Accredited in Public Relations (APR): Does it serve its purpose?

Accredited in Public Relations (APR):
Does it serve its purpose?
August 2013
DRAFT
BETTER STRATEGIES.
BETTER LEADERS.
BETTER ORGANIZATIONS.
Public Relations Society of America

Overview
 APR’s current context
 Three possible paths forward
 A few lingering notes
2 | PRSA | DRAFT

APR needs a better PR.
- Anonymous survey respondent
3
With copyright permission
| PRSA | DRAFT

What is the purpose of the APR?
 “APR is a mark of distinction for public relations professionals who
demonstrate their commitment to the profession and to its ethical
practice, and who are selected based on broad knowledge, strategic
perspective, and sound professional judgment.” (UAB website)
 Accreditation defines and legitimizes the profession, sets
industry/professional standards, builds accountable ethics and legal
knowledge (UAB, You, APR)
 Accreditation is the “science” of public relations (UAB, You, APR)
 Recognized Standard. Promotes Lifelong Learning. Career
Enhancement. Positive for Public Relations. (PRSA website)
4
That’s a lot for one credential to deliver.
| PRSA | DRAFT

Why are we here?
PRSA hired OPG to:
 Examine how the APR could be
enhanced
 Conduct benchmarking
 Conduct a meta-analysis of the
industry
 Present a detailed report of
findings
 Outline actionable
recommendations
OPG
 Conducted 22 interviews and one
focus group
 Collected data and analyzed two
surveys (750 respondents)
 Analyzed internal data
 Benchmarked APR against 3
credentials
 Examined the certification
industry in general
5 | PRSA | DRAFT

First, getting the terms right
Source: Durley, C. C. (2005). The ICE guide to understanding credentialing concepts. Washington, DC: Institute for Credentialing Excellence.
CREDENTIALING
An umbrella term for accreditation, licensure, and professional certification.
ACCREDITATION
 A time-limited
recognition granted to
entities (institution,
organization, or
business)
 Based on predetermined
and standardized criteria
 Voluntary
 Given by a non-
governmental agency
PROFESSIONAL
CERTIFICATION
 A time-limited
recognition and use of a
credential given to an
individual
 Voluntary
 Given by a non-
governmental agency
LICENSURE
 A time-limited
permission given to an
individual to engage in a
given occupation
 Mandatory
 Given by a governmental
agency
6 | PRSA | DRAFT

Second, identifying the context
1 Gallup .(2012). Business and industry sector ratings. Retrieved from http://www.gallup.com/poll/12748/Business-Industry-Sector-Ratings.aspx.
PR was combined with advertising. 2% did not have an opinion.
... is more of an art than a science
... is negatively perceived by the public
(35% negative; 33% neutral; 31% positive)1
... contends with negative stereotypes about the
profession
THE FIELD OF PUBLIC RELATIONS ...
7 | PRSA | DRAFT

Second, identifying the context
8
THE FIELD OF PUBLIC RELATIONS ...
Qualitative Quantitative
SCIENTIFIC APPROACH
Applied Theoretical
SCIENTIFIC APPROACH
Positive Negative
PUBLIC PERCEPTION
Maximum Minimal
GOVERNMENTAL/LEGAL
OVERSIGHT
Maximum Minimal
BARRIERS TO ENTRY
| PRSA | DRAFT

Third, facing reality
Source: PRSA data.
... the number of PRSA members with accreditation has
declined
THE ACCREDITED IN PUBLIC RELATIONS (APR) CREDENTIAL
25.47%
21.32%
18.43%
0%
10%
20%
30%
1994 2004 2012
9 | PRSA | DRAFT
Data indicates that 48% of
SHRM members are certified

The APR is viewed with moderate favorability.
0%
10%
20%
30%
40%
50%
Not at all
favorable
Slightly
favorable
Moderately
favorable
Very favorable Extremely
favorable
4%
21%
42%
24%
8%
7%
21%
38%
24%
10%
Non-APRs Employers
10
What is your opinion of the APR credential?
Non-APR = 481; 96% of
respondents were members
of PRSA
Employer = 258
| PRSA | DRAFT

The APR is not seen as worth the investment of
time and money.
0% 10% 20% 30% 40% 50%
I have not had the time
I do not think it will advance my career
It is too time-consuming
I receive mixed messages about its value
It is too expensive
I do not want to commit to paying the membership fee every
year to keep my APR
I’d rather get more experience in the field than get the APR
I am discouraged by the process
I simply have not thought about it
I hold or I am studying for an advanced degree in
PR/communications
49%
46%
24%
24%
22%
16%
15%
14%
11%
10%
11
Top ten reasons for not pursuing the APR
Respondents = 454
(could choose 3 reasons)
| PRSA | DRAFT

Employers are not using the APR as a hiring guide.
0%
10%
20%
30%
40%
50%
60%
70%
Not at all Slight extent Moderate
extent
Large extent Great extent It depends on
the
certification
63%
17%
10%
8%
3%
n/a
20% 22%
28%
15%
4%
13%
APR Professional Certifications
12
1. To what extent has the APR influenced your hiring or promotion decision?
2. Across different positions in your company, to what extent do you consider
professional certifications when making a hiring decision?
APR = 260
Professional Cert.= 235
| PRSA | DRAFT

Where do we go?
“When you come to a fork in the road, take it.” - Yogi Berra
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
13| PRSA | DRAFT

Let’s look at each option.
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
14 | PRSA | DRAFT

Discontinue the APR
POSSIBLE REASONS FOR THE DECLINE OF
A CREDENTIAL
Market saturation
Demographic changes
Contraction of profession
Strong competition
Decline in perceived value
Weak marketing
Changes in the nature of profession
POSSIBLE REASONS FOR THE DECLINE
OF THE APR
Market saturation
Demographic changes
Contraction of profession
Strong competition
Decline in perceived value
Weak marketing
Changes in the nature of profession
Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.
15 | PRSA | DRAFT

Discontinue the APR
“Abandoning Accreditation is not an option that
PRSA is willing to consider.” PRSA website
Overhaul of the APR would require significant
resources. Are there reasons to continue the APR
without implementing major changes?
16 | PRSA | DRAFT

Discontinue the APR
PROS
 Resources could be
devoted to other initiatives
 30% of certifying programs
discontinued or being
considered for
discontinuation
CONS
 Political, emotional fall-out
 Certification important to
the profession
FINANCIAL
RESOURCES
POLITICAL
RESOURCES
17 | PRSA | DRAFT

Where do we go?
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
18 | PRSA | DRAFT

Low-Key Changes
 Position APR as a professional development
tool
 Redefine the relationship between PRSA and
the UAB
 Facilitate effective communication between
UAB and PRSA
 Devote resources to marketing
 Set expectations to match reality
19
May help but unlikely to turn things around
because of fundamental underlying issues with
the credential that are limiting its potential
| PRSA | DRAFT

Low-Key Changes
PROS
the profession
 Politically feasible
 Improved relationships
CONS
 Requires moderate financial
resources
 Unlikely to significantly
increase number of APRs
FINANCIAL
RESOURCES
POLITICAL
RESOURCES
20 | PRSA | DRAFT

Where do we go?
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
21 | PRSA | DRAFT

Marks of successful credentials
SUCCESSFUL
CREDENTIAL
Independent
accrediting
body
Demonstrated
value
Well-defined
purpose/
focus
Relevant and
updated
contentStandardized
assessment
Regular
evaluation
Maintenance
requirements
Validation of
content
Source: Institute for Credentialing Excellence. (2010). Defining features of quality certification and assessment-based certificate programs.
22 | PRSA | DRAFT

Four recommendations for overhauling
1) INCREASE APR’S CREDIBILITY
• Obtain a third-party accreditation
• Make the UAB an independent
organization
• Strengthen the relationships
• Unify the leadership behind the APR
3) IMPROVE THE CREDENTIAL
• Reevaluate the Readiness Review
• Reevaluate maintenance requirements
• Conduct a new practice analysis
23
2) INCREASE APR’S VALUE
• Re-evaluate value and purpose
• Develop and implement a robust
marketing plan
• Develop strategic partnerships
• Provide toolkits, redesign websites
4) EXPAND
• Open the APR to non-members
• Promote the entry-level credential
• Consider expanding globally
| PRSA | DRAFT

Step 1: Increase credibility
organization
IMPROVE THE CREDENTIAL
24
INCREASE APR’S VALUE
marketing plan
EXPAND
| PRSA | DRAFT

Increase credibility:
accredit the accreditation
 Professional certification programs accredited by independent, third-party
certifying organizations undergo a rigorous review to demonstrate that
their tests meet psychometric principles and standards, and the program
structure is appropriately set up
 PHR/SPHR accredited by National Commission for Certifying Agencies
(NCAA)
 PMP accredited by American National Standards Institute (ANSI); also
checked against International Organization for Standardization (ISO)
Source: Institute for Credentialing Excellence. (2010). Defining features of quality certification and assessment-based certificate programs.
Washington, DC.
25 | PRSA | DRAFT

an independent UAB
 Best practices require that a governing body overseeing the certification program must be
legally or administratively independent. It should control all critical decisions related to
certification process and activities.
 Although the intent was to make the UAB independent, it never came to fruition
 UAB’s autonomy as a testing body would be required for third-party certification
 The UAB would also benefit from additional training on how to work effectively
 The UAB Board composition should reflect the needs and demographics of the greater PR
profession
 Even if the UAB is independent, the relationship between PRSA and UAB is symbiotic, in the
deepest sense of the word; neither can benefit from the certification without the other
26 | PRSA | DRAFT

strengthen the relationships
 A successful certification requires that
the membership associations and the
certifying body work well together in
support of the credential
 Although a majority of leadership
interviews indicate that the relationships
are working fine, there is an indication
that they have deteriorated recently
27 | PRSA | DRAFT

stand behind the APR
 The credibility of the APR is undermined by mixed messages sent by
leadership about the credential’s value
 The requirement to hold the APR for the Leadership Assembly was abolished
and is seen as having contributed to a decline
 There were motions to abolish the APR as a requirement for Board leadership
positions
 All other studied benchmarking credentials require the certification to serve
in leadership positions
Abolishing the requirement to have the APR to
serve in leadership positions would further
undermine the APR
28 | PRSA | DRAFT

Overhaul the APR:
Step 2 - Increase the APR’s value
INCREASE APR’S CREDIBILITY
organization
29
marketing plan
EXPAND
| PRSA | DRAFT

Increase APR’s value:
re-evaluate value and purpose
 The purpose and value of the APR are inconsistently presented and lack
main focus (e.g., on the website, in communications)
 Certifications should state explicitly the main purpose of the certification
(e.g., to protect the public, to serve as a tool for identifying qualified
individuals)
 Certifications should also offer guidance to all stakeholders as to what
inferences are appropriate about certification-holders
30 | PRSA | DRAFT

develop a robust marketing plan
 The main purpose and value around
the credential should be carefully
examined and developed
 Once the purpose and value are
clarified, a robust marketing plan
should be developed and
implemented
31
Right now, it seems the only ones who find value
in the APR are those who already have it.
- Anonymous survey respondent
| PRSA | DRAFT

develop a robust marketing plan
 Leverage the value of the APR
 Focus on ethics; ethical behavior emerged as one important aspect of the
profession and the APR
 Code of Ethics is the most valuable PRSA offering according to 2011
Membership Survey
 “Bound by strict ethical guidelines” – main reason listed by the UAB
for the APR
 However, the monitoring and enforcement of ethical standards are
weak; disciplinary actions are taken only when criminal behavior
reported
 Educate employers
32 | PRSA | DRAFT

build strategic partnerships
 With a university
 For example, capitalize on PRSA’s MBA/Business School initiative
 Both PMI and HRCI have strong relationship with academia (programs, conferences)
 With other organizations
 For example, SHRM
33 | PRSA | DRAFT

update the toolkit and website
 The toolkit for individuals could be strengthened
 Easily navigable checklists
 Specific strategies on how to demonstrate the value of pursuing the
APR to one’s employer
 Information on how to leverage the credential with one’s employer or
clients
 The UAB website is dated and does not convey an image of a robust,
successful credential
34 | PRSA | DRAFT

Where is
the
APR?!
35 | PRSA | DRAFT

Under
“Learning”
36 | PRSA | DRAFT

Overhaul the APR:
Step 3 - Improve the credential
organization
37
marketing plan
EXPAND
| PRSA | DRAFT

Improve the credential:
re-evaluate the Readiness Review
 The purpose of this extra step is to determine whether a candidate is ready to succeed on the
test.
 PHR/SPHR, PMP, and CMP do not have a similar procedure
 It is not a common practice in the industry
 The validity and reliability of the Readiness Review is unclear
 IT is often mentioned as a barrier to obtaining the APR
 Since public relations is a qualitative field, consider redesigning the Readiness Review to
assess the “art” of the field and position the APR as assessing the whole person as opposed to
only “textbook” knowledge
 This approach would also strengthen the APR which is seen as measuring textbook knowledge
Years (inclusive) Applications received
Advanced to RR Passed CBT
Number % of Apps Number % of RR % of Apps
2004-2012 2,755 1,912 69% 1,552 81% 56%
2008-2012 1,476 1,124 76% 997 89% 68%
38 | PRSA | DRAFT

re-evaluate maintenance
 ICE requires that a person engages in specific activities designed to
measure or enhance continued competence
 Benchmarking analysis suggests that the maintenance criteria for the APR are not
stringent enough (e.g., continuing education requirement can be satisfied by publishing
two op-eds; one day seminar counts the same as a 2-credit college course)
 ICE requires a disciplinary policy
 The APR’s disciplinary policy does not address concerns of ethical violations
 Because ethics is a critical part of the APR, consider strengthening disciplinary actions
related to ethics (e.g., include procedures for examining ethical violations, require letters
of recommendations to maintain the credential)
39 | PRSA | DRAFT

new practice analysis
 To be relevant and perceived as reflective of the profession, the content of
the test needs to be periodically updated and revised
 The standard in the industry is 3-5 years
 The “landmark” practice analysis was conducted in 2000, 13 years ago,
and updated in 2010
 There are concerns of how relevant and up-to-date the test is (interviews,
surveys)
 Given the potential changes in the profession, especially in terms of social
media, a thorough practice analysis is recommended
40 | PRSA | DRAFT

Overhaul the APR:
Step 4 - Expand
organization
41
marketing plan
4) EXPAND
| PRSA | DRAFT

Expand:
open the APR to non-members
 According to 2011 Membership Survey, fees serve as the main barrier to
joining and continuing membership in PRSA
 Cost is one of the main reasons for not pursuing accreditation (22% Non-
APR Survey respondents)
 PHR/SPHR, PMP, and CMP do not require membership in any association
to pursue the certification
 Removing the membership requirement will extend the
reach and appeal of the APR
42 | PRSA | DRAFT

Expand:
create an entry-level credential
 PMI and HRCI have corresponding early-
career credentials
 By implementing the entry-level credential,
the APR creates a natural progression
through professional development while
attracting professionals in early stages of
their career
43 | PRSA | DRAFT

Expand:
consider expanding globally
 PHR/SPHR, PMP, and CMP are available
globally; SHRM is in 140 countries
 In fact, HRCI developed a new credential
GPHR
 Consider leveraging partnership with the
Global Alliance
44 | PRSA | DRAFT

Recommendations for overhauling
organization
45
marketing plan
4) EXPAND
| PRSA | DRAFT

Overhauling considerations
PROS
the profession
 Redesigned APR would
meet credentialing
industry standards
CONS
 Requires large financial
resources
 Requires political will
 Moderate risk that even
with changes APR will not
be fully successful
FINANCIAL
RESOURCES
POLITICAL
RESOURCES
46 | PRSA | DRAFT

So…where do we go?
“When you come to a fork in the road, take it.” - Yogi Berra
Let it be
LOW-KEY
CHANGES
Live and let die
DISCONTINUE THE
APR
Revolution
OVERHAUL THE
CREDENTIAL
47 | PRSA | DRAFT

The overarching question:
what is the purpose of the APR?
 “APR is a mark of distinction for public relations professionals who
demonstrate their commitment to the profession and to its ethical
practice, and who are selected based on broad knowledge, strategic
perspective, and sound professional judgment.” (UAB website)
 Accreditation defines and legitimizes the profession, sets
industry/professional standards, builds accountable ethics and legal
knowledge (UAB, You, APR)
 Accreditation is the “science” of public relations (UAB, You, APR)
 Recognized Standard. Promotes Lifelong Learning. Career
Enhancement. Positive for Public Relations. (PRSA website)
48
That’s a lot for one credential to deliver.
| PRSA | DRAFT

A bucket of other suggestions
 Explore partnerships
 Streamline the application process – make everything electronic
 Information about the credential needs to be streamlined and transparent
(e.g., validity and reliability information)
49 | PRSA | DRAFT

Unanswered questions
 Out of scope
 Examining the content of the APR test (but some issues emerged)
 Financial analysis of the various options
 Limitations:
 Time
 We did not conduct a financial analysis
50 | PRSA | DRAFT

Accredited in Public Relations (APR): Does it serve its purpose?

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