• "No training or educational courses are required"
• "PCM is available to marketers at all levels who meet basic educational and professional criteria."

• Minimum five years related experience
• Bachelor's degree
• Total of nine years of combined post-secondary education and/or experience

• PRSA member
• In good standing
• However, it is recommended that candidates have at least five years of experience

• Possess a bachelor’s degree or an advanced degree plus four years of
  experience in marketing or business development for firms providing
  professional services, or
• Possess an associate's degree plus six years experience in marketing or business development for firms providing professional services, or
• Without a degree, eight years of experience in marketing or business
  development for firms providing professional services, plus
• Must pledge to abide by the CPSM Code of Ethics.

1. Application
2. Payment
3. Examination

1. Application
2. Qualification
3. Examination

1. Application
2. Readiness Review (questionnaire | portfolio)
3. Examination

1. Application and documentation
2. Approval process
3. Examination

• 5 hours
• Multiple choice

• 4.5 hours
• Written and oral

• 3 hours, 45 minutes
• Computer-based written exam

• 3 hours
• 150 questions
• Multiple choice

• Legal, ethical and professional issues in marketing
• Use of the marketing mix
• Relationship, information and resource management
• Assessment and planning of the strategic marketing process
• Marketing evaluation

• Goal-setting
• Audience/constituent research
• Writing communication plans
• Budgeting and cost control
• Oral presentation
• Project management
• Time management
• Measuring effectiveness
• Writing proposals for communication programs
• General management skills
• Written communication
• Managing employee communication programs
• Media relations
• Communication ethics
• Problem-solving and consulting skills
• Organizational culture and politics
• Investor/shareholder communication
• Technology

Other skills are more job-specific and are optional. Many questions in the exam have a number of options, allowing you to answer the one that best reflects your experience and knowledge. Skills covered in these optional questions include:

• Writing news and features
• Newsletter editing
• Magazine editing
• Writing for audiovisual and video programs
• Speakers bureaus
• Event and conference planning/support
• Writing speeches
• Managing publications
• Marketing communication
• Member communication
• Managing community relations programs
• Feedback systems
• Technology use
  

According to the website - "Knowledge, skills and abilities required to practice public relations effectively in today's business arena."

Kami Huyse, accreditation chair of PRSA San Antonio, sent me some additional "skills tested" information not currently found on the website. She also sent two PDFs regarding the "readiness review" that are downloadable above in the process section (thanks Kami)...

The APR Examination tests 60 specific KSAs (Knowledge, Skills and Abilities) in 10 areas of professional practice:

1. History of and current issues in public relations (2%)

• Knowledge of the field of PR

2. Business literacy (10%)

• Business literacy
• Environmental scanning
• Industry knowledge
• Knowledge of current company issues
• Understands all levels of management
• Understands marketplace trends
• Using company resources

3. Ethics and law (15%)

• * Ethical behavior
• * Integrity
• * Knowledge of legal issues

4. Communication models and theories (15%)

• Communication models
• Understands barriers to communication

5. Researching, planning, implementing and evaluating campaigns (30%)

• Analytic skills
• Audience identification and communication
• Control analysis
• Creative conceptualization/creativity
• Evaluation of programs
• Financial management
• Planning ability
• Research (applied)
• Research (basic)
• Stakeholder management
• Strategic thinking

6. Management skills and issues (10%)

• Client/Employer/ Organizational focus
• Cultural and gender differences
• Decision-making abilities
• Flexibility
• Initiative
• Interpersonal skills
• Leadership skills
• Looking beyond prejudices/mind-set
• Management skills
• Multi-tasking
• Organizational skills
• Problem-solving skills
• Sensitivity to cultural issues
• Teaches others
• Team-building
• Time management

7. Crisis communication management (10%)

• Understanding the phases of a crisis
• Crisis communications management

8. Using information technology effectively (2%)

• Information management
• Technology literacy
• Knowledge of tools and tactics

9. Media relations (5%)

• News sensibility
• Understanding media
• Understands distribution systems
• Uses delivery mechanisms

10. Advanced communication skills (1%)

• Consensus building
• Consulting skills
• Negotiating skills

• Marketing Research, 15%: Gathering and analyzing data related to markets, competitors, and prospects; social, cultural, and economic conditions; and regulatory changes as they affect markets.
• Marketing Plan, 16%: Formulating the firm's marketing plan by: a) identifying current and anticipated marketing trends, opportunities, and problems; b) helping to develop the firm's long-range strategic plan; c) developing recommendations on market opportunities, prospective clients, goals, and strategies; and d) preparing and implementing action plans, schedules, and marketing budgets.
• Client and Business Development, 20%: Building new or repeat business opportunities for the firm through a) maintaining and expanding existing client relationships, b) forging new relationships with prospective clients, and c) project lead finding and tracking activities.
• SOQs/Proposals, 18%: Strategizing, developing, and writing statements of qualifications (SOQs), proposals, and related materials; organizing/rehearsing presentations; and negotiating contracts.
• Promotional Activity, 16%: Developing, implementing, and coordinating efforts to promote the firm through advertising, public relations activities, and media outreach.
• Information, Resource, and Organizational Management, 15%: Internal communications, information management, staff training, and activities to enhance organizational effectiveness.

• $375 member
• $535 non-member

• $290 member
• $500 non-member

• $410
• PRSA members get a rebate of $110 upon completion.

• $250 members (online test)
• $470 non members (online)
• $220 members (paper exam)
• $440 non members (paper)

• 8 to 10 wks for portfolio approval
• 60 to 90 days for oral and written exam results

• Demonstrating your expertise. Professional Certified Marketer is a concrete measure of your experience and your command of marketing concepts and processes.
• It adds an important credential to your resume.
• Building your credibility. The PCM designation tells clients and employers that you are motivated, knowledgeable and committed to quality—valuable assets to any team.
• Distinguishing you as an industry leader. Certification shows that you stay current in your work and promote high standards in the marketing field.
• Expanding your knowledge. In preparing for the PCM exam, you’ll cover all aspects of marketing, including the latest trends and best practices.

• A certificate
• ABC pin
• Pass packet with detailed scores and, perhaps most important,
• Peer recognition
• Personal satisfaction

• Raise the professional standards and stature of marketing and business development in the design and construction industry
• Encourage self-assessment by offering guidelines for achievement in the profession
• Recognize individuals who have demonstrated knowledge of the practice and related disciplines through a test of basic competency
• Enhance the credibility of the profession in the industry
• Influence the future of the field.

The CPSM designation is a mark of distinction.The achievement offers you a wide range of important benefits:

• Improved ability to compete in the job market
• Enhanced credibility as a professional in the A/E/C community
• Potential for increased compensation and benefits.

Upon earning the CPSM designation, you will receive:

• a personalized certificate of achievement
• a CPSM lapel pin
• a notification letter sent to your employer
• acknowledgement in SMPS's publications, on our web site, and at the National Marketing Conference.