Give yourself the Accreditation Advantage Your Name Here, APR Presented by Jim Haynes, APR, Fellow PRSA To PRSA Dallas Chapter October 12, 2007

Give yourselfGive yourself the Accreditation Advantagethe Accreditation Advantage

Your Name Here, APR

Presented by Jim Haynes, APR, Fellow PRSA

To PRSA Dallas Chapter

October 12, 2007

Why Accreditation?Why Accreditation?

Earning the APR is a noteworthy achievement for public relations professionals.

Accreditation assures that a certain standard of quality is met.

It lets others know that you possess the skills required to be an effective practitioner and that you have a working knowledge and understanding of the profession and its development that sets you apart from others.

Give theGive theAccreditation advantage…Accreditation advantage…

…to yourself:

My APR experience has served me well. The greatest impact of my APR experience has been in my day-to-day work life. The preparation for the test and the drill of actually taking the test provided a thorough review of the proper thought-processes involving public relations issues.

Edward M. Bury, APRDirector of Public RelationsCCIM Institute


…to your employers:Anyone can walk off the street and start ‘practicing public relations.’ Accreditation is what sets apart those who are providing counsel that is strategic, managing relationships with constituents through good and bad times, and contributing to the success of the business. It's sorely needed in our industry, more than ever.

Kelly Groehler, APRAccount SupervisorPadilla Speer Beardsley


…to the profession:I wanted to take the APR exam to reassure myself that I had what it takes to operate professionally in this industry. . ..

96% of

Accredited

professionals

find the APR

credential

valuable Sonya Ruffin, APRPublic Information OfficerNevada State Contractors Board

AccreditationAccreditationsets professional standardssets professional standards

Knowledge, Skills & Abilities 30% Research, planning, implementing

and evaluating programs 15% Ethics and law 15% Communication models

and theories 10% Business literacy 10% Management skills and issues 10% Crisis communication management 5% Media relations 2% Using information technology

efficiently 2% History of and current issues

in public relations 1% Advanced communication skills

93% of Accredited

professionals

agree the

Examination

covers the KSAs

needed to

succeed.

AccreditationAccreditationdefines the profession defines the profession

Sets standards “science” of public relations

Legitimizes profession standards uniformity

Builds accountability through ethics legal knowledge

Accredited professionals

find the process establishes the

practice as strategic (93%)

and ethical (91%).

TakingTakingAccreditation personallyAccreditation 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.

To prepare for the Examination, To prepare for the Examination, Use Accreditation resourcesUse Accreditation resources

Online study, prep resources at www.praccreditation.org

Extensive bookshelf of suggested texts Coaching and mentoring Feedback through Readiness Review User-friendly Examination Improved feedback to candidates Candidate-focused scheduling

Here’s the Here’s the Accreditation processAccreditation process

1. Apply for eligibility at www.praccreditation.org

2. Seek coaching support from Accreditation chair

3. Use online and printed study materials

4. Participate in local study groups

5. Complete Readiness Review Questionnaire

6. Schedule Readiness Review with Accreditation chair

7. Take Computer-based Examination

8. Start using Your Name Here, APR!


How to make it happen!

Presented by Samra Jones Bufkins, APR


October 12, 2007

The Readiness ReviewThe Readiness Review Readiness Review

Assesses whether or not a candidate is ready to succeed on the computer-based portion of the Examination

Includes a portfolio review and an advance questionnaire Conducted locally by a panel of 3 Accredited members

Panelists have had two weeks to study your written submission

Panelists coach each candidate Determine areas of strength, weakness Identify specific areas in which the candidate should

focus further study and direct candidate to specific prep resources

Recommend to the UAB to advance or not to advance the candidate to take the computer-based Examination

Candidates may take the computer-based Examination only after they have been advanced from the Readiness Review

The Readiness ReviewThe Readiness Review What it is NOT

A “show and tell” of tactical products A glitzy PowerPoint presentation or video show

Keep in mind… Organize & present it like a case study

Demonstrate the fullest possible evidence of your mastery of the public relations practice

Show a single program (or two), from inception to completion

Emphasize the full cycle of conceptualization, research, program development, implementation and assessment.

Refer to the Competencies/KSAs Tested

The Readiness ReviewThe Readiness Review

What if you have not been directly or solely involved with all aspects of a program? Be prepared to describe activities conducted by

other team members that contributed to the creation of the complete program.

Be equally prepared to provide a clear statement of the best practices that would be appropriate to create a full continuum of programming.

The CBE is computer-delivered and scored The CBE is 100% multiple-choice questions The CBE takes three hours and forty-five

minutes The testing process is administered by

Prometric The international testing organization that delivers CPA,

Microsoft and many healthcare certification examinations 300+ locations in the U.S.

Results in weeks, not months

The Computer-based Examination The Computer-based Examination (CBE)(CBE)

Who’s Eligible & What’s the Cost?Who’s Eligible & What’s the Cost?

Who is eligible Members of PRSA & eight participating organizations Recommended 5+ years of paid, full-time professional

experience, or in teaching or administration of public relations courses in an accredited college or university

Fee is $385 PRSA rebates $110 to each PRSA member Other participating organizations may subsidize

their candidates Good “for life,” with fulfillment of Maintenance of

Accreditation requirements and continued membership in participating organization

Examination For Accreditation In Examination For Accreditation In Public RelationsPublic Relations

Process Details

1.1. Apply Apply For EligibilityFor Eligibility

Initiate process at personal discretion Print eligibility form from UAB Web site Submit completed eligibility form with payment to

PRSA $385 examination fee at time of application; or $410; $205 at time of application and $205 after candidate

advances Readiness Review Receive notification of eligibility from UAB through

PRSA Candidates have one year from eligibility approval to advance

Readiness Review and take the computer-based Examination Access Q&A, reference materials, mentoring and

coaching

Download Readiness Review questionnaire Complete at your own discretion

Pay attention to the details and be detailed Three sections

Your organization and your role Your experience Your assessment of your readiness for the computer-based

Examination Request a Readiness Review via the APR Chair

At least 30 days in advance is best Submit four copies of questionnaire to local

Accreditation Chair, at least 15 business days in advance of the scheduled review Can be submitted via email to Accreditation chair

2. Complete Readiness 2. Complete Readiness Review QuestionnaireReview Questionnaire

3. Participate In 3. Participate In Readiness ReviewReadiness Review Present portfolio and respond to interview questions Panelists score knowledge, skills and abilities in 16

KSAs Panelists help assess and direct the candidate’s

study preparation PRSA notifies candidate to advance/not advance to

computer-based Examination If advanced, candidate receives unique ID # to be used to

schedule examination If not advanced, candidate may repeat the Readiness Review

after 90 days May appeal the result to the UAB after two re-takes of

the Readiness Review

4. Request Coaching, 4. Request Coaching, Mentoring, Support Services Mentoring, Support Services

Request coaching, mentoring or other support services through Accreditation chair as desired.

Repeat steps #2 and #3 if another Readiness Review is needed

5. Schedule The Computer-5. Schedule The Computer-based Examinationbased Examination

Schedule Examination at your convenience at a Prometric testing center using unique ID # At least 30 days in advance. Prometric has peak demand

periods. Check UAB Web site for details. Locations in Bedford and Dallas (Coit Rd.) 18 other Texas sites

Remember, candidates need to complete the computer-based Examination before the one-year eligibility timeframe expires. Use it or lose it.

Information Available At Information Available At www.praccreditation.orgwww.praccreditation.org

Application and instructions Frequently Asked Questions (FAQs):

Accreditation Program Candidates' Frequently Asked Questions

PRSA’s publications such as Tactics Examination Preparation Sources

Online Study Course ($195/members, $295 non-members) Study Guide (available soon) The Short Bookshelf of Texts Recommended to Candidates

for Accreditation in Public Relations Readiness Review Portfolio Preparation Instructions

Candidate Process Chart Demo of Computer-Based Exam

Detailed Competencies tested (KSA’s)


A Recent Success Story

Presented by Reace Alvarenga-Smith, APR


October 12, 2007


Questions?

PRSA Dallas Chapter

October 12, 2007

ContactsContacts

Dallas Chapter Accreditation Chair Samra Jones Bufkins, APR

940-381-0728 [email protected]

Accreditation Website www.praccreditation.org

Documents

Give yourself the Accreditation Advantage Your Name Here, APR Presented by Jim Haynes, APR, Fellow PRSA To PRSA Dallas Chapter October 12, 2007