CEPR: Shaping the Future of the Profession Globally

Learn about the criteria for Certification in Education for Public Relations (CEPR) — and find out what reviewers and academic programs need to know about the review process. STANDARDS and CRITERIA: The evolving standards of CEPR are set by PRSA Educational Affairs, based on findings of the Commission on Public Relations.

This session will answer questions about criteria for the eight standards of curriculum, faculty, resources, students, assessment, affiliations, relationships and diversity and global perspectives. LEVELS and SCOPE: Standards and criteria vary from the undergraduate to the post-graduate level, and reviews of two levels can be conducted concurrently.

Often CEPR site visit reviews also can be conducted in conjunction with Association for Education in Journalism and Mass Communications (ACEJMC) site visits. Public relations units within programs accredited by ACEJMC usually meet CEPR standards. Programs housed in other structures (such as schools of business or speech) that do not qualify for accreditation in mass communication may also meet CEPR standards. A public relations program that provides the courses required for a PRSSA Chapter charter is likely to qualify for CEPR credentials. Schools outside the U.S. may have affiliations other than PRSA/PRSSA and still offer coursework appropriate for the public relations profession, but general standards of best practices still apply.

This presentation can answer questions about how the ACEJMC process compares with CEPR. The CEPR guidelines document will outline the process and the expectations for a single document of application for review. The guidelines document includes an index for help in finding information on tips for both reviewers and applicant schools. GLOBAL GROWTH and NEED FOR REVIEWERS: Academic programs with CEPR credentials, now located on five continents, have been assessed according to indigenously appropriate applications of standards.

As the quantity of certified programs grows, so does the need for educators and practicing professionals to conduct the site visit reviews. Each two-person CEPR site visit team includes one retired or active full-time educator and one APR-credentialed practicing professional. THE REVIEW PROCESS and VALUE OF CEPR: This presentation will outline the process from application for review through the site visit and the conferring of certification by the PRSA Board of Directors.

This presentation also will address the value of certification to schools and reviewers — and more significantly to PRSA and the profession — in terms of continuous improvement in the preparation of the next generation of public relations professionals.

By the end of this session, participants will be able to: 
• Outline the criteria and standards for Certification in Education for Public Relations (CEPR).
• Outline the CEPR review process and provide tips for academic programs seeking certification.
• Outline the CEPR review process and provide tips for educators and practicing professionals interested in becoming site visit reviewers.
• Determine how to outline the value of CEPR to academic programs, reviewers, PRSA and the profession in terms of continuous improvement in the preparation of the next generation of public relations professionals.