By Grace Capwell, APR
If you have an interest in earning the Accreditation in Public Relations (APR) credential from PRSA but are not sure if you are ready, ask yourself these questions:
Have you...
Professionals with this experience are ideally positioned to earn their APR. Achieving the APR credential still requires a strong commitment to prepare and study no matter what the experience, but it helps to have strategic planning and evaluation under your belt.
The APR credential demonstrates professional competence, expertise and the highest standards of excellence in public relations, and it also helps to improve personal brand and distinguishes a practitioner by demonstrating mastery of the strategic communications practice.
For more information go to the APR PRSA candidate page. The Austin Chapter 2024 Accreditation Committee Chair is Grace Capwell. Connect on LinkedIn or reach out for questions at grace.capwell@emerson.com
Find out how you can become an accredited public relations professional by next spring in the upcoming virtual APR 101 session on Friday, Aug. 9, 2024 from 1 p.m. to 2 p.m. central time. The session will be recorded and shared with all registrants. Professionals who earn their Accreditation in Public Relations (APR) have a credential that demonstrates professional competence, expertise and the highest standards of excellence in the practice of public relations.
The session will include:
The APR credential helps to improve personal brand and distinguishes a practitioner by demonstrating mastery of the strategic communications practice. For access to resources and testimonies from APR members, go to the APR PRSA candidate page. The Austin Chapter 2024 Accreditation Committee Chair is Grace Capwell. Please reach out for questions: grace.capwell@emerson.com
A suggested timeline for Austin PRSA chapter candidates who want to earn their accreditation in public relations (APR) outlines the time commitment and plan for success. Join APR 101 on Aug. 9 to learn more. Register here
Congratulations to two members of the Austin PRSA Chapter for earning their Accreditation in Public Relations (APR) in 2024. Kimberly Deese, APR, and Ashley Houk, APR, received confirmation from the national organization that they have passed all requirements and are now accredited. Here are a few highlights of their career achievements and their thoughts on the APR process:
Kimberly Deese, APR
Deese is the Director of Digital PR at NP Digital, where she has a dual role leading corporate communications for the agency and digital PR for clients. Prior to her current role, she worked for Intern Queen leading events and brand activation, co-hosted the Travel Squad Podcast, and led PR work at Craft & Clover agency and PACIFIC out of San Diego, California. Deese earned a bachelor’s degree in public relations and communication studies from California State University-Sacramento.
“As I went through the process, I realized it’s less about public relations and more about integrated campaign planning to achieve an objective,” said Deese. “Throughout the APR online course and in my own panel presentation, we pulled in tactics from printed materials to paid ads to media relations to achieve the objectives with the audiences. I appreciated realizing that modern PR is so much more than media relations when you create campaigns that set out to achieve objectives.”
Deese said she’s thankful for everyone who helped her in her journey including all the APR volunteers who showed up week after week to offer their guidance in the APR online course; Amelia Folkes, APR, from the Austin PRSA chapter, who helped review her questionnaire; Kathy Mulvihill, who helped coordinate a panel presentation; and Josh Gitelson, Nancy Patridge, and Teresa Snow, who gave her great insights and inspiration during the panel presentation.
Ashley Houk, APR
Houk is the Head of US PR for PA Consulting, where she practices global media relations and public relations strategy. Prior to this role, she worked at both Burson-Marsteller and FleishmanHillard. She graduated from the University of Arizona with a Bachelor of Science in Journalism. Early in her career she was an editorial intern at Anthem Magazine in New York and the Culture Intern at the Arizona Daily Star.
“I sought out the APR certification to enhance my PR skills, and ultimately become a more dynamic PR pro,” said Houk. "My path to public relations was a bit windy at the start, and throughout the course I was able to uplevel my PR knowledge about elements I don't usually work on, including communications theory, internal comms, and crisis and issues management. If you are considering pursuing the accreditation, I highly recommend you sign up."
Houk said she is grateful for all of the people who supported her throughout the program, particularly Michael Henry and everyone in his weekly online study course, her mentor Katina Tinka Bush, APR, and Austin's local chapter APR representative Grace Capwell, APR.
The Benefits of APR
The APR credential helps professionals build their personal brand and distinguishes a practitioner by demonstrating mastery of the strategic communications practice. For access to resources and testimonies from APR members, go to the APR PRSA candidate page. For questions about the APR program and how you can sign up, contact Grace Capwell, APR Chair for the Austin Chapter, Grace.Capwell@Emerson.com.
By Grace Capwell, PRSA Austin APR Chair
Professionals considering earning their Accreditation in Public Relations (APR), a credential that demonstrates professional competence, expertise and the highest standards of excellence in the practice of public relations, should consider the overall process to help ensure success.
The steps to earning an APR include:
Apply: this is a personal decision on when to start your journey. PRSA recommends any potential candidate to review the complete process first before applying online and paying the fee for the program. The maximum amount of time to complete the process, except for renewal, is one year from date the candidate receives notification of eligibility from PRSA. Professional practitioners must have a minimum of five years of experience to apply.
Study: The accreditation is a rigorous undertaking and does require study. PRSA offers a free APR Study Guide along with recommendations on textbooks to enhance study. Candidates may work on their own or join others also earning their APR for effective group study. PRSA requires a Panel Presentation Questionnaire to be filled out prior to the panel. This questionnaire serves as a study tool as well. Use resources at www.praccreditation.org
Panel Presentation: Three accredited PRSA members serve voluntarily on a panel conducted locally where the candidate resides. The completed questionnaire is reviewed as well as the candidate’s portfolio. Each covers the candidate’s experience, organization and roles in PR. The panel assesses competence in areas that are not easily judged on the written exam for accreditation. See the list below. Upon completion, the panel decides if they will recommend the candidate advance or not to the Universal Accreditation Board.
Examination: The written exam is administered online using an online proctor company called Examity. It consists of 100% multiple-choice questions with a maximum time allotted of three hours and 30 minutes. The candidate can receive preliminary results immediately from online scoring, and a written confirmation of final results from PRSA in a few weeks. The exam tests knowledge, skills and abilities in these areas:
Renewal: Accredited members are required to renew their Accredited status every three years. The required number of credits must be accumulated during this three-year period through activities fitting into PRSA’s continuing education and professional development, professionalism and/or public service categories. To make renewal easier, keep records of the activities that demonstrate continuing professional development and qualify for renewal. This information is required for filing your renewalapplication with PRSA headquarters by the due date.
The APR credential helps to improve personal brand and distinguishes a practitioner by demonstrating mastery of the strategic communications practice. For access to resources and testimonies from APR members, go to the APR PRSA candidate page. The Austin Chapter 2024 Accreditation Committee Chair is Grace Capwell. Please reach out for support: grace.capwell@emerson.com
By Grace Capwell, APR Director-at-Large, PRSA Austin
The PRSA Accreditation Public Relations (APR) credential demonstrates professional competence, expertise and the highest standards of excellence in the practice of public relations. The APR credential helps to improve your personal brand and distinguishes a practitioner by demonstrating mastery of the strategic communications practice.
The program is designed to accommodate any schedule. Each candidate begins and ends their own personal journey to achieve accreditation. To begin, a candidate submits an online application via the PRSA site using your PRSA membership ID and password.
Once the candidate receives notification of eligibility from the Universal Accreditation Board, the process must be completed one year from that date. PRSA National recommends a potential candidate to begin the clock (one year) once they have researched and understood the process since time flies! The cost to apply is $410 for members and $745 for non-members.
The PRSA site has many resources to help you understand the purpose and processes for earning your accreditation. The Austin Chapter 2024 Accreditation Committee Chair is Grace Capwell. Please reach out to her for any support: grace.capwell@emerson.com
The best place for anyone interested in APR is the PRSA candidate page that outlines all aspects of earning the credential with links to:
One of the most valuable resources for interested candidates is the free APR Study Guide. A quick hack on understanding what you will need to master to earn an APR can be found in pages 24 to 26 to get the “research, planning, implementation and evaluation” (RPIE) which is central to good public relations practice. Also see pages 49 to 52 for the 10 steps to creating a communications plan.
For more information on APR, check out this resource:
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