The APR Credential is turning 50 in 2014. Given its continued importance to PRSA and the public relations profession, the PRSA Board of Directors is marking the milestone by investing in the program’s future.
Of particular importance are the need to achieve consensus on what the future holds for the APR and credentialing generally, and establish agreed-upon metrics for evaluating the APR’s success.
There also are important questions that must be addressed. For example, is credentialing and, more specifically, the APR, meant to substitute for professional licensing? Can an examination process, no matter how rigorous, substitute for actual job experience? And, does APR simply need more and better marketing, or fundamental changes to the program itself?
To answer those and other questions, PRSA is partnering with the Organizational Performance Group (OPG), an organizational development consulting firm in Hamden, Conn., to achieve a simple goal: create a plan to enhance the profile and prestige of the APR Credential.
OPG Group will seek input from a variety of stakeholders from different perspectives on the strengths and weaknesses of the current APR, pros and cons of maintaining the APR, desired services for APR holders, suggestions for improvements and strategies for supporting Accreditation and marketing it to PRSA Members and employers.
PRSA will provide a formal report on actionable ways to enhance the profile and prestige of the APR Credential to the UAB in August, and to its Leadership Assembly in October.
As we prepare to celebrate the APR's 50th anniversary next year, PRSA is embarking on a plan to enhance its profile and prestige.
Find out more about this entry-level credential from Janet Kacskos, APR, chair, Universal Accreditation Board, and Jay Rayburn, Ph.D, APR, Fellow PRSA, CPRC, chair, Entry Level Accreditation.