MORE THAN AN ACRONYM: THE VALUE OF THE APR
By Jennifer Dunn, APR
April is Accreditation in Public Relations (APR) Month, so it’s the perfect time to shine a spotlight on the importance of this credential and why this three-letter acronym carries so much weight in the public relations industry.
The APR is a test – and testament – of professional expertise, ethics, and a personal commitment to the public relations industry. Accreditation demonstrates knowledge of public relations strategy and best practices, an understanding of ethics, and experiences which set those who earn the credential apart. It is an internationally-recognized distinction held by less than 20 percent of all public relations practitioners.
As someone who has earned Accreditation, I know firsthand what it takes. I earned my APR in 2016 when I was seven-months pregnant with my first child. At this point, I had been working in public relations for several years and had earned degrees in communication-specific fields. My mantra was there’s never going to be a “perfect” time to earn my APR, so I just went for it!
To earn the credential, I underwent an intensive process including:
An initial eligibility review and approval by the Universal Accreditation Board (UAB), a consortium of nine leading public relations organizations
Participating in one-on-one mentor meetings
Presenting my public relations portfolio and participating in a two-hour panel presentation in which I was scored on my industry knowledge, skills, and abilities
Participating in a seven-week pre-examination preparation course
Taking and passing a three-hour and 45-minute computerized exam testing my competency in the knowledge, skills, and abilities required to practice public relations effectively in today’s business arena
So, what does it mean to me? It means so much more than the three letters that now follow my name.
Conversa’s Jennifer Dunn, second from right, during her APR pinning ceremony in 2016.
There was never a question in my mind as to whether or not I would work toward earning the APR. Those holding this distinction are the very ones I’ve looked up to since beginning my career in public relations and it fueled my desire to one day live up to the promise they instilled in me. The APR helps me to consistently put my best foot forward. At the onset of relationships, it provides unspoken credibility; amongst my established networks and peers, it’s a remarkable reinforcement and point of pride. Going through the APR process not only certified my abilities as a practitioner, but allowed me the opportunity to broaden my knowledge of and respect for the public relations profession. It was an opportunity for me to cement my lifelong commitment to this field – one that I’ll always be grateful for.
When choosing a public relations firm to work with, it’s important to consider many factors – one of which being trust. For firms with accredited team members, you can rest assured you’ll be in good hands.
If you’re looking for help with public relations initiatives, contact us today!