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Accreditation Overview

Accreditation Overview. PRSA Detroit Chapter 2017 Accreditation Prep Session (This file does not contain audio). What is Accreditation?. Envision “APR” after your name!. It is the public relations industry’s only national post-graduate certification program, and a recognized standard

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Accreditation Overview

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  1. Accreditation Overview PRSA Detroit Chapter 2017 Accreditation Prep Session (This file does not contain audio)

  2. What is Accreditation? Envision “APR” after your name! • It is the public relations industry’s only national post-graduate certification program, and a recognized standard • Spans all industries and practice areas • It was established in 1964 • Signifies a high level of skill and competency in the public relations field • Administered by the Universal Accreditation Board, a consortium of nine leading industry organizations, including PRSA • Accredited professionals have “APR” after their name

  3. Why Seek Accreditation?

  4. What is the goal of this Presentation? • Help you understand the Accreditation process • Review 2017 key Accreditation dates • Cover key test areas in depth

  5. What’s changed? • PRSA-Detroit realizes many professionals cannot spend a full day outside of work prepping for Accreditation. • In previous years, candidates prepared by attending a full day of classroom-style presentations. • This year marks the first time PRSA-Detroit will offer Accreditation prep session materials online, so candidates can prepare at their own pace. • Access to the online prep session materials is FREE.

  6. Overview: Steps to Accreditation

  7. Steps to Accreditation - Application • Notify the PRSA-Detroit Accreditation Committee by June 2 of interest in pursuing the APR accreditation • Submit application to PRSA National • Accreditation is open to any candidate in good standing with PRSA • 5 years of professional experience recommended but not required • Application available online at PRSA.org • Cost is $385.00 if made in a single payment ($25.00 application fee is waived) OR • $410 in two payments including $25.00 application fee

  8. Steps to Accreditation – Candidate questionnaire • Candidates complete questionnaire based on public relations plan that reflects their experience • Detailed, written answers to 17 questions • Your organization and your role • Your experience (programming emphasis) • Submit to the PRSA-Detroit Accreditation Committee by July 14 to Cynthia Carey, APR at Cynthia.carey@kellyservices.com • The PRSA-Detroit Accreditation Committee will contact candidates to schedule panel presentations after receiving your questionnaire.

  9. Steps to Accreditation – Panel presentation • The PRSA-Detroit Accreditation Committee will work with candidates to schedule panel presentations the week of Aug. 7. • Panel presentations will not be scheduled until a candidate has submitted his/her questionnaire • Panelists score knowledge, skills and abilities in 12 areas • The UAB notifies candidates of Advance/Not Advance to the computer-based exam within 3-4 weeks after the panel presentation • If a candidate does not advance, you can repeat panel presentation after 90 days

  10. Steps to Accreditation – Preparing for Your Panel Presentation • Prepare a presentation and portfolio • Highlight a completed program or campaign • Can be paid or volunteer • Must be work you did on your own or played a major role • You must use the same program/campaign that you highlighted in the Candidate Questionnaire • Your plan can have “holes” but you’ll need to explain in detail what you should/would do differently (the “holes” should be explained in the questionnaire and during presentation) • Assemble and present portfolio according to programming elements • Include supporting materials in hard copy or PowerPoint – keep it simple

  11. Steps to Accreditation – Panel Presentation Week of August 7 • Three Accredited panelists from PRSA Detroit • Up to 2 hours; minimum of 1, including Q&A • Explain the program you outlined in your questionnaire • Format similar to job interview • Panelists determine whether you “advance” or “do not advance” and report determination to PRSA National • You must “advance” to move on to the computer-based exam • The UAB notifies candidates of Advance/Not Advance to the computer-based exam within 3-4 weeks. • Must wait 90 days to retry if you “do not advance” • Results come directly from National

  12. Steps to Accreditation – computer-based exam • Candidates are tested on knowledge, skills and abilities • Multiple choice format • 177 total questions • 30 beta questions mixed in randomly • 147 graded questions • 99 correct to earn Accreditation (67%)

  13. Steps to Accreditation –Computer Exam • 3.75 hour test administered “on demand” through local Prometric Testing facilities • 10 – 15 minute optional break; clock still runs • You decide when you take the exam • Multiple choice questions • Must get 67% correct to pass • Preliminary results available immediately • Official notification from PRSA National YOU MUST COMPLETE READINESS REVIEW AND THE COMPUTER EXAM WITHIN ONE YEAR OF SUBMITTING YOUR APPLICATION

  14. Computer Exam – The Breakdown Prioritize your studying! • Ten evaluation categories: • 33% - research; planning, implementing and evaluating programs • 18% - business literacy, problem solving, leadership • 15% - managing relationships • 13% - ethics and law • 13% - crisis communication management • 8% - communication models, theories, and history

  15. Other Things to Know About the Computer Exam • You can flag questions for later review • Often asked to identify the BEST answer • Few memorization questions • Questions require you to apply your knowledge to scenarios • It’s okay if the exam seems hard • If you don’t pass your first time, it’s okay – you can retry • If you retake the exam, you have to pay the test fee again. If you pass the first time National gives you a bit of a rebate.

  16. Test Preparation – Managing Information Overload

  17. Accreditation Resources • Prep session materials • Text books • PRSA website – Learning  Accreditation • Study guide available online, FREE! • Online prep course offered by PRSAmembers - $195; non members - $295 • Online exam demo • PRSA-Detroit Accreditation Committee members • Seek help or support from Accredited mentor, colleagues and friends • PRSA National Accreditation contact, Kathy Mulvihill

  18. Accredited PRSA-Detroit Mentors • PRSA-Detroit APR members can share insight, guidance and answer questions on the Accreditation process. • Candidates will be paired with an APR member through the PRSA Detroit Accreditation Committee. • Candidates will receive an email from PRSA-Detroit Accreditation Committee with more details and the names of mentors. • Candidates will have the opportunity to select their mentor and must notify the PRSA-Detroit Accreditation Committee of their selection. • The PRSA-Detroit Accreditation Committee will virtually introduce the mentor and mentee. • The pair must determine the structure, format and frequency of interaction and communication.

  19. Recommended Textbooks • Cutlip and Center's Effective Public Relations. Glen M. Broom. • Primer of Public Relations Research. Stacks, Don W. • Public Relations: Strategies and Tactics. Wilcox, Dennis L., and Glen T. Cameron. • Strategic Planning for Public Relations. Smith, Ronald D., Lawrence Erlbaum. IT IS NOT NECESSARY TO READ ALL BOOKS ON THE LIST. A LISTING AT PRSA.ORG INCLUDES COMPETENCIES COVERED BY EACH BOOK.

  20. Maintenance Required toRemain Accredited • Accumulate ten points in three categories every three years • Continuing education • Conferences • Webinars • Professionalism • PRSA involvement • Awards • Presentations • Community service

  21. Accreditation Costs

  22. General Tips • View as an academic exercise; experience is important, but you must study to succeed • In the Panel Presentation, stick with what you’re most familiar with • i.e. If your experience is in community relations, don’t focus on crisis management • If your experience is narrow, you must work to think and present yourself as a well-rounded practitioner • i.e. If you work in internal communications, make sure to understand media relations, etc. • Always answer questions from the perspective that you’re in charge

  23. What’s Next? • Are you ready to go through the process? • If yes, submit your application to National as soon as possible. • You must be approved by PRSA National and complete the Candidate Questionnaire before your Panel Presentation can be scheduled • Begin completing your Candidate Questionnaire • Due by July 14

  24. Accreditation Questions? • Jamie Morris, APR PRSA-Detroit Accreditation Committee Chair • jmorris@cmpl.org586.226.5013 • Cynthia Carey, APRPRSA-Detroit Accreditation Committee Co-Chair • Cynthia.carey@kellyservices.com248.244.4909 • Kathy Mulvihill (PRSA National) • kathy.mulvihill@prsa.org, 212.460.1400

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