Advancing ministry through Accreditation in Public Relations

Religion Communicators Council88th Annual National ConventionChicago, IllinoisMarch 31, 2017

Douglas F. Cannon, Ph.D., APR+M, Fellow PRSAVirginia Polytechnic Institute and State University

RCC Universal Accreditation Board Representative

Outline

• What’s APR?• Value of APR– For employers– For practitioners– For religion communication/ministry

• Accreditation process• Knowledge tested• Planning to earn APR

What’s Accreditation in Public Relations (APR)?

• Voluntary professional/industry credential (since 1964)• Offered by Universal Accreditation Board• Earned through a two-step process

– Panel Presentation– Computer-based Examination

• Demonstrates: Commitment to professional advancement and ethical practice. Mastery of broad and strategic public relations knowledge, skills and

abilities. High professional level of experience and competence.

93% of Accredited practitioners agree the Examination for Accreditation

in Public relations covers the KSAs needed to succeed.

Universal Accreditation Board10 public relations “participating organizations”

• Agricultural Relations Council• Asociación de Relacionistas Profesionales de Puerto Rico• California Association of Public Information Officials• Florida Public Relations Association• Maine Public Relations Council• National Association of Government Communicators• National School Public Relations Association• Public Relations Society of America • Religion Communicators Council• Southern Public Relations Federation (Department of Defense: APR+M)

www.praccreditation.org

Eligibility and fee• Who is eligible?

– Members of 10 participating organizations. – Recommend 5+ years of paid, full-time professional experience or in

teaching of public relations courses in an accredited college or university.

• Examination fee is $385.(RCC rebates $100 to members who earn APR.)

• Good “for life,” with fulfillment of maintenance of Accreditation requirements and continued membership in participating organization.

Value of certifications for employers• PHR® (Professional in Human Resources) • SPHR® (Senior Professional in Human Resources) • GPHR® (Global Professional in Human Resources) • Others: CPA – accountants; PE – engineers; CLU – life

insurance agents; CFP – financial planners; APR –public relations

Value of certifications for employers

“Organizations that employ certified HR professionals can be assured that their certified employees understand and can apply forward thinking employment practices and policies and are staying abreast of changes in the field.”

Source: HR Certification Institute

Value of certifications for employers• Evaluation criteria for comparing candidates for

professional/technical positions.• Independent validation of specialized knowledge,

skills and abilities.• Improves odds of selecting quality employees –

committed to professionalism and ethics.

Value for you• Validates your mastery of

strategic communication skills and a specialized body of PR knowledge.

• Legitimizes PR as management function.

• Enhances image of your work.• Shows you know standards of

industry practice.• Emphasizes your ethical

approach.

96% of

Accredited

practitioners find

the APR

credential

valuable.

Value for ministry• Move from tactical to strategic.• Move from technical to

managerial.• Offer counsel, not just take

orders.• Focus on outcomes, not outputs.• Foster 2-way relationships, not

1-way messaging.• Build on research, not gut

feelings.• Identify key publics for outreach.• Align with industry best

practices.

Accredited practitioners find the process establishes

the practice as strategic (93%) and

ethical (91%).

Steps to earning APR

1. Apply

2. Study

3. Panel Presentation

4. Computer-based Examination

5. Maintenance

1. Apply• Initiate process at your discretion.• Print application form from UAB website.• Submit completed eligibility form with payment. • Receive notification of eligibility. • Complete process within one year of application

being approved.

2. Study• Read APR Study Guide (available online).• Identify additional texts to fill in gaps.• Panel Presentation Questionnaire.• Work on your own or with a cohort.• Use resources at www.praccreditation.org.• Consider online study course.

3. Panel Presentation• Includes a questionnaire and portfolio review to demonstrate

use of RPIE/RACE process.– Your organization and your role– Your experience

• Assesses competence in areas not easily judged by computer-based examination.

• Takes 60 to 90 minutes.• Conducted locally

– 3 Accredited members – Recommend to the UAB to Advance or Not Advance the candidate

4. Computer-based Examination• Computer-delivered and scored.• 100% multiple-choice questions – terms, situation

analysis, examples.• Takes 3 hours and 45 minutes.• Testing process is administered by Prometric at local

sites around United States.• Preliminary results immediate; final results in weeks.

KSAs assessed• Researching, planning, implementing and

evaluating programs (33%)• Leading the public relations function (18%)• Managing relationships (15%)• Ethics/law (13%)• Managing issues and crisis communications (13%)• Understanding communications models, theories

and history of the profession (8%)

5. Maintenance• Remain current and involved in profession and

professional growth.– Continuing education and professional development (5 of

10 points required)– Professionalism– Public service

• Submit form and $50 fee every three years.

What APRs Say“The process increased my understanding of the planning and strategy that goes into creating successful public relations campaigns versus the ‘it just happens’ syndrome.”

- Carol Crawford, APR, Principal, Crawford Communications, San Francisco, Cailf.

“The APR preparation provided a thorough review of the proper thought-processes involving public relations issues and strategic planning process. Additionally, my APR experience has strengthened my confidence in my ability to counsel senior management on all public relations issues.”

- Robert Stillwell, APR, Corporate Communications, NV Energy, Las Vegas, Nev.

Information and resources: www.praccreditation.org