Give yourself the Accreditation Advantage You, APR Presenter Organization Date

Give the Accreditation advantage… …to yourself: “Accreditation made a positive impact on how I do my job and how I view the practice of public relations….earning the APR was a challenge; the sense of accomplishment earned is something that will last throughout my career.” Edward M. Bury, APR Coord., Public Information Urban Transportation Center at the University of Illinois at Chicago

Give the Accreditation advantage… …to your employers: “ The guidance, approach and techniques reinforced throughout the APR process have guided my work to a higher plane, given me added influence and confidence, and helped me advance our profession’s abilities. These APR benefits have been very important to my career.” Ken Hunter, APR President and Lead Strategist The PowerStation Communications

Give the Accreditation advantage… …to the profession: “I wanted to take the Examination for Accreditation in Public Relations to reassure myself that I had what it takes to operate professionally in this industry... [Accreditation] gives them more confidence in the results that public relations efforts can produce. The APR program is a great support for an often misunderstood industry.” Sonya Ruffin, APR Consultant Emerge Communications

What are we going to talk about? Accreditation sets industry standards Making Accreditation personal Resources Accreditation and our changing profession 96% of Accredited professionals find the APR credential valuable

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

Accreditation defines the profession Sets standards –“science” of public relations Legitimizes profession –standards –uniformity Builds accountable –ethics –legal knowledge Accredited professionals find the process establishes the practice as strategic (93%) and ethical (91%).

Accreditation serves changing profession Continued high standards Brand equity through unified program across many industries, specialties, geographies Meeting human resource recruiting criteria Increased visibility among business and human resource communities

Taking Accreditation 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.

Use Accreditation resources Coaching and mentoring Extensive bookshelf of suggested texts Online study, prep resources Feedback through Readiness Review User-friendly computer-based Examination Improved feedback to candidates Candidate-focused scheduling

There is no try. There is only do. -Yoda Apply for eligibility at Seek coaching support from Accreditation chair Integrate online and in-print study materials Form local study groups Readiness Review Computer-based Examination Start signing your name: You, APR!