Accreditation Demonstrating Professionalism


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Presentation by Philip Mulder, APR in Saint John, New Brunswick, June 2011

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Accreditation Demonstrating Professionalism

  1. 1. AccreditationDemonstrating Professionalism Saint John, New Brunswick, June 2011
  2. 2. APR – You Know You Waant It!• #cprs2011• #philipmulder Philip Mulder, APR, FEC Regional Examiner – Prairies Director Communications The Association of Professional Engineers, Geologists and Geophysicist of Alberta (APEGGA)CPRS Accreditation Program
  3. 3. Welcome Special Guests• John Kageorge, APR• Diane Riddell, APRCPRS Accreditation Program
  4. 4. Door Prizes!• Must be here to win• Donated by The Association of Professional Engineers, Geologists and Geophysicists of Alberta (APEGGA)• Your information will be passed along to local Society Accreditation ChairsCPRS Accreditation Program
  5. 5. Why Seek Accreditation?Attributes of Accredited PR Practitionersinclude:• A sound knowledge base in PR• Ability to analyze and solve complex problems• Superior communications skills• Demonstrated professionalism• An understanding of the impact of PR on society• Ethical behaviour• Desire for and commitment to life-long learningCPRS Accreditation Program
  6. 6. Why Seek Accreditation? (cont’d)• APR recognized across North America• Denotes high professional, educational and ethical standards• Denotes leadership, professional judgment and communication skills• Indicates the ability to manage and strengthen relationships between an organization and its publics and stakeholdersCPRS Accreditation Program
  7. 7. Why Seek Accreditation? (cont’d)Diane and John:• Why did you decide to become Accredited with CPRS?• What do you value about: A) the process B) having the designationCPRS Accreditation Program
  8. 8. Testimonials!Don’t just take our word for it – read the testimonials!CPRS Accreditation Program
  9. 9. The Accreditation Process What is involved? • An application • A work sample • A written exam • An oral examCPRS Accreditation Program
  10. 10. How Will You Know You Are Ready?You will be ready for the process when:• You have five years or more public relations experience• You are a strategic thinker, problem solver and can analyze and think on your feet• You know how to use the RACE formula• You can communicate effectively• You know how to manageCPRS Accreditation Program
  11. 11. Public Relations Defined• Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest. (Flynn, Gregory & Valin, 2008)CPRS Accreditation Program
  12. 12. Accreditation PreparationHow best to prepare?• Make sure you have the strategic experience to enter the process• Review previous exam questions• Read work samples in the CPRS National Resource Library• Look at how exams are marked and take note of examiner feedback• Look for someone who can be your mentor• Determine the best work sample case you can presentCPRS Accreditation Program
  13. 13. It’s All on the WebsiteYou will find all this info on the website:• Accreditation Handbook• Study Guide• Body of Knowledge• Reading List• Actual written exam answers• Question and answer guidelines for previous written exams• Examples of actual work samples• Examples of oral exam questions• Links to the National Resource Library at Mount Royal University• Contact information for Accreditation Chairs• Marking sheets, marking guidelines and comments sheets for oral, written and work sample markingCPRS Accreditation Program
  14. 14. Accreditation PreparationJohn and Diane:• What approach did you use to prepare for the Accreditation process?• What is your SINGLE best tip to those preparing for accreditation?CPRS Accreditation Program
  15. 15. Who Governs the Process?Volunteers, supported by national office:• Accreditation Council• Regional Examiners• Local Society Accreditation ChairsCPRS Accreditation Program
  16. 16. GovernanceCPRS Accreditation Program
  17. 17. Your Journey to AccreditationThe journey has four measurement points:1. Application You complete a work sample overview and pre-qualification form2. Work sample You prepare a case study approach of your best work3. Written Exam You write a three and a half hour exam that tests your knowledge and experience4. Oral Exam You prove to your peers that you know your stuff and can think on your feetCPRS Accreditation Program
  18. 18. Key Dates• December 1 Application deadline• January 31 – Your eligibility confirmed• April 1 – Work Sample deadline• October – Third Friday and Saturday = Exams• December – December – formal notice of your performanceCPRS Accreditation Program
  19. 19. How and When do You Apply?1. Application Form - December 1• You need at least five years full-time public relations experience• You need three references (two must be current APRs)• You need a current resume• You must be a current member of CPRS• You need to complete an application form• You need to pay a $400 fee (plus federal and provincial taxes) to participate in the process and may be required to pay an additional $50 fee to re-apply, if you fail• You must be pre-qualified by submitting an outline of your work sample for review• Your eligibility will be confirmed by formal letter by January 31CPRS Accreditation Program
  20. 20. What About the Work Sample?2. The Work Sample - April 1• You must create a case study or analytical discussion of your best work detailing the planning, execution and evaluation of the project within the last two years [500-word abstract / 2,500-word main body] and submit by email or hard copy• You must include measureable objectives and a budget• You must demonstrate an understanding of research• You must demonstrate sound public relations practice and the RACE• You must communicate effectively• You must demonstrate an understanding of ethics• Spelling and grammar count!CPRS Accreditation Program
  21. 21. What About the Written and Oral Exams?3. Written Exam - October• National examinations take place third Friday and Saturday in October each year• Held in computer labs in colleges or universities• Regional examiners finalize location arrangements with assistance of local Society Accreditation ChairsCPRS Accreditation Program
  22. 22. Written ExamInvigilator is present to administer the exam:• 3.5 hours long•Spelling and grammar count – edit / proofreadCPRS Accreditation Program
  23. 23. Written Exam (cont’d)Testing on: – History – Theory – Fundamentals of practice – Professional ethics Three sections: – Professionalism – Communications planning – Public relations and societyCPRS Accreditation Program
  24. 24. Oral ExamYou will meet with a panel of APRs:• three examiners, at least one in person• 45-60 minute conversation around - your work sample - current events - ethics - general knowledge• poise and deportment count!CPRS Accreditation Program
  25. 25. Who Does the Grading? You will be graded by APRs: • APRs who have had the designation for at least five years • APRs who have attended grader orientation session • Work samples and written exams are graded outside of the candidate’s region, whenever possible • Standardized marking sheets used • Feedback is provided. All final grades include scoring summaries and commentsCPRS Accreditation Program
  26. 26. Possible Outcomes• Pass • Weighting of marks - Work sample = 60% (out of 100 per cent) - Written exam = 60% – Work sample = 20% - Oral exam = 60% – Written exam = 45% - Overall = 65% – Oral exam = 35%CPRS Accreditation Program
  27. 27. What if You Don’t Pass? :(You may appeal:• If you achieve between 55-60 per cent, then new graders will be assigned• If you fail the work sample. You may request coaching from the Chief Examiner to get your work sample grade up to 60 per cent so that you can proceed to the written and oral examsCPRS Accreditation Program
  28. 28. What if You have to Re-do the Process?If you have to re-do the entire process:• Your work sample project must reflect work in the past two years• If you fail the exam, you only have to take the exam again• If you fail the oral, you only have to take the oral again• There is a nominal re-take fee• You may try the process three times• If you are unsuccessful after your third try you must take one-year hiatus after which new application with full fee and references requiredCPRS Accreditation Program
  29. 29. You May Defer for a Year All candidates have the opportunity to defer: • You may defer for a year upon request • Presiding Officer decides • Two-year window maximum for all components with no financial penalty • Work sample cannot be stale (i.e. two years or less – start to finish)CPRS Accreditation Program
  30. 30. Success! :)How will you know that you have succeeded?• Candidates who receive over 60 per cent on each exam element and a total grade over 65 per cent attain accredited statusAccredited members:• may use the APR [accredited, public relations] designation• will receive a certificate and pin at the CPRS National Conference• will be recognized in the CPRS membership directory and on the national website• will be recognized in a newspaper advertisementCPRS Accreditation Program
  31. 31. The Chief Examiner’s AdviceAdvice for success:• Find someone to mentor you through the process• Read the Accreditation Handbook• Be up to-date on current events• Study the marking guideline• Pay close attention to word count in the work sample• Pay attention to format (follow the simple rules of business writing)• Pay attention to spelling, grammar and syntax• Conduct mock exams with Accreditation Chair and other candidates• Communicate and help each otherCPRS Accreditation Program
  32. 32. Thanks!• National Office Staff• APRs Diane Riddell and John Kageorge• All of you for considering Accreditation• APEGGA for the door prizesCPRS Accreditation Program
  33. 33. Contact InformationChief Examiner: Kathy Malley APR – Phone: (506) 859-8591 – Email: kmalley@malleyindustries.comNational Office: Larisa Morton (currently on mat leave)in her absence, Barbara Sheffield, APR, FCPRS until April 1, 2012 – Phone: 1-416-239-7034 – Email: bsheffield@cprs.caAccreditation Chairs: - Philip Mulder, APR, FEC - - @philipmulderCPRS Accreditation Program
  34. 34. Door Prizes! <3• Must be here to win• Donated by The Association of Professional Engineers, Geologists and Geophysicists of Alberta (APEGGA)• Your information will be passed along to local Society Accreditation ChairsCPRS Accreditation Program
  35. 35. Questions, Answers and Comments• Now it’s your turn for questions and commentsCPRS Accreditation Program