The Art of Advancing | Accreditation in Public Relations Readiness Review


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Presented by:
Michael Tullier, APR
Public Relations Society of America-Arkansas Chapter
April 17, 2009

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The Art of Advancing | Accreditation in Public Relations Readiness Review

  1. 1. The Art of Advancing<br />Michael Tullier, APR, 2008 Chair<br />Universal Accreditation Board<br />PRSA Arkansas Chapter<br />April 17, 2009<br />
  2. 2. Why become accredited?<br />reinforces profession as<br />strategic<br />counseling<br />managerial<br />ethical<br />illustrates commitment to career and profession to employer, clients, colleagues <br />leads to advancement and raises for some<br />instills personal pride and professional achievement<br />
  3. 3. Two-part process<br />Readiness Review<br />“job interview” environment<br />discuss questionnaire and review portfolio<br />results in “advanced” or “not advanced”<br />Computer-based Examination<br />multiple-choice format<br />blend of textbook knowledge and situational experience<br />180+ scored and beta questions<br />
  4. 4. Readiness Review KSAs<br />Creativity<br />Communication skills: interpersonal, delivery mechanisms, speaking, interviewing, writing/editing and listening<br />Management skills and client focus<br />Multi-tasking, initiative, time management and flexibility<br />Teaches others<br />Presentation skills<br />
  5. 5. Computer-based Exam KSAs<br />RPIE four-step process (30%)<br />Ethics and law (15%)<br />Communication models and theories (15%) <br />Business literacy (10%)<br />Management skills and issues (10%) <br />Crisis communication management (10%)<br />Media relations (5%) <br />Using IT effectively (2%)<br />History and current issues (2%)<br />Advanced communication skills (1%)<br />
  6. 6. The Accreditation timeline<br />Application<br />review/approval takes about two weeks<br />Readiness Review<br />budget 15 days for Readiness Review panel to review questionnaire<br />notification of panel decision sent within two weeks<br />can repeat in 90 days<br />Computer-based Examination<br />complete within one year of approval date<br />
  7. 7. The Meaning of “Ready”<br />The Readiness Review is meant to<br />evaluate KSAs in 16 specific competency areas that cannot be effectively judged in the computer-based Examination<br />help candidates determine an appropriate course of study to prepare for the computer-based Examination<br />assign a verdict of “advanced” or “not advanced” to provide admission to the computer-based Examination<br />
  8. 8. Readiness Review Components<br />Panel chair and two panelists<br />all APRs who lack conflicts of interest<br />Location<br />professional, conducive, private environment<br />Questionnaire<br />reflective assessment of career achievements and goals<br />includes public relations plan<br />Portfolio<br />material evidence of the public relations plan described in the questionnaire and other public relations work<br />
  9. 9. Ensuring Success<br />Perfect your presentation<br />how you present is being scored too<br />Paint a good picture of yourself<br />detailed questionnaire allows panel to know you better<br />Cover the basics in your portfolio<br />use work samples to demonstrate PR plan<br />use professional/volunteer work from your questionnaire<br />outline role of others in team projects<br />Go low-tech<br />technology/projection not permitted<br />
  10. 10. Panelists’ Roles<br />prepare by reviewing candidate questionnaire<br />serve as impartial, confidential evaluators<br />devote undivided attention to candidate<br />preside efficiently over one- to two-hour review<br />Post-Readiness Review:<br />teacher<br />counselor<br />motivator<br />role model<br />
  11. 11. Post-Readiness Review Resources<br />Help after the Readiness Review<br />APR Study Guide<br />Short Bookshelf<br />APR-branded professional development<br /><br />Online Demo Examination<br />APR Online Study Course<br />Local mentoring by APRs<br />Local study groups<br />Study materials<br />Online resources<br />Local resources<br />
  12. 12. If you have questions…<br />Bruce Trimble, APRArkansas Chapter APR<br />Michael Tullier, APR2008 ChairUniversal Accreditation<br />Kathy MulvihillAccreditation ManagerPublic Relations Society of<br />