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...
- Created a comprehensive PR plan from scratch?
- Developed goals, SMART objectives and strategies for a PR plan? (The SMART acronym stands for Specific, Measurable, Achievable, Relevant and Time-bound)
- Had primary responsibility for the implementation of a comprehensive plan?
- Had to measure the results of your plan? (did you accomplish your SMART/measurable objectives?)
- Served as a strategic adviser for your organization or client, versus doing more strictly tactical activities?
- Designed campaigns, segmented audiences and crafted the messages for each audience vs. carrying out the activities in plans created by others
- Familiarized yourself with the PRSA Ethics Code of Conduct? Not only is ethics included in the APR process, but it applies to all PRSA members. It’s designed to anticipate and accommodate, by precedent, ethical challenges that may arise. The Code reflects PRSA members' core values, and more broadly, the public relations profession.
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
