And what it signals to clients and teams
I earned my Accreditation in Public Relations (APR) in 2023 and recently renewed it. The APR is one of the few credentials that actually tests how you think, not just what you’ve done.
To earn it, I went through a multi-step process: an application, a panel presentation before accredited professionals, and a three-hour exam covering everything from research and planning to ethics, crisis management, and business literacy. It’s not easy, and that’s the point.
But what’s mattered more than earning it is what’s happened since.
What APR actually validates
At its core, APR is built around the fundamentals of good public relations: research, planning, execution, and evaluation. It forces you to step back from tactics and think more strategically.
You’re not just asked, “Can you get coverage?”
You’re asked, “Do you understand the business problem, the audience, and how to measure success?”
That shift is what makes the APR credential valuable.
What changed for me
The biggest difference is how I approach strategy.
I think differently about objectives. I default to SMART objectives. It sharpened my approach to campaign building and client counseling.
It also pushed my confidence. The process is rigorous. You have to prove you can do the work, defend your thinking, and apply it in real scenarios.
Since earning my APR, I’ve grown significantly, both professionally and financially. I’ve seen about a 90% increase in salary, along with expanded responsibilities and leadership opportunities. Just as important, I’ve built relationships with other senior practitioners and gained access to opportunities I wouldn’t have had otherwise.
Why it still matters today
The APR helps create a standard in the PR industry.
Is it required? No. Does it replace real-world results? Also no.
But it does signal a level of rigor, discipline, and commitment to doing the work right.
The value of APR inside an agency
This is where it becomes especially relevant. At an agency level, APR-trained professionals bring a more structured approach to client work:
- Clear & research-backed strategies
- Measurable objectives tied to business goals
- Stronger issue and crisis preparedness
- A consistent ethical framework
It raises the standard of work across teams and ultimately delivers better outcomes for clients.
Why renewal matters
The APR requires renewal every three years through continuing education and professional development.
For me, that’s included serving on the PRSA Phoenix board, judging industry awards like PRSA Silver Anvils and ICON presentations and participating in ethics training and professional development opportunities.
That ongoing requirement is part of the value. It forces you to stay current and engaged in a constantly evolving industry.
The bigger picture
The APR is about committing to a higher standard of thinking, one that prioritizes strategy, ethics, and measurable impact.
At Proof, that’s exactly how we approach our work. We focus on results, grounded in strong strategy and executed by experienced practitioners who understand how to connect communications to business outcomes.
Credentials like APR are one signal, but the real value is how that thinking shows up in the work we deliver every day.
