Did you know APRil is APR awareness month?
An Accreditation in Public Relations (APR) showcases your drive, professionalism and principles, setting you apart from your peers and positioning you as a leader and mentor in the competitive public relations field. APR is the benchmark of PR excellence recognized worldwide. There are several benefits of this accreditation, which can be reviewed here.
However, many communications professionals find that the hardest part of the APR accreditation process is just getting started.
So, if you’ve been on the fence, here are some tips and great advice from several of our own CWC-FPRA members who recently earned their APR.
Andrea Knies, APR
Director of Communications and Community Engagement, Realize Bradenton
Earn your APR because you value yourself. Yes, your employer (or future employer) might desire it, yes FPRA will celebrate it, but this is for you!
-Andrea
How long have you been in the PR industry?
10 years, but not consecutively.
How has getting your APR helped you professionally?
It has helped me in creating effective communications plans, but I think the biggest change I have seen is my confidence. My increased confidence in my skills, knowledge, abilities have led me to speak up and stand by my ideas and strategies. In turn, this has led to being respected as a valuable voice in the organization’s decision making process.
Why should a PR pro consider getting their APR? What is the biggest benefit?
Earn your APR because you value yourself. Yes, your employer (or future employer) might desire it, yes, FPRA will celebrate it, but this is for you!
What piece of advice would you like to share with anyone considering getting their APR?
Give yourself plenty of time to study before you take the exam, and then trust your gut while you are taking it. You’ve got this!
As the future of work and communications continues to evolve, how do you feel that PR professionals can rise to the challenge?
The idea that only nonprofit organizations benefit the community is now a relic. The majority of businesses now consider their role within the community. And that’s what we do. In my completely biased opinion, we are the future.
Eleni Kouvatsos, APR
PR and Communications, First Watch
My advice: JUST SCHEDULE IT! Put it on the calendar for one year out, build a study schedule and be sure to stick to it.
-Eleni
How long have you been in the PR industry?
About 6 years!
How has getting your APR helped you professionally?
My APR has absolutely given me confidence in my day-to-day work. My strategic approach to communications is backed up by the knowledge and experience gained throughout the APR process, and it adds a layer of credibility. I’m not afraid to make recommendations to leadership, particularly related to crisis or ethics issues, knowing I can back up those recommendations with case studies, experiences and best practices.
Why should a PR pro consider getting their APR? What is the biggest benefit?
Typically, professionals join an organization like ours because they’re interested in professional development and continued learning. The APR credential and LeadershipFPRA are two incredible opportunities available to members of FPRA that will absolutely help you grow and flex those mental muscles. If the added confidence and credibility isn’t enough of a “why” for you. Statistically, PR professionals with their APRs earn a salary that’s 25% higher, on average, than those without!
What piece of advice would you like to share with anyone considering getting their APR?
You’ll always be too busy, and there will never be a “good time!” My advice: JUST SCHEDULE IT! Put it on the calendar for one year out, build a study schedule and be sure to stick to it. I’d suggest sharing your APR goals and even your study schedule with your closest friends, family and colleagues. Tell them what this accomplishment would mean for you and your career, and ask them to support you and help you stay on track.
As the future of work and communications continues to evolve, how do you feel that PR professionals can rise to the challenge?
We can’t rely on just the information we learned in school, 5, 10, 20, 40 years ago. Our society and profession, together with journalism, continue to evolve drastically, by the day. If we want to grow in our careers and add value to our organizations and communities, we must constantly be reading, learning and studying! Leverage the resources FPRA has to offer, reach out to experienced professionals you admire, find a mentor (or two!) and don’t be afraid to ask questions or throw out crazy ideas. Lean on this incredible FPRA. You get out of this organization what you put into it!
Laitin Sterling, APR
Senior Account Executive, On Ideas
Make the investment in yourself and your career and go after it.
-Laitin
How long have you been in the PR industry?
I first started working in PR in 2013 with the Michigan Senate. After several years working to support a state Senator, I moved on to in-house public relations and am now on the agency side.
How has getting your APR helped you professionally?
Earning my APR has helped me to approach strategic public relations in a more comprehensive way. Oftentimes in our busy work lives, we miss out on opportunities to slow down and ‘measure twice, cut once’ when setting PR goals, translating them to strategies and tactics, and finally reaching our target audiences with intention. Pursuing an APR demonstrates the value in research and planning before diving right into tactical implementation – resulting in a much more successful outcome.
Why should a PR pro consider getting their APR? What is the biggest benefit?
An APR is our profession’s demonstration of a commitment to ethical, transparent and strategic public relations. One of the biggest benefits is earned right at the start when going through the accreditation process, where you’re exposed to a variety of resources and techniques that push public relations outcomes to the next level, benefiting our clients and employers.
What piece of advice would you like to share with anyone considering getting their APR?
Make the investment in yourself and your career and go after it. Our chapter is full of resources to make the process as manageable as possible, from APR bootcamps to study buddies. We’re lucky to have so many supportive, accredited professionals in our chapter that are available to lean on throughout the process.
As the future of work and communications continues to evolve, how do you feel that PR professionals can rise to the challenge?
There are so many factors affecting communications today from the political climate to shrinking newsrooms to distrust in the media. PR professionals can rise to the challenge by maintaining our professional standards through transparency and being a true partner to our media counterparts.