Why do three letters ‘APR’ matter?
Posted by admin on Apr. 9, 2025 / Subscribe 0
As public relations practitioners we’re usually looking for the context around words, actions and events. Some of us require more context than others to help us understand relevance when presented with a communications opportunity or threat. The pursuit of context helps us answer important questions such as ‘Why am I being asked to do this?’ or ‘Why should my audience care about this?’
I was in search of deeper context when I decided to pursue the Accreditation in Public Relations (APR) from the Public Relations Society of America (PRSA). Having an education and prior career in television news gathering, not public relations, I wanted to discern more deeply the ‘why’ behind the strategies I had been recommending for years. Additionally, I longed for a language behind public relations practice that would create collaboration between the public relations function and the people on my company’s org chart. APR helped me do these things and much more.
PRSA Dallas hosted a webinar on March 25th to talk about what APR can do for your public relations career and even for you as an individual. If you were unable to join us, here are some highlights of the topics discussed among panelists Pamela Thompson, MBA, APR, Fellow PRSA; John Janney, APR; and Reace Alvarenga-Smith, APR.
The APR is doable
- There are resources available through the Dallas Chapter (prsadallas.org), PRSA Southwest District (15 chapters in six states) (prsasw.org) and PRSA National.
- APR can boost your career and your confidence as a PR practitioner.
- It's never too late to pursue and achieve Accreditation!
Industry Credibility
- Earning the APR enhances a professional's reputation within the field, demonstrating a strong grasp of best practices and ethical standards in public relations.
Ethical Leadership
- The APR underscores a commitment to ethical principles, highlighting the importance of integrity in public relations efforts.
Mentorship and Support
- APR PR professionals serve as role models, offering valuable guidance to aspiring candidates. PRSA also provides comprehensive resources, including study guides, practice exams, and peer support to ensure success. (PRSA National)
Community of Leaders
- The APR designation connects professionals with a distinguished network of thought leaders and innovators in the PR industry, fostering opportunities for growth and collaboration.
Here’s what one participant said about her attendance on the PRSA Dallas webinar.
“It was great to hear from others about why they pursued their APR, and that they shared similar thoughts as mine while studying. My largest hurdle is getting over the fear of feeling like I don't know enough, or the fear of not passing. Knowing there’s a group of peers willing to help and cheering for me is comforting and encouraging. It really gave me the push I needed to start up my studying again.”
- Kim Charles, vice president of marketing and membership, PRSA Dallas
If you are considering the APR study and you want support, there is a chapter cohort meeting regularly to support each other in the process. Reach out to the chapter through the PRSA Dallas website for more information.
Article: By Linda L. Goelzer, APR - Dallas Chapter APR Committee Co-Chair
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