ADVANCE YOUR CAREER WITH CONFIDENCE. BUILD A RACE MINDSET.
NOW AVAILABLE FOR PURCHASE
Available for Members and Non-Members, and as an add-on to the APR 2026 Application
The CPRS Excelling at RACE On-Demand Series is a flexible, high-impact learning program designed to support professionals in their journey toward earning the Accredited in Public Relations (APR)® designation - Canada’s only industry recognition, which reflects the highest standard of PR practice and ethics in Canada. It also appeals to professionals aiming to refine their strategic communication skills and align with industry best practices.
Based on the excellence model in communications (RACE), you will walk away with a (re)newed knowledge of research, analysis, communication, evaluation, ethics, as well as receive prompts and real-life experience to ensure practical application of these concepts in your everyday work. Whether you are looking to upskill on this approach or to deep dive ahead of or part of your APR journey, Excelling At RACE is a great place to start.
OVERVIEW OF CPRS APR VIDEO ON DEMAND LEARNING SERIES
Format: Self-Paced Video Learning with CPRS series programming release January 2026
Self-Paced Learning Initiative
The Excelling at RACE series delivers on-demand learning designed for today’s busy public relations and communications professionals. Practical, accessible, and adaptable, it’s a valuable tool to support your professional growth, anytime, anywhere.
RACE Model Framework & APR Excellence
The Excelling at RACE program is built around the RACE model—Research, Analysis, Communication, and Evaluation—the foundation of the APR Excellence framework. Its purpose is to serve as a professional development tool that strengthens core competencies in strategic communication.
Exam Preparation Module
The series includes modules designed to help candidates prepare for the APR designation exam. While not a substitute for the full APR process, these focused sessions provide additional supportive building block resources and insights to support learning.
Aligned with Canadian PR Standards
Every module is designed to deepen your skills while aligning with the CPRS standards and ethics of public relations practice in Canada, ensuring your learning is both practical and professional.
COURSE FACILITATORS
Moderator
Louis Moubarak, PRP, APR, CED, MMBA, MCPRS.
Principal, External Affairs
Mental Health Commission of Canada
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SESSION FACILITATORS
| Research |
Analysis |
Communication |
Evaluation |
APR Exam Prep |
|
Colleen Killingsworth
MCM, APR, FCPRS, MCPRS
Principal,
CK Communication Strategies
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|
Amy Thurlow
PhD, APR, FCPRS, MCPRS
Professor, Communucation Studies
Mount Saint Vincent University
Click for Bio
|
Silvie Letendre
PRP, APR, FCPRS, MCPRS
President
Capital-Image
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Susan Gee
MBA, APR, MCPRS
Vice President, External Relations
Royal Roads University
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Alyssa Lai
APR, MCPRS
Public Relations Professonal
Click for Bio |
IS THIS PROGRAM RIGHT FOR YOU?
The Excelling at RACE program is designed for early to mid-career professionals with five or more years of experience in public relations or communications.
It is ideal for:
By meeting diverse learner needs, this program ensures broad accessibility and real-world relevance across the PR profession.
The Learning Modules
The Excelling at RACE series includes five modules, each designed to strengthen your skills while aligning with the APR framework and Canadian PR standards.
1. Research – Explore formal and informal methods, stakeholder discovery, and how to integrate insights strategically into RACE.
2. Analysis – Learn to set SMART objectives, segment audiences, and manage risk effectively.
3. Communication – Build strategies around channel mix, messaging frameworks, and crisis communication planning.
4. Evaluation and Ethics—Understand KPIs, outputs vs. outcomes, and approaches to ethical reporting; apply the CPRS Code of Professional Standards in real-world scenarios.
5. Bonus Module – Gain exam preparation tips, including time management techniques and feedback strategies to set yourself up for success.
Each module is approximately 45 minutes long and includes interactive elements, downloadable resources, and reflective exercises to support application in practice.
The learning series is sold as a bundled course.
Currently offered in English only, with plans to release a French-language version in early 2026.
✅ Participants who complete the full series will receive a CPRS Learning Badge of Completion.
Buy Separately or Bundled Pricing – Available Until December 31, 2025
CPRS Members (Ensure you are logged in for exclusive member pricing!)
-
APR 2026 Bundle: $1,044 + tax Buy now
(Save $100 when you bundle with your APR 2026 cohort application, $50.00 additional late fee for applications past December 1, 2025.)
Non-Members
Join CPRS and Save
For new members or those lapsed 3+ months: Apply for membership & contact us at membership@cprs.ca for your course promotional code.
(Note: The APR 2026 cohort application deadline is December 1, 2025. APR 2026 program price is $795 plus tax CDN, $50.00 late fee applies for applications submitted after December 1, 2025.)
*Key Conditions (Summary)
Offer valid for new or 3+ month lapsed members.
Bundles must be purchased together by Dec 31, 2025.
Includes $150 off the series + $50 membership fee waived.
APR application must be for the Dec 1, 2025, deadline.
Learning series is not required for APR and is not a prep course.
Click here for details
Overview of the APR®: A Mark of Excellence in Public Relations
The Accredited in Public Relations (APR)® designation is the gold standard for communications professionals in Canada and globally.
The Canadian Public Relations Society (CPRS) is the only organization in Canada that administers the Accredited in Public Relations (APR)® designation, making it the sole provider of this professional certification in the country. The APR program is a rigorous, peer-reviewed process designed to evaluate and certify the skills, experience, and ethical practice of public relations professionals in Canada. The deadline to apply each year is December 1.
What is the APR®? Accreditation in Public Relations
Awarded by the Canadian Public Relations Society (CPRS), the APR is a voluntary certification that demonstrates your commitment to professional competence, ethical practice, and the highest standards of our field. It is also internationally recognized, signalling credibility and trust wherever your career takes you.
To earn the APR, candidates undergo a rigorous evaluation process that assesses strategic thinking, applied skills, and mastery of public relations theory and ethics.
As the premier national voice of public relations and communications in Canada, CPRS created and administers the APR program to ensure that our profession continues to grow with integrity and accountability. By maintaining this credential, CPRS members uphold high professional standards and a shared code of ethics across the Canadian PR landscape.
Stand out. Lead with integrity. Elevate your career with the APR®.