Obtain your APR - Accreditation in Public Relations! It's the industry standard for PR Excellence! But make sure you understand the APR timetable before you launch your APR Journey!
It is recommended that candidates have at least five years’ experience in the full-time practice or teaching of public relations and who have earned either a bachelor’s degree in a communication-specific field (e.g., public relations, journalism, mass communication) or have equivalent work experience, which includes public relations principles, public relations writing, public relations campaigns, research, ethics and law and internship (practical experience under supervision). Some member organizations have stricter requirements.
Before you submit your application:
Your application: Complete and email your APR Application and fee ($385.00) to the Universal Accreditation Board. You will receive notice of eligibility from the UAB in about four weeks.
Your one-year APR Clock Starts Now!
It is recommended that candidates have at least five years’ experience in the full-time practice or teaching of public relations and who have earned either a bachelor’s degree in a communication-specific field (e.g., public relations, journalism, mass communication) or have equivalent work experience, which includes public relations principles, public relations writing, public relations campaigns, research, ethics and law and internship (practical experience under supervision). Some member organizations have stricter requirements.
Before you submit your application:
- Study the APR Study Guide or texts: Effective Public Relations / PR Strategies and Tactics
- Talk to your APR Chair
- Enroll in the APRPREP Online Course ($195.00)
- Ask for an APR Mentor
- Download and complete the APR Candidate Questionnaire (with APR Chair)
Your application: Complete and email your APR Application and fee ($385.00) to the Universal Accreditation Board. You will receive notice of eligibility from the UAB in about four weeks.
Your one-year APR Clock Starts Now!
- APR Chair will reach out to candidate within 30 days of approved application to coordinate Panel Presentation
- Applicants must wait a minimum of 15-day after application approval before scheduled Panel Presentation date
- Submit final APR questionnaire to APR Chair. (The APR Chair will send to panelists).
- Complete your APR Panel Presentation (with APR Chair) for APR Panel.
- Five days after panel, APR Panel mails original paper "Advance/Not Advance" to UAB.
- UAB sends notification letter to applicant in mail within 3-4 weeks.
- Advanced applicants will get Prometric Testing Site ID# to schedule computer-based exam 30 days out
- Applicants who do not advance may repeat Panel Presentation after 90 days, and may appeal results after two re-takes.
- Advanced applicants will get Prometric Testing Site ID# to schedule computer-based exam 30 days out
- Complete computer-based exam
- Exam Pass/Fail unofficial results the same day of APR Exam. Official results from UAB in 3-4 weeks.
- Applicants who pass exam will receive official APR Certificate. APR Chair presents APR Pin at a Pikes Peak PRSA event and sends news release to media.
- Applicants who fail exam may submit an Exam Retake Intent Letter to within 6 months (with a $200.00 Fee). There is no waiting period to retake.
- A six-month extension may be requested (with a $50.00 fee) only after successful Panel Presentation "Advance to APR Exam."
APR Panel Presentation Timeline
You will submit either an electronic copy or 3 copies of your typewritten responses to the Panel Presentation Questionnaire no fewer than 15 business days before your scheduled Panel Presentation. Submit your completed document to your local or organizational Accreditation chair.
You will submit either an electronic copy or 3 copies of your typewritten responses to the Panel Presentation Questionnaire no fewer than 15 business days before your scheduled Panel Presentation. Submit your completed document to your local or organizational Accreditation chair.
Typical Timeframe |
Candidate |
Chair/Panelists |
Before panel presentation |
Notify local Accreditation Chair of intent to enter Accreditation process. Read this document thoroughly and assess your public relations experience and ability to respond effectively to the Panel Presentation Questionnaire before completing the application. |
Provide candidate with local resources and overview on process. |
Before application submittal |
Begin collection and preparing materials for Panel Presentation |
- |
Month One |
Submit application for Accreditation to the Universal Accreditation Board |
- |
14 days after application is received by UAB |
Receive notification from UAB of application approval. If not approved, UAB provides reasons for ineligibility Note: Panel Presentation and computer-based examination MUST be completed within one-year of application approval |
Receive notification from UAB of candidate's application approval |
Months one, two, and three |
Prepare for Panel Presentation and computer-based examination |
Conduct study groups, assist candidate in preparation. Recruit three Accredited professionals to serve as panelists in the Panel Presentation. |
Month one (30 days prior to Panel Presentation) |
Request schedule for Panel Presentation. Prepare written responses to Panel Presentation Questionnaire, portfolio and presentation. |
Organize panelists; identify date, time, and location. |
Month two (15 days prior to Panel Presentation) |
Submit Panel Presentation Questionnaire. |
Review candidate's written response to Panel Presentation Questionnaire. |
Month two |
Finalize portfolio and presentation. |
- |
Month two/three |
Participate in Panel Presentation |
Conduct Panel Presentation |
Immediately following Panel Presentation |
- |
Vote for Advance or Not Advance recommendation. |
Within five business days following Panel Presentation |
- |
Submit required documentation and recommendation to UAB. |
Within two weeks of receipt of panel's recommendation |
Receive notification via regular mail of Advance or Not Advance status from UAB. |
Receive notification via email of Advance or Not Advance status from UAB. |
Post Panel Presentation |
If Advance, prepare for computer-based examination. Must sit for examination by completion deadline (one year after application approval). If Not Advance, may repeat Panel Presentation process after 90-day waiting period. |
Provide mentoring and preparation support to candidate, as needed. |
Panel Presentation Scoring Criteria
The Panel Presentation panel will be responsible for evaluating candidates’ readiness in 12 specific areas of competence that cannot effectively be judged in the computer-based Examination environment:
Panelists will be scored on a scale from 0-3:
0 = the candidate was unable to demonstrate any knowledge, skills, or abilities in the rated areas
1 = the candidate demonstrates a very weak level of knowledge skills and abilities in the rated areas
2 = the candidate shows acceptable knowledge, skills, and abilities in the rated area
3 = the candidate demonstrates exceptional knowledge, skills and abilities in the rated area.
A candidate has earned a "Not Advanced" assessment will have fewer than 24 points total or an assessment of 0 in any skill category.
The Panel Presentation panel will be responsible for evaluating candidates’ readiness in 12 specific areas of competence that cannot effectively be judged in the computer-based Examination environment:
- Creative conceptualization/creativity: Uses imagination to develop new insights into or responses to a public relations issue. Develops innovative solutions to the issue or problems posed. Devises new methods/processes or adapts existing ones when the standard methods and processes are not applicable.
- Initiative: Displays courage in suggesting new ideas and justifying them to clients/employers.
- Interpersonal skills: Relates empathetically to other individuals in order to understand their concerns or needs. Influences another’s decision or behavior. Displays confidence when interacting with others.
- Management skills: Develops expertise in planning, organizing, budgeting, communicating, coordinating, scheduling, monitoring and evaluating.
- Multi-tasking: Effectively and efficiently manages numerous projects and responsibilities simultaneously. Applies prioritization and tracks progress toward completion of tasks.
- Flexibility: Responds to the changing business, social and cultural landscape.
- Time management: Prioritizes and sequences tasks to meet goals and deadlines.
- Uses multiple delivery mechanisms: Uses advertising, direct mail, Web and other delivery mechanisms and promotional tools effectively.
- Communication skills/Speaking: Demonstrates logical thinking when describing client issues and framing approaches to solving public relations problems.
- Communication skills/Writing and Editing: Communicates relevant information (including technical material) in a concise, organized fashion. Writes content that is factual and grammatically accurate, and at a reading level that is appropriate to the target audience. Authors persuasive communication material for public relations programs. Demonstrates the ability to examine and alter a document and correct for format, organization, completeness, factual accuracy, style, tone and grammar.
- Communication skills/Listening: Receives, interprets, verifies, and responds to verbal and non-verbal messages and other cues in the context of client, teammate and audience concerns.
- Presentation skills: Uses visual aids (charts, slides, transparencies, etc.) effectively. Maintains eye contact with audience. Uses appropriate language, gestures, tone of voice and volume to convey information.
Panelists will be scored on a scale from 0-3:
0 = the candidate was unable to demonstrate any knowledge, skills, or abilities in the rated areas
1 = the candidate demonstrates a very weak level of knowledge skills and abilities in the rated areas
2 = the candidate shows acceptable knowledge, skills, and abilities in the rated area
3 = the candidate demonstrates exceptional knowledge, skills and abilities in the rated area.
A candidate has earned a "Not Advanced" assessment will have fewer than 24 points total or an assessment of 0 in any skill category.
