What’s an APR Anyway?
If you are a student or young professional in public relations (PR), you have probably seen the letters “APR” in a few profiles while scrolling through your LinkedIn feed. After seeing this, you may have thought to yourself: “Huh! Interesting… but what’s an APR anyway?” If this is you, just keep reading, and maybe I can help answer some of your questions.
What is APR?
The letters in “APR” stand for “Accreditation in Public Relations.” The credential was founded in 1964 by the Public Relations Society of America (PRSA) as a way to promote further learning and recognize professionals who are willing to go the extra mile in their career¹. Additionally, the APR serves as a way for professionals to invest in a highly applicable industry-wide credential, rather than the individualized organization-based credentials.
The program consists of three parts: completion of a written series of questions, a panel presentation, and a computer-based examination. These components serve as ways to analyze the quality of your past work and gauge your current professional expertise. Once an individual passes these three parts of the accreditation, they earn their APR for life.
As the APR has grown in recognition, it has been able to provide additional programs for PR professionals in different stages of their career. One of these programs is the Accreditation in Public Relations + Military Communications (APR+M) for members of the United States armed forces and civilian employees of the United States Department of Defense. The other program is the Certificate in Principles of Public Relations for soon-to-be and recent college grads entering into the PR industry.
So why does it matter?
As a current PR student, fresh grad, or early professional, you may be wondering why you should consider earning an additional professional credential. For those who are curious, here are some perks to earning your APR:
Earning a Certificate in Principles of Public Relations gives recent college grads a leg up when entering a competitive job market.
PR professionals who earned their APR earn approximately 20% more than their uncredentialled counterparts².
Some PR opportunities request credentials in their listing.
The APR is recognizable in the PR industry as a mark of dedication to mastering the practice.
PR is an ever-evolving industry, and pursuing further education is essential in staying ahead.
Compared to completing a master’s program, the APR is a more accessible option for working professionals seeking further learning.
Though certainly not a requirement for success, the APR is an excellent opportunity to refresh your knowledge, establish yourself within the industry, and hone in on your PR skills. Perhaps when considering your professional goals, you will find that earning the APR is right for you. If so, best of luck and let me know how it goes!
¹ Public Relations Society of America. (n.d.). Accreditation in Public Relations (APR). Retrieved from: https://www.prsa.org/professional-development/accreditation-in-public-relations-(apr)
² Broom, Glen (2009). Effective Public Relations. Prentice Hall.
About Jesse
Jesse Schmitt is our current CEO and a senior this year pursuing a degree in Advertising & Public Relations with a minor in Studio Art. This will be Jesse's third year with GrandPR, serving her first year as a Design Associate and second year as the Creative Director. Last year, Jesse completed a Marketing & Communications internship with the GVSU Career Center. She is currently working as an Applied Research + Consulting Student Associate at Steelcase.