Virtual APR Boot Camp: What To Expect On The Journey To Exam Day
Editor’s Note: Congratulations to Becky Olson, who just attained her Accreditation in Public Relations (APR) after attending a Virtual APR Boot Camp in April 2021. The following is a story developed by Becky about her experience with a goal of inspiring YOU to consider the next Virtual Boot Camp in November!
By Becky Olson, APR
Nearly 20 years into my career as a public relations professional, I embraced a personal challenge to “level up” and initiate my journey to Accreditation in Public Relations (APR). I’m eager to share my experience for those considering this rewarding step by addressing potential questions.
Why did I take on the APR challenge now?
After relocating to West Michigan three years ago, I joined WMPRSA to build a network and gain access to professional development opportunities. Simultaneously, I embraced a role as adjunct PR instructor at Grand Valley State University and professional advisor to PRSSA members.
Re-immersing myself in the “textbook” PR fundamentals ignited my interest in pursuing the APR. I believed that my deep agency experience, household name client roster and industry awards demonstrated my skillset and comprehension in the field. But I was reminded from those classroom lessons just how much expertise a PR practitioner embodies to strategically – and successfully – counsel organizations.
As I became more involved in WMPRSA, I observed an impressive amount of APR’s at our local level, despite the fact that only 19% of PRSA members nationally have achieved the credential. Unlike other professions where credentials and licenses are required to operate, the APR is optional. This shows an even deeper personal commitment to upholding industry standards of excellence to those who are considering working with or hiring a PR professional.
What was my first step on the APR journey?
In early 2021, I learned PRSA would be holding a virtual APR Boot Camp program and jumped at the chance to attend in April. I credit this immersive experience with helping me expedite the process to prepare for and pass the panel presentation and computer-based exam. Booking the Boot Camp gave me a concrete date to plan for and achieve my APR goal.
I notified our chapter’s professional development chair of my intentions and was offered encouragement, support and tips to proceed through the process. I also was able to connect with WMPRSA members who had recently completed an APR Boot Camp.
I printed off a copy of the PRSA APR Study Guide and ordered Cutlip & Center’s “Effective Public Relations” book.
How did I prepare for the panel presentation and exam?
The entire process took me approximately three months from registration for virtual APR Boot Camp to completing my exam. However, I did have experience teaching two semesters of Fundamentals of Public Relations, which is one of the recommended texts on the suggested APR reading list.
Achieving the APR requires three steps:
Applying to take the APR test and confirm eligibility with PRSA. Practitioners have one year from their approved eligibility date to take the next two steps. Don’t let the year mark intimidate you – that is there to build in time for any life moments that could arise, but it is definitely possible to get through the steps in less time.
Participating in a panel presentation, which includes completing a questionnaire about your body of work and a case study of a PR plan of your choice. I chose a plan that I had created within the past two years. Populating the pre-panel questionnaire took me a few hours. I recommend following PRSA’s advice to write it out and revisit the content several times before submitting it. This sets the stage for the panelists.
Advance to the computer-based exam. Once you receive notice from PRSA about whether or not you’ve been approved to proceed, you then register with an organization called Prometric. If you do participate in a Boot Camp, I recommend scheduling the exam within a month of the session. You will learn at the end of the exam whether or not you’ve passed.
What was APR Boot Camp like?
The APR Boot Camp helped clarify a few lingering questions and myths about the entire process.
First, the Boot Camp was a hands-on experience. Approximately 20 peers joined me and over the course of three days, we built relationships and enjoyed the process of dissecting potential test questions together. I truly felt the instructors were invested in our growth, understanding and success.
Day one was all about helping us button up ahead of the afternoon’s panel presentations. You will need to have your case study ready before that session. Yes, you actually get to tackle that important presentation step during boot camp! By the next morning, I learned I had advanced to take the exam on a later date of my choosing.
Days two and three were devoted to each section of the test. We covered knowledge areas in depth and ran through several practice questions. I appreciated the dedicated time to hunker down and focus on studying.
After getting a better sense of my focus areas, I opted to schedule my computer-based exam a week later. Until that time, I revisited sections of the study guide and textbooks. I highly recommend finding more practice questions so that you are mentally prepared for the way the questions are structured.
What else might be important to know?
Two concerns about the APR computer-based exam were cleared up for me during the APR Boot Camp.
First, one of the elements that initially held me back from pursuing the APR was the idea I had addressed the industry fundamentals early on and have decades of experience applying them to my everyday work. I assumed the APR was a dated test and process that may not even reflect aspects of PR today, such as the PESO model or digital media. I was wrong. The test is continually updated with new questions that ask practitioners to apply their skillset to timely scenarios. For example, I observed questions about social media trolls, the coronavirus pandemic and corporate response to the social justice movement. I was reminded that in the flurry of each day, our methods and ethics are important to embrace.
Second, I believed that the exam would be solely about memorizing and regurgitating acronyms. This also was proven false. A key piece of advice I received was to apply the models and theories to scenarios and not attempt to rote memorize the Boot Camp items. Give yourself enough time to truly grasp the models, theories and concepts so that you not only know the definitions but know them well enough to apply the proper one to a given scenario.
And here’s a bonus: you can do this. Yes, the APR is described as a challenging process, but those invested in WMPRSA are already well on their way to appreciating the value and principles of the profession. The APR Boot Camp is a great way to devote time to the process.
If you have questions about the APR process or APR Boot Camp, please contact me or get in touch with WMPRSA’s professional development chair, Karen Kirchenbauer, APR.
Share