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

Prsa opg apr report

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Page 1: Prsa opg apr report

Accredited in Public Relations (APR):

Does it serve its purpose?

August 2013 DRAFT

B E T T E R S T R A T E G I E S .

B E T T E R L E A D E R S .

B E T T E R O R G A N I Z A T I O N S .

Public Relations Society of America

Page 2: Prsa opg apr report

Overview

APR’s current context

Three possible paths forward

A few lingering notes

2 | PRSA | DRAFT

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APR needs a better PR.

- Anonymous survey respondent

3

With copyright permission

| PRSA | DRAFT

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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)

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That’s a lot for one credential to deliver.

| PRSA | DRAFT

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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

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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

Based on predetermined and standardized criteria

Voluntary

Given by a non-governmental agency

LICENSURE A time-limited

permission given to an individual to engage in a given occupation

Based on predetermined and standardized criteria

Mandatory

Given by a governmental agency

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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 ...

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Second, identifying the context

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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

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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

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The APR is viewed with moderate favorability.

0%

10%

20%

30%

40%

50%

Not at allfavorable

Slightlyfavorable

Moderatelyfavorable

Very favorable Extremelyfavorable

4%

21%

42%

24%

8% 7%

21%

38%

24%

10%

Non-APRs Employers

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What is your opinion of the APR credential?

Non-APR = 481; 96% of respondents were members of PRSA Employer = 258

| PRSA | DRAFT

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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 everyyear 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 inPR/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

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Employers are not using the APR as a hiring guide.

0%

10%

20%

30%

40%

50%

60%

70%

Not at all Slight extent Moderateextent

Large extent Great extent It depends onthe

certification

63%

17%

10% 8%

3% n/a

20% 22% 28%

15%

4%

13%

APR Professional Certifications

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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

Page 13: Prsa opg apr report

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

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Let’s look at each option.

Let it be

LOW-KEY CHANGES

Live and let die

DISCONTINUE THE APR

Revolution

OVERHAUL THE CREDENTIAL

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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.

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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?

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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

Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.

FINANCIAL

RESOURCES

POLITICAL RESOURCES

17 | PRSA | DRAFT

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Where do we go?

Let it be

LOW-KEY CHANGES

Live and let die

DISCONTINUE THE APR

Revolution

OVERHAUL THE CREDENTIAL

18 | PRSA | DRAFT

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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

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May help but unlikely to turn things around because of fundamental underlying issues with the credential that are limiting its potential

| PRSA | DRAFT

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Low-Key Changes

PROS Certification important to

the profession Politically feasible Improved relationships

CONS Requires moderate financial

resources Unlikely to significantly

increase number of APRs

Source: Knapp (2008). When the business of certification falters. Professional Development Forum Online.

FINANCIAL

RESOURCES

POLITICAL RESOURCES

20 | PRSA | DRAFT

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Where do we go?

Let it be

LOW-KEY CHANGES

Live and let die

DISCONTINUE THE APR

Revolution

OVERHAUL THE CREDENTIAL

21 | PRSA | DRAFT

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Marks of successful credentials

SUCCESSFUL CREDENTIAL

Independent accrediting

body Demonstrated

value

Well-defined purpose/

focus

Relevant and updated content Standardized

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

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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

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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

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Step 1: Increase credibility

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

IMPROVE THE CREDENTIAL

• Reevaluate the Readiness Review

• Reevaluate maintenance requirements

• Conduct a new practice analysis

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INCREASE APR’S VALUE

• Re-evaluate value and purpose

• Develop and implement a robust marketing plan

• Develop strategic partnerships

• Provide toolkits, redesign websites

EXPAND

• Open the APR to non-members

• Promote the entry-level credential

• Consider expanding globally

| PRSA | DRAFT

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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

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Increase credibility:

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

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Increase credibility:

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

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Increase credibility:

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

Page 29: Prsa opg apr report

Overhaul the APR:

Step 2 - Increase the APR’s value

INCREASE APR’S CREDIBILITY

• Obtain a third-party accreditation

• Make the UAB an independent organization

• Strengthen the relationships

• Unify the leadership behind the APR

IMPROVE THE CREDENTIAL

• Reevaluate the Readiness Review

• Reevaluate maintenance requirements

• Conduct a new practice analysis

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2) INCREASE APR’S VALUE

• Re-evaluate value and purpose

• Develop and implement a robust marketing plan

• Develop strategic partnerships

• Provide toolkits, redesign websites

EXPAND

• Open the APR to non-members

• Promote the entry-level credential

• Consider expanding globally

| PRSA | DRAFT

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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

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Increase APR’s value:

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

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Right now, it seems the only ones who find value in the APR are those who already have it.

- Anonymous survey respondent

| PRSA | DRAFT

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Increase APR’s value:

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

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Increase APR’s value:

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

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Increase APR’s value:

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

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Where is the

APR?!

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Under “Learning”

36 | PRSA | DRAFT

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Overhaul the APR:

Step 3 - Improve the credential

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

37

INCREASE APR’S VALUE

• Re-evaluate value and purpose

• Develop and implement a robust marketing plan

• Develop strategic partnerships

• Provide toolkits, redesign websites

EXPAND

• Open the APR to non-members

• Promote the entry-level credential

• Consider expanding globally

| PRSA | DRAFT

Page 38: Prsa opg apr report

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

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Improve the credential:

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

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Improve the credential:

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

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Overhaul the APR:

Step 4 - Expand

INCREASE APR’S CREDIBILITY

• Obtain a third-party accreditation

• Make the UAB an independent organization

• Strengthen the relationships

• Unify the leadership behind the APR

IMPROVE THE CREDENTIAL

• Reevaluate the Readiness Review

• Reevaluate maintenance requirements

• Conduct a new practice analysis

41

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

Page 42: Prsa opg apr report

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

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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

Page 44: Prsa opg apr report

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

Page 45: Prsa opg apr report

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

45

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

Page 46: Prsa opg apr report

Overhauling considerations

PROS Certification important to

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

Page 47: Prsa opg apr report

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

Page 48: Prsa opg apr report

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)

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That’s a lot for one credential to deliver.

| PRSA | DRAFT

Page 49: Prsa opg apr report

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

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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

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