CPRS Vancouver APR Information Webinar
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CPRS Vancouver APR Information Webinar






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CPRS Vancouver APR Information Webinar CPRS Vancouver APR Information Webinar Presentation Transcript

  • CPRS Vancouver
    Presented by Susan Kirk, APR
    APR Information Session
  • Why earn your APR?
    Accredited Public Relations Professional
  • APR Eligibility
    Member of the Canadian Public Relations Society - National
    You have been employed full-time in a public relations position for at least five years
    You spend at least half of your professional time involved in specific public relations activities
  • Road to APR
    Four segments
    Application (Work sample overview pre-qualification)
    Work sample
    Written examination
    Oral examination
  • Dates
    December 1st - Accreditation application due
    April 1st – Work sample due
    October (Friday of 3rd week) – Written and oral exam
  • Application Process
    Application and fee ($400) received by the CPRS National Office by 5 pm ET, December 1.
    Application references
    names, phone numbers and emails of 3people familiar with your work who are willing and able to attest to your eligibility and professional conduct
    2 of 3 references must be APRs.
    Application includes
    resume outlining in detail your experience in the field;
    work sample overview, explaining the nature and scope of the proposed work sample
    your role (ownership) in the program or project
  • Work Sample Overview with Application
    One-page description
    Outline the scope of the project and your role in it
    an overview of the project
    the organizational and PR goals the project was intended to serve, and how these relate
    to the evaluation of your project
    the approximate date of project completion
    Your role:
    your involvement in the decision to launch the project, or the point at which you
    became the lead PR practitioner for the project
    clear ownership must be demonstrated in the language of the work sample
    a discussion of your role in the research, analysis, communication and evaluation related to the project
    whether you worked alone, as team leader, or as a member of a team
    what staff or consultant support was available for the project
  • Work Sample
    Shows your ability to plan, analyze and execute within the context of current public relations theory and practice
    Is a description of a public relations program, special project, outstanding event or other public relations exercise
    Show RACE
    Be as current as possible
    Prefer within 2 years of application
  • Work Sample
    Presented as a formal business report
    an executive summary of no more than 500 total words, providing a clear, comprehensive overview of your submission
    a case study or analytical discussion of no more than 2500 total words, detailing your planning, execution and evaluation of the project
    Appendices - collateral
    i.e news releases, brochures, photographs, scripts, newsletters, etc.
    Not bulky items like T-shirts, hats as these add significantly to the cost of shipping your work sample to different regions for grading
  • Written Exam – 3 hours
    Section 1: Public Relations Knowledge and Practice
    focuses on knowledge or informed opinion that a practitioner should have
    four compulsory questions
    Section 2: Professionalism
    focus on ethics, two on research and two on other areas of professionalism
    Section 3 – Communications Planning
    includes three scenarios requiring communications plans and you select one
  • Oral Exam – 1 hour
    Usually 3 evaluators in room
    Warm-up question
    General questions
    asked four questions testing your knowledge of public relations
    Work sample
    asked three questions about your work sample
    Current affairs
    asked three questions on PR related to current affairs, based on both national and regional stories and issues
    Wrap up
    If time permits, asked one last question or given an opportunity to make a comment
  • Resources
    Reading List
    Study Outline
    Work Samples
    Marking Guidelines
    Study Sessions
    6 weeks before exams
    Really, really, really helpful!
  • Marking
    Work sample = 60%
    Written test = 60%
    Oral test = 60%
    Overall = 65%
    Weighting of marks (out of 100%)
    Worksample= 20%
    Written test = 45%
    Oral test = 35%
  • Why your APR
    “I wanted to achieve my APR designation because it demonstrates to the organization I work for and to my PR colleagues the commitment I have to both the practice of public relations and to personal development. Being part of a study group in which “homework” was assigned was a great process because it made me work and reinforced what I did know while pinpointing areas in need of improvement. The APR designation has provided me with a great sense of accomplishment and a big confidence boost. I’m so glad I chose to “just do it.”
    - Sharon Shore, APR, Senior Manager, Communications & Media Relations, BC Medical Association
    “The APR designation is peer and client recognition that you’re no longer playing public relations. You’re a pro taking a theoretical and practical approach to your business. The program helped move me from PR technician to PR manager, giving me the confidence to fight for a seat at my client’s decision-making table. Enrolling is one of the best decisions I made to advance my career and professional development. The program is manageable even with a full time job and family. Don’t talk yourself out of it. Enroll!”
    - Victor Vrsnik , APR, SPIRE Public Relations
  • Questions?