increase your chances of advancing: becoming "ready" for the apr readiness review
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Presented by: Michael Tullier, APR Public Relations Society of America Teleseminar February 4, 2009 Learn more at www.praccreditation.orgTRANSCRIPT
Increase Your Chances of Advancing:Becoming “Ready” for the APR Readiness Review
PRSA TeleseminarFebruary 4, 2009
Michael Tullier, APR, 2008 ChairUniversal Accreditation Board
Why become accredited? reinforces profession as
strategic
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 thorough questionnaire answers allow
panelists to better understand you
Cover the basics in your portfolio use work samples to demonstrate PR plan
use the professional and/or volunteer work described in 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
A candidate’s perspective…
Elin Nozewski, APRAccount Manager, Airfoil Public RelationsDetroit, Michigan
Accredited 2006
Question-and-answer session to follow Elin’s remarks
If you have questions… Michael Tullier, APR
Director of External RelationsAuburn University College of [email protected]
Elin Nozewski, APRAccount ManagerAirfoil Public [email protected]
Kathy MulvihillAccreditation ManagerPublic Relations Society of America212.460.1436kathy.mulvihill.prsa.org