Presented by: Michael Tullier, APR Public Relations Society of America Teleseminar February 4, 2009 Learn more at www.praccreditation.org

1. Increase Your Chances of Advancing:Becoming “Ready” for the APR Readiness Review PRSA Teleseminar February 4, 2009 Michael Tullier, APR, 2008 Chair Universal Accreditation Board

2. Why become accredited? reinforces profession as strategic managerial ethical illustrates commitment to career and profession to employer, clients, colleagues leads to advancement and raises for some instills personal pride and professional achievement

3. Two-part process Readiness Review “job interview” environment discuss questionnaire and review portfolio results in “advanced” or “not advanced” Computer-based Examination multiple-choice format blend of textbook knowledge and situational experience 180+ scored and beta questions

4. Readiness Review KSAs Creativity Communication skills: interpersonal, delivery mechanisms, speaking, interviewing, writing/editing and listening Management skills and client focus Multi-tasking, initiative, time management and flexibility Teaches others Presentation skills

5. Computer-based Exam KSAs RPIE four-step process (30%) Ethics and law (15%) Communication models and theories (15%) Business literacy (10%) Management skills and issues (10%) Crisis communication management (10%) Media relations (5%) Using IT effectively (2%) History and current issues (2%) Advanced communication skills (1%)

6. The Accreditation timeline Application review/approval takes about two weeks Readiness Review budget 15 days for Readiness Review panel to review questionnaire notification of panel decision sent within two weeks can repeat in 90 days Computer-based Examination complete within one year of approval date

7. The Meaning of “Ready” The Readiness Review is meant to evaluate KSAs in 16 specific competency areas that cannot be effectively judged in the computer-based Examination help candidates determine an appropriate course of study to prepare for the computer-based Examination assign a verdict of “advanced” or “not advanced” to provide admission to the computer-based Examination

8. Readiness Review Components Panel chair and two panelists all APRs who lack conflicts of interest Location professional, conducive, private environment Questionnaire reflective assessment of career achievements and goals includes public relations plan Portfolio material evidence of the public relations plan described in the questionnaire and other public relations work

9. Ensuring Success Perfect your presentation how you present is being scored too Paint a good picture of yourself thorough questionnaire answers allow panelists to better understand you Cover the basics in your portfolio use work samples to demonstrate PR plan use the professional and/or volunteer work described in your questionnaire outline role of others in team projects Go low-tech technology/projection not permitted

10. Panelists’ Roles prepare by reviewing candidate questionnaire serve as impartial, confidential evaluators devote undivided attention to candidate preside efficiently over one- to two-hour review Post-Readiness Review: teacher counselor motivator role model

11. Post-Readiness Review Resources Help after the Readiness Review APR Study Guide Short Bookshelf APR-branded professional development www.praccreditation.org Online Demo Examination APR Online Study Course Local mentoring by APRs Local study groups

12. A candidate’s perspective… Elin Nozewski, APRAccount Manager, Airfoil Public RelationsDetroit, MichiganAccredited 2006 Question-and-answer session to follow Elin’s remarks

13. If you have questions… Michael Tullier, APRDirector of External RelationsAuburn University College of Education334.844.1324mtullier@auburn.edu Elin Nozewski, APRAccount ManagerAirfoil Public Relations248.304.1412nozewski@airfoilpr.com Kathy MulvihillAccreditation ManagerPublic Relations Society of America212.460.1436kathy.mulvihill.prsa.org