Accreditation Syllabus 2005

PRSA St. Louis Chapter Accreditation Preparation 2005

Accreditation Chair:  Karen Thomson (636) 946-0101 ext. 324 kthomson@youthinneed.org

The review course will be held from 7 p.m. to 8:30 p.m. at St. Louis County Library, on the following dates:

Wednesday, May 25 - East Meeting Room - Rob Staggenborg, APR
Tuesday, May 31 - East meeting room - Kathy Siddens, APR
Wednesday, June 15 - Auditorium - Denise Bentele Heintz, APR
Wednesday, June  22 - East meeting room - Melissa Barreca, APR
Tuesday, June 28 - Auditorium - Liese Hutchison, APR
Tuesday, July 5 - East meeting room - Burton St. John III, APR

Effective Public Relations, 8^th Edition, Cutlip Center & Broom will be referred to mostly as all previous APR test-takers have used this text.  Please prepare before each class by reading the preparation guide and chapters as appropriate (Note: beginning on page 31 of the candidates prep guide, you'll find a detailed list of knowledge, skills and abilities. Our syllabus follows that listing).  Handouts and case studies will be provided in class.

Wednesday May 25    Introduction to the program
        Rob Staggenborg, APR                                               

• What the review course will cover
• How to prepare for the new exam, competencies covered
• Knowledge of the field of PR
• Definition of concepts & terms
• Brief discussion of Readiness Review
• Self-study: History of Public Relations

Tuesday May  31   Business Literacy
                Kathy Siddens, APR

• Crisis Communications
  • Phases
  • Risk Management
  • Crisis preparedness
• Information Technology
  • Literacy
  • Knowledge of channels
• Media Relations
  • Relationships between practitioners and journalists
  • Analyzing media trends
  • Understanding, identifying and choosing appropriate media
  • Utilizing media in most effective way

Wednesday June 22     Management Skills and Issues, Audience Definition
    Melissa Barreca, APR

• Audiences, cultural & diversity issues
• Diffusion
• Problem-solving, consensus building, consulting and negotiating
• Public opinion (Lang & Lang) (The Tipping Point)
• Case studies and exercises (set stage for next session)

Tuesday June 28  Communications Models, Theories/Ethics and Law
        Liese Hutchison APR

• Communications models (Shannon & Weaver, Schramm, etc)
• Barriers to communication
• Ethical behavior, integrity
• Knowledge of legal issues
• Review scenarios/ethical dilemmas

Tuesday July 5  Research, Planning, Implementation & Evaluation
        Burton St. John III, APR

• Goals, objectives, strategies & tactics, definitions and discernment
• Strategic thinking in plan development
• Putting the plan together
• Evaluation of plans/research methodology
• Budgeting & timing
• Case studies