BLOG: Accreditation in Public Relations - A(PR) challenge that's worth the work.
Emily Diament, APR. I've had a handful of people ask what those three letters sitting in my email signature mean. It's a result of hard work, commitment and dedication, and yes, it can be A LOT. But the satisfaction that comes with completing the process makes it truly worth the work, and something I encourage all PR professionals to explore.
What exactly is APR?
"Internationally recognized, the Accreditation in Public Relations (APR) integrates timeless communications principles with contemporary strategies and tactics. The process of earning your APR takes your skills to the next level by exposing you to today’s cutting‐edge strategies and practices, assessing your skills to identify strengths and opportunities for growth, and demonstrating your personal and professional commitment to excellence." (PRSA.org)
The APR process takes public relations professionals with at least five years of real world, industry experience and brings them back to the books. Yes, I actually mean your old-school college textbooks. But what's so fascinating is that you start reading those textbooks, and IT - the true understanding of public relations - all of a sudden makes sense.
Tell me that SOMEONE out there can relate when I say that many of the things we learned in college made very little sense. How were we supposed to know what PR really was when we hadn't truly applied it?
SO, how does APR work?
You are given one year to complete your APR. During that time, three major tasks must be accomplished:
Review and complete the Examination for Accreditation in Public Relations Application. Pretty self-explanatory.
Study and sit for a Panel Presentation. Going into this presentation, you will need to complete 1. a background questionnaire (I will admit, it can be a daunting questionnaire, but it really helps get you in the APR mindset) and 2. a portfolio showcasing your industry experience. You will present your portfolio and discuss your questionnaire with a selection of APR-certified professionals in your area. My panel encouraged casual conversation (they didn't make me stand up and "present"). My biggest advice is to be yourself and don't worry about the jitters. You're allowed to be nervous (I was!).
Continue to study and complete the computer-based examination. Now, this is the difficult (but most rewarding) part. I won't lie and say it's easy- it's a true challenge. You are given a study guide and a list of study resources to prepare for the 100+ question, multi-hour exam. It's not about memorizing, but about really understanding the material and knowing how to apply it. I could go on and on about study techniques - if you have questions, shoot me an email and I'd love to chat with you!
Why is getting your APR Important?
"The Accreditation in Public Relations (APR) credential certifies your drive, professionalism, and principles, setting you apart from your peers and positioning you as a leader and mentor in the competitive public relations field." (PRSA.org)
APR is a motivator. It lets you know that you're skilled, hard working and in-tune with today's fast-paced communications environment. Most importantly, it enforces your commitment to lifelong learning through APR maintenance. It's not an easy task, but let me tell you- the feeling when I saw my passing exam grade pop up on the computer lab screen was the proudest I've ever been of myself and my career growth. It's worth it.
MY CHALLENGE TO YOU. Visit http://www.praccreditation.org/apply/apr/ and learn about the process. Take some time to review the steps, the background questionnaire and APR testimonials.
Many people don't pass the final exam on their first try, which is why many people don't give the APR process a chance. It's a challenge, a lot of work, but the most incredible reward. So give it a try, I dare you!