1. Who Wants To Be an APR?
Note: You may modify this slide and insert the presenter’s name in the space below the title.
Suggested Talking Points:
Thank the audience for inviting you to speak to them today about Accreditation.
Let them know that as an APR yourself, you can remember being somewhat overwhelmed by the process and you, too, had many questions.
Share with the audience a list of possible concerns:
The amount of time it takes to complete the process
Costs involved
Apprehension about the Readiness Review process and the comprehensive computer-based exam
Let them know that the purpose of this presentation is help explain the process and eliminate many of their concerns.

2. We’ve all seen the popular television game show
Before you get into the actual presentation, start with a fun exercise as an ice-breaker.
Relate the exercise to the popular game show “Who Wants To Be A Millionaire”.
Explain that one lucky person in the audience is going to play our own version of this popular game show to test their “PR” knowledge to see if they are ready to become and APR.

3. Let’s play our version. . . Who Wants To Be an APR?
Note: Sit two chairs, facing each other, in the front of the room. The presenter will sit in one of the chairs and the volunteer will sit in the other chair.
State the title of our game, “Who Wants to Be An APR?”
Ask for a volunteer from the audience (someone who is not Accredited, but thinking about it).

4. Who Wants To Be an APR?
Correctly answer a series of multiple choice questions
There are four possible answers
Player receives lifelines
50:50 – two wrong answers are removed
Ask a friend
Ask the audience
Note: The bullet-points are on a “click” delay where the presenter must click the mouse for each bullet-point to appear.
Once you have a volunteer from audience, seat them in the chair, then recite the game show rules.
Assure the volunteer that the game is not meant to be embarrassing and its perfectly okay if they do not know all of the answers.
Remind them that they have Lifelines they can use if they do not know the answer to a question.

5. Who Wants To Be an APR? Question 1:
Which of the following identifies needs and wants, provides products to meet them and deals with customers?
Advertising c. Public Relations
Marketing d. Lobbying
Ask the question.
State the answers.
If the contestant hesitates in answering the question, give them the option of using a Lifeline.
If they answer the question without using a Lifeline, then skip the next slide and go directly to the slide with the answer.

6. Who Wants To Be an APR? Question 1:
Which of the following identifies needs and wants, provides products to meet them and deals with customers?
a. c. Public Relations
b. Marketing d.
Note: Show this slide only if the contestant uses the 50:50 Lifeline.

7. Who Wants To Be an APR? Question 1:
Which of the following identifies needs and wants, provides products to meet them and deals with customers?
Correct Answer:
b. Marketing
Note: Show this slide for the correct answer to the question.

8. Who Wants To Be an APR? Question 2: An attitude is?
A thought-out reasoned choice
A predisposition to act
A response to a specific situation
A common interest among individuals
Ask the question.
State the answers.
If the contestant hesitates in answering the question, give them the option of using a Lifeline.
If they answer the question without using a Lifeline, then skip the next slide and go directly to the slide with the answer.

9. Who Wants To Be an APR? Question 2: An attitude is? a.
b. A predisposition to act
c. A response to a specific situation d.
Note: Show this slide only if the contestant uses the 50:50 Lifeline.

10. Who Wants To Be an APR? Question 2: An attitude is? Correct Answer:
b. A predisposition to act
Note: Show this slide for the correct answer to the question.

11. Who Wants To Be an APR? Question 3:
When selecting a medium for your message, you should select ________?
The one that reaches the most people
The one you can most effectively control
The most credible for the target audience
The one preferred by your CEO or boss
Ask the question.
State the answers.
If the contestant hesitates in answering the question, give them the option of using a Lifeline.
If they answer the question without using a Lifeline, then skip the next slide and go directly to the slide with the answer.

12. Who Wants To Be an APR? Question 3:
When selecting a medium for your message, you should select ________?
a. The one that reaches the most people b.
c. The most credible for the target audience d.
Note: Show this slide only if the contestant uses the 50:50 Lifeline.

13. Who Wants To Be an APR? Question 3:
When selecting a medium for your message, you should select ________?
Correct Answer:
c. The most credible one for the target audience
Note: Show this slide for the correct answer to the question.

14. Who Wants To Be an APR? Question 4:
What is the most effective type of communication to change an opinion?
Face-to-face meetings
Well written op-ed pieces
Periodic objective newsletters
A series of 30-second radio spots
Ask the question.
State the answers.
If the contestant hesitates in answering the question, give them the option of using a Lifeline.
If they answer the question without using a Lifeline, then skip the next slide and go directly to the slide with the answer.

15. Who Wants To Be an APR? Question 4:
What is the most effective type of communication to change an opinion?
a. Face-to-face meetings
b. Well written op-ed pieces c. d
Note: Show this slide only if the contestant uses the 50:50 Lifeline.

16. Who Wants To Be an APR? Question 4:
What is the most effective type of communication to change an opinion?
Correct Answer:
Face-to-face meetings
Note: Show this slide for the correct answer to the question.

17. Who Wants To Be an APR? Question 5:
What is the first step to solving a PR problem?
Define the problem
Develop a plan of action
Recognize how the problem affects your company
Ensure that you have a budget to address the problem
Ask the question.
State the answers.
If the contestant hesitates in answering the question, give them the option of using a Lifeline.
If they answer the question without using a Lifeline, then skip the next slide and go directly to the slide with the answer.

18. Who Wants To Be an APR? Question 5:
What is the first step to solving a PR problem?
a. Define the problem b.
c. Recognize how the problem affects your company d.
Note: Show this slide only if the contestant uses the 50:50 Lifeline.

19. Who Wants To Be an APR? Question 5:
What is the first step to solving a PR problem?
Correct Answer:
Define the problem
Note: Show this slide for the correct answer to the question.

20. Thanks for playing Who Wants To Be an APR?
Note: Give the contestant a small token or gift item. Thank them for playing the game. Now that you’ve completed this ice-breaker, proceed to the actual presentation.

21. Now that you’ve played the game,Do
want to be an APR?
Ask the audience. . . who wants to be an APR?

22. What Is Accreditation in Public Relations (APR)?
Accreditation in Public Relations is a voluntary certification program for public relations professionals, administered by the Universal Accreditation Board (UAB)
The program originated in 1964 and in 1998, the UAB was formed to administer the program for nine member organizations
APR is the only certification for PR professionals
APR is a life-long designation (maintenance requirements apply)
Note: The title appears first.
Title – Let’s begin by learning more about this designation “APR”.
Emphasize the fact that Accreditation is strictly voluntary.
Point out the fact that the program has been around for 43 years and there are nine PR related organizations that participate in the process.
Highlight that the APR designation is the only certification available to PR professionals – liken it to RNs and CPAs that have to go through a certification process.
Remind the audience that although it is a life-long designation, you must maintain your APR designation through certain professional development and continuous education requirements.

23. Why seek Accreditation?
Benefits
APR designation shows knowledge, skills, and abilities in key PR areas
Employers prefer APR’s – it’s a symbol of professionalism, experience and ethical judgment in PR
Gives credibility in the PR profession
Potential opportunity to increase earnings or advance career
Illustrates commitment to career and profession
A personal achievement
Discuss the benefits (adlib in your own words).

24. How Do You Become an APR? APPLICATION PREPARE PORTFOLIO R. REVIEW EXAM
Submit application and fees to the Universal Accreditation Board (UAB)
Plan strategy to complete Accreditation Process within one year
Access preparation resources to complete the Accreditation Process
APPLICATION
Join a study group, review recommended books, take on-line study course
Review the 10 Knowledge, Skills, and Abilities (KSAs) that will be tested on the computer-based examination
PREPARE
Prepare your portfolio
Compile and catalog samples of your most important work in PR field
Highlight PR plan or program discussed in Readiness Review questionnaire
PORTFOLIO
Presenter may adlib using his/her own words and experience.
Milestone 1 – Candidate has one year from the date of the UAB authorization letter to complete the RR process and computer-based examination. All or partial fees must be submitted with application.
Milestone 2 – Candidate should seek out a support group and/or request coaching through the local Accreditation Chair. It is important to access all available resource tools, preparation guides and recommended books in preparation for the computer-based examination.
Milestone 3 – The candidate’s portfolio is an important component of the Readiness Review Process. The portfolio should reflect the PR plan or program that is discussed in the RR questionnaire, in addition to any other significant PR works of the candidate.
Milestone 4 – The candidate must complete a Readiness Review questionnaire which details and assesses the candidate’s experience, job role, expectations and competencies. The questionnaire also allows the candidate to elaborate on a major PR plan that best exemplifies his/her PR works. The RR interview is conducted by three APR panelists, whose role is to help identify gaps in the candidates preparedness for the examination.
Milestone 5 – Once the candidate receives notification from UAB to advance to the exam, candidate should review the 10 KSAs that will be covered on the examination. Candidate will receive immediate feedback following the examination on strengths and weaknesses; Candidate will receive pass/fail notification within four to eight weeks.
Complete your RR questionnaire and submit it to your local Accreditation Chair
Schedule your RR interview/presentation
Attend RR review with a panel of three accredited reviewers
R. REVIEW
Review the 10 KSAs and areas of study identified by RR panelists
Schedule to take the computer-based examination
Take the exam; receive notice from UAB (Pass or Fail)
EXAM

25. How much does it costs? Two Payment Options Other costs (optional)
Application fee $25 (app fee waived if single payment made)
Single payment of $385 (application fee waived)
Two payments of $205 plus the $25 application fee = $410
One payment due at time of application
Second payment due after candidate completes Readiness Review
Other costs (optional)
Online Study Course - One-year subscription: $195 for members of UAB Participating Organizations (includes FPRA), $295 for non-members
Resource bookshelf (recommended books - $60 to $150 each)
FPRA members receive $100
Rebate provided if the candidate sits for the exam within 30 days of completing the Readiness Review or study sessions
Many chapters also offer rebates. Please check with your local accreditation and certification chair
Explain the cost structure and rebate options available through PRSA (if they are a member) and SPRF.

26. What textbooks do I study?
The Short Bookshelf of Recommended Texts:
The Associated Press Stylebook and Briefing on Media Law Goldstein, Norm, ed.
Effective Public Relations, 9th ed. Cutlip, Center, and Broom
Primer of Public Relations Research Stacks, Don W.
Public Relations: Strategies and Tactics, 8th ed. Wilcox, Dennis L., and Glen T. Cameron.
Strategic Planning for Public Relations. 2nd ed. Smith, Ronald D.
Advertising and Public Relations Law. Moore, Roy L., Ronald T. Farrar, and Erik L. Collins.
Campaign Strategies and Message Design. Moffitt, Mary Anne.
The Handbook of Strategic Public Relations & Integrated Communications Caywood, Clarke L., ed.
The Practice of Public Relations, 10th ed. Seitel, Fraser P.
This is PR: The Realities of Public Relations, 9th ed. Newsom, Doug, Judy VanSlyke Turk, and Dean Kruckeberg.

27. What do I Study? The KSAs
Research, planning, implementing & evaluating communication programs (30%)
Ethics & Law (15%)
Communication models & theories (15%)
Business literacy (10%)
Crisis communication management (10%)
Management skills & issues (10%)
Media relations (5%)
History of and current issues in public relations (2%)
Using information technology (2%)
Advanced communication skills (1%)

28. Primary Contacts: Local: State: National Contacts Web sites
Your local accreditation and certification chair
State:
VP Accreditation and Certification, Jeff Nall, APR, CPRC – or ext 130
FRPA Co-Executive Director Chris Carroll, APR, CPRC – or
National Contacts
Kathy Mulvihill-
Web sites
Urge everyone to work directly with the local chapter Accreditation Chairs.
Recommend they go to the UAB website to get more details about the process and all of the resources available to them.
Note: This slide should be modified to represent local contacts in the presenter’s area.

29. Good luck on your APR journey……Keep on climbing!
Note: This slide should be modified to reference any upcoming Accreditation-related activities
THE END!