1. CPRS Vancouver
Presented by Susan Kirk, APR
APR Information Session

2. Why earn your APR?
Accredited Public Relations Professional
3. APR Eligibility
Member of the Canadian Public Relations Society - National
You have been employed full-time in a public relations position for at least five years
You spend at least half of your professional time involved in specific public relations activities
4. Road to APR
Four segments
Application (Work sample overviewpre-qualification)
Work sample
Written examination
Oral examination
5. Dates
December 1st - Accreditation application due
April 1st Work sample due
October (Friday of 3rd week) Written and oral exam
6. Application Process
Application and fee ($400) received by the CPRS National Office by 5 pm ET, December 1.
Application references
names, phone numbers and emails of 3people familiar with your work who are willing and able to attest to your eligibility and professional conduct
2 of 3 references must be APRs.
Application includes
resume outlining in detail your experience in the field;
work sample overview, explaining the nature and scope of the proposed work sample
your role (ownership) in the program or project
7. Work Sample Overview with Application
One-page description
Outline the scope of the project and your role in it
Include
Scope:
an overview of the project
the organizational and PR goals the project was intended to serve, and how these relate
to the evaluation of your project
the approximate date of project completion
Your role:
your involvement in the decision to launch the project, or the point at which you
became the lead PR practitioner for the project
clear ownership must be demonstrated in the language of the work sample
a discussion of your role in the research, analysis, communication and evaluation related to the project
whether you worked alone, as team leader, or as a member of a team
what staff or consultant support was available for the project
8. Work Sample
Shows your ability to plan, analyze and execute within the context of current public relations theory and practice
Is a description of a public relations program, special project, outstanding event or other public relations exercise
Show RACE
Research
Analysis
Communications
Evaluation
Be as current as possible
Prefer within 2 years of application
9. Work Sample
Presented as a formal business report
Include:
an executive summary of no more than 500 total words, providing a clear, comprehensive overview of your submission
a case study or analytical discussion of no more than 2500 total words, detailing yourplanning, execution and evaluation of the project
Appendices - collateral
i.e news releases, brochures, photographs, scripts, newsletters, etc.
Not bulky items like T-shirts, hats as these add significantly to the cost of shipping your work sample to different regions for grading
10. Written Exam 3 hours
Section 1: Public Relations Knowledge and Practice
focuses on knowledge or informed opinion that a practitioner should have
four compulsory questions
Section 2: Professionalism
focus on ethics, two on research and two on other areas of professionalism
Section 3 Communications Planning
includes three scenarios requiring communications plans and you select one
11. Oral Exam 1 hour
Usually 3 evaluators in room
Warm-up question
General questions
asked four questions testing your knowledge of public relations
Work sample
asked three questions about your work sample
Current affairs
asked three questions on PR related to current affairs, based on both national and regional stories and issues
Wrap up
If time permits, asked one last question or given an opportunity to make a comment
12. 13. 14. Resources
Reading List
Study Outline
Work Samples
Marking Guidelines
Study Sessions
6 weeks before exams
Really, really, really helpful!
15. Marking
Pass
Work sample = 60%
Written test = 60%
Oral test = 60%
Overall = 65%
Weighting of marks (out of 100%)
Worksample= 20%
Written test = 45%
Oral test = 35%
16. Why your APR
I wanted to achieve my APR designation because it demonstrates to the organization I work for and to my PR colleagues the commitment I have to both the practice of public relations and to personal development. Being part of a study group in which homework was assigned was a great process because it made me work and reinforced what I did know while pinpointing areas in need of improvement. The APR designation has provided me with a great sense of accomplishment and a big confidence boost. Im so glad I chose to just do it.
- Sharon Shore, APR, Senior Manager, Communications & Media Relations, BC Medical Association
The APR designation is peer and client recognition that youre no longer playing public relations. Youre a pro taking a theoretical and practical approach to your business. The program helped move me from PR technician to PR manager, giving me the confidence to fight for a seat at my clients decision-making table. Enrolling is one of the best decisions I made to advance my career and professional development. The program is manageable even with a full time job and family. Dont talk yourself out of it. Enroll!
- Victor Vrsnik , APR, SPIRE Public Relations
17. Questions?
http://www.cprsvancouver.com/accreditation
http://www.cprs.ca/accreditation/