APR Month Highlights the Value of Accreditation in PR

April is APR Month at PRSA — a time when we highlight the importance of Accreditation in Public Relations and recognize the professionals dedicated to earning it.

Earning the APR is an important milestone for communicators at all stages of their careers. For PRSA CEO Matthew Marcial, CAE, APR, the goal of pursuing the credential was simple: to understand the profession from within. 

In a January LinkedIn interview with PRSA Chair Heide Harrell, APR, MBA, Marcial explained why he decided to take on the challenge himself.

“Coming in as CEO of PRSA, it was important to me to understand the profession from a practitioner’s standpoint, and to lead by example,” said Marcial, who joined PRSA in March 2025.

Marcial already held other professional certifications — Certified Association Executive and Certified Meeting Professional — but said the APR process stands apart, particularly the panel presentation candidates complete before taking the exam.

Some candidates initially find that step intimidating, he acknowledged. However, the panel is designed to help candidates succeed.

“It’s not meant to poke holes in your presentation,” he said. “It’s meant to support you.”

Preparing for the exam also means revisiting the foundations of PR strategy — particularly the RPIE model: research, planning, implementation and evaluation.

Marcial began studying even before completing his panel presentation, reviewing PRSA’s study guide, attending an APR boot camp and using online resources such as flashcards, practice tests and video modules.

The exam itself is no small task. It runs three-and-a-half hours and focuses on scenario-based questions.

“It’s intense,” Marcial said. “Make sure you’re well rested and ready.”

Still, he emphasizes that the process matters more than the test itself. Studying with colleagues, working with mentors, and making time for preparation help practitioners sharpen the strategic thinking that defines strong public relations leadership.

For those considering the credential, Marcial offers a few reminders:

• You don’t need to rush — candidates have a full year to complete the exam after applying.
• The exam focuses on applying knowledge, not memorizing facts.
• If you don’t pass the first time, you can try again — many Accredited professionals took the exam more than once.

Marcial passed the exam on Dec. 11, but he says the real value came from the journey.

The APR remains the profession’s gold standard — demonstrating strategic expertise, ethical practice and a commitment to lifelong learning. APR Month is a great time to reflect on what the credential can mean for your own professional growth.

Last Call for the Women of Impact Awards

Before we close the book on nominations, I want to offer one more reminder about the 2026 Women of Impact Awards.

This inaugural program celebrates professionals working across the full spectrum in communications, from agencies and in-house teams to nonprofits, academia and independent practices.

We welcome nominations for executives, mid-career leaders and emerging professionals whose work has delivered measurable impact, strengthened teams, advanced inclusion and upheld the highest ethical standards. Both peer nominations and self-nominations are encouraged.

The final nomination deadline is April 10.

PRSA will announce the 2026 Women of Impact honorees on Aug. 6 at the Union League in Chicago.

If you know someone making a difference in our profession, I hope you’ll consider putting their name forward. You can find submission information on the PRSA website.