PRAM

Are You Interested in Becoming Accredited?
If you have been thinking about joining the ranks of thousands of PR practitioners across the United States that have earned their accreditation in public relations (APR), the time is now. Practitioners who have successfully completed the voluntary certification program have said it's added to their PR knowledge base, made them more credible in the field, and enhanced their desire to continue practicing and studying public relations.

If you are interested in finding out more about becoming Accredited in Public Relations, contact PRAM’s regional APR coordinators today to get started.
North -- Robin Street, APR                     rbstreet@olemiss.edu
Central -- Shannon Coker, APR           scoker@mhanet.org
South -- Kurt Brautigam, APR               kbrautigam@smepa.coop

PRAM has created the following tools to help guide candidates through the APR process.
Click here to view a brief presentation on the APR process

Click here to download an overview of the process.

Any PRAM member in good standing can take on the challenge of earning Accreditation. However, it is recommended that candidates have at least five years of experience in the full-time practice or teaching of public relations and 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). After submitting your application to the UAB and being officially accepted as a candidate, you’ll need to successfully complete the Readiness Review and the Computer-Based Examination -- the two requirements in achieving your APR.

The Readiness Review
The Readiness Review is your opportunity to show your stuff. With three accredited peers as panelists, the Readiness Review is your time to shine with a portfolio review and assessment of your readiness to take the written examination. The Readiness Review panel provides feedback and an evaluation as to what your strengths and weaknesses are, which then helps identify specific areas you should focus on for further study and the written examination.

The Readiness Review should not be taken lightly. It's an intense two hours of demonstrating your knowledge of public relations research planning, implementation and evaluation. You must advance through the Readiness Review in order to take the written test.

You'll be notified by the UAB if you are advanced to the written examination - usually within two weeks. If you are not advanced, go back and study the areas that you and your panelists agreed are areas you need to strengthen and schedule another Readiness Review after 90 days.

The Computer-Based Examination
Once advanced from the Readiness Review, you have a year in which to complete the final stage of the APR process, the computer-based Examination. The Examination for Accreditation in Public Relations is administered at Thomson Prometric Testing Centers throughout the United States. In Mississippi, centers are located in Jackson and Tupelo, and PRAM members may also find Prometric centers in Alabama, Tennessee and Louisiana convenient sites at which to take the exam. Candidates should allow 30 days to schedule their exam date and time.

You'll have three hours and 45 minutes to complete the multiple-choice Examination. This time includes a 10-15 minute optional break for candidates. The test is based on a number of industry textbooks, the PRSA code of ethics and other professional resources.

Successful candidates will demonstrate competency in the following areas, also known as Knowledge, Skills and Abilities (KSAs):

Research, Planning, Implementing, Evaluating Programs 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 Information Technology 2%
History of and Current Issues in Public Relations 2%
Advanced Communication Skills 1%

Ready to take the APR Challenge?
Click here to download the Examination application and go to praccreditation.org to review detailed information on preparation, the Readiness Review process and computer-based Examination.

Frequently Asked Questions About Accreditation
What is Accreditation?
Accreditation in Public Relations is a voluntary certification program for public relations professionals, administered by the Universal Accreditation Board.

What is the Purpose of Accreditation?
The purpose is to unify and advance the profession by identifying those who have demonstrated broad knowledge, experience and professional judgment in the field. The program seeks to improve public relations practice. The designation Accredited in Public Relations (APR) signifies a high professional level of experience and competence.

What Is Its Value?
Preparing for Accreditation helps professionals broaden, validate and refresh their knowledge. Having the APR designation demonstrates a serious commitment to the profession, to corporate management, colleagues and clients. More and more employers are seeking accredited candidates for senior- and management-level positions.

Is Accreditation Good For Life?
Yes, with fulfillment of Maintenance of Accreditation requirements (applies to professionals who receive the APR credentials after January 1, 1998). Every three years, accredited professionals must accumulate the required number of points in continuing education, professionalism or service categories as part of the Maintenance of Accreditation Program. This further strengthens the value of the APR credential and keeps professionals actively involved in the currents of the public relations profession.

What is the Cost?
Currently the cost is $385 per person. The Southern Public Relations Federation provides a subsidy of up to $100 to SPRF members in good standing who have sat for the Computer-based Examination for Accreditation in Public Relations. To receive a subsidy, please follow the process outlined on sprf.org at http://sprf.org/accreditation/examination-subsidy-request/)

Several PRAM chapters also offer a subsidy to their members who have taken the APR exam. Please check with your chapter president for more information.

How Do I Register for the Exam?
Click here to download the Examination application and go to praccreditation.org to review detailed information on preparation, the Readiness Review process and computer-based Examination.

In addition, PRAM has regional APR coordinators ready to assist you. Your local chapter may also have an accreditation chair to help you through the APR process.
North -- Kim Collins, APR                     kim@collinspr.com
Central -- Lisa Shoemaker, APR           lshoemaker@osa.state.ms.us
South -- Kurt Brautigam, APR               kurt14@comcast.net

Universal Accreditation
Universal Accreditation is a universal, voluntary certification program for public relations professionals that aims to unify and advance the profession by identifying those who have demonstrated their knowledge, experience and judgment in planning and managing public relations activities. Universal Accreditation enables PR practitioners a common credential that increases the visibility, credibility and perceived market value of the profession. Successful completion of the Accreditation process results in the awarding of the designation Accredited in Public Relations (APR) to qualified public relations professionals.

The Accredited in Public Relations program originated in 1964 and was administered by PRSA until 1998, when the Universal Accreditation Board was formed to administer the Examination for Accreditation in Public Relations. The public relations organizations that are members of the Universal Accreditation Board include the Agricultural Relations Council, Florida Public Relations Association, Maine Public Relations Council, National School Public Relations Association, Public Relations Society of America (PRSA), Religion Communicators Council, Southern Public Relations Federation, Texas Public Relations Association and Asociación de Relacionistas Profesionales de Puerto Rico (Puerto Rico Public Relations Association).

To retain their designation, APRs must maintain membership in a participating organization (of which SPRF/PRAM is one) and complete the required Maintenance of Accreditation every three years.