March 2025 PRSA Dallas Letter from the President
Posted by admin on Mar. 3, 2025 / Subscribe 0
Why should you consider obtaining your APR? Ahead of our March 25 webinar about the value of being accredited in public relations, I thought I would share my own experience.
In 2021, I received a text from Scott, my boss at the time. He asked, “Have you ever thought about pursuing your APR?” I responded, “No.”
When Scott asked why, I told him it seemed like a lot of work for something that likely wasn’t necessary for my career progression at Buckner International. We went back and forth a bit before Scott replied, “I really think you should consider getting your APR.” And with that final text, I knew it was no longer a suggestion.
One hour later, I completed the online registration, printed out the study guide, and purchased two college textbooks. I passed my campaign presentation six months later and my exam four months after the presentation. Since then, I’ve had “APR” after my name.
Becoming accredited in public relations helped me to be more thorough with my research process and planning before jumping head first into a new idea. I became more intentional with the stakeholders and publics I engaged and more strategic with how I engaged them to better produce outcomes over outputs. My work became stronger.
I did not go to school for public relations, ultimately falling into the career through my love of storytelling. I learned about good PR practices through a combination of supportive mentors and trial by error. It wasn’t until I started learning the history of public relations and its theories that I began to feel part of a larger community of practitioners. Earning my APR helped me overcome a sense of imposter syndrome I didn't even know I had.
In late 2024, I interviewed for Scott’s job as vice president of communications following his retirement announcement. During the interview with our CEO, I was never asked what APR meant or if I was accredited in public relations. However, I was asked about the role of communications in the organization, examples of cross-functional strategic campaigns, the ROI of public relations and marketing, and how I would respond to specific crises.
While the job description did not state “APR required,” I believe earning my APR gave me the knowledge and confidence needed to answer the questions and subsequently earn the position of VP.
One position that does require your APR is PRSA Dallas’ president. Whether you would like to one day shape the direction of our chapter or advance in your career, I encourage you to join us on March 25 to learn more about the value of these three letters. I’m excited to hear our panelists’ unique experiences about becoming accredited.
Thank you for being a member of our chapter.
Christopher Ruth, APR
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