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

Envision “APR” after your name! What is Accreditation? 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 For details about APR accreditation, visit -- http://www.praccreditation.org/apply/apr/APR_FAQ

Why Seek Accreditation? Makes you a better practitioner Demonstrates that you're a highly skilled and ethical PR professional Helps elevate the status of the PR profession Has the potential to open doors to career advancement Enhances your knowledge and skills

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

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.

Overview: Steps to Accreditation Complete the Examination for Accreditation in Public Relations. Submit application to PRSA National as soon as possible. Notify the PRSA-Detroit chapter of your interest to pursue Accreditation by June 2. Complete the Panel Presentation Candidate Questionnaire and submit to the PRSA-Detroit Accreditation Committee by July 14. Prepare and sit for the Panel Presentation – the week of August 7. A representative of the PRSA-Detroit APR Committee will contact you to set up your Panel Presentation following the submission of your questionnaire. Continue to study and complete the computer-based exam within one year of application to PRSA National To access the links on this slide, the presentation must be in Slideshow view. For details about the APR candidate process, visit -- http://www.praccreditation.org/apply/apr/APR_CandidateProcessChart

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

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.

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 For details about the APR candidate process, visit -- http://www.praccreditation.org/apply/apr/APR_CandidateProcessChart

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

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

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%) For details about the APR candidate process, visit -- http://www.praccreditation.org/apply/apr/APR_CandidateProcessChart

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

Computer Exam – The Breakdown 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 Prioritize your studying!

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.

Test Preparation – Managing Information Overload Prioritize study topics Establish a study schedule Success! Lots of information, some areas only touched on or not tested at all Prioritize studying according to testing percentage for each category Answers to some questions not covered in sessions or found in any text or Candidate Prep Guide

Accreditation Resources Prep session materials Text books PRSA website – Learning  Accreditation Study guide available online, FREE! Online prep course offered by PRSA members - $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

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.

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. Additional information about the recommended textbooks can be found on the PRSA website -- http://www.praccreditation.org/resources/recommended-texts/index.html

Maintenance Required to Remain Accredited Accumulate ten points in three categories every three years Continuing education Conferences Webinars Professionalism PRSA involvement Awards Presentations Community service

Accreditation Costs $385 one payment (application fee waived) $410 two payments; includes $25 application fee PRSA National refunds $110 if you pass! Exam Cost varies Books $ 50 Maintenance (every 3 years)

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

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

Accreditation Questions? Jamie Morris, APR PRSA-Detroit Accreditation Committee Chair jmorris@cmpl.org 586.226.5013 Cynthia Carey, APR PRSA-Detroit Accreditation Committee Co-Chair Cynthia.carey@kellyservices.com 248.244.4909 Kathy Mulvihill (PRSA National) kathy.mulvihill@prsa.org, 212.460.1400