Around seven months ago, PRSA embarked on a journey to enhance the profile and prestige of the APR credential. We started by retaining Organizational Performance Group (OPG), followed by the presenting their findings to the PRSA Board of Directors (Board), the Universal Accreditation Board and the PRSA Leadership Assembly Delegates, followed by an open comment period for anyone interested in providing feedback on the findings.
During the two-month comment period, PRSA collected comments from members and non-members as well as those who hold the APR credential and those who do not. After a cursory review, the feedback to the OPG analysis has been overwhelmingly positive. Thank you for taking the time to review the OPG findings and submitting your feedback on the direction PRSA should consider taking.
The next step is for the Board to assemble a task force to further review the OPG findings and submitted comments. The task force will be co-chaired by Jane Dvorak, APR, Fellow PRSA, and Elizabeth Pecsi, APR, Fellow PRSA, with the remaining members to be named in January. The group will be charged with providing recommendations to the Board regarding changes to the APR that should be considered for implementation.
PRSA believes that an in-depth look and consideration of recommendations should be conducted prior to final recommendations being made to the Board. Therefore, the task force review process will likely take much of the first half of 2014 with recommendations going before the Board for a vote during the second half of the year.
We ask for your patience during this process as we want to ensure that the recommendations go toward the goal of enhancing the profile and prestige of the APR, which was the goal when we began the process in May. PRSA will continue to make the process as transparent as possible and will provide updates on an ongoing basis.
Stephanie Cegielski is the vice president of public relations at the Public Relations Society of America