The Art of Advancing

Michael Tullier, APR, 2008 ChairUniversal Accreditation Board

PRSA Arkansas ChapterApril 17, 2009

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

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

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

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%)

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

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

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

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

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

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

If you have questions… Bruce Trimble, APR

Arkansas Chapter APR Chair501.551.1915bruce.trimble@sbcglobal.net

Michael Tullier, APR2008 ChairUniversal Accreditation Board334.844.1324mtullier@auburn.edu

Kathy MulvihillAccreditation ManagerPublic Relations Society of America212.460.1436kathy.mulvihill.prsa.org