THE ACCREDITATION IN PUBLIC RELATIONS THAT CELEBRATES EXCELLENCE

The Accreditation in Public Relations (AIPR) by the Public Relations Association of India (PRCAI) is a premier certification for high-potential communications professionals. It recognises young and emerging strategic thinkers, ethical leaders and those who are ready to take on and add their contribution to the future of communications. Globally benchmarked, AIPR validates and celebrates professionals who excel as thinkers, strategists, planners, writers, and creative practitioners, committed to continuous learning and excellence.

WHY SHOULD YOU APPLY?

AIPR provides a medium for professional excellence and career advancement for practitioners with up to ten years of experience. Specifically, it will:

ALIGN

ALIGN

Align your skills, approach and competencies with the industry’s expectations

ELEVATE

ELEVATE

Elevate your visibility and career prospects within the industry

FEEDBACK

FEEDBACK

Provides structured feedback on your strengths and areas of professional development

NETWORK

NETWORK

Connects you to a network of accredited professionals, senior mentors and industry leaders

DISTINGUISH

DISTINGUISH

Make your professional achievements stand out

ELIGIBILITY

For the next generation of professionals across consultancies, corporate communication roles, and independent practitioners, with up to 10 years of professional experience.

  • AIPR Level 1

    1-5 Years of experience

  • AIPR Level 2

    5-10 Years of experience

HOW TO GET ACCREDITED?

AIPR has a set of evaluation criteria designed by PRCAI along with its assessment partner, MeriTrac to test candidates for aptitude, knowledge, skills and professional readiness.​

Preliminary Round


Aptitude Test
The preliminary round is an aptitude test, a multiple‑choice assessment of core and technical communications competencies. Candidates who qualify, move to the next round and submit up to four essays, demonstrating their understanding of the PR profession and statement of purpose.

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Jury Round


Professional Skill Assessment

The final round includes a panel presentation where the qualified candidates present solutions to a communication case study before a multi-disciplinary and high-profile jury of PR and Communication, Human Resource experts, appointed by the PRCAI, followed by an interactive face to face session in one of the four cities in India.

2

FAQ

  • What does AIPR stand for?

    Accreditation in Indian Public Relations, is a professional certification provided and endorsed by PRCAI. The candidates who are certified are high performing, top-class industry talent demonstrating knowledge and skill to contribute professionally to their place of work.

  • What is AIPR?

    AIPR is an initiative which aims to elevate the public relations profession by recognizing those who demonstrate a high level of knowledge, skills, and professional caliber in the profession.

  • What is the purpose of the AIPR program?

    PRCAI’s Accreditation Program allows standardization of talent benchmark and solve for the industry by nurturing those who have high potential.

  • How is AIPR different from a training course?

    It is not a training course. It is a process of building high performing talent and includes a combination of validation and evaluation to a candidate. The learning in the process involves a strong element of assessment, mentoring and jury evaluation, which is a masterclass with constructive feedback on your skill and knowledge.

  • Who awards the certificate?

    The certificate is awarded by the PRCAI.

  • Is the Certificate recognized internationally?

    AIPR is globally benchmarked. PRCAI is the highest level of authority in India and affiliated with global associations. The program has been developed with such learnings.

  • What is the validity of the AIPR accreditation?

    AIPR is a career‑long professional credential. However, PRCAI may periodically refresh criteria and encourage accredited professionals to stay active in practice and upgrade to the next level periodically.

  • What happens to past certifications? Is it still valid?

    Yes, all previously awarded AIPR certifications remain valid. Accredited professionals continue to be recognized as part of the AIPR alumni community and can use the credential in their professional accomplishments.

  • Why did AIPR take a break in 2025?

    AIPR paused to review industry needs, refresh its framework and align the programme with the evolving skills and expectations in the new age communication environment. As part of our AIPR refresh, PRCAI has brought in a new partner MeritTrac for aptitude assessment who has partnered with over 500 global organizations facilitating job readiness and competency assessment.

  • Who is PRCAI technical assessment partner?

    MeritTrac, a Manipal Group company, a leading education services organization respected globally for academic and business excellence, providing affordable and flexible learning solutions. With over two decades in assessments, credentialing, and talent benchmarking. MeritTrac has partnered with over 500 global organizations, facilitating job readiness assessments.

  • What is the new 2026 AIPR about?

    The relaunch of AIPR is bigger and bolder. For candidates, the process is more technology savvy end to end from registration, payment and taking the online test, submission of materials on a single platform. In addition, the testing and evaluation are more relevant with today’s evolving PR and Communication landscape, placing sharper focus on strategic thinking, digital and integrated communications, and introducing updated assessment content and formats to mirror current industry reality.

  • How do I register?

    By completing the online AIPR application for the current cycle and submitting required details. You can visit the AIPR page on www.prcai.org for registration.

  • What is the registration fee?

    The fee structure for Level AIPR 1 (1-5 years of work experience in the PR industry), INR 7,500 (plus 18% GST) Level AIPR 2 (5-10 years of work experience in the PR industry), INR 12,500 (plus 18% GST).

  • Is the registration fee refundable or transferable?

    No.

  • What happens if I pay the registration fee and am unable to appear for the test?

    This is a significant level of assessment and dates once announced should be adhered to. However, in exceptional cases, a request can be shared with PRCAI for consideration.

  • If I wish to re-apply for AIPR due to absence or failed attempt, will I need to pay the full registration fee again?

    Yes.

  • Who can apply?

    PR and communications professionals employed in a PR firm, including full‑time or contractual practitioners are eligible to apply. The certification is also open for independent consultants or practitioners working in the corporate communication department. PR and Communication Practitioners up to 10 years of professional PR work experience, irrespective of their varied relevant experience may apply.

  • Does experience outside of PR agencies count as relevant work experience?

    Yes. PR and Communication Practitioners up to 10 years of professional PR work experience, irrespective of their varied relevant experience may apply. They may be working in PR firms, a freelancer or in a brand’s communication role.

  • If I worked within the PR vertical of an integrated agency, does that experience qualify as relevant experience?

    Yes. PR experience is counted relevant if you have been associated within the professional’s remit of activities in a broad remit of PR activities such as digital, PR, writer, media relations, influencer, regional PR, creative, strategic or client servicing.

  • Does international experience count?

    Yes.

  • Can Corporate Communications Professionals apply?

    Yes.

  • Can students or freshers apply?

    AIPR is positioned for practicing professionals; pre‑ experienced candidates are typically not the primary audience.

  • Is it open to any age group?

    Yes, there is no age bar; eligibility is driven by professional experience and role in PR/communications rather than age. The certification is for younger, emerging and mid-year professionals up to 10 years as per level 1 or Level 2

  • Can one apply solo?

    Yes, individual professionals can apply and go through the accreditation process independently, subject to meeting the eligibility criteria for the relevant level.

  • Are group registrations from consultancies firms allowed?

    Companies and consultancies can nominate multiple employees in the same cycle. Such cohorts usually follow common timelines and assessment structures, with commercial and administrative terms shared directly with the organization. Human Resources of an assigned SPOC by the participating organization should apply for the group.

  • Is group fee from consultancies firms allowed?

    Yes. Group cohorts usually follow common timelines and assessment structures, with commercial and administrative terms shared directly with the organization. Human Resources of an assigned SPOC by the participating organization should apply for the group.

  • What is the format of the prelim test?

    An online, objective‑type aptitude test with multiple‑choice questions on PR concepts, media, digital, and professional ethics. Reading materials will be shared.

  • Is it a computerized test?

    Yes.

  • How does the computerized test work? What are the rules and regulations?

    Once registered, a document offering tips and guidelines will be shared for seamless experience.

  • Are the questions the same for all AIPR levels?

    No. Each AIPR Level has different sections, and questions therein are created to assess the capabilities suitable at that level.

  • How is the relevance of questions determined?

    PRCAI and senior experts from the field reviews and maps it with prevalent skilling needs. Statistical evaluation of performance of a test group on these questions has been conducted for building the right framework.

  • What is the cut-off for the prelim test?

    The cut-off is determined by the PRCAI by looking at the score required to demonstrate the minimum competency needed for each level.

  • Can the test be taken from any location?

    Yes. You will need the following to take the test.

  • When will the shortlist for the Preliminary Test be announced?

    Within one week and qualifying candidates will have to submit the next set of assignments.

  • What are the components of the final jury round?

    Submission of professional capability and experience profiles, essays/statement of purpose, and case‑study face to face presentations to a senior jury.

  • Who is on the jury?

    A high-profile jury of seasoned leaders, veterans from PR consultancies, corporate communications, HR and academia members across multiple cities will be identified and appointed by PRCAI for jury rounds.

  • When will the shortlist for the Final Test be announced?

    Roughly two to three weeks after the Final Case Study round.

  • If I am unable to sit for the Final Test, will I be allowed to re-appear?

    No.

  • How is the final score calculated?

    Aggregate performance is evaluated across all submissions and the jury presentation, with cut‑offs and top‑scorer recognition defined for each level.

  • What happens after successful accreditation?

    Certified professionals receive the AIPR title, are featured among accredited cohorts and gain visibility, networking as high‑caliber practitioners in the industry. They are the torchbearers for the industry and play an aspirational role to volunteer and find time for specific projects that could be mutual wins for PRCAI and their professional growth.

AIPR TECHNICAL PARTNER

MeritTrac, a Manipal Group company, a leading education services organisation respected globally for academic and business excellence, providing affordable and flexible learning solutions. With over two decades in assessments, credentialing, and talent benchmarking. MeritTrac has partnered with over 500 global organizations, facilitating job readiness assessments.