Accreditation

 Where your career in public relations takes you is based on individual drive, determination and diligence.  One next step all seasoned practitioners should consider is earning the Accredited in Public Relations (APR) designation.  Earning the APR certification proves you have successfully demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively in today’s business arena.

What is APR Accreditation?
The APR Accreditation is the only professional certification program for public relations professionals.  Its purpose is to elevate the profession by establishing best practices, encouraging a strategic approach, and reinforcing ethical standards.  It is recognized by peers in the PRSA as the hallmark of a professional.

What is the value of APR?
Ninety-six percent of APRs say the credential has been valuable to them in their careers.  In addition, professionals who are accredited earn 20 percent more than non-accredited practitioners, according to a 2005 survey.  It is certain that accreditation will only continue to gain in value as more practitioners are accredited and awareness of what APR means increases.

Who administers the Accreditation program?
The Accreditation program is administered by the Universal Accreditation Board (UAB), a consortium of 10 leading industry organizations, including PRSA.  Local activities are coordinated by your PRSA chapter’s accreditation chair.

Who can pursue APR certification?
Any PRSA member in good standing can take on the challenge of earning Accreditation. However, it is recommended that candidates have at least five years’ experience in the full-time practice or teaching of public relations and who have earned either a bachelor’s degree in a communication-specific field (e.g., public relations, journalism, mass communication) or have equivalent work experience, which includes public relations principles, public relations writing, public relations campaigns, research, ethics and law and internship (practical experience under supervision).

What steps are involved?
1. You must complete an application -- that lets the UAB gauge your full-time public relations experience.

2. You must complete a Readiness Review Questionnaire that addresses: your organization and position in public relations; overall experience; and assessment of readiness to pass the computer-based written examination.

3. Once your application is approved, you must schedule a Readiness Review, which is a face-to-face review by three APRs to determine whether you have a grasp of the knowledge, skills and abilities required to pass the comprehensive examination.  This includes three basic parts:

§         Questions from panelists regarding your written submission,

§         Presentation of your portfolio, and

§         Questions from candidates regarding knowledge, skills and abilities.

4. Successfully pass a Comprehensive Examination that is administered at numerous testing centers around the nation.

What is the cost?
The cost is $385. PRSA members receive a rebate of $110 upon completion of the computer-based Examination.

When should I start the process?
It’s best to begin seeking Accreditation when you can commit the time, energies and resources to completing the entire process.

How long does the process take?
It varies based on the individual and the number of applicants in your area. Once your application is approved, you have one year to complete Readiness Review and take the computer-based Examination.

What is the Computer-based Examination process like?
The Examination for Accreditation in Public Relations is computer-based and administered at Thompson Prometric Testing Centers throughout the United States. There are Prometric centers in most major cities, including one in Glen Allen, Va. You will have three hours and forty-five minutes to complete the Examination. This time includes a 10-15 minute optional break for candidates. A few weeks after the Examination, you’ll receive notification on your results.

What happens if I fail?
You can reschedule the Examination at any time, providing you notify the UAB of your intent. The fee for a retake is $200 within six months of receiving a failure notification.