It’s hard to determine the true meaning of the latest results for the APR test. On the one hand, the fact that the pass rate is the lowest since 1982 might be seen as cause for concern.
It’s hard to determine the true meaning of the latest results for
the APR test. On the one hand, the fact that the pass rate is the lowest
since 1982 might be seen as cause for concern.
After last year’s poor results, the PRSA took steps to make preparation
easier, returning to a test based on one textbook and launching an
online prep course to help local accreditation chairs. If nothing else,
the 46% pass rate must be rather embarrassing for the Universal
On the other hand, the fact that it’s hard to pass a PR exam is no bad
thing. The cachet of a PR qualification rests on its ability to test the
wit and skill of PR pros. A rubber-stamping exercise is a waste of
What the UAB should be more concerned about is the fact that so many
people - including senior pros - so openly deride the usefulness of the
APR ’qualification.’ As Edward Bernays famously said, ’any nitwit, dope
or crook can call themselves a PR practitioner to try to make money.’
It’s this reputation that the APR attempts to tackle by creating
What Bernays could not add was that the brightest wits, sharpest brains
and most scrupulously ethical practitioners can also practice PR without
the APR qualification.
The APR doesn’t carry the weight of a legal or medical ’qualification’
because it is not a qualification. Until the UAB can bar people from the
industry based on professional standards, it will remain simply a tool
for personal development.
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