2012.02 Getting Ready for the APR Readiness Review

Ready, Set, Go!
Getting Ready
for the APR
Readiness Review

PRSA Webinar
February 14, 2012
Michael Tullier, APR

Today’s presenters

Michael Tullier, APR Michael Sznajderman, APR
Manager, Communications & Marketing Senior Communications Strategist
Auburn University Office of Development Alabama Power Company
Auburn, Ala. Birmingham, Ala.

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

Three-part Process
 Application & Questionnaire
 complete questionnaire before, during and after
application submission
 Readiness Review
 “networking” environment
 “pitch” questionnaire and 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 discouraged

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
 APR Boot Camp

 www.praccreditation.org
 Online Demo Examination
 APR Online Study Course

 Local mentoring by APRs
 Local study groups

A candidate’s perspective…
Michael
Sznajderman, APR
Senior Communications Strategist
Alabama Power Company
Birmingham, Ala.
 Question-and-answer
session to follow Michael’s
remarks

If you have questions…
 Michael Tullier, APR
334.844.1324
mtullier@auburn.edu
 Michael Sznajderman, APR
205.257.2401
msznajde@southernco.com
 Kathy Mulvihill
PRSA Accreditation Mgr.
212.460.1436
kathy.mulvihill.prsa.org

2012.02 Getting Ready for the APR Readiness Review

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