Explore the Newest Public Relations Credential—APR+M — How You Can Benefit from Accreditation. September 27, 2011. Agenda. APR Overview APR & APR+M Distinction Testimonial: What the APR+M Means to Me Certification (APR+M) Benefits.
Explore the Newest Public Relations Credential—APR+M
—How You Can Benefit from Accreditation
September 27, 2011
The designation Accredited in Public Relations (APR) signifies a high professional level of experience and competence. It is a voluntary certification program for public relations professionals, administered by the Universal Accreditation Board.
Accredited professionals find the process establishes the practice as strategic (93%) and ethical (91%).
UAB + DOD = APR+M
Unify and advance the Public Relations 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 signifies a high professional level of experience and competence.
Improve the profession of military public affairs and establish a standard of knowledge consistency within the joint public affairs community. It signifies a professional level of experience and competence within the Public Relations industry as a whole, coupled with a uniquely qualified understanding of public affairs activities in joint military operations.
PRSA Code of Ethics+DOD Principles of Information;
Nine Principles of War Coverage
Crisis Communication+ Contingency Planning
Lobbying+1913 Gillett Amendment
Foreign Agents Registration Act+Article 5 Operations
Competing Messages+Insurgent Propaganda
Technology trends+Adversary Web/Social Media
Freedom of the Press+ Developing Media in Stability Operations
Step four: Computer Exam (the same for both APR and APR+M)
Conducted at a Prometrics Testing Center
3 hours, 45 minutes, including a 15 minute break
Scenario-based multiple choice questions
Specific KSAs (Knowledge, Skills and Abilities) in 10 areas of professional practice:
30% Research, planning, implementing and evaluating programs15% Ethics and law15% Communication models and theories10% Business literacy10% Management skills10% Crisis communication management 5% Media relations 2% Using information technology efficiently 2% History of and current issues in public relations 1% Advanced communication skills
Be on time: After 30 minutes, you are considered a “no-show”
Basic Information: www.prsa.org/Learning/Accreditation/and www.praccreditation.org/apr_m/index.html
Basic Information: www.prsa-ncc.org/accreditation_(apr)/
Application form: www.praccreditation.org/documents/APRapplication2010.pdf
Study Guide; download at: www.praccreditation.org/documents/aprstudyguide.pdf
Recommended Readings: www.praccreditation.org/Preparation%20Sources/index.html#books
Effective Public Relations. 10th ed, Cutlip & Center
Primer of Public Relations Research. Don W. Stacks
Public Relations: Strategies and Tactics. 9th ed., Wilcox & Cameron
Strategic Planning for Public Relations. 2nd ed. Ronald D. Smith
Online Course: www.online2learn.net/APR/