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Update Reminders From the 2020 Universal Accreditation Board Chair

Update Reminders From the 2020 Universal Accreditation Board Chair
By: Emma Prusha

 

The advocation for the accreditation process is cause that is and needs to be championed widely. Here are some updates from the chair of the Universal Accreditation Board. The computer-based Examination for Accreditation in Public Relations (APR) is now offered remotely. Candidates now have the option to either sit for the Examination at a Prometric Testing Center or remotely through ProProcter. The remote exam includes protocols such as allowing ProProcter to utilize exam takers microphone and camera, as well as downloading the software to ensure integrity during the exam. Once candidates advance from their Panel Presentation, they will be offered the remote examination option. The Panel Presentation Replaces what was formerly the Readiness Review. It is often conducted virtually. The candidate Panel Presentation questionnaire now only consists of two parts instead of three. The questionnaire requires candidates to provide written answers to questions about their organization roles and their professional experience. Panel Presentation has been in use since 2017 and is used as a way to assess a candidate' s knowledge, skills, and abilities (KSAs). In addition, Accreditation Renewal replaces what was formerly "APR Maintenance". APR Renewal utilizes Continuing Education Units (CEUs) as the unit of Accreditation Renewal, which align to reflect current standards and best practices in professional development programs.The Accreditation Renewal will allow better member tracking and an overall process improvement.  The cost of Accreditation Renewal is still $75, and it occurs every three years.

The percentage weights of KSAs was switched in 2016 to better reflect the profession. The different KSAs on the Examination for APR are important for candidates to note. 

KSAs Percentages:  

  • For Researching, Planning, Implementing and Evaluating programs (RPIE): 33%.
  • For Applying Ethics and Law: 13%.
  • For Managing Issues and Crisis Communications: 13%.
  • For Leading the PR Function: 18%.
  • For Managing Relationships: 15%.
  • For Communication Models, Theories and History of PR: 8%.

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