretical ideas to developing best practice.

  • Using theory to secure jurisdiction and recognition.

  • Personal learning approaches/reflective practice.

  • Academic writing styles and study skills.

Following the Orientation Day, interested participants must make a final decision as to whether they will pursue the LIA Diploma or not, and register.

The first assignments will be set and allocated by email immediately after registration.

Assignment - presentation

Participants in the Teach the Teachers program will present their independent work during the class and be assessed by both their fellow students and the LIA lecturers. Those who have opted for the diploma only will not give presentations, but rather submit their work to the LIA lecturers and provide feedback on other participants’ work.


PR Theory - overview

Schools of thought

  • Systems theory

  • Critical perspectives

  • Rhetorical approaches

  • Relationship management Sources of theory (overview)

  • Management - strategic communication, organizational culture and change,

    publics, leadership, issues etc

  • Communication/media - 2-way models, role of news and social media, decoding messages, semiotics etc

  • Social psychology - motivation, needs, influence, persuasion PR theory in practice

  • The organizational context for PR - the PR department/agency

  • How PR impacts on society - economically, politically and socially

  • Current debates in public relations, such as ethics, CSR, environment monitoring, global communication (e.g. blogging) and diversity

  • Trends in society and PR (e.g. employee engagement)

  • Lesson planning, teaching and assessing

Assignment feedback will be given during the week, in groups and one-to-one. The next assignment will be set and allocated

Independent Study

Units 2 & 3: PR planning and management (Vocational skills) & Reflective practice (Personal development) June

The aim of Unit 2 is to develop students’ abilities to explain, critique and apply a range of theories and practices for strategic PR planning and management purposes. The aim of Unit 3 is to support students in self-directed research on a chosen aspect of public relations theory and/or practice.

At the end of Units 2 & 3, learners should be able to:

  • Apply a range of theories, models and concepts to public relations planning for a range of situations.

  • Produce and identify clear strategic objectives for a range of situations, as well as appropriate tactics, in line with corporate goals.

  • Consider and prioritize the needs of different publics in a range of situations.

  • Design effective communication, using appropriate media channels, and informative and / or persuasive messages.

  • Select appropriate research and evaluation tools. Use the above planning tools in their own place of work / practice.

  • Define their own project parameters and produce a realistic research plan.

  • Produce a literature review of current thinking in the field, including critical evaluation.

  • Conduct primary and secondary research, as appropriate, using suitable research tools.

  • Produce an in-depth reflective investigation of a selected area of public relations practice or theory, drawing on material introduced in previous modules.

  • Devise and deliver lectures

  • Assess and provide useful feedback on others’ work

Assignment - presentation

Participants in the Teach the Teachers programme will present their independent work during the class and be assessed by both their fellow students and the LIA lecturers. Those who have opted for the diploma only will not give presentations, but rather submit their work to the CIPR lecturers and provide feedback on other participants’ work.


Planning as theory and practice

  • Strategic management theories and planning models

  • Communication and organizational strategy

  • Integrated communication management

  • Strategic PR planning & organizational objectives

  • Corporate communications

  • Corporate image & ID

  • Organizational reputation

  • Issues management and crisis PR

  • Managing and preparing live projects for clients/employers

  • Planning & resources

  • Strategic publics

  • Relationship management

  • Working with pressure groups & local communities

  • Persuasion and influence

  • Strategic communication

  • Creativity in communication

  • Informative and persuasive communication styles / models

  • Using existing and emerging media channels

  • Message strategies & tactics Research & Evaluation

  • Organizational research - design and execution

  • Tools and models

  • Accountability

  • Project design

  • Conducting academic research, literature search and review

  • Developing a research question, hypothesis and methodology

  • Research tools

  • Quantitative and qualitative research methods

  • Personal planning skills - managing a research project

  • Reflective approaches to PR theory at work

  • Personal and professional ethics in research issues

  • Life long learning/ CPD
  • Assignment feedback

    Independent Study

    Research Project
    Assignment presentation at special conference July

    Participants in the Teach the Teachers program will present a summary (20 minutes plus 10 minutes for questions) of their report at a conference attended by the lecturers, their fellow students, and other professionals and delegates. Participants should provide feedback on other students’ work, as they will also be assessed on this. Those who have opted for the diploma program only will not give presentations, but rather submit their work to the LIA lecturers and provide feedback on other students’ work.

    Assignment feedback and individual tutoring

    Participants will consider the feedback on their presentations, confer individually with their tutor and after a further two weeks, submit their final project report to the lecturers by e-mail.

    Final submission of assignment by email

    Course Categories:

    • Full Public Relations Diploma