A case study of the public relations society of America's accreditation program

The Public Relations Society of America began a voluntary accreditation program in 1965 to certify the competency of its members and, ultimately, to establish public relations as a profession. Is this accreditation program a viable approach to the professionalization of public relations? This question was investigated through a case study of the program. As a background to the case study, professions and other methods of credentialing were discussed. The case study was divided into three parts: (1) the development of the program, (2) the program in 1986, and (3) the future of the program. Data were gathered from periodicals, public relations literature, PRSA publications and program materials, and personal communication with PRSA officers and program administrators.

The case study revealed that the role of accreditation had evolved from the sole means of professionalizing public relations to one aspect of the process--professional development. The conclusion was that four changes in the program would contribute to the successful professionalization of public relations. These suggested changes were: a universal accreditation program, mandatory reaccreditation, increased promotion, and an enforceable code of ethics tied to accreditation.