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Give yourself �the Accreditation Advantage

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You, APR

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PRESENTER

DATE

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Give the�Accreditation advantage…

to yourself:

“Accreditation made a positive impact on how I do my job and how I view the practice of public relations. Earning the APR was a challenge; the sense of accomplishment earned is something that will last throughout my career.”

Edward M. Bury, APR� Coordinator, Public Information� Urban Transportation Center at �the University of Illinois at Chicago

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Give the�Accreditation advantage…

to your employers:

“The guidance, approach and techniques reinforced throughout the APR process have guided my work to a higher plane, given me added influence and confidence, and helped me advance our profession’s abilities. These APR benefits have been very important to my career.”

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Ken Hunter, APR�President and Lead Strategist�The PowerStation Communications

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Give the�Accreditation advantage…

to the profession:

“I wanted to take the Examination for Accreditation in Public Relations to reassure myself that I had what it takes to operate professionally in this industry ... [Accreditation] gives them more confidence in the results that public relations efforts can produce. The APR program is a great support for an often misunderstood industry.”

Sonya Ruffin, APR� Consultant�Emerge Communications

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Accreditation�sets professional standards

  • Knowledge, Skills & Abilities
    • Researching, Planning, Implementing and Evaluating Programs (30%)
    • Leading the PR Function (20%)
    • Managing Relationships (15%)
    • Applying Ethics and Law (15%)
    • Managing Issues and Crisis Communications (15%)
    • Understanding Communication models, Theories and History of the Profession (5%)

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93% of Accredited professionals agree the Examination covers the KSAs needed to succeed.

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Accreditation�defines the profession

  • Sets standards
    • “science” of public relations
  • Legitimizes profession
    • standards
    • uniformity
  • Builds accountability
    • ethics
    • legal knowledge

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Accredited professionals find the process establishes the practice as strategic (93%) and ethical (91%).

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Taking�Accreditation personally

  • Professionals find Accreditation to
    • be a source of pride (91%)
    • develop professional skills (78%)
    • provide personal benefit (75%)
    • help resolve ethical dilemmas (58%)

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94% of those Accredited would become Accredited again.

96% would recommend it to a colleague.

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Assess Your Readiness

  • After reading a very brief scenario, could you identify the most appropriate message and spokesperson?
  • Given a well-written objective, two very strong strategies or tactics, and a weaker or poorly written objective, would you be able to select the most appropriate objective?
  • After considering a range of options, could you determine the most appropriate tactics?

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Accreditation in Four Steps

  • Review and complete the online Application.
    • Some associations rebate part of fee to members once Accredited.
  • Study and sit for a Panel Presentation.
    • Panel of APRs evaluate candidate on 12 specific areas that cannot be effectively judged in the Examination.
  • Continue to study and complete the Examination.
  • Demonstrate a commitment to lifelong learning through Renewal.

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Preparation Resources

  • APR study guide (free!)
  • Suggested textbooks
  • Online study course
    • $195 fee for members of UAB organizations
    • $295 for nonmembers
    • One-year subscription
  • Coaching and mentoring

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Becoming Accredited �Shows Your Worth

  • Experienced.
  • Educated.
  • Ethical.