Accreditation Overview

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