Accreditation Demonstrating Professionalism Saint John, New Brunswick, June 2011
APR – You Know You Waant It! <ul><li>#cprs2011 </li></ul><ul><li>#philipmulder Philip Mulder, APR, FEC Regional Examiner –...
Welcome Special Guests <ul><li>John Kageorge, APR </li></ul><ul><li>Diane Riddell, APR </li></ul>
Door   Prizes! <ul><li>Must be here to win </li></ul><ul><li>Donated by  The Association of Professional Engineers, Geolog...
Why Seek Accreditation? <ul><li>Attributes of Accredited PR Practitioners </li></ul><ul><li>include: </li></ul><ul><li>A s...
Why Seek Accreditation?  (cont’d) <ul><li>APR recognized across North America </li></ul><ul><li>Denotes high professional,...
Why Seek Accreditation?  (cont’d) <ul><li>Diane and John: </li></ul><ul><li>Why did you decide to become Accredited with C...
Testimonials! <ul><li>Don’t just take our word for it – read  the testimonials! </li></ul>
The Accreditation Process <ul><li>What is involved? </li></ul><ul><li>An application </li></ul><ul><li>A work sample </li>...
How Will You Know You Are Ready? <ul><li>You will be ready for the process when: </li></ul><ul><li>You have five years or ...
Public Relations Defined <ul><li>Public relations is the  strategic management   of relationships between an organization ...
Accreditation Preparation <ul><li>How best to prepare? </li></ul><ul><li>Make sure you have the strategic experience to en...
It’s All on the Website <ul><li>You will find all this info on the website: </li></ul><ul><li>Accreditation Handbook </li>...
Accreditation Preparation <ul><li>John and Diane: </li></ul><ul><li>What approach did you use to prepare for the  Accredit...
Who Governs the Process? <ul><li>Volunteers, supported by national office: </li></ul><ul><li>Accreditation Council  </li><...
Governance
Your Journey to Accreditation <ul><li>The journey has four measurement points: </li></ul><ul><li>Application </li></ul><ul...
Key Dates <ul><li>December 1 </li></ul><ul><li>January 31 </li></ul><ul><li>April 1   </li></ul><ul><li>October  </li></ul...
How and When do You Apply? <ul><li>1. Application Form - December 1 </li></ul><ul><ul><li>You need at least five years ful...
What About the Work Sample? <ul><li>2.  The Work Sample - April 1 </li></ul><ul><li>You must create a case study or analyt...
What About the  Written and Oral Exams? <ul><li>3. Written Exam - October </li></ul><ul><li>National examinations take pla...
Written Exam <ul><li>Invigilator is present to administer the exam: </li></ul><ul><li>3.5 hours long </li></ul><ul><li>Spe...
Written Exam  (cont’d) <ul><li>Testing on:  </li></ul><ul><ul><li>History  </li></ul></ul><ul><ul><li>Theory </li></ul></u...
Oral Exam <ul><li>You will meet with a panel of APRs:   </li></ul><ul><li>three examiners, at least one in person  </li></...
Who Does the Grading? <ul><ul><li>You will be graded by APRs: </li></ul></ul><ul><ul><li>APRs who have had the designation...
Possible  Outcomes <ul><li>Pass </li></ul><ul><li>-  Work sample = 60% </li></ul><ul><ul><li>-  Written exam = 60% </li></...
What if You Don’t Pass? :( <ul><li>You may appeal: </li></ul><ul><li>If you achieve between 55-60 per cent, then new grade...
What if You have to Re-do the Process? <ul><li>If you have to re-do the entire process: </li></ul><ul><li>Your work sample...
You May Defer for a Year <ul><ul><li>All candidates have the opportunity to defer : </li></ul></ul><ul><ul><li>You may def...
Success! :) <ul><li>How will you know that you have succeeded? </li></ul><ul><li>Candidates who receive over 60 per cent o...
The Chief Examiner’s Advice <ul><li>Advice for success: </li></ul><ul><li>Find someone to mentor you through the process <...
Thanks! <ul><li>National Office Staff </li></ul><ul><li>APRs Diane Riddell and John Kageorge </li></ul><ul><li>All of you ...
Contact Information <ul><li>Chief Examiner:  Kathy Malley APR </li></ul><ul><ul><li>Phone: (506) 859-8591 </li></ul></ul><...
Door   Prizes! <3 <ul><li>Must be here to win </li></ul><ul><li>Donated by  The Association of Professional Engineers, Geo...
Questions, Answers and Comments <ul><li>Now it’s your turn for questions and comments </li></ul>
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Cprs ppt2011 acc_final

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Accreditation in Public Relations: Demonstrating Professionalism. #CPRS2011 National Conference, Saint John, New Brunswick, June 2011 Canadian Public Relations Society

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Cprs ppt2011 acc_final

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

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