APR Practice Analysis of the Public Relations Profession
A Research Project of the Universal Accreditation Board
Research Conducted by The Gary Siegel Organization, Inc.
Project Director - Gary Siegel, Ph.D.
October 2000

Executive Summary
• Vision and Purpose
• Organization of the Report
• What is Practice Analysis?
• The Research Imperative
• Application
• Overview of Results
• Research Goals, Methods and Terminology

A Taxonomy of Work in Public Relations
• Identifying Work Categories
• Knowledge, Skills and Abilities for Public Relations Work

Changes in Public Relations Work

The APR Exam
• Advantages and Disadvantages in Certification in Public Relations
• Focus of APR Exam

Quantitative Results: What PR Practitioners Do
• Respondent Characteristics
• Work Categories Performed
• Differences Among Respondent Subgroups
• Work Categories that Occupy the Most Time
• Most Critical Work Categories
• Work Categories that will Increase in Importance
• Functions that Occupy Practitioners' Time
• Career Track

Access to the GSO database

About the Researchers

Appendix A: In-Person Interview Guide

Appendix B: Expert Panel Participants

Appendix C: Focus Group Script

Appendix D: Questionnaire

Appendix E: Taxonomy of Major Areas of Work in Public Relations

Appendix F: Knowledge, Skills And Abilities

Appendix G: Statistical Tables

Links

About UAB

Participating Organizations

• Agricultural Relations Council
• Asociación de Relacionistas Profesionales de Puerto Rico
• Florida Public Relations Association
• Maine Public Relations Council
• National School Public Relations Association
• Public Relations Society of America(PRSA)
• Religion Communicators Council
• Southern Public Relations Federation
• Texas Public Relations Association