Central Texas PRSA

Accredited in Public Relations...APR--a deceptively simple sounding designation, decidedly hard to earn, but darn well worth the effort!Taking the Public Relations Society of America's "Universal Accreditation Examination" is truly a test...a validation...of your knowledge, experience, professional judgment, and understanding of the public relations profession. APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice.APR tells your colleagues, your peers and your employer...that you have achieved a high level of public relations experience and competence.Here's what Kim Patterson, APR, Senior Foundation Specialist for McLennan Community College and Central Texas PRSA member, has to say:

"It’s a sad fact that just having the letters after my name doesn’t carry that much weight in the world outside of PRSA. I don’t think any employers necessarily hired or promoted me because I had it. But on a deeper level, it has meant everything to me as a professional. I studied journalism, PR and marketing in college, but that just scratched the surface. I have always likened the APR process to earning your master’s in the field. It gave me depth of understanding of the science of communications that taught me to think strategically and formulate actions with a precise intent and outcomes. Thanks to the APR, I started thinking like a PR strategist and manager, and my career naturally followed that track."

Basic APR Q&A Q. What does APR stand for?
A. It stands for Accredited in Public Relations. It’s a voluntary certification program for public relations professionals.Q. Who is eligible to take the exam?
A. Any PRSA member in good standing. While five years of experience in public relations is recommended, it is not required.Q. How much does it cost?
A. There is a $25 application fee and then the exam costs $385. However, PRSA offers a $110 rebate for its members upon completion of the exam.Q. What should I study?
A. PRSA has recommended five textbooks that are helpful for reviewing the major concepts, but the amount of preparation will vary based on the candidate’s familiarity with the major concepts. Here’s the specific breakdown:

KSA Group	% of the Examination
Researching, Planning, Implementing & Evaluating Programs	30%
Ethics and Law	15%
Communication Models and Theories	15%
Business Literacy	10%
Management Skills and Issues	10%
Crisis Communication Management	10%
Media Relations	5%
Using Information Technology Efficiently	2%
History and Current Issues in Public Relations	2%
Advanced Communication Skills	1%

Q. What new resources is PRSA offering to help candidates prepare to take the exam?
A. PRSA will be releasing a study guide. It’s currently in the production stage. In addition, PRSA is preparing an online demo that will have questions that are similar in format to the real exam. One of our chapter board members has helped write questions for the demo.Q. What are the steps involved?
A. First you fill out an application form. Once PRSA approves your application, then the chapter’s APR Chair is notified. The candidate will begin studying for the exam. The candidate also must complete a questionnaire for the Readiness Review Panel, which is composed of three APRs from your chapter. Once the candidate has completed the questionnaire and is prepared for the exam, he/she will contact the Chapter APR Chair to request a Readiness Review.Q. What is the Readiness Review?
A. It’s a process by which a panel of three APRs determines whether or not the candidate is prepared to take the APR exam. The candidate will present a portfolio of his/her work to demonstrate an understanding of the full public relations planning process. If the panel decides that the candidate is not ready to take the exam, they will make recommendations for further study. If the panel determines that the candidate is ready, they notify PRSA and PRSA will then provide the candidate with the authorization code to schedule the exam.

Q. Where is the exam administered?
A. At a professional testing center. In Waco, it’s at the Sylvan Learning Center on Waco Drive. It’s a computer-based exam and the questions are all multiple-choice format.

Ask the APR…What has accreditation meant to you?"APR has increased my credibility among the staff at Farm Bureau and with other agricultural groups. It has helped maintain my ‘seat at the table’ among senior managers at the organization. "

Gene Hall, APR, FEL
Director of Public Relations
Texas Farm Bureau

Why did you choose to become accredited? "I was inspired to take the exam primarily by Carol Perry. She set up the expectation that it was something necessary to do by the time you had 5 years of experience. She always spoke very highly of the need for accreditation. However, I personally believe that it was crucial for me because I majored in broadcast news in college and all of my public relations training had been obtained on the job or through PRSA meetings. The accreditation exam is where I learned the theories of public relations on which on our practice is based and how to apply these principles to every day situations."

Marlene Neil, APR
Community Relations Specialist
City of Waco“

I chose to become accredited to demonstrate to my supervisors that I am a professional, that there is a strategic planning process to PR, and that it can produce results.”

Todd Overpeck, APR
Marketing Communications Specialist
Glass Doctor

"Frankly, it was because my boss didn't really give me a choice. He had recently become accredited and saw the immense value in it and was fully committed to supporting me in that pursuit (i.e., the company paid for the test and he made sure I had materials and was part of a study group). While that's not a very good reason, my story emphasizes the crucial role a supervisor can play in developing younger practitioners: anyone who hits the five-year mark and intends to stay in this profession should be expected to take this step."

Financial aid? We have it!One of the common complaints we hear about accreditation is the cost of the exam. The exam fee is $385. However, $110 is refunded to PRSA members at the completion of the exam. The Central Texas PRSA board recently took a step to help those seeking accreditation who have a financial need. The chapter will offer up to a $125 scholarship to no more than five Central Texas PRSA members in 2008. Here are the rules: 1) Applicant must have been an active member of Central Texas PRSA for at least two consecutive years. 2) Applicant must have at least 5 years experience in public relations. 3) Applicant must first seek financial assistance from employer. Scholarship will pay up to $125 if not covered by employer. 4) Request must be made to Central Texas PRSA Accreditation Committee for consideration. 5) General membership applications will be considered before Central Texas PRSA Board applications. Scholarships will be considered on a first come, first serve basis. 6) Scholarship will be awarded only after applicant books the test (receipt required).