We are conducting a practice analysis of the public relations profession. A practice, or job analysis, is the study of work. We want to find out about the work activities that people in PR perform. This project is sponsored by the Universal Accreditation Board, or UAB, the organization that administers the APR exam. The UAB is made up of several professional associations, including the Public Relations Society of America.
Most people find focus group discussions to be interesting and enjoyable.
We hope this is your experience tonight. In our discussion, we'll be talking about what you do for most of your waking hours, so there will be lots of conversation. Before we begin, I'd like you to introduce yourselves and tell me how long you've worked in public relations, where you work - in a corporation or agency, your position in your organization, and which professional associations you belong to. Think about a recent project that you worked on. I'd like to know how well it corresponds with the list that you developed here.