APR Exam -
The Accreditation in Public Relations Examination
APR Exam Pass Rates &
Panel Presentation Advance Rates 2010 - 2019
APR Exam Pass Rates &
Panel Presentation Advance Rates 2005 - 2014
FAQ for the 2016 Examination for Accreditation in Public Relations
How do I schedule an exam appointment with Prometric Testing Site?
Visit this Prometric Pro Scheduler webpage at this link. You will find info on what to bring to the exam, testing accommodations, when to arrive, the reschedule/cancel policy and online scheduling for your exam.
Why was the Examination updated?
The Universal Accreditation Board (UAB) has always made modest updates and changes to the
Examination questions on an ongoing basis, and at any given time about 25 percent of the
Examination questions would be in the beta (testing) phase. After reviewing a wide body of
research on perceptions of the Examination, we were presented with overwhelming evidence that
the Examination was outdated in both fact and perception, so the UAB embarked on a four-step
process of updating the Examination. The first step was to update the knowledge, skills and
abilities (KSAs), based on a Practice Analysis conducted by the UAB. The second step was to
update the learning objectives. (Those two components together make up the Examination
blueprint.) The third step was to write new test questions, and the fourth step was to launch a
beta examination based on the new questions. This was a two-year process.
Did the Examination change in other ways?
No. The fundamentals of the APR Examination are the same. The Examination is based on the
enduring principles of public relations and tests a candidate’s knowledge of the profession and
his or her analytical skills and abilities.
What are the new KSAs?
The specific areas in need of updating were information technology, social media, analytical
skills, management skills, issues management, ethics and the application of communication
models. The number of KSAs was reduced from 10 to six, and some KSAs were restructured and
reframed rather than eliminated. The KSAs now 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.
What are learning objectives?
The learning objectives are specific statements about what we are going to ask a candidate under
each KSA. The number of learning objectives was reduced from 43 to 31, and each learning
objective has between three and six questions on the Examination. A full list of the learning
objectives can be found on the UAB website,
www.praccreditation.org/resources/documents/2016-apr-KSAs-Tested.pdf.
Is the 2016 Examination harder than the prior version?
The 2016 Examination is neither harder nor easier. It is simply updated to reflect the current state
of the profession and the frequency, importance and relevancy of the various parts of the public
relations function.
Are all of the questions different?
The vast majority of the questions have been newly written or revised so significantly that they
are considered a new question from a statistical standpoint. Some questions that continue to test
well were modified slightly.
How many correct answers do I need on the computer-based Examination to “pass”?
Candidates must correctly answer 62 percent of the scored questions on the computer-based
Examination. At this time, there are 132 scored questions on the APR Examination, and a
candidate must answer 82 correctly (62 percent) to pass the Examination and earn Accreditation.
The passing score for the 2016 Examination is different from that used in the prior iteration of
the Examination, but that does not mean the Examination is harder or easier or that Accreditation
standards are higher or lower. The passing score for any given examination is based first on a
scientific algorithm of all of the candidates’ scores in a beta-testing group and then analyzed and
finalized by subject-matter experts. Thus, the current passing score reflects the most recent
updates to the Examination and the beta-testing process that validated those updates. (See
questions above.)
Isn’t a 62 percent passing score equivalent to a D-minus?
No. The passing score for a credentialing exam is very different from the score given on an
academic test. Whereas an academic test score uses a sliding scale of A–F with each grade
representing a different level of knowledge of the subject matter, a credentialing exam sets a
threshold for being minimally qualified to pass the exam. A candidate is determined to have or
not to have the minimum qualifications needed to meet this standard.
Who writes the questions?
Any practitioner is invited to contribute questions for potential inclusion on the Examination.
This process is called item writing. The UAB typically solicits at least 33 questions each
calendar year. There is a tool on the UAB website where you can submit a question if this
interests you. (www.praccreditation.org/teach/)
Are there guidelines for item writing?
There are established guidelines for item writing to assist practitioners in this process. These
guidelines follow industry standards for computer-based exams. Additionally, each question on
our Examination has at least one academic citation from one of the textbooks on our bookshelf,
as well as a second-source reference, which can include the APR Study Guide or a second
textbook. Citing a reference is a critical step in producing a valid and defensible answer on the
Examination. Training also is available for those interested in helping with the item-writing
process. Once questions are submitted for the Examination, each question is reviewed for
technical accuracy, aligned with the Examination objectives and sourced. All questions are
revised at least minimally in this process.
Who reviews the statistics?
A statistical analysis of all questions on the Examination occurs after approximately 100
administrations of the Examination. The UAB contracts with a psychometrician to analyze the
data and present it to the Examination Work Group of the UAB. This session is called the Inservice
Analysis and identifies questions that need to be replaced or rewritten. This process was
completed for all of the new and revised questions on the beta examination. A panel of
Accredited professionals, referred to as subject-matter experts (SMEs), conduct the technical
review, which includes a series of approximately eight, two-hour-long conference calls with a
six-to-eight-professionals panel participating on each call. (Participants may help with one
session or multiple.) During these calls, the participants review all questions that fall outside the
acceptable range for performance, meaning those that were too hard, too easy or had poor answer
options. The panel will review the way a question is worded, determine if it matches its
objective, determine if there is one clearly correct answer and if the distractors (wrong answers)
are appropriately distracting.
Are there test questions available to help candidates prepare for the Examination?
The UAB has made available sample questions to help candidates better understand how the
questions are framed and presented. These questions do not appear on the 2016 Examination.
How do I schedule an exam appointment with Prometric Testing Site?
Visit this Prometric Pro Scheduler webpage at this link. You will find info on what to bring to the exam, testing accommodations, when to arrive, the reschedule/cancel policy and online scheduling for your exam.
Why was the Examination updated?
The Universal Accreditation Board (UAB) has always made modest updates and changes to the
Examination questions on an ongoing basis, and at any given time about 25 percent of the
Examination questions would be in the beta (testing) phase. After reviewing a wide body of
research on perceptions of the Examination, we were presented with overwhelming evidence that
the Examination was outdated in both fact and perception, so the UAB embarked on a four-step
process of updating the Examination. The first step was to update the knowledge, skills and
abilities (KSAs), based on a Practice Analysis conducted by the UAB. The second step was to
update the learning objectives. (Those two components together make up the Examination
blueprint.) The third step was to write new test questions, and the fourth step was to launch a
beta examination based on the new questions. This was a two-year process.
Did the Examination change in other ways?
No. The fundamentals of the APR Examination are the same. The Examination is based on the
enduring principles of public relations and tests a candidate’s knowledge of the profession and
his or her analytical skills and abilities.
What are the new KSAs?
The specific areas in need of updating were information technology, social media, analytical
skills, management skills, issues management, ethics and the application of communication
models. The number of KSAs was reduced from 10 to six, and some KSAs were restructured and
reframed rather than eliminated. The KSAs now 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.
What are learning objectives?
The learning objectives are specific statements about what we are going to ask a candidate under
each KSA. The number of learning objectives was reduced from 43 to 31, and each learning
objective has between three and six questions on the Examination. A full list of the learning
objectives can be found on the UAB website,
www.praccreditation.org/resources/documents/2016-apr-KSAs-Tested.pdf.
Is the 2016 Examination harder than the prior version?
The 2016 Examination is neither harder nor easier. It is simply updated to reflect the current state
of the profession and the frequency, importance and relevancy of the various parts of the public
relations function.
Are all of the questions different?
The vast majority of the questions have been newly written or revised so significantly that they
are considered a new question from a statistical standpoint. Some questions that continue to test
well were modified slightly.
How many correct answers do I need on the computer-based Examination to “pass”?
Candidates must correctly answer 62 percent of the scored questions on the computer-based
Examination. At this time, there are 132 scored questions on the APR Examination, and a
candidate must answer 82 correctly (62 percent) to pass the Examination and earn Accreditation.
The passing score for the 2016 Examination is different from that used in the prior iteration of
the Examination, but that does not mean the Examination is harder or easier or that Accreditation
standards are higher or lower. The passing score for any given examination is based first on a
scientific algorithm of all of the candidates’ scores in a beta-testing group and then analyzed and
finalized by subject-matter experts. Thus, the current passing score reflects the most recent
updates to the Examination and the beta-testing process that validated those updates. (See
questions above.)
Isn’t a 62 percent passing score equivalent to a D-minus?
No. The passing score for a credentialing exam is very different from the score given on an
academic test. Whereas an academic test score uses a sliding scale of A–F with each grade
representing a different level of knowledge of the subject matter, a credentialing exam sets a
threshold for being minimally qualified to pass the exam. A candidate is determined to have or
not to have the minimum qualifications needed to meet this standard.
Who writes the questions?
Any practitioner is invited to contribute questions for potential inclusion on the Examination.
This process is called item writing. The UAB typically solicits at least 33 questions each
calendar year. There is a tool on the UAB website where you can submit a question if this
interests you. (www.praccreditation.org/teach/)
Are there guidelines for item writing?
There are established guidelines for item writing to assist practitioners in this process. These
guidelines follow industry standards for computer-based exams. Additionally, each question on
our Examination has at least one academic citation from one of the textbooks on our bookshelf,
as well as a second-source reference, which can include the APR Study Guide or a second
textbook. Citing a reference is a critical step in producing a valid and defensible answer on the
Examination. Training also is available for those interested in helping with the item-writing
process. Once questions are submitted for the Examination, each question is reviewed for
technical accuracy, aligned with the Examination objectives and sourced. All questions are
revised at least minimally in this process.
Who reviews the statistics?
A statistical analysis of all questions on the Examination occurs after approximately 100
administrations of the Examination. The UAB contracts with a psychometrician to analyze the
data and present it to the Examination Work Group of the UAB. This session is called the Inservice
Analysis and identifies questions that need to be replaced or rewritten. This process was
completed for all of the new and revised questions on the beta examination. A panel of
Accredited professionals, referred to as subject-matter experts (SMEs), conduct the technical
review, which includes a series of approximately eight, two-hour-long conference calls with a
six-to-eight-professionals panel participating on each call. (Participants may help with one
session or multiple.) During these calls, the participants review all questions that fall outside the
acceptable range for performance, meaning those that were too hard, too easy or had poor answer
options. The panel will review the way a question is worded, determine if it matches its
objective, determine if there is one clearly correct answer and if the distractors (wrong answers)
are appropriately distracting.
Are there test questions available to help candidates prepare for the Examination?
The UAB has made available sample questions to help candidates better understand how the
questions are framed and presented. These questions do not appear on the 2016 Examination.