Embarking on the APR Journey: A Deep Dive into the Accreditation Process
Have you ever wondered what it takes to become Accredited in Public Relations (APR)? As I recently completed the rigorous process, I'm honored to share my experiences. The APR journey was a challenging yet incredibly rewarding experience that tested my knowledge, skills, and dedication to the public relations field. This blog delves into the APR process, from preparation and examination to post-certification benefits.
When I first considered pursuing the APR, I was hesitant. The exam seemed daunting, and I wasn't sure if I had the time or energy to commit to the process, especially with a little one at home. However, with the encouragement of a mentor and a supportive boss, I realized that this was an opportunity to not only advance my career but also to make an impact on the public relations field.
To me, achieving the APR was a tangible demonstration of my dedication to the profession and my commitment to upholding the highest ethical standards. I believe it's essential to have a strong foundation in the principles in addition to a thorough understanding of the daily workings of our practice. The APR process helped me solidify my knowledge and skills, and it gave me the confidence to take on more challenging projects.
From the beginning, my mentor provided invaluable guidance and encouragement, and my boss and team were incredibly supportive, allowing me to take the time I needed to prepare for the panel and Computer-Based Examination (CBE). I encourage anyone considering pursuing the APR to seek out mentors and a supportive work environment. With the right support, achieving this credential is a rewarding and attainable goal.
Overall Experience
My journey to APR was a rollercoaster of emotions. There were moments of doubt and frustration, but also immense satisfaction and accomplishment. The most challenging aspect was diving back into academic literature after years of practical experience. However, the reward of gaining a deeper understanding of public relations theory and best practices made it all worthwhile.
Preparation Tips
I relied heavily on the APR Study Guide to prepare for the examination. I created a detailed study plan, read the guide multiple times, and supplemented my learning with additional textbooks. Right off the bat, I made a syllabus for the study guide and supplemental readings. In total, I read the study guide three times and the text twice throughout the 10 months preparing for the panel and exam. I also created flashcards and utilized AI to consolidate information to help digest complex concepts.
Panel Presentation
Preparing for the panel presentation was a significant undertaking. I was fortunate enough to build a campaign that centered around the RPIE process, which allowed me to align with the APR criteria. I based my campaign on the “10 Steps for Writing a PR Plan” from the study guide, and from there, I continued modifying throughout the project implementation, which led to about six weeks before my panel. This was helpful as the content was fresh in mind as I had recently completed the project evaluation. Practicing with fellow WMPRSA professionals provided valuable feedback and helped me refine my presentation.
Time Management
Balancing the APR process with my full-time job was a challenge. I created a detailed tracker to stay organized and dedicated specific time slots for studying. Finding a balance between work, study, and personal life was essential to avoid burnout. Cue plenty of lunch and late-night study sessions and, of course, lots of coffee.
Support & Resources
The support and resources available to APR candidates are invaluable. I found PRSA webinars, support through WMPRSA peers, and exploring case studies to be particularly helpful. These resources provided guidance, networking opportunities, and a sense of community.
Post-Certification Benefits
Obtaining my APR has built my professional and personal confidence. I feel armed to explain my work to leaders within my organization and serve as an advisor. It's also been wonderful joining a network of PR professionals around the country who have been welcoming throughout the process.
Ongoing Requirements
Maintaining the APR requires ongoing professional development. This involves accumulating a specific number of Continuing Education Units (CEUs) within three years. To ensure I stay on track, I created a spreadsheet to track my CEUs and guarantee I meet the requirements.
The APR process is a demanding but rewarding experience that can significantly enhance your career. By following effective preparation strategies, staying organized, and seeking support from fellow professionals, you can successfully navigate the process and achieve your goal of becoming an APR. I'm proud to be part of a network of talented and dedicated PR professionals and look forward to sharing my journey with prospective APRs.
About The Author:
A seasoned communications professional, Jessica Meldrum, MS, APR, specializes in strategic communications, crisis management, and public relations. With a proven track record of success, she has earned multiple awards through West Michigan Public Relations Society of America (WMPRSA). With a strong foundation in strategic communications, internal and external communications, and crisis management, she consistently delivers impactful results. Her expertise extends to storytelling, analytics, and team development with a passion for mentorship. She holds a master’s degree in communications and a bachelor’s degree in communication studies, both from Grand Valley State University. As an active member and board member of WMPRSA, she is dedicated to advancing the practice of public relations and is poised to serve as chapter president in 2025.
