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 counselor, PRworks

Photo of Jason S. Kirsch, APR

Kirsch is senior counsel at PRworks. 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 with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.