Research shows that Executives identify a gap between the competencies required by their organizations, and the skill set available within their communications team. It has also been stated that PR agencies are challenged with the high number of applications received for entry-level positions and internships. They are looking for ways to better assess candidates and junior-level staffers, specifically for individual strengths and capabilities. In response, the Canadian Public Relations Society is launching the first national entry level exam for the Public Relations profession. The Public Relations Knowledge Exam (PRK)™ is endorsed by the Canadian Council of Public Relations Firms and supported by Cision. Tracey Baker, Director, Education at the Canadian Public Relations Society - National, Christine Smith, Lead Exam Developer, Public Relations Knowledge (PRK)™ Exam and Lisa Kimmel, General Manager, Edelman Toronto discuss what you should know about the exam and in entering the profession. This session took place on October 11, 2012 in Toronto, ON.

1. Introducing the Public Relations
Knowledge Exam (PRK)
October 11, 2012
Northern District Public Library
Tracey L. Baker, MBA
Director, Education
CPRS National
@PRKexam

2. Public Relations Knowledge
(PRK)™
Examina)on
October 11, 2012

3. Who We Are
Founded in 1948, the Canadian Public Relations Society, Inc. (CPRS)
is a not-for-profit organization whose members are engaged in the
practice, management or teaching of public relations and abide by a
Code of Professional Standards.
CPRS represents over 1,800 members through 14 Member Societies
across Canada.
October 2012

4. Who We Are
In addition, the National and Local Societies offer an array of services
such as: professional development, awards programs, networking
opportunities, a National conference, webinars, job boards, a College of
Fellows program and members-only information sharing.
Visit cprs.ca for more information.
October 2012

5. CPRS – Commitment to Education
Pathways to the Profession™ - program recognition for
educational institutions
Accreditation (APR) – experienced public relations
professionals
Public Relations Knowledge (PRK)™ Exam – new entrants
to the profession
October 2012

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October 2012

7. Differentiation – Program Recognition
Differentiate the program:
In 2011, CPRS launched Pathways to the
Profession™: An Outcomes Based Approach
Towards Excellence in Canadian Public
Relations and Communications Management
Education, a recognition program for PR and
CM education programs offered through
Canadian colleges and universities.
October 2012

8. Differentiation - Accreditation
• The CPRS Accreditation is a respected measure of professional
experience and competence in the field of public relations.
• All CPRS members with five years of full-time public relations work (not
necessarily five (5) years consecutively) can apply to take the exam.
• Further details about the APR designation are outlined in the
Accreditation Handbook available online.
October 2012

9. Differentiation – Public Relations
Knowledge (PRK)™ Exam
Why is CPRS offering the PRK?
• Establishes a benchmark of public relations and
communications management knowledge
• Participants - Provides evidence of knowledge of public
relations fundamentals and job readiness
• Employers - Offers prospective employers another
recruitment tool in their effort to reduce false hires
October 2012

10. Public Relations Knowledge (PRK)™ Exam
• Supported by: • Sponsored by:
Follow us on Twitter at https://twitter.com/PRKexam @PRKexam
October 2012

11. Public Relations Knowledge (PRK)™ Exam
Who can write it?
• Anyone - CPRS membership not required to register for the exam
When will it be available?
• Target date for launch – early 2013
• Offered once per year
What will it cover?
Section 1: Covers general history plus theory and concepts - 10%
Section 2: Fundamentals of Practice - 15%
Section 3: Part I - Ethics & Part II - Case analysis (judgement) - 40%
Section 4: Writing Proficiency - 35%
October 2012

12. Public Relations Knowledge (PRK)™ Exam
What is the format?
• Online, two hours
• Combination multiple choice, short answer and writing
How do I prepare?
• Readiness package
o One webinar
o Four online moderated discussion groups, one per section of the exam
o Access to recorded and archived webinar and discussion groups
o Sample questions
o Referenced reading list
o Study Guide
What are the costs?
• Exam fee- $150
• Readiness Package(optional) fee: $100
October 2012

13. Benefits to Participants
• A comprehensive recognition program for successful PRK writers
(Affiliate CPRS members only)
o Recognition on the CPRS web site as a successful participant
o Recognition at the annual CPRS national conference
o Recognition in any relevant CPRS newsletters and local society
communications
o CPRS will help market your CV if you join as an Affiliate member.
We will help employers find you
October 2012

14. Benefits to Participants
• Certificate of Success (suitable for framing)
• Transcript confirming the PRK score for each section plus an overall
PRK score with comments on each of the writing proficiency exercises
(where relevant)
• Congratulatory letter from the Presiding Officer of the Education
Council
• Tangible demonstration of your knowledge and readiness for the
workplace
October 2012

15. Benefits to Employers
• A reliable tool to guide them to the best graduating students
• The confidence that seasoned professionals have been consulted on
the format and questions
• The opportunity to use the PRK exam as a benchmarking tool for
current employees and gear training to their own needs
October 2012

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October 2012

17. Affiliate Membership
A new Membership level bridges the gap:
New graduates working to establish their careers may not be ready to pay full
member fees for a National membership.
ANNOUNCING:
Affiliate membership category: “On the date of application, the individual has
been employed full time less than two years in public relations. After two years of
membership at the Affiliate level, the member would be required to renew as a full
member.”
October 2012

18. Affiliate Membership
Benefits:
Full member benefits
Fees:
50% of National ($260) and local Society (varies by location - $109 in Toronto)
membership
50% of initiation ($50) fee
Total Cost for Toronto members:
$130.00 + $54.50 + $25.00 +HST ($27.24) = $236.74
Term:
Two years as Affiliate member then renew as full member
October 2012

19. Career Pathway
CPRS can support your journey to:
• Becoming a public relations professional
• Advancing your career
• Building your network
• Contributing to the advancement of the profession
October 2012

20. National Office Contacts
Karen Dalton APR, Executive Director National Office
CPRS National Office Suite 346, 4195 Dundas Street West
Toronto, Ontario, M8X 1Y4
kdalton@cprs.ca
Phone: (416) 239-7034 Fax: (416) 239-1076
Tracey L Baker MBA, Director of Education General inquiries
CPRS National Office admin@cprs.ca
tbaker@cprs.ca
Follow us on Twitter at: https://twitter.com/PRKexam @PRKexam
October 2012

21. What to expect:
On the exam + in your PR job interview
Christine Smith
Lead Exam Developer, Lisa Kimmel
Public Relations General Manager,
Knowledge (PRK) Exam Edelman Toronto
@ChrisAnneSmith @lisakimmel

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39. CPRSToronto.com