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IPRM Accreditation

Bridging Stakeholders, Driving Impact and Advancing Professional Excellence

Public relations is a vital function for private organisations, NGOs and governments, serving as a strategic bridge between these institutions and their stakeholders. Practitioners play a crucial role in shaping and managing the perception of these entities, fostering positive relationships with the public, media and other key audiences. By effectively communicating their mission, values, and accomplishments, public relations practitioners contribute to building trust, enhancing reputation, and ultimately driving growth and success.
Through strategic planning, crisis management and targeted messaging, they help these institutions navigate complex landscapes, anticipate challenges and capitalise on opportunities, ultimately ensuring their long-term sustainability and impact.
Given its significant contribution, it is therefore essential for public relations practitioners to sharpen their business focus and skills to become more critical partners and consultants to their organisations or clients. Increasingly, public relations practitioners are called upon to work at higher levels of management with the need for more sophisticated communication skills and creativity, within the framework of a more enhanced multi-disciplinary body of knowledge.

Public relations practitioners who obtain the Accredited Public Relations (APR) title are expected to demonstrate a certain level of experience and knowledge and subscribe to shared learning within and outside the public relations fraternity. They are also dedicated to enhancing their profession through Continuing Professional Development (CPD) and Continuous Professional Education (CPE) programs.

As the national public relations association, IPRM approaches the accreditation of the profession as a platform to strengthen the professionalism of the practice and provide the recognition the profession deserves.

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Benefits of Accreditation

Achieving accreditation sets you apart as a leader in the public relations field. It enhances your credibility and opens doors to new opportunities.

1. To recognise prominent and experienced public relations practitioners and allow them to obtain professional standing;

2. To raise the level of professionalism of the public relations practice;

3. To provide a formal certification endorsed by IPRM; and

4. Authorised to use the “APR” suffix in their designation.

Understanding Accreditation Process

Eligibility Criteria

1.
Public relations or communication practitioners with at least 3 years of experience;
2.
A minimum of a Certificate / Diploma / BA / MA / PhD in Public Relations, Mass Communication, Strategic Communication, Corporate Communication, Integrated Marketing Communication, or other related disciplines, which will be reviewed at the discretion of the Accreditation Board; and/or
3.
Holders of an IPRM Diploma or Certificate in Public Relations.

How to Apply?

How to Apply?

Fill up the Accreditation Application Form here. Only existing members are eligible to apply for accreditation. If you are not an existing member, you are required to submit for normal membership before applying for the accreditation. Alternatively, the Membership form can be submitted together with the Accreditation Form;

Fees

Accreditation Fee
RM300 (RM200 for Accreditation and RM100 for processing fee)

Normal Membership
RM300 (RM200 for Membership and RM100 for processing fee)

Case Studies

Upon submission of the application form, you are required to draft two case studies on any public relations or communication projects that you have undertaken based on the topics below and submit them to the Secretariat.

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PR Practice Areas

  • Media Relations
  • Corporate Communication
  • Financial PR – Investor Relations
  • Government PR – Lobbying
  • Public Affairs – Regulatory
  • Issues Management
  • Crisis Communication
  • International PR
  • Employee Communication
  • Minority / Multicultural Affairs
  • Change Management
  • Stakeholder Management
  • ESG / CSR
  • Sponsorship / Corporate Philanthropy
  • Integrated Marketing Communication
  • Event Management
For academicians who are interested to pursue the accreditation, you have the options to submit two articles that have been published.

Case Study Format

Applicants are required to write the case study using the Public Relations Strategic Plan Framework (Lester Potter Model), the details of which are as follows. Use of infographics and charts are encouraged.
  1. 1. Executive Summary
  2. 2. Background
  3. 3. Situation Analysis
  4. 4. Strategy Development and Values
  5. 5. Stakeholders
  6. 6. Messages
  7. 7. Implementation
  8. 8. Budget
  9. 9. Monitoring & Evaluation
  10. 10. Stewardship.