This document discusses the process and benefits of obtaining accreditation in public relations. It is a two-part process that begins with a Readiness Review, where a panel evaluates a candidate's skills and experience through a questionnaire and portfolio. Candidates are deemed advanced or not advanced. Those advanced can then take the computer-based examination, testing knowledge across various PR areas. Obtaining accreditation demonstrates strategic and ethical PR skills, and often leads to career advancement and higher pay. The document provides details on the components and timeline of the accreditation process.

1. The Art of Advancing
Michael Tullier, APR, 2008 Chair PRSA Arkansas Chapter
Universal Accreditation Board April 17, 2009

2. Why become accredited?
 reinforces profession as
 strategic
 counseling
 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
 detailed questionnaire allows panel to know you better
 Cover the basics in your portfolio
 use work samples to demonstrate PR plan
 use professional/volunteer work from 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 Study materials
 APR-branded professional development
 www.praccreditation.org
Online
 Online Demo Examination resources
 APR Online Study Course
 Local mentoring by APRs
 Local study groups Local resources

12. If you have questions…
 Bruce Trimble, APR
Arkansas Chapter APR Chair
501.551.1915
bruce.trimble@sbcglobal.net
 Michael Tullier, APR
2008 Chair
Universal Accreditation Board
334.844.1324
mtullier@auburn.edu
 Kathy Mulvihill
Accreditation Manager
Public Relations Society of America
212.460.1436
kathy.mulvihill.prsa.org