The Value of the APR

One of the values expressed in the Public Relations Society of America Code of Ethics is "expertise," which recognizes that we must never stop learning. To be excellent PR practitioners, we must study the latest research, follow trends, upgrade our skills and remain leaders in our profession.

PRSA, through the Universal Accreditation Board (UAB), offers the APR certification, which stands for Accredited in Public Relations. According to the PRSA Web site, "APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice, and who are selected based on broad knowledge, strategic perspective, and sound professional judgment." Typically, candidates for the APR have a bachelor's degree in a communication-related field and at least 5 years professional experience.

I finally studied for and earned my APR certification in 2003, two years after I arrived at Florida A&M University. I was one of about 100 people nationwide who pilot-tested a new online exam. I had 6 hours to complete it, and I finished in 5 hours, 59 minutes and 52 seconds. It was tough!

The exam included questions on the following:
Research, planning, implementing & evaluating communication programs (30%)
Ethics & Law (15%)
Communication models & theories (15%)
Business literacy (10%)
Crisis communication management (10%)
Management skills & issues (10%)
Media relations (5%)
History of and current issues in public relations (2%)
Using information technology (2%)
Advanced communication skills (1%)

In 2004, I decided to apply for the second-tier credential -- the Certified Public Relations Counselor (CPRC) -- which is offered by the Florida Public Relations Association. Candidates must have at least 10 years professional PR experience, have earned the APR designation and be a member of FPRA.

The CPRC exam contains two parts: a written section consisting of case studies you must evaluate and offer sound counsel for, and an oral section before a panel of three APR/CPRC professionals. During the oral exam, I needed to "sell" an idea or course of action. I shared information about the successful "We Can Help!" campaign, which promoted the services of the communications office I led at the University of Idaho.

So now you know why I have "APR" and "CPRC" after my name. Every three years, I must offer evidence of my continued professional growth in order to retain the APR certification.

In the past, I have helped lead study sessions for PR professionals who are planning to take the APR exam. And last week, I served on my first "APR Readiness Review" team for a local PR practitioner. Three of us with the APR credential listened to the candidate describe a campaign she had led. It was gratifying to see that she had, indeed, followed the ROSIE/RPIE models we teach in class. In fact, if she hadn't, she wouldn't have passed the readiness review.

The candidate had used many of the research tools we talk about in class: communication audit, benchmarking, content analysis, surveying and so on. She used both traditional and new media. She had created measurable objectives and showed evidence of having met or exceeded her goals. She demonstrated knowledge of demographics, psychographics and communication theory. And she did all this while using technology effectively, speaking clearly (no grammatical mistakes) and acting professionally. This is the standard you must reach.

The review team asked tough questions, exploring why the candidate chose the strategies and tactics she did. Imagine capstone on steroids, and you'll have an idea of what this was like.

The candidate asked us whether getting the APR really made a difference in our lives. One reviewer said, "It made me smarter." I added, "I wish I had known 30 years ago what I know now. I would have been much more effective in my work."

Today, many agencies and companies will only hire APRs or will expect their employees to earn the APR within a set amount of time. In general, practitioners with APRs earn more money than their non-APR colleagues. And having the APR is a sense of pride and a sign that you have been recognized as one of the best in the world. Only about 5,000 people in the U.S. have earned the APR certification. Plan to join this exclusive club.

Graduating with a degree in public relations puts you on the right track to earn the APR. It's up to you to continue to learn once you leave FAMU. Your job -- and your clients -- depend on it.