FPRA - Florida Public Relations Association Blog

As one of the “guinea pigs” who stepped up to take the “new” accreditation test in 2003, I had no idea what to expect, however, I came away from the process much more focused and well-rounded and can now proudly say is an accredited public relations professional. For this blog, I want to relate my personal account of the APR journey, which proves – if I can do it, anyone can.

For me, it started with the ideal that I needed to, borrowing a tagline from the Army, “Be all that I could be.” Like many PR practitioners, I did not start my career in this field, but instead I worked as a print journalist. So, when I found myself heading a corporate PR department for my current employer, management consulting and engineering firm R.W. Beck, I needed to brush up on my skills. Also, I wanted to garner the respect a third-party endorsement helps solidify that someone like me is a skilled professional – much like the professional engineers at my firm.

The multi-step APR process, which first involves the preparation of a portfolio of work for an oral interview and then a written, computerized exam, both require an advanced skill level and a commitment of time. If you have those two things, I don’t know why you are waiting!

The portfolio involves selecting samples of your work to prove that you have what it takes to study for and take the written exam. I spent hours working and re-working my binder of material that I have since shared with other APR candidates as an example. The portfolio serves as a crucial prop during the hour-and-a-half to two-hour interview with the three-member APR Readiness Review Panel, who are looking for key elements that all candidates must demonstrate. The purpose of this interview is non-adversarial – these professionals want you to succeed on the exam. In addition, they take a vested interest in you and offer to give you advice/guidance as you proceed.

After you pass the first part of the APR process, I highly recommend getting a couple of books from the recommended list and taking refresher courses to prepare for the exam. Our FPRA chapter, the Orlando Area Chapter, provides a series of these courses free to members in the spring and the fall. In fact, if you think you are interested, you can just attend the classes – there is no requirement that you take the exam. Some of my colleagues, in fact, took various classes over a period of a couple of years before taking the Readiness Review or Exam.

Following these classes, I would also encourage separate, more intensive study groups. In fact, I will always fondly remember sessions my own “study buddy” and I did to prep for the exam. To this day, my “study buddy” and I have a connection that benefits me still – she is always willing to listen to ideas or help me and vice versa.

We even took a free practice pre-test to get ourselves used to the testing format. It’s important to get a feel for the types of questions. For example, one of the sample questions was true or false: “Osama Bin Laden uses public relations tactics?” At first glance you are repulsed by the subject matter and think there’s no way what you do for a living has anything to do with him, but, upon a further examination of the question, you realize that he does use the definition of PR tactics. So, the answer is “true.”

Finally, you take the test at a computerized testing center. They offer Saturday appointments, which is what I did because I didn’t want to miss work and I was afraid I might not pass the 300-question exam. The exam itself is very hard. The questions are advanced and many are anecdotal. You really have to understand the concepts behind PR to answer and do well.

Many candidates, in fact, do not pass either the Readiness Review or the written exam on their first try, and that’s OK. There are plenty of second chances in the process. However, you will have the pay the fee to the electronic testing center again if you need a retake. Also, I think it’s important to note, that the entire process is confidential – no one will know you are even involved unless you want to share that information with them.

Ultimately, attaining your APR is quite an accomplishment because of the rigorous effort put into the process. I found it rewarding on so many levels that I do not have enough space here to describe them all. I will tell you, however, that the APR certificate is proudly displayed in office for all to see.

Becoming an APR is not the end of the process, but instead it’s the beginning. Today, I always try to make myself available to talk to other candidates about accreditation. In addition, every few years, you must file your continuing education efforts to keep your APR designation. As an APR, you are seen as an experienced practitioner who has gone through the process to attain these initials that become part of your name. As such, it becomes your responsibility to volunteer to publish papers, serve on panels and be a part of the evolution of the field of public relations for the greater good of all.

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Jamie Floer, APR is Public Relations Manager for R.W. Beck, Inc.