A Clever Name
As I meet with public relations people in CEE –- Central and Eastern Europe – countries like Slovenia and Croatia — I find them hungry to expand their knowledge about the world of influence, and I occasionally hear about a curious thing called, The London School of Public Relations (LSPR).
There is nothing like LSPR in the U.S. and in much of western Europe. In fact, I do not believe it would not work many places because of its approach - similar to that of Amway - toward the practice of PR. Let me share a little background that I learned from LSPR’s founder and head, John Dalton.
Dalton, who said he was English, told me that he had worked in New York as an accountant in the 1990s but was “run out of town,” in his words. I asked him what he meant, and he said that he simply “failed” as an accountant.Upon settling in London, he dreamed up the idea of LSPR, and its impressive name. The best thing LSPR has going for it is its name, similar-sounding to the prestigious London School of Economics but certainly not associated. And, so, a failed accountant with no experience in public relations founded the perception of a PR school.
His business model, he told me, was to focus on developing countries in the former eastern European Soviet-bloc nations and the Middle East. Small agencies in those countries pay Dalton a fee to license the LSPR name to consult for clients under the perceived prestige of the London School of Public Relations. They also pay to attend his classes and pay for a diploma.
Then, Dalton told me that he enlists people he has taught to pay him to teach others, including clients. Dalton told me that his personal clients include Qatar Airlines.
Dalton asked a Porter Novelli executive and me why his scheme had not taken root in the U.S., and we both told him that clients and the professional teams at agencies deserve more credible and accomplished expertise.And, so it goes.
About the Author: David is a veteran communications strategist ... writer ... blogger ... online publisher ... and Emmy Award winning former CBS Network News correspondent. He lives in Washington, D. C., area and works worldwide.
Cindy | Sep 30, 2007 | Reply
That’s a rather unsettling image - how does he represent his credentials? Do his clients simply not ask for them?
Your last sentence is the title of one of my favorite songs. Do you know it?
DH | Sep 30, 2007 | Reply
I asked him directly about his credentials, and he was quite candid. It’s possible that few other people ask, believing that the “name” is all that counts. DH
andy | Oct 3, 2007 | Reply
David, I completely agree with you.
Name is the catch - it sounds good in developing countries. People think that this diploma will make a difference. Also lecturers are linning up, because they think that this will give them some glamour and prestige - being a lectuter in an international PR school. wau … it just sounds amazing, right? everthing is on the basic level. But are people going to admit that they have actually paid for a diploma (because its name sounds good) instead for an education? I don’t think so.
Tom Peters said something like “perception is all there is”.
Yet, there is also a story about an emperor and his new clothes.
Question is (was), who is going to be the first one to see through the clouds to reveal the truth.
It looks to me David, that you just did it.
Congratulations!
Ana | Oct 12, 2007 | Reply
I can imagine that surprises you. As I am from Croatia I can tell you that it is rather often that “cool brand names” appear and are taken as trendy. It is not just in education and the example you gave, but also in clothing, restaurants etc. People believe in what is presented to them as an important thing from abroad. I personally think the reason for that is that it is a rather closed community. People don’ t spend enough time abroad to be aware of what is high quality and what has credibility. I hope this will change…
Sandra | Oct 18, 2007 | Reply
David, I strongly disagree with you!
- Firstly, how can you tell what kind of PR knowledge countries like Slovenia and Croatia need (have you ever been to one of them?)?
- Secondly, what is your professional experience with Eastern Europe?
- Thirdly, Slovenia is not part of Eastern Europe (Politically nor geographically!)
- Fourthly, have you ever listened to one single LSPR lesion in your life?
- Fifthly, if you have a personal issue with John Dalton, why don’t you handle your frustrations directly with him?
Your comment is a disappointment for PR profession worldwide (research is the foundation for a good article (or a blog for that case)).
If your professional experience bases on US market, that surely does not make you a European PR expert by default.
Comparing a PR educational programme with Amway, well that tells me all ….
LSPR School is run by national experts, teaching local management about PR knowledge that actually brings results in those specific countries.
You are more than welcome to enroll for the next LSPR season.
I bet Božidar Novak (the holder of LSPR license for the Region!) http://www.spem.si/bozidar-novak/
would gladly invite you to drop by and experience LSPR on the field.
http://www.pr-education.net/index.php?pg=21
Please be professional in your comments or don’t comment things on basis of your gut feeling or personal frustrations.
David Henderson | Oct 18, 2007 | Reply
Yes, I have been to Slovenia and Croatia … have lived and worked in Europe … have heard LSPR’s approach and am concerned about whether it delivers the level of expertise that will help clients, especially those in Central and Eastern Europe, to succeed competitively. Quite frankly, I believe it is, at best, PR-lite.
Matt | Nov 7, 2007 | Reply
Interesting look at another one of those stories that makes you feel like an idiot, because it makes success seem so simple.
However, he is not the first person to do this. In Toronto, Canada we can enjoy Boston Pizza and New York Fries while many people are surprised that they don’t exist in their namesake cities.
There are also countless examples in Real Estate.
Maybe I will move to New York and start the New York School of Public Relations. It will probably be better perceived as better than LSPR upon Foundation.