April is APR Month
Ohhhh, so that’s what APR after your name stands for!
I remember when I joined the local chapter of Public Relations Society of America (PRSA). I was excited for the camaraderie and the opportunity to learn and network with my peers.
After a few months, I learned about the APR, Accreditation in Public Relations. I immediately jumped at the chance to become accredited. I said, “I just have to have it!”
I was told it was a rigorous exam, that studying for it is like studying for a college test and that it would take up a lot of my time. I didn’t care. I had to have it. It would distinguish me from other public relations professionals and make me know and understand my profession more.
This year marks a landmark year for the Accreditation. It is the only nationally recognized certification of the public relations profession.
More than 5,000 professionals from the agency, corporate, association and education fields hold the APR mark. That’s not many.
Established in 1964, the Accreditation in Public Relations is the profession’s only national postgraduate certification program. It measures a public relations practitioner’s fundamental knowledge of communications theory and its application; establishes advanced capabilities in research, strategic planning, implementation and evaluation; and demonstrates a commitment to professional excellence and ethical conduct. The skills acquired through the process are applicable to any industry or practice area.
Do you understand now why I had to have it?
Unlike other professional certifications, such as CPA, Accreditation in Public Relations is a voluntary demonstration of competency. Since it is not a requirement, it reflects a strong commitment to the profession. The PRSA states further that,
“Earning Accreditation also provides a distinction that can set individuals apart and open doors to career advancement and higher compensation. Through their high professional and ethical standards, Accredited professionals contribute to greater understanding of public relations as a vital management function, and undermine those who would refer to our craft as spin, our professionals as flacks, and our currency as misrepresentation and disinformation.”
Wow. Not only is it difficult to acquire, we have to work to keep it. Every few years, we have to prove that we’re truly practitioners and are participating in our career development.
Congratulations to the Accreditation for serving our organization for 50 years. I love the craft and am grateful to serve.
Montrie Rucker Adams, APR