A Global Perspective on the APR

In recognition of APR Month, Strategies & Tactics spoke with Eric Kwame Adae, Ph.D., APR, an assistant professor of public relations at Drake University whose career spans consulting in Ghana and academia in the United States. 

Before entering academia, he spent more than 15 years working across strategic communication, PR consultancies, advertising and branding agencies, and international development systems in West Africa. He recently achieved his Accreditation in Public Relations (APR) from PRSA. He is an Accredited member of the Institute of Public Relations (Ghana).

Here, he shares why he pursued the APR and what the credential represents in a rapidly evolving global profession.

_{You were already accredited internationally. What motivated you to pursue the PRSA APR?}

I was a media and communication consultant in Ghana for more than 15 years. My professional experience spans diverse contexts, including in-house strategic communication departments, PR consultancies, advertising and branding agencies, Ghana’s private and public sectors, and USAID and World Bank systems in the West African subregion.

In 2013, I became an accredited member of the Institute of Public Relations (Ghana), so my recent PRSA APR marks my second professional certification in Public Relations. My journey from Ghana’s consulting scene to the halls of the University of Oregon, where I earned a doctorate in media and communication, and now to the tenure track at Drake University has reinforced one truth: To effectively mentor the next generation, I must consistently demonstrate mastery of the highest professional standards. 

Pursuing the APR was about localizing my global expertise and ensuring that my pedagogy is grounded in contemporary U.S. practice. As a scholar-practitioner, I often tell my students that theory without practice is blind, but practice without theory is aimless. 

By earning this APR, I ensure that my teaching is not just based on abstract texts but on a gold standard I have mastered. While I am proud of my international credentials, as a PR educator in the United States, I also know that I must lead by example. So, obtaining the PRSA APR is also about signaling to my students that this is the way to go.

_{How did the APR process challenge or stretch you differently than your previous Accreditation experience?}

The APR is unique in its surgical focus on the RPIE process — the heart of contemporary PR. The APR required a pivot toward a higher strategic mindset. The panel presentation was a healthy stretch; I had to defend my strategic choices for the 2025 Absa Black Star Marathon (of which I am founder and president) through the lens of formal communication theory, demanding ethical decision-making, and cutting-edge PR processes and strategy. 

This event, endorsed by Ghana’s current president, H.E. John Dramani Mahama, as Ghana’s national marathon, served as my case study. The process reminded me that even with 15 years of experience, there is always room to sharpen one’s focus on research and evaluation — the critical bookends often overlooked in the rush to produce communication tactics.

_{You describe earning the APR as the start of a new chapter. What shifts for you professionally now?}

I am a firm believer that public relations is one of the most relevant fields for humanity, especially at this critical point in history. Earning the APR marks my transition from a practitioner who teaches to a doubly certified PR strategist. 

This is a foundational pillar of my “Colossus Project” — a mission to build myself into a world-class scholar-practitioner of African descent standing at the intersection of the Global North and the Global South. I am now a verified bridge-builder capable of translating high-level theory into the measurable, street-smart RPIE applications organizations need. It gives me the competence and credentials to lead complex, multi-stakeholder campaigns with a heightened sense of professional and academic confidence.

_{You’ve emphasized that APR represents mastery of strategy, management and ethics. In today’s environment, why does that distinction matter more than ever?}

In a post-truth era of misinformation, disinformation and declining trust, the APR is a beacon of credibility. Anyone can post content, but few can manage its ethical implications strategically. The APR signals that we are not just tactical experts; we are absolute stewards of truth and veritable oracles of ethics. It is the difference between a technician and a physician; one fixes an immediate problem, while the other understands the entire system, from thought to finish. 

In a world where one tweet can destroy a decade of reputation, having an APR-certified professional — someone bound by a rigorous ethical code — is an indispensable safeguard.

_{You’ve said PR is, at its core, a vital management function. What must practitioners do to consistently demonstrate that?}

It is undeniable that PR is an essential management function. However, like other professionals, PR practitioners must consistently justify their seat at the big table. We must speak the language of the C-suite. We must move beyond what one of my former colleagues labels “the vanity metrics” and focus on outcomes that impact the mission and drive desirable organizational outcomes. This means using research to inform decisions and evaluation to prove the value of our work. I often compare this to maintaining a high-performance automobile. You don’t wait for the engine to fail before checking the oil level; you use research and data to maintain a constant listening post, proactively perform preventive maintenance, and keep things in tip-top shape. 

Contemporary PR is the preventive maintenance of organizational reputation because PR professionals are the true image engineers for organizations. If we bring data and risk-mitigation strategies to the table, management will listen. We must move beyond reporting on communication outputs, such as the number of releases issued and outtakes, and focus more on communication outcomes, such as how we changed behavior, on the road to palpably contributing to measurable business results. When we become more purposeful and intentional about reporting on outcomes, we would be singing from the same song sheet as other management specialists; we would be speaking their language, and they would better appreciate the value we provide because they can see and understand the return on investment we produce.

_{How does the APR reinforce your belief that public relations must sit at the decision-making table, not just execute messaging?}

The APR curriculum underscores that PR is about action as much as it is about communication. It teaches, for instance, that communication cannot fix a bad corporate policy. By mastering the management and leadership components of the APR program, we prove that we belong at the big table, helping shape those policies before they are enacted. We serve as the ethical conscience and insider activists, holding management to account and constantly guiding our organizations to stay on the path of righteousness. 

If you want a seat at the decision- making table and to keep it, you must bring a map (solid research) and a scorecard (empirical evaluation/measurement). 

_{Does holding both U.S. and Ghanaian Accreditation give you a unique lens on how standards are evolving globally?}

Absolutely. It offers an uncommon stereoscopic view of our profession. By mastering the APR in both Western and non-Western contexts, I am living proof that excellence in communication is a universal language spoken through diverse cultural dialects. It allows me to see what my Ghanaian mentor, David Ampofo, calls “the global soul” of public relations. 

This dual accreditation is the heartbeat of my Colossus Project. It equips me to advocate for a more inclusive global standard — one that respects Western strategic rigor while embracing the profound philosophical depth of the African continent. It reminds us that as the world becomes increasingly interconnected, the need for a global standard of excellence, such as the APR, becomes even more critical for building cross-cultural trust, respect, integrity, honesty, and public relations that support social responsibility.

_{How do credentials like the APR help strengthen trust in the profession at a time when trust in institutions is fragile?}

It is really a big question of trust. In the current trust-deficient era we find ourselves in, the APR is a public-facing avowed commitment to the PRSA Code of Ethics; it tells stakeholders we have a professional North Star. 

By voluntarily submitting to these standards, we provide a safety net for the public. Trust is rebuilt one ethical decision at a time, and the APR provides the blueprint that ensures we are accountable to something higher than a client’s immediate whim. 

Learn More

April is Accreditation Month at PRSA. It’s a time to learn about how becoming Accredited in Public Relations can help advance your career. Look for posts on the PRsay blog and each month in The Pinnacle, PRSA’s monthly newsletter offering insights on Accreditation. Learn more about earning your APR here.