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The Art of Advancing
Michael Tullier, APR, 2008 ChairUniversal Accreditation Board
PRSA Arkansas ChapterApril 17, 2009
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Why become accredited? reinforces profession as strategic counseling managerial ethical
illustrates commitment to career and profession to employer, clients, colleagues
leads to advancement and raises for some instills personal pride and professional
achievement
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Two-part process Readiness Review “job interview” environment discuss questionnaire and review portfolio results in “advanced” or “not advanced”
Computer-based Examination multiple-choice format blend of textbook knowledge and situational experience 180+ scored and beta questions
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Readiness Review KSAs Creativity Communication skills: interpersonal, delivery
mechanisms, speaking, interviewing, writing/editing and listening
Management skills and client focus Multi-tasking, initiative, time management and
flexibility Teaches others Presentation skills
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Computer-based Exam KSAs RPIE four-step process (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 IT effectively (2%) History and current issues (2%) Advanced communication skills (1%)
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The Accreditation timeline Application review/approval takes about two weeks
Readiness Review budget 15 days for Readiness Review panel to review
questionnaire notification of panel decision sent within two weeks can repeat in 90 days
Computer-based Examination complete within one year of approval date
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The Meaning of “Ready” The Readiness Review is meant to evaluate KSAs in 16 specific competency areas that
cannot be effectively judged in the computer-based Examination
help candidates determine an appropriate course of study to prepare for the computer-based Examination
assign a verdict of “advanced” or “not advanced” to provide admission to the computer-based Examination
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Readiness Review Components Panel chair and two panelists all APRs who lack conflicts of interest
Location professional, conducive, private environment
Questionnaire reflective assessment of career achievements and goals includes public relations plan
Portfolio material evidence of the public relations plan described
in the questionnaire and other public relations work
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Ensuring Success Perfect your presentation how you present is being scored too
Paint a good picture of yourself detailed questionnaire allows panel to know you better
Cover the basics in your portfolio use work samples to demonstrate PR plan use professional/volunteer work from your questionnaire outline role of others in team projects
Go low-tech technology/projection not permitted
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Panelists’ Roles prepare by reviewing candidate questionnaire serve as impartial, confidential evaluators devote undivided attention to candidate preside efficiently over one- to two-hour review Post-Readiness Review: teacher counselor motivator role model
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Post-Readiness Review Resources Help after the Readiness Review APR Study Guide Short Bookshelf APR-branded professional development www.praccreditation.org Online Demo Examination APR Online Study Course Local mentoring by APRs Local study groups
Study materials
Local resources
Online resources
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If you have questions… Bruce Trimble, APR
Arkansas Chapter APR [email protected]
Michael Tullier, APR2008 ChairUniversal Accreditation [email protected]
Kathy MulvihillAccreditation ManagerPublic Relations Society of America212.460.1436kathy.mulvihill.prsa.org