Considering the APR? Lessons learned from my internal tug of war.
Posted on Apr. 19, 2024 / Subscribe 0
By Erin Orsini, Management Supervisor, Public Relations, Marcus Thomas LLC
So you’re flirting with the idea of securing your accreditation of public relations--aka the APR--but perhaps a few unknowns are keeping you on the fence. I get it. I’ve been there.
When the opportunity of obtaining my APR came around, I was overwhelmed--and it wasn’t because we found ourselves in the thick of a pandemic halfway through the process. The APR is a well-regarded achievement in our industry. It is the gold standard for PR professionals, embodying a high level of aptitude, morales, principles and a commitment to growth in the work we carry forward.
You can say I was intimated by that (because I was). But I eventually cleared that internal hurdle and set my sights on acquiring my APR. I did, and it was a good day--even better feeling.
However, if I could roll back the clock and give myself some advice to help ease those nerves, here’s what I’d share:
• Connect with individuals who have gone through the process. Whether you are in the midst of attaining your APR or at the early stages of consideration, reach out to individuals with their APR to learn about their experience. You can start by asking your local PRSA chapter to make informal introductions. Searching on LinkedIn is another great way to identify individuals with their APR--many have it listed in their titles or professional profile.
• Exhaust your resources. PRSA has a wealth of tools and information across its website. There’s a digital brochure that gives an overview of the APR and its potential benefits, and the PRSA website contains some great background information on the process along with resources for additional learning. Also, the APR Month landing page is packed with info and offerings--including webinars and on-demand workshops to help guide prep work.
• Understand the short- and long-term commitments. While achieving the credential of APR is certainly rewarding, don’t get me wrong--the APR process is work. Make sure you are able to commit to all that is involved in securing your APR (more on that here). You have one year to complete the three-step process. After receiving your APR, renewal must occur every three years. This requires a certain threshold of continued education and participation in industry activities, which are outlined online.
• Set personal goals. This doesn’t mean just the goal of passing. How do you plan to use this coursework and continued education? How do you plan to grow and in which areas? In what ways can you apply these learnings and opportunities to your work?
Don’t forget we’re always here to help too, so please reach out with any questions along the way. And if you’re definite on moving forward with the APR process, you can begin the application process here.
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