By Grace Capwell, PRSA Austin APR Chair
Professionals considering earning their Accreditation in Public Relations (APR), a credential that demonstrates professional competence, expertise and the highest standards of excellence in the practice of public relations, should consider the overall process to help ensure success.
The steps to earning an APR include:
- Apply
- Study
- Panel Presentation
- Examination
- APR Renewal
Apply: this is a personal decision on when to start your journey. PRSA recommends any potential candidate to review the complete process first before applying online and paying the fee for the program. The maximum amount of time to complete the process, except for renewal, is one year from date the candidate receives notification of eligibility from PRSA. Professional practitioners must have a minimum of five years of experience to apply.
Study: The accreditation is a rigorous undertaking and does require study. PRSA offers a free APR Study Guide along with recommendations on textbooks to enhance study. Candidates may work on their own or join others also earning their APR for effective group study. PRSA requires a Panel Presentation Questionnaire to be filled out prior to the panel. This questionnaire serves as a study tool as well. Use resources at www.praccreditation.org
Panel Presentation: Three accredited PRSA members serve voluntarily on a panel conducted locally where the candidate resides. The completed questionnaire is reviewed as well as the candidate’s portfolio. Each covers the candidate’s experience, organization and roles in PR. The panel assesses competence in areas that are not easily judged on the written exam for accreditation. See the list below. Upon completion, the panel decides if they will recommend the candidate advance or not to the Universal Accreditation Board.
- Creative conceptualization/creativity[CG[1]
- Initiative
- Interpersonal skills
- Management skills
- Multitasking
- Flexibility
- Time management
- Uses multiple delivery mechanisms
- Communication skills / speaking
- Communication skills / writing and editing
- Communication skills / listening
- Presentation skills
Examination: The written exam is administered online using an online proctor company called Examity. It consists of 100% multiple-choice questions with a maximum time allotted of three hours and 30 minutes. The candidate can receive preliminary results immediately from online scoring, and a written confirmation of final results from PRSA in a few weeks. The exam tests knowledge, skills and abilities in these areas:
- Research, planning, implementation and evaluation (RPIE) of PR programs – 30%
- Leading the public relations function – 20%
- Managing relationships – 15%
- Ethics/law – 15%
- Managing issues and crisis communications – 15%
- Understanding communications models, theories and history of the profession – 5%
Renewal: Accredited members are required to renew their Accredited status every three years. The required number of credits must be accumulated during this three-year period through activities fitting into PRSA’s continuing education and professional development, professionalism and/or public service categories. To make renewal easier, keep records of the activities that demonstrate continuing professional development and qualify for renewal. This information is required for filing your renewalapplication with PRSA headquarters by the due date.
The APR credential helps to improve personal brand and distinguishes a practitioner by demonstrating mastery of the strategic communications practice. For access to resources and testimonies from APR members, go to the APR PRSA candidate page. The Austin Chapter 2024 Accreditation Committee Chair is Grace Capwell. Please reach out for support: grace.capwell@emerson.com
