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.
In part two of this series, we interviewed two of our seasoned CWC-FPRA members who not only earned their APR, but then went on to become Certified Public Relations Counselors.
Elise Lipoff Ramer, APR, CPRC
Premier Sotheby’s International Realty
There is undeniable confidence that comes with these credentials. There is less doubt or second-guessing solutions.
-Elise
How long have you been in the PR industry?
I’ve been in PR since 2003, so that makes it 18 years (OMG time flies)!
How has getting your APR helped you professionally?
Professionally, having the APR has changed my perspective on this industry and my approach to solving public relations issues. Studying for the exam was eye-opening, meaning, I learned so much more about our profession, ethical approaches to problem-solving and strategic planning, all of which I use in practice every day.
Why should a PR pro consider getting their APR? What is the biggest benefit?
There is undeniable confidence that comes with these credentials. There is less doubt or second-guessing solutions. The leadership at my company saw the value in supporting the APR process, and now rely on my sound advice to drive business decisions.
What piece of advice would you like to share with anyone considering getting their APR?
There is no right time, only the time you waste continuously talking yourself out of getting it. Don’t let the hype about it psych you out. You are smart enough. You are talented enough. You are ready, so stop procrastinating and do it already!
As the future of work and communications continues to evolve, how do you feel that PR professionals can rise to the challenge?
No matter how much evolution we foresee in our industry, two things will always remain the same. Research and Ethics. Regardless of what new digital channel of communication is the hot item of the moment, our solutions and messaging will be research-based and ethically conscious. That is at the heart of what we do as professionals.
Melanie Reda, APR, CPRC
For me, earning the APR was a reflection of my commitment to PR and a stepping stone to earning my CPRC.
-Melanie
How long have you been in the PR industry?
I’ve been in the PR industry for more than 25 years. I earned a degree in Journalism and Mass Communication with a concentration in Public Relations, and public relations has been an aspect of my career ever since.
How has getting your APR helped you professionally?
I believe earning credentials adds objective weight to your experience and expertise. It also sets you apart as a professional who is dedicated to furthering both the profession and your own body of knowledge. For me, earning the APR was a reflection of my commitment to PR and a stepping stone to earning my CPRC, which unlocks greater opportunities for professional development within FPRA.
Why should a PR pro consider getting their APR? What is the biggest benefit?
Achieving your APR credentials earns you professional recognition. It stands out on applications for jobs and board positions and designates you as a high achieving professional.
What piece of advice would you like to share with anyone considering getting their APR?
Reach out to your FPRA chapter Accreditation Chair. There’s lots of help and support available, and you even partner up with a “study buddy” if you want. Don’t hesitate. Challenge yourself to achieve your APR. You’ll be glad you did!
As the future of work and communications continues to evolve, how do you feel that PR professionals can rise to the challenge?
Like every profession, PR is constantly evolving. To ensure we add value to our employers, stakeholders and audiences, we have to evolve, too. I think some of the biggest challenges we face include staying on top of emerging technology, demonstrating value and ROI in ways that are meaningful to executives and business owners, getting our messages heard and keeping things authentic in an increasing artificial world. PR professionals can rise to the challenge by maintaining integrity in messages and methods and by counseling or educating our stakeholders when needed to ensure we stay on a path of transparency and clarity.
Ready to start the APR process?
Learn more about the cost, application process and other requirements here.