The document summarizes the process for earning an Accredited Public Relations (APR) designation from the Canadian Public Relations Society. To be eligible, one must be a CPRS member with 5+ years of full-time PR work where half their time is spent on PR activities. The process involves submitting an application by December 1st including references and a work sample overview. If accepted, applicants must submit a work sample by April 1st demonstrating their RACE process. In October, a written exam is followed by an oral exam. The work sample is weighted at 20% of the final mark while the written and oral exams make up 45% and 35%, respectively. A minimum overall score of 65% is required to pass.

1. CPRS Vancouver Presented by Susan Kirk, APR APR Information Session

2. Why earn your APR? Accredited Public Relations Professional

3. APR Eligibility Member of the Canadian Public Relations Society - National You have been employed full-time in a public relations position for at least five years You spend at least half of your professional time involved in specific public relations activities

4. Road to APR Four segments Application (Work sample overview pre-qualification) Work sample Written examination Oral examination

5. Dates December 1st - Accreditation application due April 1st – Work sample due October (Friday of 3rd week) – Written and oral exam

6. Application Process Application and fee ($400) received by the CPRS National Office by 5 pm ET, December 1. Application references names, phone numbers and emails of 3people familiar with your work who are willing and able to attest to your eligibility and professional conduct 2 of 3 references must be APRs. Application includes resume outlining in detail your experience in the field; work sample overview, explaining the nature and scope of the proposed work sample your role (ownership) in the program or project

7. Work Sample Overview with Application One-page description Outline the scope of the project and your role in it Include Scope: an overview of the project the organizational and PR goals the project was intended to serve, and how these relate to the evaluation of your project the approximate date of project completion Your role: your involvement in the decision to launch the project, or the point at which you became the lead PR practitioner for the project clear ownership must be demonstrated in the language of the work sample a discussion of your role in the research, analysis, communication and evaluation related to the project whether you worked alone, as team leader, or as a member of a team what staff or consultant support was available for the project

8. Work Sample Shows your ability to plan, analyze and execute within the context of current public relations theory and practice Is a description of a public relations program, special project, outstanding event or other public relations exercise Show RACE Research Analysis Communications Evaluation Be as current as possible Prefer within 2 years of application

9. Work Sample Presented as a formal business report Include: an executive summary of no more than 500 total words, providing a clear, comprehensive overview of your submission a case study or analytical discussion of no more than 2500 total words, detailing your planning, execution and evaluation of the project Appendices - collateral i.e news releases, brochures, photographs, scripts, newsletters, etc. Not bulky items like T-shirts, hats as these add significantly to the cost of shipping your work sample to different regions for grading

10. Written Exam – 3 hours Section 1: Public Relations Knowledge and Practice focuses on knowledge or informed opinion that a practitioner should have four compulsory questions Section 2: Professionalism focus on ethics, two on research and two on other areas of professionalism Section 3 – Communications Planning includes three scenarios requiring communications plans and you select one

11. Oral Exam – 1 hour Usually 3 evaluators in room Warm-up question General questions asked four questions testing your knowledge of public relations Work sample asked three questions about your work sample Current affairs asked three questions on PR related to current affairs, based on both national and regional stories and issues Wrap up If time permits, asked one last question or given an opportunity to make a comment

14. Resources Reading List Study Outline Work Samples Marking Guidelines Study Sessions 6 weeks before exams Really, really, really helpful!

15. Marking Pass Work sample = 60% Written test = 60% Oral test = 60% Overall = 65% Weighting of marks (out of 100%) Worksample= 20% Written test = 45% Oral test = 35%

16. Why your APR “I wanted to achieve my APR designation because it demonstrates to the organization I work for and to my PR colleagues the commitment I have to both the practice of public relations and to personal development. Being part of a study group in which “homework” was assigned was a great process because it made me work and reinforced what I did know while pinpointing areas in need of improvement. The APR designation has provided me with a great sense of accomplishment and a big confidence boost. I’m so glad I chose to “just do it.” - Sharon Shore, APR, Senior Manager, Communications & Media Relations, BC Medical Association “The APR designation is peer and client recognition that you’re no longer playing public relations. You’re a pro taking a theoretical and practical approach to your business. The program helped move me from PR technician to PR manager, giving me the confidence to fight for a seat at my client’s decision-making table. Enrolling is one of the best decisions I made to advance my career and professional development. The program is manageable even with a full time job and family. Don’t talk yourself out of it. Enroll!” - Victor Vrsnik , APR, SPIRE Public Relations

17. Questions? http://www.cprsvancouver.com/accreditation http://www.cprs.ca/accreditation/