Accreditation in Public Relations (APR)

Many professionals considering the Accreditation in Public Relations (APR) find themselves asking the same questions at the start: Where do I begin? Am I truly ready? How long will this take? The APR journey is designed to meet professionals where they are and guide them to the next level.

In an industry that demands both strategic thinking and measurable impact, earning the APR credentials helps practitioners stay ahead of the curve, elevate their role, and confidently earn a seat at the executive table. Many Austin PR professionals are choosing to grow their knowledge, refine their skills, and become among the 19% of PR pros who are accredited in public relations.

There are several intentionally structured steps in the Accreditation in Public Relations process designed to build confidence and capability over time. It will take personal dedication, hard work, and a commitment to excellence to achieve the APR, but it is worth it. It will challenge you to think more strategically, align your work with business outcomes, and strengthen your decision-making through an ethical lens.

Obtaining your accreditation means so much more than the distinction of adding letters to your name; it proves your devotion to your field of work, represents a higher caliber of professionalism, and puts you in a distinct class of professionals who personify success.

Is the APR Right for You?

Must be a member of PRSA or another Universal Accreditation Board (UAB) organization (Become a member of PRSA Austin Chapter).
Must have paid public relations experience. It’s recommended (but not required) that candidates have 5+ years of full-time employment in the field. Throughout the accreditation process, candidates must illustrate expert knowledge of the core competencies in which they’ll be tested.

The APR Process

Study - Prepare to apply by studying APR materials such as APR virtual or bootcamp courses, mentorship, recommended readings, and studying the KSAs.
Apply - When ready, apply for the Examination for Accreditation in Public Relations and submit your fee online. The fee for PRSA members is $385 and $745 for nonmembers. This step marks your official commitment to the process, you have one year to complete your APR from the date of application.
Panel Presentation - Complete a panel presentation questionnaire with long-form responses to questions about your career, APR plans, and the subject of your panel presentation. In addition, prepare a presentation (in PowerPoint format of a real campaign in the RPIE format, demonstrating understanding of KSAs.Candidates must receive a “ready to advance” verdict from the panel to move on to the next step.
Examination - Schedule the remote computer-based exam with Certification Management Services. You will have up to 3 hours and 45 minutes to complete the exam. It will show pass/fail immediately after completing. Your APR is valid for 3 years, then it must be renewed.
APR Renewal - Earn continuing education units (CEUs) from a set of activities in continuing education, professional development, ethics, and professionalism. 15 CEUs are required to renew an APR.

How to Talk to Your Employer About the APR

The APR process helps candidates create a clear plan and a compelling vision for how it will elevate their work. Invite your employer to be part of that growth. Many organizations are eager to support and co-invest in high-potential talent when the return is a strategic and confident leader driving meaningful results. When employers co-invest in this journey, it becomes a partnership in growth and excellence, creating value that extends far beyond the credential itself.

Resources

PRSA AUSTIN CHAPTER APR SUPPORT

Public relations pros looking to accelerate their expertise and improve their strategic abilities can sign up for the Public Relations Society of America Austin Chapter’s informational courses and be matched with APR mentors who will guide candidates and be a resource through the process of Accreditation in Public Relations.

ONLINE RESOURCES & STUDY MATERIALS

The UAB offers a wide array of free and paid online resources to help you achieve your accreditation in public relations. The APR Virtual Study Course is an on-demand virtual study course focused on the Knowledge Skills and Abilities (KSAs) required to pass the APR Examination.

Visit the PRSA accreditation website for a list of resources, including the APR candidate process, APR Study Guide, recommended texts for studying, and more.

For questions or more information, email the APR Chair at info@prsaaustin.org.

PROUD PRSA AUSTIN APR MEMBERS

Amelia Taurel Folkes, MPS, APR

Ashley Houk, APR

Destin Leigh Singleton, APR

Grace Capwell, APR

Jennifer Dawn Bailey, APR

Jennifer McGehee-Valdez, APR

Jeffery Hahn, APR

Judy Oskam, APR

Kimberly Deese, APR

Larry D. Springer, APR

Laurie Simmons, APR

Anne Lasseigne Tiedt, APR

Natalie T.J. Tindall, APR

Paul Villagran, APR - Read Paul’s tips for the APR journey!

Robyn M. Mack, APR+M

Starr Million Baker, APR

FAQs

How long does it take to complete the APR process?

The APR process is designed to be flexible, so the timeline can vary based on your schedule and pace. Once your application is approved, you have up to one year to complete the Panel Presentation and pass the exam. Many candidates study and work on their panel presentation prior to submitting the online application.

What does the APR test for?

The accreditation in public relations process assesses comprehensive professional competence and expertise. The panel presentation assesses a candidate’s creative conceptualization, initiative, and the professional, presentation, and communication skills vital to upholding the highest standards of excellence in the practice of public relations.The exam tests knowledge, skills, and abilities in research, planning, implementation, and evaluation (RPIE) of PR programs, leading the public relations function, managing relationships, ethics/law, managing issues and crisis communications, and understanding of communications models, theories, and history of the profession.

What is the Panel Presentation actually like?

The Panel Presentation is less of a “test” and more of a professional conversation as you walk a small panel of APR-accredited peers through a campaign or project you’ve worked on, highlighting the research, planning, implementation, and results. The panel will ask thoughtful questions to understand how you think, make decisions, and apply strategy. It’s designed to validate your approach, and many candidates leave feeling more confident after having articulated their work at that level.

What are the questions like on the exam?

The computer-based exam focuses on how you apply knowledge, not memorization. There are about 132 multiple-choice questions, each written as scenario-based questions or testing on foundational concepts covered in the APR Study Guide. You will utilize strategic thinking, make ethical decisions, and choose the best course of action based on PR principles and best practices.

Pursuing an accreditation in public relations is worth it, but there are many steps involved. It takes dedication, hard work and a commitment to excellence. It will challenge your thinking and identify growth areas, but will also help you overcome future obstacles and solidify your role as an ethical practitioner.