Earning your APR (Accredited Public Relations) is a measure of professional experience in the field of public relations. The program recognizes the dedication, energy, perseverance and competence of successful public relations professionals. http://cprsvancouver.com/accreditation

1. Accreditation
Demonstrating Professionalism
2012
APR Information Session
Vancouver
June 20
Presented by Susan Kirk
Accreditation Chair, CPRS Vancouver

2. What is APR
• Earning your APR (Accredited Public Relations) is a
measure of professional experience in the field of public
relations.
• The program recognizes the dedication, energy,
perseverance and competence of successful public
relations professionals.
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3. The Accreditation Process
What is involved?
•An application
•A work sample
•A written exam
•An oral exam
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4. How do I Know I am Ready?
You will be ready for the process when:
•You have five years or more public relations experience
•You are a strategic thinker, problem solver and can
analyze and think on your feet
•You know how to use the RACE formula – Research,
Analysis, Communications and Evaluation
•You can communicate effectively
•You know how to manage
•New Self Assessment Tool on website
http://www.cprs.ca/uploads/Accreditation/ACC_COUNCIL_
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5. Accreditation Preparation
How should I prepare?
•Make sure you have the strategic experience to enter the
process
•Review previous exam questions
•Read work samples in the CPRS National Resource
Library
•Look at how exams are marked and take note of examiner
feedback
•Look for someone who can mentor you
•Determine the best work sample case you can present
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6. It’s all on the CPRS website
You will find all this information on the web site:
•Accreditation self-assessment tool
•Accreditation Handbook
•Study Guide
•Reading List
•Webinars on exam and work sample preparation
•Question and answer guidelines and answers for previous written exams
•Examples of actual work samples and work sample overviews
•Examples of oral exam questions
•Links to the National Resource Library
•Contact information for Accreditation Chairs
•Marking sheets, marking guidelines and comments sheets
for oral, written and work sample marking
http://www.cprs.ca/accreditation/
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7. Who Governs the Process?
Volunteers supported by the national office:
•Accreditation Council
•Regional Examiners
•Local Society Accreditation Chairs
•Chief Examiner
•Exam Development Team
And support by local Accreditation Chair and APR peers
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8. Your Journey to the APR
The journey has four points of measurement:
3. Application
You complete a work sample overview and pre-qualification form.
2. Work sample
You prepare a case study approach of your best work.
9. Written Exam
You write a three and a half hour exam that tests your knowledge and
experience.
13. Oral Exam
You prove to a panel of your peers that you know your stuff.
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9. How and When do You Apply?
1. Application Form-December 1
• You need at least 5 years full-time public relations experience
• You need 3 references (2 must be current APRs)
• You need a current resume or CV
• You must be a current member of CPRS (National)
• You need to complete an application form
• You need to pay a $400 fee + HST to participate in the process and may
be required to pay an additional $50 fee to re-apply, if you fail
• You must be pre-qualified by submitting an outline of your work sample by
December 1
• Your eligibility will be confirmed by formal letter by January 31
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10. What about the Work Sample?
2. The Work Sample-April 1
•You must create a case study or analytical discussion of your best work
detailing the planning, execution and evaluation of the project within the last
two years [500-word abstract / 2500-word main body] and submit by email or
hard copy
•You must include measureable objectives and a budget
•You must demonstrate an understanding of research
•You must demonstrate sound public relations practice/RACE
•You must communicate effectively
•You must demonstrate an understanding of ethics
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11. What about the Written and Oral
Exams?
3. Written Exam-October
• National examinations take place third Friday and Saturday
in October annually
• Held in computer labs in colleges or universities
• Regional examiners finalize location arrangements with assistance
of local Society Accreditation Chairs
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12. Written Exam
Invigilator is present to administer the exam:
•3.5 hours long
•Testing on
– History
– Theory
– Fundamentals of practice
– Professional ethics
•Three Sections
– Professionalism
– Communications planning
– Public relations and society
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13. Oral Exam
You will meet with a panel of your peers:
•3 examiners
•45-60 minute conversation around
- work sample
- current events
- ethics
- general knowledge
- poise and deportment
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14. Who Grades the Process?
You will be graded by your peers:
•APRs who have had the designation for at least 5 years
•APRs who have attended grader orientation session
•Work samples and written exams are graded outside of
candidate’s region, whenever possible
•Standardized marking sheets used
•Feedback is required. All final grades include scoring summaries
and comment
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15. Possible Outcomes?
• Pass
- Work sample = 60%
- Written exam = 60%
- Oral exam = 60%
- Overall = 65%
• Weighting of marks (out of 100%)
–Work sample = 20%
–Written exam = 45%
–Oral exam = 35%
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16. What if I Don’t Pass?
You may appeal if:
•you achieve between 55-59%; new graders will be assigned
•you fail the work sample; you may request mentoring from the Chief
Examiner to get your work sample grade up to 60% so you can
proceed to the written and oral exams
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17. What if I have to Re-take the Process?
If you have to re-take the entire process:
•Your work sample project must reflect work in the past two years.
•If you fail the exam, you only have to take the exam again.
•If you fail the oral, you only have to take the oral again.
•There is a nominal re-take fee.
•You may try the process three times
• If you are unsuccessful after your third try, a one-year hiatus
with full fee and new application with references will be required.
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18. May I Defer for a Year?
All candidates have the opportunity to defer:
•You may defer for a year upon request
•Presiding Officer decides
•Two-year window maximum for all components with no
financial penalty
•Work sample cannot be stale
(two years or less – start to finish)
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19. Success
How will I know I am successful:
•Candidates who receive over 60% on each exam element and a
total grade over 65% attain accredited status.
Accredited members:
•may use the APR designation [accredited, public relations]
•receive a certificate and pin at the CPRS National Conference
•are recognized in the CPRS membership directory and on the national
website
•are recognized in a newspaper advertisement
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20. The Chief Examiner’s Advice
Advice for success:
•Find someone to mentor you through the process
•Read the Accreditation Handbook
•Be up to-date on world events
•Study the marking guideline
•Pay attention to word count in the work sample
•Pay attention to format (follow the simple rules of business writing)
•Pay attention to spelling, grammar, syntax
•Conduct mock exams with Accreditation Chair and other candidates
•Communicate and help each other
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21. Timeline
December Application due
January Find out application status
February - March Write work sample
April Work sample due
May
June Read and prepare for exams
July - August Prepare for application – choose work sample
Read and prepare for exams
September Prepare one page work sample; find 3 APR references
Read and prepare for exams
Study group
October Prepare one page work sample; find 3 APR references
Study group
Written and oral exams
November Complete application
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22. Testimonials
• “The APR designation is peer and client • “What a great program! You’d be
recognition that you’re no longer playing surprised at how much you’ve learned
public relations. You’re a pro taking a since your first PR job. Basically, the
theoretical and practical approach to APR program simply helped me focus on
your business. The program helped and demonstrate what I’ve learned.
move me from PR technician to PR Becoming an APR is something I should
manager, giving me the confidence to have done long ago.”
fight for a seat at my client’s decision- • - John Kageorge, APR, Vital
making table. Enrolling is one of the best Communications
decisions I made to advance my career
and professional development. The
program is manageable even with a full http://cprsvancouver.com/accreditation
time job and family. Don’t talk yourself
out of it. Enroll!”
• - Victor Vrsnik , APR, SPIRE Public
Relations
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23. Contact Information
• Chief Examiner: Kathy Malley APR
– Phone: (506) 859-8591
– Email: kmalley@malleyindustries.com
• National Office: Lorianne Weston
Manager Accreditation and Education
– Phone: 1-416-239-7034
– Email: accreditation@cprs.ca
• Vancouver Accreditation Chair:
― Phone: 778-294-0064
― Email: susankirk@kirkmarketingcommunications.com
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