How to pass the APR exam

Rusty Cawley, APRCommunications Director / The FAZD Center

Communications Manager / Texas A&M Veterinary Medical Diagnostic Laboratoryrcawley@tamu.edu / 469.338.9478

What we will cover today

1. How to prepare for the exam.2. What to expect during your exam.

1. How to prepare for the exam

Do three things– and really do them

1. Join the online study group

• Attend EVERY weekly session.– $195 for PRSA members and worth every dime.– Who passes? 100 percent who attend at least 75

percent of sessions– http://www.online2learn.net/APR/

2. Get the APR Study Guide

• Work with it diligently.– It’s free! 150 pages– Download the pdf at:

• http://www.praccreditation.org/documents/aprstudyguide.pdf

• Ditto for the textbooks– Use the short bookshelf:

• http://www.praccreditation.org/Preparation%20Sources/

– Wilcox and Cameron, “Public Relations: Strategies and Tactics”

– Cutlip and Center’s “Effective Public Relations”

3. Type your notes, retype them, and then re-retype them.

A. Highlight the key points in the study guide and the text books.

B. Rewrite them in your own words.C. Organize the points by the KSAs (Knowledge,

Skills, Abilities).D. Re-rewrite them until you know them in your

sleep.E. Review these notes the night before your

exam.

Do three things –and really do them

1. Join the online study group2. Work the APR Study Guide3. Type your notes, and …

2. What to expect during your exam

Close scrutiny

• Like going through airport security.• Get to the Prometric site at least 30 minutes

before your exam.• You will need two forms of ID with signature.– Driver’s license or passport.– A second ID document with your signature

• A credit card will work.

– Must match the name on your Authorized to Test letter from the Universal Accreditation Board.

• Wear layered clothing, but …

What you take into the test

• A dry board and a pen (provided)• Noise-reduction headphones (provided)• A jacket or sweater – but you have to leave it

on.• Your ID cards.• Everything else goes in a locker.• You keep the key.

Testing

• You have three hours and 45 minutes, including the tutorial session. (Plenty.)– About 80 seconds per question.– Avoid getting bogged down on any one question.

• You have the option of taking a 15-minute break, but the clock continues to run.

• If you finish early, you can leave.

The percentages for the KSAs*

• Creating programs 30% • Ethics and law 15%• Models and theories

15%• Business literacy 10%• Management skills 10%• Crisis communication

management 10%

• Media relations 5%• Information tech 2%• History and current

issues 2%• Advanced communication

skills 1%

* Knowledge, Skills and Abilities,http://www.praccreditation.org/becomeAPR/

KSAs_Competencies.html

Special emphasis

• The 12 functions of public relations• The Four-Step Process for planning campaigns• The communications models– Particularly Wilber Schramm’s model on page 32

of the 2010 study guide• The public opinion process (Lang and Lang)– All of this is in the APR Study Guide

• Use the dry board; practice doing this

Why gaming doesn’t work

• There are 188 questions, but only 147 are scored.

• The rest are beta questions.• Do yourself a favor: Learn the material.

Scenario questions

• Multiple choice• Typical construction:– “Identify three ways to do X.”– “Choose the best way to do X.”• Key word: “Best.”• All may be correct, but one is the best choice.

– Scenario: “If X happens, what would a professional do next?”

Strategies in the exam room

• Use the 15-minute tutorial to relax and become familiar with the layout.

• First pass– Focus on the questions you know.– Flag the questions that you are unsure about.

• Second pass– Return to the flagged questions.– Keep an eye on the time.– Follow the time-investment guidelines

Scoring

• You will get a pass/fail grade on site.• You will also get a feedback page for each

section.• Your official score will arrive within two weeks.

Once again,with feeling …

Do three things –but really do them

1. Join the online study group2. Work the APR Study Guide3. Type your notes, and …