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

2. 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 --

3. 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

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

5. 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.

6. 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 --

7. 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 $ if made in a single payment ($25.00 application fee is waived) OR
$410 in two payments including $25.00 application fee

8. 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
The PRSA-Detroit Accreditation Committee will contact candidates to schedule panel presentations after receiving your questionnaire.

9. 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 --

10. 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

11. 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

12. 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 --

13. 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

14. 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!

15. 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.

16. 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

17. 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

18. 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 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.

19. 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 --

20. 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

21. 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)

22. 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

23. 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

24. Accreditation Questions?
Jamie Morris, APR PRSA-Detroit Accreditation Committee Chair
Cynthia Carey, APR PRSA-Detroit Accreditation Committee Co-Chair
Kathy Mulvihill (PRSA National)