Where your career in public relations takes you depends upon individual drive, determination and diligence. All seasoned practitioners should consider is earning the Accredited in Public Relations (APR) designation to prove you have successfully demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively in today’s business arena.
Accreditation is PRSA’s voluntary certification program. Accredited in Public Relations (APR) offers recognition for those communicators who have demonstrated broad knowledge, experience, and professional judgment in the public relations field. The program seeks to improve public relations practice. The designation APR signifies a high professional level of experience and competence. While there is no minimum experience requirement, the exam is designed for professionals with at least five years of practical experience.
Exam process
The exam has been designed to test mastery of
10 areas of expertise, with 60 specific competencies (knowledge, skills and abilities) that are required of successful public relations practitioners. The exam is divided in two parts: A Readiness Review and the Written Exam. The Readiness Review is organized by the local chapter and is a one- to two-hour interview and portfolio presentation that determines whether a candidate can advance to the written examination. A candidate must submit a Readiness Review Questionnaire to the local panel prior to the exam session. The portfolio presentation demonstrates evidence of the candidate's use of public relations planning, execution, and evaluation.
With the successful completion of the Readiness Review, the candidate then schedules the written exam at the nearest Prometric testing center. In Jacksonville, the Prometric center is located within the Sylvan Learning Center at 9421 Waypoint Place, Jacksonville, FL 32257. For areas outside of Jacksonville, please visit www.prometric.com
Exam tools
The UAB Web site has been updated with many resources and information sheets to assist candidates in their preparation. Visit www.praccreditation.org to view these documents:
Process Charts - A description of the six steps a candidate needs to take during the APR process.
Candidate FAQ - Specific questions about the process, exam fees, how to prepare and much more.
Readiness Review FAQ - All the answers to your questions about how the 1-2 hour oral exam will take place. How to prepare, who conducts the readiness review, how the exam connects with the written exam, and much, much, more.
Readiness Review Candidate Instructions - This fact sheet provides in-depth information on how to prepare the required portfolio: how to assemble the portfolio, recommended contents for the portfolio, organizing the portfolio, as well as presentation tips.
Examination Preparation Sources - Ten text books are listed for reference materials to be used by candidates in preparing for the exam. Exam developers suggest that candidates do not need to purchase or read all of the books on the list; however, the basis for every question contained in the written portion of the exam can be traced to one or several texts.
What to do next
The Northeast Florida Chapter of PRSA conducts an 8-week study course every spring. Dates for 2006 have not yet been determined. If you are interested please contact Bobbi Reid Doggett, APR at 904-620-3866 or via email at rdoggett@unf.edu to be put on a distribution list for announcements and updates.
For general information on the exam process, registration information, study guides and national updates, please visit the UAB Web site where new information is posted regularly.
Recommended Text Books for APR Preparation:
- Moore R. Advertising and Public Relations Law. Erlbaum. 1998.
- Goldstein N (ed). Associated Press Stylebook 2002.Associated Press. 2002.
- Cutlip SM et al. Effective Public Relations. Prentice-Hall. 1999.
- Stacks D. Primer of Public Relations Research. 2002.
- Wilcox D et al. Public Relations: Strategies and Tactics. 2000.
- Smith R (ed). Strategic Planning for Public Relations. Erlbaum. 2002.
- Caywood C (ed). The Handbook of Strategic Public Relations and Integrated Communications. McGraw-Hill. 1997.
- Seitel F. The Practice of Public Relations. Prentice-Hall. 2000.
- Newsom D et al. This is PR: The Realities of Public Relations. Wadsworth. 1999.
Ten major areas of competencies tested in the new APR exam:
- History of and Current Issues in PR
- Business Literacy
- Ethics and Law
- Communication Models and Theories
- Research, Planning, Implementing and Evaluating Campaigns
- Management Skills and Issues
- Crisis Communication Management
- Using Information Technology Efficiently
- Media Relations
- Advanced Communication Skills
For more information, contact:
Accreditation Chairperson
Bobbi Reid Doggett, APR
904-620-3866
rdoggett@unf.edu
