This document summarizes an information session about the Canadian Public Relations Society (CPRS) Accreditation Program. The session provided details on: 1) The benefits of becoming an Accredited member and holding the APR designation. 2) The four-step accreditation process involving an application, work sample, written exam, and oral exam. 3) Tips for preparing for accreditation, including mentoring, studying materials, and practicing exams. 4) The governance structure and volunteers who oversee the accreditation process. 5) Possible outcomes of passing, failing, appealing, or deferring parts of the process.

1. Accreditation
Demonstrating Professionalism
Saint John, New Brunswick, June 2011

2. APR – You Know You Waant It!
• #cprs2011
• #philipmulder
Philip Mulder, APR, FEC
Regional Examiner – Prairies
Director Communications
The Association of Professional Engineers,
Geologists and Geophysicist of Alberta
(APEGGA)
CPRS Accreditation Program

3. Welcome Special Guests
• John Kageorge, APR
• Diane Riddell, APR
CPRS Accreditation Program

4. Door Prizes!
• Must be here to win
• Donated by The Association of
Professional Engineers, Geologists and
Geophysicists of Alberta (APEGGA)
• Your information will be passed along to
local Society Accreditation Chairs
CPRS Accreditation Program

5. Why Seek Accreditation?
Attributes of Accredited PR Practitioners
include:
• A sound knowledge base in PR
• Ability to analyze and solve complex problems
• Superior communications skills
• Demonstrated professionalism
• An understanding of the impact of PR on society
• Ethical behaviour
• Desire for and commitment to life-long learning
CPRS Accreditation Program

6. Why Seek Accreditation? (cont’d)
• APR recognized across North America
• Denotes high professional, educational and
ethical standards
• Denotes leadership, professional judgment and
communication skills
• Indicates the ability to manage and strengthen
relationships between an organization and its
publics and stakeholders
CPRS Accreditation Program

7. Why Seek Accreditation? (cont’d)
Diane and John:
• Why did you decide to become Accredited with
CPRS?
• What do you value about:
A) the process
B) having the designation
CPRS Accreditation Program

8. Testimonials!
Don’t just take our word for it – read
the testimonials!
CPRS Accreditation Program

9. The Accreditation Process
What is involved?
• An application
• A work sample
• A written exam
• An oral exam
CPRS Accreditation Program

10. How Will You Know You Are Ready?
You will be ready for the process when:
• You have five years or more public relations experience
• You are a strategic thinker, problem solver and can
analyze and think on your feet
• You know how to use the RACE formula
• You can communicate effectively
• You know how to manage
CPRS Accreditation Program

11. Public Relations Defined
• Public relations is the strategic management of
relationships between an organization and its diverse
publics, through the use of communication, to achieve
mutual understanding, realize organizational goals, and
serve the public interest.
(Flynn, Gregory & Valin, 2008)
CPRS Accreditation Program

12. Accreditation Preparation
How best to prepare?
• Make sure you have the strategic experience to enter
the process
• Review previous exam questions
• Read work samples in the CPRS National Resource
Library
• Look at how exams are marked and take note of
examiner feedback
• Look for someone who can be your mentor
• Determine the best work sample case you can present
CPRS Accreditation Program

13. It’s All on the Website
You will find all this info on the website:
• Accreditation Handbook
• Study Guide
• Body of Knowledge
• Reading List
• Actual written exam answers
• Question and answer guidelines for previous written exams
• Examples of actual work samples
• Examples of oral exam questions
• Links to the National Resource Library at Mount Royal University
• Contact information for Accreditation Chairs
• Marking sheets, marking guidelines and comments sheets
for oral, written and work sample marking
CPRS Accreditation Program

14. Accreditation Preparation
John and Diane:
• What approach did you use to prepare for the
Accreditation process?
• What is your SINGLE best tip to those preparing
for accreditation?
CPRS Accreditation Program

15. Who Governs the Process?
Volunteers, supported by national office:
• Accreditation Council
• Regional Examiners
• Local Society Accreditation Chairs
CPRS Accreditation Program

16. Governance
CPRS Accreditation Program

17. Your Journey to Accreditation
The journey has four measurement points:
1. Application
You complete a work sample overview and pre-qualification form
2. Work sample
You prepare a case study approach of your best work
3. Written Exam
You write a three and a half hour exam that tests your knowledge and
experience
4. Oral Exam
You prove to your peers that you know your stuff and can think on your feet
CPRS Accreditation Program

18. Key Dates
• December 1 Application deadline
• January 31 – Your eligibility confirmed
• April 1 – Work Sample deadline
• October – Third Friday and Saturday
= Exams
• December – December – formal notice
of your performance
CPRS Accreditation Program

19. How and When do You Apply?
1. Application Form - December 1
• You need at least five years full-time public relations experience
• You need three references (two must be current APRs)
• You need a current resume
• You must be a current member of CPRS
• You need to complete an application form
• You need to pay a $400 fee (plus federal and provincial taxes) to
participate in the process and may be required to pay an additional $50 fee
to re-apply, if you fail
• You must be pre-qualified by submitting an outline of your work sample for
review
• Your eligibility will be confirmed by formal letter by January 31
CPRS Accreditation Program

20. What About the Work Sample?
2. The Work Sample - April 1
• You must create a case study or analytical discussion of your best work
detailing the planning, execution and evaluation of the project within the last
two years [500-word abstract / 2,500-word main body] and submit by email
or hard copy
• You must include measureable objectives and a budget
• You must demonstrate an understanding of research
• You must demonstrate sound public relations practice and the RACE
• You must communicate effectively
• You must demonstrate an understanding of ethics
• Spelling and grammar count!
CPRS Accreditation Program

21. What About the
Written and Oral Exams?
3. Written Exam - October
• National examinations take place third Friday and Saturday
in October each year
• Held in computer labs in colleges or universities
• Regional examiners finalize location arrangements with assistance
of local Society Accreditation Chairs
CPRS Accreditation Program

22. Written Exam
Invigilator is present to administer the exam:
• 3.5 hours long
•Spelling and grammar count – edit / proofread
CPRS Accreditation Program

23. Written Exam (cont’d)
Testing on:
– History
– Theory
– Fundamentals of practice
– Professional ethics
Three sections:
– Professionalism
– Communications planning
– Public relations and society
CPRS Accreditation Program

24. Oral Exam
You will meet with a panel of APRs:
• three examiners, at least one in person
• 45-60 minute conversation around
- your work sample
- current events
- ethics
- general knowledge
• poise and deportment count!
CPRS Accreditation Program

25. Who Does the Grading?
You will be graded by APRs:
• APRs who have had the designation for at least five years
• APRs who have attended grader orientation session
• Work samples and written exams are graded outside of the
candidate’s region, whenever possible
• Standardized marking sheets used
• Feedback is provided. All final grades include scoring
summaries and comments
CPRS Accreditation Program

26. Possible Outcomes
• Pass • Weighting of marks
- Work sample = 60% (out of 100 per cent)
- Written exam = 60% – Work sample = 20%
- Oral exam = 60% – Written exam = 45%
- Overall = 65% – Oral exam = 35%
CPRS Accreditation Program

27. What if You Don’t Pass? :(
You may appeal:
• If you achieve between 55-60 per cent, then new graders will be
assigned
• If you fail the work sample. You may request coaching from the
Chief Examiner to get your work sample grade up to 60 per cent
so that you can proceed to the written and oral exams
CPRS Accreditation Program

28. What if You have to
Re-do the Process?
If you have to re-do the entire process:
• Your work sample project must reflect work in the past two years
• If you fail the exam, you only have to take the exam again
• If you fail the oral, you only have to take the oral again
• There is a nominal re-take fee
• You may try the process three times
• If you are unsuccessful after your third try you must take one-year
hiatus after which new application with full fee and references
required
CPRS Accreditation Program

29. You May Defer for a Year
All candidates have the opportunity to defer:
• You may defer for a year upon request
• Presiding Officer decides
• Two-year window maximum for all components with no
financial penalty
• Work sample cannot be stale (i.e. two years or less – start to finish)
CPRS Accreditation Program

30. Success! :)
How will you know that you have succeeded?
• Candidates who receive over 60 per cent on each exam element and
a total grade over 65 per cent attain accredited status
Accredited members:
• may use the APR [accredited, public relations] designation
• will receive a certificate and pin at the CPRS National Conference
• will be recognized in the CPRS membership directory and on the
national website
• will be recognized in a newspaper advertisement
CPRS Accreditation Program

31. The Chief Examiner’s Advice
Advice for success:
• Find someone to mentor you through the process
• Read the Accreditation Handbook
• Be up to-date on current events
• Study the marking guideline
• Pay close attention to word count in the work sample
• Pay attention to format (follow the simple rules of business writing)
• Pay attention to spelling, grammar and syntax
• Conduct mock exams with Accreditation Chair and other candidates
• Communicate and help each other
CPRS Accreditation Program

32. Thanks!
• National Office Staff
• APRs Diane Riddell and John Kageorge
• All of you for considering Accreditation
• APEGGA for the door prizes
CPRS Accreditation Program

33. Contact Information
Chief Examiner: Kathy Malley APR
– Phone: (506) 859-8591
– Email: kmalley@malleyindustries.com
National Office: Larisa Morton (currently on mat leave)
in her absence, Barbara Sheffield, APR, FCPRS until April 1, 2012
– Phone: 1-416-239-7034
– Email: bsheffield@cprs.ca
Accreditation Chairs:
- www.cprs.ca/accreditation/e_chairs.asp
Presenter: Philip Mulder, APR, FEC
- pmulder@apegga.org
- @philipmulder
CPRS Accreditation Program

34. Door Prizes! <3
• Must be here to win
• Donated by The Association of Professional
Engineers, Geologists and Geophysicists of
Alberta (APEGGA)
• Your information will be passed along to local
Society Accreditation Chairs
CPRS Accreditation Program

35. Questions, Answers
and Comments
• Now it’s your turn for questions and
comments
CPRS Accreditation Program