2016 APR Update: Changes to the APR | PRSA-NCC
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2016 APR Update: Changes to the APR

January 18, 2016

The APR Accreditation Program is the profession’s only national post-graduate certification program.

It measures a public relations practitioner’s fundamental knowledge of communications theory and its application; establishes advanced capabilities in research, strategic planning, implementation and evaluation; and demonstrates a commitment to professional excellence and ethical conduct. 

The APR designation represents a high-level of accomplishment and validates applied professional knowledge that can help you differentiate from others in the industry.  While it can lead to financial success in part, through the delivery of higher-level strategic council that can strengthen your management role in organizations, it also demonstrates leadership through your commitment to professional excellence.

Whether you are a recent graduate, a mid-career professional or executive, or an expert in military communications, the Universal Accreditation Board and the National Capital Chapter of PRSA can help you scope your professional pathway to the APR designation. For more information see: http://www.praccreditation.org/apply/apr/

UPDATED APR Examination

Based on the Universal Accreditation Board research and analysis undertaken 2014-2015, the knowledge, skills and abilities (KSAs) and learning objectives for each KSA were updated to reflect the current state of the profession and the frequency, importance and relevancy of the various parts of the public relations function.

For more information see: http://www.praccreditation.org/resources/documents/2016-FAQ-ChangesToAPR.pdf

In sum, the 2016 KSAs were reduced or consolidated and include: 1) Researching, Planning, Implementing and Evaluating Programs; 2) Leading the PR Function; 3) Applying Ethics and Law; 4) Managing Relationships; 5) Managing Issues and Crisis Communications; and 6) Understanding Communication Models, Theories and History of the Profession.

The new learning objectives represent what is currently being asked of candidates in each KSA exam question. A full list of the learning objectives may be found on the website: www.praccreditation.org/resources/documents/2016-apr-KSAs-Tested.pdf.

Additionally, the 2016 APR Study Guide is under final review and will be available January 31, 2016.

The UAB computer-based examinations will continue to have multiple-choice and situational analysis, however, the candidates should be aware that the new examination content has been activated for 2016.

These are exciting changes and the National Capital Chapter APR Committee works closely with the Universal Accreditation Board Administrator, Kathy Mulvihill to facilitate timely access of information to NCC members. For more information on the Readiness Review or about Accreditation in Public Relations please visit the Universal Accreditation Board at www.praccreditation.org or Kathy.mulvihill@prsa.org.