Accreditation in Public Relations: The What, the Why, and the How

Experience in public relations is varied. While years of practice are to be respected, earning Accreditation helps professionals have a more broad and deep understanding of public relations.

This session will cover what Accreditation in Public Relations (APR) is all about, why different professionals with differing levels and types of experience seek Accreditation, and the fundamentals of the process to achieve it. Accreditation gives a professional the distinction of having expertise in the field that goes beyond personal experience. It provides confidence in practicing — or being knowledgeable of — the many and various forms of public relations functions and in a variety of contexts.

For example, earning the APR means a professional understands the profession from media relations to investor relations to consumer relations and internal communications. The APR is also a verification that a professional understands the history, strategy and ethics of the profession. In addition to personal professional development, earning the APR can add to the professional credibility of a professional’s agency or organization.

Collectively, we all enhance the profession of public relations when more members earn and advertise their own APR. The PRSA APR Marketing Committee wants to remove barriers a professional may imagine to earning their Accreditation. As such, this session will be both informative and inspirational. The panelists will discuss the various KSAs (knowledge, skills and abilities) needed to know to pass the Examination for Accreditation in Public Relations.

Study materials and resources will be shared as well as details about the logistical process of earning and maintaining the APR. Most importantly, the various ways earning your APR can benefit you and your organization will be discussed. Participants should leave the session with confidence and a plan to earn their APR.

By the end of this session, participants will be able to: 
• Review the process of obtaining the Accreditation in Public Relations designation.
• Define the various knowledge, skills and abilities tested by the Examination for Accreditation in Public Relations.
• Learn about the study guides and resources available to prepare for the Examination.
• Develop a plan to prepare for and earn the APR.
• Recognize the personal benefits of earning the APR.