Want to Know About the APR?

Kristina Hendrix, APRPRCA- North Alabama

What are wegoing to talk about?

Accreditation sets industry standards

Making Accreditation personal

Resources

Accreditation and our changing profession

What your next steps should be

96% of Accredited

professionals find the APR

credential valuable

Accreditationsets professional standards

Knowledge, Skills & Abilities Research, planning, implementing and

evaluating programs Ethics and law Communication models and theories Business literacy Management skills and issues Crisis communication management Media relations Using information technology

efficiently History of and current issues in public

relations Advanced communication skills

93% of Accredited professionals agree

the Examination covers the KSAs

needed to succeed.

Accreditationdefines the profession

Sets standards “science” of public relations

Legitimizes profession standards uniformity

Builds accountable ethics legal knowledge

Accredited professionals find

the process establishes the

practice as strategic (93%)

and ethical (91%).

Accreditationserves changing profession

Continued high standards Brand equity through unified program across many

industries, specialties, geographies Meeting human resource recruiting criteria Increased visibility among business and human

resource communities

TakingAccreditation personally

Professionals find Accreditation to be a source of pride (91%) develop professional skills (78%) provide personal benefit (75%) help resolve ethical dilemmas

(58%)

94% of those Accredited would

become Accredited again.

96% would recommend it to a

colleague.

The APR Process

Apply for Eligibility

Complete Readiness

Review Questionnair

e

Participate in Readiness

Review

Take the Computer-

Based Exam

Step 1: Getting Started

Must be a member of a Universal Accreditation Board (UAB) participating organization

Recommend that you have at least 5 years of PR experience

Download the application from the UAB website Submit your application to the UAB

Step 2: Readiness Review Questionnaire

APR Readiness Review Questionnaire

How do I start writing?

Be concise Explain where who you are and your company

structure Find a good PR plan that you are passionate about

explaining to others Familiarize yourself with the KSAs to map it back to

your PR plan and questionnaire

When should I start writing?

Some people start before they apply for their APR Others wait until after they apply

Who should review it?

APR mentors Other PR professionals Trusted individuals

Step 3: Readiness Review

Develop a portfolio of collateral pieces from the PR plan you wrote in your questionnaire

Organize your portfolio so you can get around it quickly

You are only showing the portfolio and not leaving the items with the panelists

Anticipate questions that the panelists may have

What happens during the Readiness Review?

Three APRs will be your panelists. Some you may know and others you may not.

It will last no longer than 2 hours They will question you on your PR plan based on the

KSAs They will help assess and direct you as you continue to

study for the CBE

How can I make myself more confident during this process?

Schedule your Readiness Review when YOU are ready Wear comfortable, yet professional clothes and shoes Use technology and other materials that you are VERY

comfortable using PRACTICE, PRACTICE, PRACTICE!

Step 4: Computer-Based Exam Within two weeks, you will get the official letter that

you advanced or did not advance to the CBE. Once you are advanced to take the CBE, you can schedule your exam.

Take the exam when you are READY! Study, Study, STUDY! After you complete the exam, you will get an unofficial

score and your official score will be sent to you in the mail.

Is there anything else?

Your chapter will want to congratulate you on your accomplishment with a luncheon or pinning ceremony.

PRCA and SPRF do offer a reimbursement if your company paid for it.

Other Resources

PRSA’s ComPRehension Blog PR Accreditation Website Local Chapter APRs State and Regional APRs Study Groups

We want you to become APR!