How the Foundation of the Accredited in Public Relations (APR) Credential Evolved Over Time to Meet the Demands of Today

By Edward M. Bury, APR, MA

In an effort to rid my home office of unneeded and unwanted paper, I spent a few hours over the recent holiday break determining the need to shred or retain certain documents. While sorting through a pile of books, I found a folder marked “APR Training.”

The contents brought fond memories: Agendas and exercises from APR workshops I and colleagues developed and managed a decade ago for fellow members of the PRSA Chicago Chapter.  Leading agencies with Chicago offices graciously provided accessibility to hold the monthly two-hour after-work events in their conference rooms; we would attract on average five APR candidates annually.

The agenda for one workshop was titled “Questionnaire, Portfolio Guidance and More.”  Key topics discussed that month included:

• An analysis of the Knowledge Skills and Abilities tested on the Computer Based Exam
• Preparing the Questionnaire
• Demonstrating evidence regarding the outcome of a public relations plan and
• An in-class exercise that required an identification of key publics and insight on primary and secondary research

Also, within the folder I found a copy of the KSAs in place at the time.  An analysis of those 10 KSAs categories compared to the six in place today solidify the contention that the APR program has evolved – somewhat dramatically -- to keep in step with changes in society, advances in technology, and the expansion of communication services skilled, ethical public relations professionals need to master currently and in the years ahead. 

Comparing the KSA charts from back then with the most recent document, there are striking differences.  The components of the current Research, Planning, Implementing and Evaluating Programs (objective 1) comprise the foundation of a modern public relations initiative and encapsulates 30 percent of questions on the comprehensive exam; this remains consistent from the RPIE concept that surfaced a decade ago. 

KSAs within some of the other current objective categories reflect ways the APR program has evolved to keep in step with changes in society, advances in technology, and services that skilled, ethical public relations professionals can provide.  Here are a few examples:

• In Applying Ethics and Law, item 2.3 notes, “Assesses effects of digital record on status as public and private figure.”
• In Managing Issues and Crisis Communications, item 3.2 notes, “Identifies roles and responsibilities of public relations practitioners at the pre-crisis, crisis and post-crisis phases of a situation.” 
• In Managing Relationships, item 6.4 “Media/influencer relations,” notes, “Defines strengths, weaknesses and needs of different media.”

To offer some analysis of the examples above: Item 2.3 recognizes the impact of digital communications, which was still in its infancy all those years ago. Item 3.2 supports the role communicators play in the immediate and long-term success following a challenge.  And, item 6.4 recognizes the value of influencers today; in the decades before digital platforms, “influencers” were better known as “experts” or “paid spokespersons.”

A further analysis of many of the current KSAs in place surely could bring other similar examples to the forefront.

As an Accredited member since 2004 and former member of the Universal Accreditation Board, I have participated in item writing exercises hosted by the UAB.  During these online meetings, APRs analyze and review multiple-choice questions on the comprehensive exam to ensure they are still relevant to the current KSAs, and in essence, to the practice of strategic modern public relations.

Without question, I welcome the opportunity to join a future item writing exercise in the near future.  Given the solidification of artificial intelligence in modern public relations practices, one can conclude that ethical and strategic use of AI assuredly will comprise a growing component of the Accreditation program, and in turn, the way public relations is practiced in the years to come.

To learn more about APR, visit https://www.prsa.org/professional-development/accreditation-in-public-relations-(apr)