Seven Steps for APR Success
By Stacy Stufft, APR

1. Start Early. Determine which PR plan you wish to submit or begin to develop a plan from scratch as soon as possible. If you’d rather wait until after your class on plan development to begin your plan, fill the downtime by working on your written responses.

2. Don’t Stress About the Finding the Perfect Plan—Focus on Making Your Existing Plan Perfect. Perhaps you work for an organization where many people develop the communications plan. Or you inherited the communications plan from a former colleague and you handled implementation. Perhaps you work at an agency and have written many plans, though most focus the evaluation on resulting media coverage rather than true influence. Never fear! The Accreditation Board understands that you may not have the perfect plan on file. As you work on your plan, be sure to focus on what you would have done if given the opportunity and include new sections based on the knowledge gleaned from your APR classes.

3. Read, Retain and Understand. Especially the chapters on planning and research, which make up the majority of the exam.

4. Apply Your Knowledge. Both the oral and written exam require application of knowledge, not the ability to memorize. Be sure to apply information from your reading to your plan and oral exam responses.

5. Find a Study Buddy. Once your APR classes conclude, you are on your own for motivation. For moral support and to prevent procrastination, keep up communication with your APR comrades.

6. Ask Your APR Chair for Feedback. Take advantage of your Accreditation Chair’s perspective on the exam. Submit drafts of your plan for review and do not hesitate to ask questions. PRSA wants you to do well on the exam.

7. Don’t Wait a Year. Before your APR classes are finished, set a goal date for your oral presentation as well as your written exam.