introducing the public relations knowledge (prk)™ exam

Introducing the Public Relations Knowledge Exam (PRK) October 11, 2012 Northern District Public Library

Tracey L. Baker, MBA Director, Education CPRS National @PRKexam

Public Relations Knowledge (PRK)™ Examina)on

October 11, 2012

October 2012

Who We Are

Founded in 1948, the Canadian Public Relations Society, Inc. (CPRS) is a not-for-profit organization whose members are engaged in the practice, management or teaching of public relations and abide by a Code of Professional Standards.

CPRS represents over 1,800 members through 14 Member Societies across Canada.

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Who We Are

In addition, the National and Local Societies offer an array of services such as: professional development, awards programs, networking opportunities, a National conference, webinars, job boards, a College of Fellows program and members-only information sharing.

Visit cprs.ca for more information.

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CPRS – Commitment to Education

Pathways to the Profession™ - program recognition for educational institutions

Accreditation (APR) – experienced public relations professionals

Public Relations Knowledge (PRK)™ Exam – new entrants to the profession

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Differentiation – Program Recognition

Differentiate the program:

In 2011, CPRS launched Pathways to the Profession™: An Outcomes Based Approach Towards Excellence in Canadian Public Relations and Communications Management Education, a recognition program for PR and CM education programs offered through Canadian colleges and universities.

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Differentiation - Accreditation

•  The CPRS Accreditation is a respected measure of professional experience and competence in the field of public relations.

•  All CPRS members with five years of full-time public relations work (not necessarily five (5) years consecutively) can apply to take the exam.

•  Further details about the APR designation are outlined in the Accreditation Handbook available online.

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Differentiation – Public Relations Knowledge (PRK)™ Exam

Why is CPRS offering the PRK?

• Establishes a benchmark of public relations and communications management knowledge

• Participants - Provides evidence of knowledge of public relations fundamentals and job readiness

• Employers - Offers prospective employers another recruitment tool in their effort to reduce false hires

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Public Relations Knowledge (PRK)™ Exam

•  Supported by: •  Sponsored by:

Follow us on Twitter at https://twitter.com/PRKexam @PRKexam

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Who can write it? • Anyone - CPRS membership not required to register for the exam

When will it be available? • Target date for launch – early 2013 • Offered once per year

What will it cover? Section 1: Covers general history plus theory and concepts - 10% Section 2: Fundamentals of Practice - 15% Section 3: Part I - Ethics & Part II - Case analysis (judgement) - 40% Section 4: Writing Proficiency - 35%

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What is the format? • Online, two hours • Combination multiple choice, short answer and writing

How do I prepare? • Readiness package

o  One webinar o  Four online moderated discussion groups, one per section of the exam o  Access to recorded and archived webinar and discussion groups o  Sample questions o  Referenced reading list o  Study Guide

What are the costs? • Exam fee- $150 • Readiness Package(optional) fee: $100

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Benefits to Participants

•  A comprehensive recognition program for successful PRK writers (Affiliate CPRS members only)

o  Recognition on the CPRS web site as a successful participant o  Recognition at the annual CPRS national conference o  Recognition in any relevant CPRS newsletters and local society

communications o  CPRS will help market your CV if you join as an Affiliate member.

We will help employers find you

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Benefits to Participants

•  Certificate of Success (suitable for framing)

•  Transcript confirming the PRK score for each section plus an overall PRK score with comments on each of the writing proficiency exercises (where relevant)

•  Congratulatory letter from the Presiding Officer of the Education Council

•  Tangible demonstration of your knowledge and readiness for the workplace

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Benefits to Employers

•  A reliable tool to guide them to the best graduating students

•  The confidence that seasoned professionals have been consulted on the format and questions

•  The opportunity to use the PRK exam as a benchmarking tool for current employees and gear training to their own needs

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Affiliate Membership

A new Membership level bridges the gap:

New graduates working to establish their careers may not be ready to pay full member fees for a National membership.

ANNOUNCING:

Affiliate membership category: “On the date of application, the individual has been employed full time less than two years in public relations. After two years of membership at the Affiliate level, the member would be required to renew as a full member.”

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Affiliate Membership

Benefits: Full member benefits

Fees: 50% of National ($260) and local Society (varies by location - $109 in Toronto) membership 50% of initiation ($50) fee

Total Cost for Toronto members: $130.00 + $54.50 + $25.00 +HST ($27.24) = $236.74

Term: Two years as Affiliate member then renew as full member

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Career Pathway

CPRS can support your journey to:

• Becoming a public relations professional • Advancing your career • Building your network • Contributing to the advancement of the profession

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National Office Contacts

Karen Dalton APR, Executive Director CPRS National Office [email protected]

Tracey L Baker MBA, Director of Education CPRS National Office [email protected]

Follow us on Twitter at: https://twitter.com/PRKexam @PRKexam

National Office Suite 346, 4195 Dundas Street West Toronto, Ontario, M8X 1Y4 Phone: (416) 239-7034 Fax: (416) 239-1076

General inquiries [email protected]

What to expect: On the exam + in your PR job interview

Christine Smith Lead Exam Developer, Public Relations Knowledge (PRK) Exam @ChrisAnneSmith

Lisa Kimmel General Manager, Edelman Toronto @lisakimmel

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CPRSToronto.com