For the first 17 years of my public relations career, I didn’t think I needed the Accreditation in Public Relations (APR). I was running a successful technology public relations agency. I was nearly ten years into my career as a public affairs officer in the United States Navy Reserve. I was a part-time lecturer teaching the capstone public relations campaign courses at a large state university. I accomplished this all without an APR accreditation.
I Pursued Accreditation to Check a Box
When I was offered a full-time lecturer position at the university, I was told that I would need to earn my accreditation as a prerequisite to serve as the faculty adviser for the university’s chapter of the Public Relations Student Society of America (PRSSA). Desiring to have full-time status at the university, I made the decision to “check the box” and earn my APR.
Preparing for the APR Exam was a Transformative Process
I had no idea how much attaining my APR would fundamentally change the way that I serve my clients, run my business, and teach the next generation of public relations professionals. In preparing for the APR exam, I learned how to be a strategic communicator.
Prior to earning my APR, the public relations services I provided for my clients were largely tactical: press releases, media outreach, industry events, case studies, product review programs, etc.
APRs Provide a Strategic, Not Transactional Approach
After earning my APR, I now think like a strategist.
Instead of asking clients what they want me to promote, the problem to be solved and the desired results from our efforts now drive the campaign strategy. This has resulted in shifting to campaigns that are targeted, insight-driven, efficient, measurable, and tied to business outcomes.
APRs Deliver Results, Not Effort
Anyone can generate activity, but APRs are trained to generate results.
Research identifies the communication challenge to be solved, SMART objectives that will help achieve the campaign goal, the target audiences to be reached, the messaging that will drive them to take the desired action, the tactics for delivering the messages, and the metrics to evaluate the campaign.
Strategic campaigns based upon research and data give clients clearer ROI and a stronger connection between communications and organizational success.
APRs are Problem-Solvers and Critical Thinkers
The training and study provided through the APR process enabled me to move beyond tactical creativity to develop strategic plans that solve advanced problems for the organizations I represent. The benefits to my clients include more thoughtful planning, more accurate insights, better anticipation of challenges, and more nuanced strategies.
APRs are Committed to Lifelong Learning
Maintaining the APR requires ongoing professional development. This ensures that an APR’s clients receive advice that is informed by current best practices, new technologies, and evolving media landscapes.
APRs Deliver Results from Strategy, Not Activity
Clients don’t pay for effort; they pay for results. While many public relations practitioners can execute tactics, APR professionals demonstrate that they can think, lead, and advise at a higher level. As a result, they deliver results that are accurate, ethical, sustainable, and aligned with business goals.
My advice to organizations that work with public relations professionals – HIRE AN APR. The APR is not just a credential; it is a signal of strategic capability, professional commitment, and proven excellence.
Postscript
Shortly after earning my APR, I found that I didn’t actually HAVE to earn my APR to take the fulltime teaching position because it turns out that it was not a requirement for the position. However, my clients, my students, and I are sure glad that I did!