FPRA - Florida Public Relations Association Blog

This session was designed for those thinking about becoming a Certified Public Relations Counselor. The interactive session had 14 attendees, and reviewed various aspects of the exam and how to prepare for it.

CPRC exists because FPRA felt there was a need for a professional certification to recognize professional growth and achievement of senior members who have already earned their APR, and who have more experience than someone who has been in the field for a shorter amount of time.

The oral component was added because that’s often what is required in a professional setting, especially in an agency setting where making presentations is something you do everyday.

Some CPRC Policy:
-must have APR
-must have minimum 10 years in PR field
-all exams graded by those with CPRC credential (2 grade pass/fail, and if both agree you pass, you do, If split decision, goes to third grader for tie-breaker)
-all exams contain oral component consisting of a presentation of a case study to a panel of evaluators. This portion is audio taped in case of any dispute over results.
-test is administered by executive directors of FPRA in concert with the VP of Accreditation/Certification.
-can be taken throughout the year
-CPRC has its own graphic identity apart from APR.
-fee is $150

FAQ
Written exam
1. Are written exam questions taken from textbook?
-no. The questions are in case study format and intended to draw out the candidate’s critical thinking process and problem-solving ability. Dr. Bob says if you feel the need to have a textbook to study, then the best thing you can do is get yourself a copy of a good case study book, many of which are available at reasonable cost.

2. Does written exam require verbatim answers related to Code of Ethics?
-no. But Code will play role in some questions. Candidates need to be aware of provisions of Code and shape answers accordingly.

3. Is the test structured as essay, multiple choice, etc.?
-18 essay questions designed to test problem-solving skills in public relations. Just as in old APR exam, you get to set the parameters for your situation. Meaning, you have enough budget to implement what you want to do, your boss is in total agreement, etc.

4. What materials are best to review in preparation?
Dr. Bob says if you have 10 years of experience, you don’t need to study a textbook, but a case studies book and/or study sessions with other potential candidates can be very helpful.

5. Is the exam divided into sections addressing different PR functions, areas?
It covers a wide gamut of PR practice and assumes the candidates are capable of strategic planning and wearing different hats. Questions are not grouped by category.

Process
1. What is time limit for taking the written exam?
310 minutes (about 5 hours) to complete. A score of 271 (70 percent) is passing. The shortest answer questions are 10 min. in length. The longest question 60 minutes in length. Bob suggests you review the entire exam before beginning to answer.

The morning session is two hours, 30 minutes. Full hour for lunch break. Then exam is completed after lunch. Proctors will provide time warnings and candidates are free to take breaks during the exam to stretch, use the restroom, get coffee, etc. Candidates are encouraged to dress comfortably and bring drinks and snacks to help throughout the day.

2. Are exams submitted as electronic files or printouts?
Both. Printing time will be allowed out the 310 minutes exam time.

Oral exam
1. Understanding that the oral exam requires a candidate to present a public relations problem and a plan to address the problem, is there other guidance that you can provide?
-it is recommended you present a project or program you have already presented to a client or their management. The candidate should not present an imaginary case.

2. What criteria do proctors use for assessing effectiveness?
-a copy of the presentation evaluation form is available from the state office.

3. Does the oral exam require AV such as PowerPoint, etc.?
-they may be used but are not required.

4. Please explain the time limit. Is it 20 or 30 minutes, or flexible?
-It is flexible up to 30 minutes, the max time allowed, including Q&A.

General
1. When are results provided?
- the goal is a two-week turnaround, but depending on the number of candidates at any one time, please allow 30 days.

2. Has FPRA determined a pass/fail rate for CPRC?
-about 85 percent

3. Can a candidate re-take the CPRC exam?
-yes. The oral exam may be repeated after 30 days with no charge. The written exam may be repeated after 30 days for a $75 fee. The state office will arrange for new proctors/graders for a repeated exam.

CPRC Presentation Evaluation Form
Is scaled on 1-5 scale, 1, poor to 5, outstanding

Criteria:

Introduction
-Opens with impact
-Clear statement of purpose

Transitions

Body
-well-developed main points
-use of supporting evidence
-dealt with counterarguments
-organization/structure

Conclusion
-summary of main points
-specific action steps
-close with impact

Delivery
-appearance
-language use
-voice expressiveness (pitch, inflection, rate)
-eye contact
-gestures, non-verbal
-use of notes
-use of visual aids

Effectiveness

Overall Impression