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

PRSA Webinar February 14, 2012 Michael Tullier, APR

Today’s presenters

Michael Tullier, APR Manager, Communications & Marketing

Auburn University Office of Development Auburn, Ala.

Michael Sznajderman, APR Senior Communications Strategist

Alabama Power Company 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