Your Public Relations and Communications Community

The Four-Step Process

RPIE Readiness for the Examination for Accreditation in Public Relations

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Accreditation Preparation & Maintenance

The four-step public relations process — Research, Planning, Implementation and Evaluation (RPIE) — makes up the largest portion of the APR computer-based Examination for Accreditation in Public Relations. It informs a public relations plan with qualitative and quantitative data, and lifts the public relations function from tactical to strategic. The RPIE process also transforms public relations measurement from output-based to outcomes-focused. Join fellow APR candidates for an overview of RPIE, and learn how to prepare for the Examination questions related to the process. Specifically, in this webinar you will learn:

  • Research methods and their applications.
  • The difference between goals, objectives, strategies and tactics.
  • The importance of audience identification.
  • To evaluate by outcomes versuss. outputs.
  • RPIE and the scenario-based question format.


Jason S. Kirsch, APR, senior director, communications and brand engagement, Capital BlueCross

Photo of Jason S. Kirsch, APR Kirsch is senior director, communications and brand, for Capital BlueCross. He currently serves as Accreditation co-chair for the PRSA Central Pennsylvania Chapter. His areas of expertise include brand management, corporate communications, media relations, marketing communications and digital marketing.

Bob Saline, APR, Fellow PRSA, president and CEO, PRWorks, Inc.

Photo of Bob Saline, APR, Fellow PRSA Saline is also the current Accreditation co-chair for the PRSA Central Pennsylvania Chapter. His areas of expertise include strategic communications and research, issues management and media coaching.

Participants earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.


Join PRSA Today

FREE Integrated Marketing Training With Membership

Broaden your skill set with access to an extensive library of live and on-demand professional development webinars — one of PRSA's premier member benefits.