Upload
stephanie-cegielski
View
231
Download
3
Tags:
Embed Size (px)
Citation preview
Accredited in Public Relations (APR):
Does it serve its purpose?
August 2013 DRAFT
B E T T E R S T R A T E G I E S .
B E T T E R L E A D E R S .
B E T T E R O R G A N I Z A T I O N S .
Public Relations Society of America
Overview
APR’s current context
Three possible paths forward
A few lingering notes
2 | PRSA | DRAFT
APR needs a better PR.
- Anonymous survey respondent
3
With copyright permission
| PRSA | DRAFT
What is the purpose of the APR?
“APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice, and who are selected based on broad knowledge, strategic perspective, and sound professional judgment.” (UAB website)
Accreditation defines and legitimizes the profession, sets industry/professional standards, builds accountable ethics and legal knowledge (UAB, You, APR)
Accreditation is the “science” of public relations (UAB, You, APR)
Recognized Standard. Promotes Lifelong Learning. Career Enhancement. Positive for Public Relations. (PRSA website)
4
That’s a lot for one credential to deliver.
| PRSA | DRAFT
Why are we here?
PRSA hired OPG to:
Examine how the APR could be
enhanced
Conduct benchmarking
Conduct a meta-analysis of the industry
Present a detailed report of findings
Outline actionable recommendations
OPG
Conducted 22 interviews and one
focus group
Collected data and analyzed two surveys (750 respondents)
Analyzed internal data
Benchmarked APR against 3 credentials
Examined the certification industry in general
5 | PRSA | DRAFT
First, getting the terms right
Source: Durley, C. C. (2005). The ICE guide to understanding credentialing concepts. Washington, DC: Institute for Credentialing Excellence.
CREDENTIALING An umbrella term for accreditation, licensure, and professional certification.
ACCREDITATION A time-limited
recognition granted to entities (institution, organization, or business)
Based on predetermined and standardized criteria
Voluntary
Given by a non-governmental agency
PROFESSIONAL CERTIFICATION
A time-limited recognition and use of a credential given to an individual
Based on predetermined and standardized criteria
Voluntary
Given by a non-governmental agency
LICENSURE A time-limited
permission given to an individual to engage in a given occupation
Based on predetermined and standardized criteria
Mandatory
Given by a governmental agency
6 | PRSA | DRAFT
Second, identifying the context
1 Gallup .(2012). Business and industry sector ratings. Retrieved from http://www.gallup.com/poll/12748/Business-Industry-Sector-Ratings.aspx. PR was combined with advertising. 2% did not have an opinion.
... is more of an art than a science ... is negatively perceived by the public
(35% negative; 33% neutral; 31% positive)1
... contends with negative stereotypes about the profession
THE FIELD OF PUBLIC RELATIONS ...
7 | PRSA | DRAFT
Second, identifying the context
8
THE FIELD OF PUBLIC RELATIONS ...
Qualitative Quantitative
SCIENTIFIC APPROACH
Applied Theoretical
SCIENTIFIC APPROACH
Positive Negative
PUBLIC PERCEPTION
Maximum Minimal
GOVERNMENTAL/LEGAL OVERSIGHT
Maximum Minimal
BARRIERS TO ENTRY
| PRSA | DRAFT
Third, facing reality
Source: PRSA data.
... the number of PRSA members with accreditation has declined
THE ACCREDITED IN PUBLIC RELATIONS (APR) CREDENTIAL
25.47%
21.32% 18.43%
0%
10%
20%
30%
1994 2004 2012
9 | PRSA | DRAFT
Data indicates that 48% of SHRM members are certified
The APR is viewed with moderate favorability.
0%
10%
20%
30%
40%
50%
Not at allfavorable
Slightlyfavorable
Moderatelyfavorable
Very favorable Extremelyfavorable
4%
21%
42%
24%
8% 7%
21%
38%
24%
10%
Non-APRs Employers
10
What is your opinion of the APR credential?
Non-APR = 481; 96% of respondents were members of PRSA Employer = 258
| PRSA | DRAFT
The APR is not seen as worth the investment of
time and money.
0% 10% 20% 30% 40% 50%
I have not had the time
I do not think it will advance my career
It is too time-consuming
I receive mixed messages about its value
It is too expensive
I do not want to commit to paying the membership fee everyyear to keep my APR
I’d rather get more experience in the field than get the APR
I am discouraged by the process
I simply have not thought about it
I hold or I am studying for an advanced degree inPR/communications
49%
46%
24%
24%
22%
16%
15%
14%
11%
10%
11
Top ten reasons for not pursuing the APR
Respondents = 454 (could choose 3 reasons)
| PRSA | DRAFT
Employers are not using the APR as a hiring guide.
0%
10%
20%
30%
40%
50%
60%
70%
Not at all Slight extent Moderateextent
Large extent Great extent It depends onthe
certification
63%
17%
10% 8%
3% n/a
20% 22% 28%
15%
4%
13%
APR Professional Certifications
12
1. To what extent has the APR influenced your hiring or promotion decision? 2. Across different positions in your company, to what extent do you consider professional certifications when making a hiring decision?
APR = 260 Professional Cert.= 235
| PRSA | DRAFT
Where do we go?
“When you come to a fork in the road, take it.” - Yogi Berra
Let it be
LOW-KEY CHANGES
Live and let die
DISCONTINUE THE APR
Revolution
OVERHAUL THE CREDENTIAL
13 | PRSA | DRAFT
Let’s look at each option.
Let it be
LOW-KEY CHANGES
Live and let die
DISCONTINUE THE APR
Revolution
OVERHAUL THE CREDENTIAL
14 | PRSA | DRAFT
Discontinue the APR
POSSIBLE REASONS FOR THE DECLINE OF A CREDENTIAL
Market saturation Demographic changes
Contraction of profession Strong competition
Decline in perceived value Weak marketing
Changes in the nature of profession
POSSIBLE REASONS FOR THE DECLINE OF THE APR
Market saturation Demographic changes
Contraction of profession Strong competition
Decline in perceived value Weak marketing
Changes in the nature of profession
Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.
15 | PRSA | DRAFT
Discontinue the APR
“Abandoning Accreditation is not an option that PRSA is willing to consider.” PRSA website
Overhaul of the APR would require significant resources. Are there reasons to continue the APR
without implementing major changes?
16 | PRSA | DRAFT
Discontinue the APR
PROS Resources could be
devoted to other initiatives 30% of certifying programs
discontinued or being considered for discontinuation
CONS Political, emotional fall-out Certification important to
the profession
Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.
FINANCIAL
RESOURCES
POLITICAL RESOURCES
17 | PRSA | DRAFT
Where do we go?
Let it be
LOW-KEY CHANGES
Live and let die
DISCONTINUE THE APR
Revolution
OVERHAUL THE CREDENTIAL
18 | PRSA | DRAFT
Low-Key Changes
Position APR as a professional development tool
Redefine the relationship between PRSA and the UAB
Facilitate effective communication between UAB and PRSA
Devote resources to marketing
Set expectations to match reality
19
May help but unlikely to turn things around because of fundamental underlying issues with the credential that are limiting its potential
| PRSA | DRAFT
Low-Key Changes
PROS Certification important to
the profession Politically feasible Improved relationships
CONS Requires moderate financial
resources Unlikely to significantly
increase number of APRs
Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.
FINANCIAL
RESOURCES
POLITICAL RESOURCES
20 | PRSA | DRAFT
Where do we go?
Let it be
LOW-KEY CHANGES
Live and let die
DISCONTINUE THE APR
Revolution
OVERHAUL THE CREDENTIAL
21 | PRSA | DRAFT
Marks of successful credentials
SUCCESSFUL CREDENTIAL
Independent accrediting
body Demonstrated
value
Well-defined purpose/
focus
Relevant and updated content Standardized
assessment
Regular evaluation
Maintenance requirements
Validation of content
Source: Institute for Credentialing Excellence. (2010). Defining features of quality certification and assessment-based certificate programs.
22 | PRSA | DRAFT
Four recommendations for overhauling
1) INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent organization
• Strengthen the relationships
• Unify the leadership behind the APR
3) IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
23
2) INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
4) EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
Step 1: Increase credibility
1) INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent organization
• Strengthen the relationships
• Unify the leadership behind the APR
IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
24
INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
Increase credibility:
accredit the accreditation
Professional certification programs accredited by independent, third-party certifying organizations undergo a rigorous review to demonstrate that their tests meet psychometric principles and standards, and the program structure is appropriately set up
PHR/SPHR accredited by National Commission for Certifying Agencies (NCAA)
PMP accredited by American National Standards Institute (ANSI); also checked against International Organization for Standardization (ISO)
Source: Institute for Credentialing Excellence. (2010). Defining features of quality certification and assessment-based certificate programs. Washington, DC.
25 | PRSA | DRAFT
Increase credibility:
an independent UAB
Best practices require that a governing body overseeing the certification program must be
legally or administratively independent. It should control all critical decisions related to
certification process and activities.
Although the intent was to make the UAB independent, it never came to fruition
UAB’s autonomy as a testing body would be required for third-party certification
The UAB would also benefit from additional training on how to work effectively
The UAB Board composition should reflect the needs and demographics of the greater PR
profession
Even if the UAB is independent, the relationship between PRSA and UAB is symbiotic, in the
deepest sense of the word; neither can benefit from the certification without the other
26 | PRSA | DRAFT
Increase credibility:
strengthen the relationships
A successful certification requires that the membership associations and the certifying body work well together in support of the credential
Although a majority of leadership interviews indicate that the relationships are working fine, there is an indication that they have deteriorated recently
27 | PRSA | DRAFT
Increase credibility:
stand behind the APR
The credibility of the APR is undermined by mixed messages sent by leadership about the credential’s value
The requirement to hold the APR for the Leadership Assembly was abolished and is seen as having contributed to a decline
There were motions to abolish the APR as a requirement for Board leadership positions
All other studied benchmarking credentials require the certification to serve in leadership positions
Abolishing the requirement to have the APR to serve in leadership positions would further undermine the APR
28 | PRSA | DRAFT
Overhaul the APR:
Step 2 - Increase the APR’s value
INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent organization
• Strengthen the relationships
• Unify the leadership behind the APR
IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
29
2) INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
Increase APR’s value:
re-evaluate value and purpose
The purpose and value of the APR are inconsistently presented and lack main focus (e.g., on the website, in communications)
Certifications should state explicitly the main purpose of the certification (e.g., to protect the public, to serve as a tool for identifying qualified individuals)
Certifications should also offer guidance to all stakeholders as to what inferences are appropriate about certification-holders
30 | PRSA | DRAFT
Increase APR’s value:
develop a robust marketing plan
The main purpose and value around the credential should be carefully examined and developed
Once the purpose and value are clarified, a robust marketing plan should be developed and implemented
31
Right now, it seems the only ones who find value in the APR are those who already have it.
- Anonymous survey respondent
| PRSA | DRAFT
Increase APR’s value:
develop a robust marketing plan
Leverage the value of the APR
Focus on ethics; ethical behavior emerged as one important aspect of the profession and the APR
Code of Ethics is the most valuable PRSA offering according to 2011 Membership Survey
“Bound by strict ethical guidelines” – main reason listed by the UAB for the APR
However, the monitoring and enforcement of ethical standards are weak; disciplinary actions are taken only when criminal behavior reported
Educate employers
32 | PRSA | DRAFT
Increase APR’s value:
build strategic partnerships
With a university For example, capitalize on PRSA’s MBA/Business School initiative
Both PMI and HRCI have strong relationship with academia (programs, conferences)
With other organizations For example, SHRM
33 | PRSA | DRAFT
Increase APR’s value:
update the toolkit and website
The toolkit for individuals could be strengthened
Easily navigable checklists
Specific strategies on how to demonstrate the value of pursuing the APR to one’s employer
Information on how to leverage the credential with one’s employer or clients
The UAB website is dated and does not convey an image of a robust, successful credential
34 | PRSA | DRAFT
Where is the
APR?!
35 | PRSA | DRAFT
Under “Learning”
36 | PRSA | DRAFT
Overhaul the APR:
Step 3 - Improve the credential
INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent organization
• Strengthen the relationships
• Unify the leadership behind the APR
3) IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
37
INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
Improve the credential:
re-evaluate the Readiness Review
The purpose of this extra step is to determine whether a candidate is ready to succeed on the test.
PHR/SPHR, PMP, and CMP do not have a similar procedure
It is not a common practice in the industry
The validity and reliability of the Readiness Review is unclear
IT is often mentioned as a barrier to obtaining the APR
Since public relations is a qualitative field, consider redesigning the Readiness Review to assess the “art” of the field and position the APR as assessing the whole person as opposed to only “textbook” knowledge
This approach would also strengthen the APR which is seen as measuring textbook knowledge
Years (inclusive) Applications received Advanced to RR Passed CBT
Number % of Apps Number % of RR % of Apps
2004-2012 2,755 1,912 69% 1,552 81% 56%
2008-2012 1,476 1,124 76% 997 89% 68%
38 | PRSA | DRAFT
Improve the credential:
re-evaluate maintenance
ICE requires that a person engages in specific activities designed to measure or enhance continued competence Benchmarking analysis suggests that the maintenance criteria for the APR are not
stringent enough (e.g., continuing education requirement can be satisfied by publishing two op-eds; one day seminar counts the same as a 2-credit college course)
ICE requires a disciplinary policy The APR’s disciplinary policy does not address concerns of ethical violations
Because ethics is a critical part of the APR, consider strengthening disciplinary actions related to ethics (e.g., include procedures for examining ethical violations, require letters of recommendations to maintain the credential)
39 | PRSA | DRAFT
Improve the credential:
new practice analysis
To be relevant and perceived as reflective of the profession, the content of the test needs to be periodically updated and revised
The standard in the industry is 3-5 years
The “landmark” practice analysis was conducted in 2000, 13 years ago, and updated in 2010
There are concerns of how relevant and up-to-date the test is (interviews, surveys)
Given the potential changes in the profession, especially in terms of social media, a thorough practice analysis is recommended
40 | PRSA | DRAFT
Overhaul the APR:
Step 4 - Expand
INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent organization
• Strengthen the relationships
• Unify the leadership behind the APR
IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
41
INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
4) EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
Expand:
open the APR to non-members
According to 2011 Membership Survey, fees serve as the main barrier to joining and continuing membership in PRSA
Cost is one of the main reasons for not pursuing accreditation (22% Non-APR Survey respondents)
PHR/SPHR, PMP, and CMP do not require membership in any association to pursue the certification
Removing the membership requirement will extend the reach and appeal of the APR
42 | PRSA | DRAFT
Expand:
create an entry-level credential
PMI and HRCI have corresponding early-career credentials
By implementing the entry-level credential, the APR creates a natural progression through professional development while attracting professionals in early stages of their career
43 | PRSA | DRAFT
Expand:
consider expanding globally
PHR/SPHR, PMP, and CMP are available globally; SHRM is in 140 countries
In fact, HRCI developed a new credential GPHR
Consider leveraging partnership with the Global Alliance
44 | PRSA | DRAFT
Recommendations for overhauling
1) INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent organization
• Strengthen the relationships
• Unify the leadership behind the APR
3) IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
45
2) INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
4) EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
Overhauling considerations
PROS Certification important to
the profession Redesigned APR would
meet credentialing industry standards
CONS Requires large financial
resources Requires political will Moderate risk that even
with changes APR will not be fully successful
FINANCIAL
RESOURCES
POLITICAL RESOURCES
46 | PRSA | DRAFT
So…where do we go?
“When you come to a fork in the road, take it.” - Yogi Berra
Let it be
LOW-KEY CHANGES
Live and let die
DISCONTINUE THE APR
Revolution
OVERHAUL THE CREDENTIAL
47 | PRSA | DRAFT
The overarching question:
what is the purpose of the APR?
“APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice, and who are selected based on broad knowledge, strategic perspective, and sound professional judgment.” (UAB website)
Accreditation defines and legitimizes the profession, sets industry/professional standards, builds accountable ethics and legal knowledge (UAB, You, APR)
Accreditation is the “science” of public relations (UAB, You, APR)
Recognized Standard. Promotes Lifelong Learning. Career Enhancement. Positive for Public Relations. (PRSA website)
48
That’s a lot for one credential to deliver.
| PRSA | DRAFT
A bucket of other suggestions
Explore partnerships
Streamline the application process – make everything electronic
Information about the credential needs to be streamlined and transparent (e.g., validity and reliability information)
49 | PRSA | DRAFT
Unanswered questions
Out of scope Examining the content of the APR test (but some issues emerged)
Financial analysis of the various options
Limitations: Time
We did not conduct a financial analysis
50 | PRSA | DRAFT
51