COMPUTER-BASED APR EXAM – WEIGHTED

The APR exam is taken at an approved testing facility and is weighted based on the following KSA’s (knowledge, skills, and abilities)

Researching, Planning, Implementing & Evaluating Programs                  33%
Research concepts and applications
Analytical skills (business environment and client needs)
Strategic thinking
Planning
Audience identification (publics, markets and stakeholders)
Diversity (identifying differences and communication channels among target audiences)
Implementation (program execution)
Evaluation of programs

Leading the Public Relations Function                                                           18%
Business literacy
Resource management
Organizational structure and resources
Problem solving and decision-making
Leadership skills
Organizational skills

Managing Relationships                                                                                   15%
Relationship building (consensus building)
Reputation management
Internal stakeholders
Media relations
Networks (personal, digital, social media)

Applying Ethics and Law                                                                                 13%
Integrity
Ethical Behavior
First Amendment issues
Privacy
Other legal issues

Managing Issues and Crisis Communications                                               13%
Issues and risk management
Crisis management
Counsel to management

Understanding Communication Models, Theories and History                 8%
Communication/public relations models and theories
Barriers to communication
Knowledge of the field