Give yourself the Accreditation Advantage

1. Give yourselfthe Accreditation Advantage Your Name Here, APR Presented by Jim Haynes, APR, Fellow PRSA To PRSA Dallas Chapter October 12, 2007

2. Why Accreditation? • Earning the APR is a noteworthy achievement for public relations professionals.  • Accreditation assures that a certain standard of quality is met.  • It lets others know that you possess the skills required to be an effective practitioner and that you have a working knowledge and understanding of the profession and its development that sets you apart from others.

3. Give theAccreditation advantage… …to yourself: My APR experience has served me well. The greatest impact of my APR experience has been in my day-to-day work life. The preparation for the test and the drill of actually taking the test provided a thorough review of the proper thought-processes involving public relations issues. Edward M. Bury, APRDirector of Public RelationsCCIM Institute

4. Give theAccreditation advantage… …to your employers: Anyone can walk off the street and start ‘practicing public relations.’ Accreditation is what sets apart those who are providing counsel that is strategic, managing relationships with constituents through good and bad times, and contributing to the success of the business. It's sorely needed in our industry, more than ever. Kelly Groehler, APR Account Supervisor Padilla Speer Beardsley

5. Give theAccreditation advantage… …to the profession: I wanted to take the APR exam to reassure myself that I had what it takes to operate professionally in this industry. . .. 96% of Accredited professionals find the APR credential valuable Sonya Ruffin, APR Public Information Officer Nevada State Contractors Board

6. Accreditationsets professional standards Knowledge, Skills & Abilities • 30% Research, planning, implementing and evaluating programs • 15% Ethics and law • 15% Communication models and theories • 10% Business literacy • 10% Management skills and issues • 10% Crisis communication management • 5% Media relations • 2% Using information technology efficiently • 2% History of and current issues in public relations • 1% Advanced communication skills 93% of Accredited professionals agree the Examination covers the KSAs needed to succeed.

7. Accreditationdefines the profession • Sets standards • “science” of public relations • Legitimizes profession • standards • uniformity • Builds accountability through • ethics • legal knowledge Accredited professionals find the process establishes the practice as strategic (93%) and ethical (91%).

8. TakingAccreditation personally • Professionals find Accreditation to • be a source of pride (91%) • develop professional skills (78%) • provide personal benefit (75%) • help resolve ethical dilemmas (58%) 94% of those Accredited would become Accredited again. 96% would recommend it to a colleague.

9. To prepare for the Examination, Use Accreditation resources • Online study, prep resources at www.praccreditation.org • Extensive bookshelf of suggested texts • Coaching and mentoring • Feedback through Readiness Review • User-friendly Examination • Improved feedback to candidates • Candidate-focused scheduling

10. Here’s the Accreditation process • Apply for eligibility at www.praccreditation.org • Seek coaching support from Accreditation chair • Use online and printed study materials • Participate in local study groups • Complete Readiness Review Questionnaire • Schedule Readiness Review with Accreditation chair • Take Computer-based Examination • Start using Your Name Here, APR!

11. Give yourselfthe Accreditation Advantage How to make it happen! Presented by Samra Jones Bufkins, APR To PRSA Dallas Chapter October 12, 2007

12. The Readiness Review • Readiness Review • Assesses whether or not a candidate is ready to succeed on the computer-based portion of the Examination • Includes a portfolio review and an advance questionnaire • Conducted locally by a panel of 3 Accredited members • Panelists have had two weeks to study your written submission • Panelists coach each candidate • Determine areas of strength, weakness • Identify specific areas in which the candidate should focus further study and direct candidate to specific prep resources • Recommend to the UAB toadvance or not to advance the candidate to take the computer-based Examination • Candidates may take the computer-based Examination only after they have been advanced from the Readiness Review

13. The Readiness Review • What it is NOT • A “show and tell” of tactical products • A glitzy PowerPoint presentation or video show • Keep in mind… • Organize & present it like a case study • Demonstrate the fullest possible evidence of your mastery of the public relations practice • Show a single program (or two), from inception to completion • Emphasize the full cycle of conceptualization, research, program development, implementation and assessment. • Refer to the Competencies/KSAs Tested

14. The Readiness Review • What if you have not been directly or solely involved with all aspects of a program? • Be prepared to describe activities conducted by other team members that contributed to the creation of the complete program. • Be equally prepared to provide a clear statement of the best practices that would be appropriate to create a full continuum of programming.

15. The Computer-based Examination (CBE) • The CBE is computer-delivered and scored • The CBE is 100% multiple-choice questions • The CBE takes three hours and forty-five minutes • The testing process is administered by Prometric • The international testing organization that delivers CPA, Microsoft and many healthcare certification examinations • 300+ locations in the U.S. • Results in weeks, not months

16. Who’s Eligible & What’s the Cost? • Who is eligible • Members of PRSA & eight participating organizations • Recommended 5+ years of paid, full-time professional experience, or in teaching or administration of public relations courses in an accredited college or university • Fee is $385 • PRSA rebates $110 to each PRSA member • Other participating organizations may subsidize their candidates • Good “for life,” with fulfillment of Maintenance of Accreditation requirements and continued membership in participating organization

17. Examination For Accreditation In Public Relations Process Details

18. Apply For Eligibility • Initiate process at personal discretion • Print eligibility form from UAB Web site • Submit completed eligibility form with payment to PRSA • $385 examination fee at time of application; or • $410; $205 at time of application and $205 after candidate advances Readiness Review • Receive notification of eligibility from UAB through PRSA • Candidates have one year from eligibility approval to advance Readiness Review and take the computer-based Examination • Access Q&A, reference materials, mentoring and coaching

19. 2. Complete Readiness Review Questionnaire • Download Readiness Review questionnaire • Complete at your own discretion • Pay attention to the details and be detailed • Three sections • Your organization and your role • Your experience • Your assessment of your readiness for the computer-based Examination • Request a Readiness Review via the APR Chair • At least 30 days in advance is best • Submit four copies of questionnaire to local Accreditation Chair, at least 15 business days in advance of the scheduled review • Can be submitted via email to Accreditation chair

20. 3. Participate In Readiness Review • Present portfolio and respond to interview questions • Panelists score knowledge, skills and abilities in 16 KSAs • Panelists help assess and direct the candidate’s study preparation • PRSA notifies candidate to advance/not advance to computer-based Examination • If advanced, candidate receives unique ID # to be used to schedule examination • If not advanced, candidate may repeat the Readiness Review after 90 days • May appeal the result to the UAB after two re-takes of the Readiness Review

21. 4. Request Coaching, Mentoring, Support Services • Request coaching, mentoring or other support services through Accreditation chair as desired.            • Repeat steps #2 and #3 if another Readiness Review is needed

22. 5. Schedule The Computer-based Examination • Schedule Examination at your convenience at a Prometric testing center using unique ID #  • At least 30 days in advance. Prometric has peak demand periods. Check UAB Web site for details. • Locations in Bedford and Dallas (Coit Rd.) • 18 other Texas sites • Remember, candidates need to complete the computer-based Examination before the one-year eligibility timeframe expires. Use it or lose it.

23. Information Available At www.praccreditation.org • Application and instructions • Frequently Asked Questions (FAQs): • Accreditation Program • Candidates' Frequently Asked Questions • PRSA’s publications such as Tactics • Examination Preparation Sources • Online Study Course ($195/members, $295 non-members) • Study Guide (available soon) • The Short Bookshelf of Texts Recommended to Candidates for Accreditation in Public Relations • Readiness Review Portfolio Preparation Instructions • Candidate Process Chart • Demo of Computer-Based Exam • Detailed Competencies tested (KSA’s)

24. Give yourselfthe Accreditation Advantage A Recent Success Story Presented by Reace Alvarenga-Smith, APR To PRSA Dallas Chapter October 12, 2007

25. Give yourselfthe Accreditation Advantage Questions? PRSA Dallas Chapter October 12, 2007

26. Contacts • Dallas Chapter Accreditation Chair • Samra Jones Bufkins, APR 940-381-0728 samrajb@verizon.net • Accreditation Website • www.praccreditation.org