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.
The Art of Advancing | Accreditation in Public Relations Readiness Review
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