An overview of PRSA's Accreditation program given by Cassandra Stalzer, Rasmuson Foundation's director of communications on April 17, 2013.

1. Give yourself
the Accreditation Advantage
You, APR

2. What are we
going to talk about?
 What is Accreditation
 What are the benefits?
 What is the process?
 Resources
96% of
Accredited
professionals
find the APR
credential
valuable

3. Accreditation
sets professional standards
 Knowledge, Skills &
Abilities
 Research, planning, implementing and
evaluating programs
 Ethics and law
 Communication models and theories
 Business literacy
 Management skills and issues
 Crisis communication management
 Media relations
 Using information technology efficiently
 History of and current issues in public relations
 Advanced communication skills
93% of Accredited
professionals
agree the
Examination
covers the KSAs
needed to
succeed.

4. Accreditation
defines the profession
 Sets standards
 “science” of public relations
 Legitimizes profession
 standards
 uniformity
 Builds accountable
 ethics
 legal knowledge
Accredited
professionals
find the process
establishes the
practice as
strategic (93%)
and ethical (91%).

5. 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%)
94% of those
Accredited
would become
Accredited
again.
96% would
recommend it to
a colleague.

6. Benefits of Accreditation
 Recent APR’s share their
thoughts“I wanted to take
the APR exam to
reassure myself
that I had what it
takes to operate
professionally in
this industry...[

7. What is the process?
1. Apply for eligibility at www.praccreditation.org.
The fee is $385, $110 of which will be refunded
once you pass the computer exam.
2. Prepare for your readiness review. Chapter-led
study sessions and/or online resources are
available.
3. Complete the readiness review questionnaire and
assemble a portfolio.
4. Present your portfolio to a readiness review panel.
5. Advance to the written exam.

8. Use
Accreditation resources
 Coaching and mentoring
 Extensive bookshelf of suggested texts
 Online study, prep resources
 Feedback through Readiness Review
 User-friendly Examination
 Improved feedback to candidates
 Candidate-focused scheduling

9. There is no try.
There is only do. -Yoda
 Start signing your name:
You, APR!