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Prsa opg apr report
1. Accredited in Public Relations (APR):
Does it serve its purpose?
August 2013
DRAFT
BETTER STRATEGIES.
BETTER LEADERS.
BETTER ORGANIZATIONS.
Public Relations Society of America
2. Overview
APR’s current context
Three possible paths forward
A few lingering notes
2 | PRSA | DRAFT
3. APR needs a better PR.
- Anonymous survey respondent
3
With copyright permission
| PRSA | DRAFT
4. What is the purpose of the APR?
“APR is a mark of distinction for public relations professionals who
demonstrate their commitment to the profession and to its ethical
practice, and who are selected based on broad knowledge, strategic
perspective, and sound professional judgment.” (UAB website)
Accreditation defines and legitimizes the profession, sets
industry/professional standards, builds accountable ethics and legal
knowledge (UAB, You, APR)
Accreditation is the “science” of public relations (UAB, You, APR)
Recognized Standard. Promotes Lifelong Learning. Career
Enhancement. Positive for Public Relations. (PRSA website)
4
That’s a lot for one credential to deliver.
| PRSA | DRAFT
5. Why are we here?
PRSA hired OPG to:
Examine how the APR could be
enhanced
Conduct benchmarking
Conduct a meta-analysis of the
industry
Present a detailed report of
findings
Outline actionable
recommendations
OPG
Conducted 22 interviews and one
focus group
Collected data and analyzed two
surveys (750 respondents)
Analyzed internal data
Benchmarked APR against 3
credentials
Examined the certification
industry in general
5 | PRSA | DRAFT
6. First, getting the terms right
Source: Durley, C. C. (2005). The ICE guide to understanding credentialing concepts. Washington, DC: Institute for Credentialing Excellence.
CREDENTIALING
An umbrella term for accreditation, licensure, and professional certification.
ACCREDITATION
A time-limited
recognition granted to
entities (institution,
organization, or
business)
Based on predetermined
and standardized criteria
Voluntary
Given by a non-
governmental agency
PROFESSIONAL
CERTIFICATION
A time-limited
recognition and use of a
credential given to an
individual
Based on predetermined
and standardized criteria
Voluntary
Given by a non-
governmental agency
LICENSURE
A time-limited
permission given to an
individual to engage in a
given occupation
Based on predetermined
and standardized criteria
Mandatory
Given by a governmental
agency
6 | PRSA | DRAFT
7. Second, identifying the context
1 Gallup .(2012). Business and industry sector ratings. Retrieved from http://www.gallup.com/poll/12748/Business-Industry-Sector-Ratings.aspx.
PR was combined with advertising. 2% did not have an opinion.
... is more of an art than a science
... is negatively perceived by the public
(35% negative; 33% neutral; 31% positive)1
... contends with negative stereotypes about the
profession
THE FIELD OF PUBLIC RELATIONS ...
7 | PRSA | DRAFT
8. Second, identifying the context
8
THE FIELD OF PUBLIC RELATIONS ...
Qualitative Quantitative
SCIENTIFIC APPROACH
Applied Theoretical
SCIENTIFIC APPROACH
Positive Negative
PUBLIC PERCEPTION
Maximum Minimal
GOVERNMENTAL/LEGAL
OVERSIGHT
Maximum Minimal
BARRIERS TO ENTRY
| PRSA | DRAFT
9. Third, facing reality
Source: PRSA data.
... the number of PRSA members with accreditation has
declined
THE ACCREDITED IN PUBLIC RELATIONS (APR) CREDENTIAL
25.47%
21.32%
18.43%
0%
10%
20%
30%
1994 2004 2012
9 | PRSA | DRAFT
Data indicates that 48% of
SHRM members are certified
10. The APR is viewed with moderate favorability.
0%
10%
20%
30%
40%
50%
Not at all
favorable
Slightly
favorable
Moderately
favorable
Very favorable Extremely
favorable
4%
21%
42%
24%
8%
7%
21%
38%
24%
10%
Non-APRs Employers
10
What is your opinion of the APR credential?
Non-APR = 481; 96% of
respondents were members
of PRSA
Employer = 258
| PRSA | DRAFT
11. The APR is not seen as worth the investment of
time and money.
0% 10% 20% 30% 40% 50%
I have not had the time
I do not think it will advance my career
It is too time-consuming
I receive mixed messages about its value
It is too expensive
I do not want to commit to paying the membership fee every
year to keep my APR
I’d rather get more experience in the field than get the APR
I am discouraged by the process
I simply have not thought about it
I hold or I am studying for an advanced degree in
PR/communications
49%
46%
24%
24%
22%
16%
15%
14%
11%
10%
11
Top ten reasons for not pursuing the APR
Respondents = 454
(could choose 3 reasons)
| PRSA | DRAFT
12. Employers are not using the APR as a hiring guide.
0%
10%
20%
30%
40%
50%
60%
70%
Not at all Slight extent Moderate
extent
Large extent Great extent It depends on
the
certification
63%
17%
10%
8%
3%
n/a
20% 22%
28%
15%
4%
13%
APR Professional Certifications
12
1. To what extent has the APR influenced your hiring or promotion decision?
2. Across different positions in your company, to what extent do you consider
professional certifications when making a hiring decision?
APR = 260
Professional Cert.= 235
| PRSA | DRAFT
13. Where do we go?
“When you come to a fork in the road, take it.” - Yogi Berra
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
13| PRSA | DRAFT
14. Let’s look at each option.
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
14 | PRSA | DRAFT
15. Discontinue the APR
POSSIBLE REASONS FOR THE DECLINE OF
A CREDENTIAL
Market saturation
Demographic changes
Contraction of profession
Strong competition
Decline in perceived value
Weak marketing
Changes in the nature of profession
POSSIBLE REASONS FOR THE DECLINE
OF THE APR
Market saturation
Demographic changes
Contraction of profession
Strong competition
Decline in perceived value
Weak marketing
Changes in the nature of profession
Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.
15 | PRSA | DRAFT
16. Discontinue the APR
“Abandoning Accreditation is not an option that
PRSA is willing to consider.” PRSA website
Overhaul of the APR would require significant
resources. Are there reasons to continue the APR
without implementing major changes?
16 | PRSA | DRAFT
17. Discontinue the APR
PROS
Resources could be
devoted to other initiatives
30% of certifying programs
discontinued or being
considered for
discontinuation
CONS
Political, emotional fall-out
Certification important to
the profession
Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.
FINANCIAL
RESOURCES
POLITICAL
RESOURCES
17 | PRSA | DRAFT
18. Where do we go?
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
18 | PRSA | DRAFT
19. Low-Key Changes
Position APR as a professional development
tool
Redefine the relationship between PRSA and
the UAB
Facilitate effective communication between
UAB and PRSA
Devote resources to marketing
Set expectations to match reality
19
May help but unlikely to turn things around
because of fundamental underlying issues with
the credential that are limiting its potential
| PRSA | DRAFT
20. Low-Key Changes
PROS
Certification important to
the profession
Politically feasible
Improved relationships
CONS
Requires moderate financial
resources
Unlikely to significantly
increase number of APRs
Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.
FINANCIAL
RESOURCES
POLITICAL
RESOURCES
20 | PRSA | DRAFT
21. Where do we go?
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
21 | PRSA | DRAFT
22. Marks of successful credentials
SUCCESSFUL
CREDENTIAL
Independent
accrediting
body
Demonstrated
value
Well-defined
purpose/
focus
Relevant and
updated
contentStandardized
assessment
Regular
evaluation
Maintenance
requirements
Validation of
content
Source: Institute for Credentialing Excellence. (2010). Defining features of quality certification and assessment-based certificate programs.
22 | PRSA | DRAFT
23. Four recommendations for overhauling
1) INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent
organization
• Strengthen the relationships
• Unify the leadership behind the APR
3) IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
23
2) INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust
marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
4) EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
24. Step 1: Increase credibility
1) INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent
organization
• Strengthen the relationships
• Unify the leadership behind the APR
IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
24
INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust
marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
25. Increase credibility:
accredit the accreditation
Professional certification programs accredited by independent, third-party
certifying organizations undergo a rigorous review to demonstrate that
their tests meet psychometric principles and standards, and the program
structure is appropriately set up
PHR/SPHR accredited by National Commission for Certifying Agencies
(NCAA)
PMP accredited by American National Standards Institute (ANSI); also
checked against International Organization for Standardization (ISO)
Source: Institute for Credentialing Excellence. (2010). Defining features of quality certification and assessment-based certificate programs.
Washington, DC.
25 | PRSA | DRAFT
26. Increase credibility:
an independent UAB
Best practices require that a governing body overseeing the certification program must be
legally or administratively independent. It should control all critical decisions related to
certification process and activities.
Although the intent was to make the UAB independent, it never came to fruition
UAB’s autonomy as a testing body would be required for third-party certification
The UAB would also benefit from additional training on how to work effectively
The UAB Board composition should reflect the needs and demographics of the greater PR
profession
Even if the UAB is independent, the relationship between PRSA and UAB is symbiotic, in the
deepest sense of the word; neither can benefit from the certification without the other
26 | PRSA | DRAFT
27. Increase credibility:
strengthen the relationships
A successful certification requires that
the membership associations and the
certifying body work well together in
support of the credential
Although a majority of leadership
interviews indicate that the relationships
are working fine, there is an indication
that they have deteriorated recently
27 | PRSA | DRAFT
28. Increase credibility:
stand behind the APR
The credibility of the APR is undermined by mixed messages sent by
leadership about the credential’s value
The requirement to hold the APR for the Leadership Assembly was abolished
and is seen as having contributed to a decline
There were motions to abolish the APR as a requirement for Board leadership
positions
All other studied benchmarking credentials require the certification to serve
in leadership positions
Abolishing the requirement to have the APR to
serve in leadership positions would further
undermine the APR
28 | PRSA | DRAFT
29. Overhaul the APR:
Step 2 - Increase the APR’s value
INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent
organization
• Strengthen the relationships
• Unify the leadership behind the APR
IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
29
2) INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust
marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
30. Increase APR’s value:
re-evaluate value and purpose
The purpose and value of the APR are inconsistently presented and lack
main focus (e.g., on the website, in communications)
Certifications should state explicitly the main purpose of the certification
(e.g., to protect the public, to serve as a tool for identifying qualified
individuals)
Certifications should also offer guidance to all stakeholders as to what
inferences are appropriate about certification-holders
30 | PRSA | DRAFT
31. Increase APR’s value:
develop a robust marketing plan
The main purpose and value around
the credential should be carefully
examined and developed
Once the purpose and value are
clarified, a robust marketing plan
should be developed and
implemented
31
Right now, it seems the only ones who find value
in the APR are those who already have it.
- Anonymous survey respondent
| PRSA | DRAFT
32. Increase APR’s value:
develop a robust marketing plan
Leverage the value of the APR
Focus on ethics; ethical behavior emerged as one important aspect of the
profession and the APR
Code of Ethics is the most valuable PRSA offering according to 2011
Membership Survey
“Bound by strict ethical guidelines” – main reason listed by the UAB
for the APR
However, the monitoring and enforcement of ethical standards are
weak; disciplinary actions are taken only when criminal behavior
reported
Educate employers
32 | PRSA | DRAFT
33. Increase APR’s value:
build strategic partnerships
With a university
For example, capitalize on PRSA’s MBA/Business School initiative
Both PMI and HRCI have strong relationship with academia (programs, conferences)
With other organizations
For example, SHRM
33 | PRSA | DRAFT
34. Increase APR’s value:
update the toolkit and website
The toolkit for individuals could be strengthened
Easily navigable checklists
Specific strategies on how to demonstrate the value of pursuing the
APR to one’s employer
Information on how to leverage the credential with one’s employer or
clients
The UAB website is dated and does not convey an image of a robust,
successful credential
34 | PRSA | DRAFT
37. Overhaul the APR:
Step 3 - Improve the credential
INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent
organization
• Strengthen the relationships
• Unify the leadership behind the APR
3) IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
37
INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust
marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
38. Improve the credential:
re-evaluate the Readiness Review
The purpose of this extra step is to determine whether a candidate is ready to succeed on the
test.
PHR/SPHR, PMP, and CMP do not have a similar procedure
It is not a common practice in the industry
The validity and reliability of the Readiness Review is unclear
IT is often mentioned as a barrier to obtaining the APR
Since public relations is a qualitative field, consider redesigning the Readiness Review to
assess the “art” of the field and position the APR as assessing the whole person as opposed to
only “textbook” knowledge
This approach would also strengthen the APR which is seen as measuring textbook knowledge
Years (inclusive) Applications received
Advanced to RR Passed CBT
Number % of Apps Number % of RR % of Apps
2004-2012 2,755 1,912 69% 1,552 81% 56%
2008-2012 1,476 1,124 76% 997 89% 68%
38 | PRSA | DRAFT
39. Improve the credential:
re-evaluate maintenance
ICE requires that a person engages in specific activities designed to
measure or enhance continued competence
Benchmarking analysis suggests that the maintenance criteria for the APR are not
stringent enough (e.g., continuing education requirement can be satisfied by publishing
two op-eds; one day seminar counts the same as a 2-credit college course)
ICE requires a disciplinary policy
The APR’s disciplinary policy does not address concerns of ethical violations
Because ethics is a critical part of the APR, consider strengthening disciplinary actions
related to ethics (e.g., include procedures for examining ethical violations, require letters
of recommendations to maintain the credential)
39 | PRSA | DRAFT
40. Improve the credential:
new practice analysis
To be relevant and perceived as reflective of the profession, the content of
the test needs to be periodically updated and revised
The standard in the industry is 3-5 years
The “landmark” practice analysis was conducted in 2000, 13 years ago,
and updated in 2010
There are concerns of how relevant and up-to-date the test is (interviews,
surveys)
Given the potential changes in the profession, especially in terms of social
media, a thorough practice analysis is recommended
40 | PRSA | DRAFT
41. Overhaul the APR:
Step 4 - Expand
INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent
organization
• Strengthen the relationships
• Unify the leadership behind the APR
IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
41
INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust
marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
4) EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
42. Expand:
open the APR to non-members
According to 2011 Membership Survey, fees serve as the main barrier to
joining and continuing membership in PRSA
Cost is one of the main reasons for not pursuing accreditation (22% Non-
APR Survey respondents)
PHR/SPHR, PMP, and CMP do not require membership in any association
to pursue the certification
Removing the membership requirement will extend the
reach and appeal of the APR
42 | PRSA | DRAFT
43. Expand:
create an entry-level credential
PMI and HRCI have corresponding early-
career credentials
By implementing the entry-level credential,
the APR creates a natural progression
through professional development while
attracting professionals in early stages of
their career
43 | PRSA | DRAFT
44. Expand:
consider expanding globally
PHR/SPHR, PMP, and CMP are available
globally; SHRM is in 140 countries
In fact, HRCI developed a new credential
GPHR
Consider leveraging partnership with the
Global Alliance
44 | PRSA | DRAFT
45. Recommendations for overhauling
1) INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent
organization
• Strengthen the relationships
• Unify the leadership behind the APR
3) IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
45
2) INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust
marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
4) EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT
46. Overhauling considerations
PROS
Certification important to
the profession
Redesigned APR would
meet credentialing
industry standards
CONS
Requires large financial
resources
Requires political will
Moderate risk that even
with changes APR will not
be fully successful
FINANCIAL
RESOURCES
POLITICAL
RESOURCES
46 | PRSA | DRAFT
47. So…where do we go?
“When you come to a fork in the road, take it.” - Yogi Berra
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
47 | PRSA | DRAFT
48. The overarching question:
what is the purpose of the APR?
“APR is a mark of distinction for public relations professionals who
demonstrate their commitment to the profession and to its ethical
practice, and who are selected based on broad knowledge, strategic
perspective, and sound professional judgment.” (UAB website)
Accreditation defines and legitimizes the profession, sets
industry/professional standards, builds accountable ethics and legal
knowledge (UAB, You, APR)
Accreditation is the “science” of public relations (UAB, You, APR)
Recognized Standard. Promotes Lifelong Learning. Career
Enhancement. Positive for Public Relations. (PRSA website)
48
That’s a lot for one credential to deliver.
| PRSA | DRAFT
49. A bucket of other suggestions
Explore partnerships
Streamline the application process – make everything electronic
Information about the credential needs to be streamlined and transparent
(e.g., validity and reliability information)
49 | PRSA | DRAFT
50. Unanswered questions
Out of scope
Examining the content of the APR test (but some issues emerged)
Financial analysis of the various options
Limitations:
Time
We did not conduct a financial analysis
50 | PRSA | DRAFT