AccreditationDemonstrating Professionalism

2012

APR Information SessionVancouver

June 20Presented by Susan Kirk

Accreditation Chair, CPRS Vancouver

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• Earning your APR (Accredited Public Relations) is a measure of professional experience in the field of public relations.

• The program recognizes the dedication, energy, perseverance and competence of successful public relations professionals. 

What is APR

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What is involved?•An application

•A work sample

•A written exam

•An oral exam

The Accreditation Process

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You will be ready for the process when:•You have five years or more public relations experience•You are a strategic thinker, problem solver and can analyze and think on your feet •You know how to use the RACE formula – Research, Analysis, Communications and Evaluation•You can communicate effectively•You know how to manage•New Self Assessment Tool on website http://www.cprs.ca/uploads/Accreditation/ACC_COUNCIL_EN_Self-Assessment_Tool_march1.pdf

How do I Know I am Ready?

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How should I prepare?•Make sure you have the strategic experience to enter the process•Review previous exam questions•Read work samples in the CPRS National Resource Library•Look at how exams are marked and take note of examiner feedback•Look for someone who can mentor you•Determine the best work sample case you can present

Accreditation Preparation

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You will find all this information on the web site:•Accreditation self-assessment tool•Accreditation Handbook•Study Guide•Reading List•Webinars on exam and work sample preparation•Question and answer guidelines and answers for previous written exams•Examples of actual work samples and work sample overviews•Examples of oral exam questions•Links to the National Resource Library•Contact information for Accreditation Chairs •Marking sheets, marking guidelines and comments sheets for oral, written and work sample marking

http://www.cprs.ca/accreditation/

It’s all on the CPRS website

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Volunteers supported by the national office:•Accreditation Council •Regional Examiners •Local Society Accreditation Chairs •Chief Examiner•Exam Development Team

And support by local Accreditation Chair and APR peers

Who Governs the Process?

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The journey has four points of measurement:

1. Application You complete a work sample overview and pre-qualification form.

2. Work sample You prepare a case study approach of your best work.

3. Written Exam You write a three and a half hour exam that tests your knowledge and experience.

• Oral Exam You prove to a panel of your peers that you know your stuff.

Your Journey to the APR

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1. Application Form-December 1

• You need at least 5 years full-time public relations experience

• You need 3 references (2 must be current APRs)

• You need a current resume or CV

• You must be a current member of CPRS (National)

• You need to complete an application form

• You need to pay a $400 fee + HST to participate in the process and may

be required to pay an additional $50 fee to re-apply, if you fail

• You must be pre-qualified by submitting an outline of your work sample by December 1

• Your eligibility will be confirmed by formal letter by January 31

How and When do You Apply?

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2. The Work Sample-April 1•You must create a case study or analytical discussion of your best work detailing the planning, execution and evaluation of the project within the last two years [500-word abstract / 2500-word main body] and submit by email or hard copy

•You must include measureable objectives and a budget

•You must demonstrate an understanding of research

•You must demonstrate sound public relations practice/RACE

•You must communicate effectively

•You must demonstrate an understanding of ethics

What about the Work Sample?

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3. Written Exam-October• National examinations take place third Friday and Saturday

in October annually

• Held in computer labs in colleges or universities

• Regional examiners finalize location arrangements with assistance

of local Society Accreditation Chairs

What about the Written and Oral Exams?

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Invigilator is present to administer the exam:•3.5 hours long•Testing on

– History – Theory– Fundamentals of practice – Professional ethics

•Three Sections– Professionalism– Communications planning – Public relations and society

Written Exam

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You will meet with a panel of your peers: •3 examiners•45-60 minute conversation around

- work sample - current events- ethics- general knowledge- poise and deportment

Oral Exam

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You will be graded by your peers:•APRs who have had the designation for at least 5 years•APRs who have attended grader orientation session•Work samples and written exams are graded outside of candidate’s region, whenever possible•Standardized marking sheets used•Feedback is required. All final grades include scoring summaries and comment

Who Grades the Process?

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• Pass - Work sample = 60%

- Written exam = 60%- Oral exam = 60%- Overall = 65%

• Weighting of marks (out of 100%)–Work sample = 20%–Written exam = 45%–Oral exam = 35%

Possible Outcomes?

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You may appeal if: •you achieve between 55-59%; new graders will be assigned

•you fail the work sample; you may request mentoring from the Chief Examiner to get your work sample grade up to 60% so you can proceed to the written and oral exams

What if I Don’t Pass?

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If you have to re-take the entire process:•Your work sample project must reflect work in the past two years.•If you fail the exam, you only have to take the exam again.•If you fail the oral, you only have to take the oral again.•There is a nominal re-take fee.•You may try the process three times• If you are unsuccessful after your third try, a one-year hiatus with full fee and new application with references will be required.

What if I have to Re-take the Process?

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All candidates have the opportunity to defer:

•You may defer for a year upon request

•Presiding Officer decides•Two-year window maximum for all components with no financial penalty

•Work sample cannot be stale (two years or less – start to finish)

May I Defer for a Year?

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How will I know I am successful:

•Candidates who receive over 60% on each exam element and a total grade over 65% attain accredited status.

Accredited members:•may use the APR designation [accredited, public relations]•receive a certificate and pin at the CPRS National Conference•are recognized in the CPRS membership directory and on the national website•are recognized in a newspaper advertisement

Success

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Advice for success:•Find someone to mentor you through the process•Read the Accreditation Handbook•Be up to-date on world events•Study the marking guideline•Pay attention to word count in the work sample•Pay attention to format (follow the simple rules of business writing)•Pay attention to spelling, grammar, syntax •Conduct mock exams with Accreditation Chair and other candidates•Communicate and help each other

The Chief Examiner’s Advice

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December Application due

January Find out application status

February - March Write work sample

April Work sample due

May

June Read and prepare for exams

July - August Prepare for application – choose work sampleRead and prepare for exams

September Prepare one page work sample; find 3 APR referencesRead and prepare for examsStudy group

October Prepare one page work sample; find 3 APR referencesStudy groupWritten and oral exams

November Complete application

Timeline

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Testimonials

• “The APR designation is peer and client recognition that you’re no longer playing public relations. You’re a pro taking a theoretical and practical approach to your business. The program helped move me from PR technician to PR manager, giving me the confidence to fight for a seat at my client’s decision-making table. Enrolling is one of the best decisions I made to advance my career and professional development. The program is manageable even with a full time job and family. Don’t talk yourself out of it. Enroll!”

• - Victor Vrsnik , APR, SPIRE Public Relations

• “What a great program!  You’d be surprised at how much you’ve learned since your first PR job. Basically, the APR program simply helped me focus on and demonstrate what I’ve learned. Becoming an APR is something I should have done long ago.”

• - John Kageorge, APR, Vital Communications

http://cprsvancouver.com/accreditation

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• Chief Examiner: Kathy Malley APR– Phone: (506) 859-8591– Email: kmalley@malleyindustries.com

• National Office: Lorianne Weston Manager Accreditation and Education

– Phone: 1-416-239-7034– Email: accreditation@cprs.ca

• Vancouver Accreditation Chair: ― Phone: 778-294-0064― Email: susankirk@kirkmarketingcommunications.com

Contact Information