7 signs you’re ready to pursue your APR
Written by Becca Allured, APR, and Kaylee Weatherly, APR
Whether the idea of earning your accreditation in public relations (APR) is new to you, or you’ve been considering it for a while, it can be tough to know when it’s the right time to start your APR journey.
The basic requirements: APR candidates must have at least five years of experience in the field and be a member of a Universal Accreditation Board (UAB) participating organization like PRSA.
But does that mean you’re ready?
TBH, we can’t answer that specific question for you, but here are seven other signs you’re ready to pursue accreditation. And if you already know you’re ready, get the conversation started today with PRSA Colorado’s accreditation officer, Sarah Beatty, APR!
1. You’re proficient in core PR concepts like RPIE (research, planning, implementation and evaluation), crisis communication, media relations, stakeholder engagement, and ethics – you can do these things in your sleep.
You’re also probably always telling your clients that PR does not in fact stand for press release, and you’re a pro at explaining the nuts, bolts, and value of what you do to family members, friends, and clients alike. No matter the acronym you use (RPIE, RACE, and ROPE are a few we know of), your comms always have a plan for strategy, implementation, and measurement (even if it’s in your head or on a sticky note).
2. You’re confident in your ability to execute and measure strategic communications plans – in fact you have a track record that showcases successful PR campaigns with measurable results.
You know what works with your audiences, and you’re not afraid to redirect clients to a more effective strategy or approach. You set measurable and achievable objectives, you evaluate campaign outcomes and outtakes, and you make strategic adjustments in real time. And you can demonstrate one of your plans to a panel of APR judges.
3. You’re ready for a growth opportunity, but don’t want to change jobs.
You love what you do, and you’re not in a frame of mind to dust off your resume and start applying to new opportunities. However, you are feeling a bit stagnant and want to energize your career goals within your organization. The APR can help you feel excited again about the work you do – you can approach your communications planning with a more strategic focus, and therefore, get better results to elevate your work to new heights.
4. You’re often recognized as a leader and people seek you out for your expertise in public relations.
You’re used to colleagues coming to you with questions or problems to solve when it comes to public relations or communications. Whether they want to boost a program’s success in the community or HR is rolling out a new employee initiative, your colleagues come to you early to brainstorm how to get the story out and connect with the right audiences. Your coworkers and other leaders in your office trust your expertise, experience, and proven track record when it comes to communications.
5. You’re a lifelong learner and have the willingness and bandwidth to dedicate a healthy chunk of time to study and prepare for the next 4-6 months.
Are you someone who gets excited about learning new skills or starting a new opportunity? Maybe you used to (or still do) look forward to getting all new school supplies at the start of the year. Or perhaps you really enjoy organizing your calendar with blocks of time dedicated to learning your new hobby.
The APR process is no easy feat, but it is totally manageable if you set yourself up for success by organizing your time efficiently and creating studying or panel prep milestones to reach. The good news is that you don’t have to do this alone! An APR mentor can help check in with you, answer questions, and support you throughout
the process.
6. You are looking for a strong professional development opportunity but don’t have the time/money to pursue a master’s degree.
Earning your master’s degree is a big pursuit, and perhaps you’re not able to dedicate the time nor finances towards this journey right now. Earning your accreditation is a much more affordable (less than $500), less time-intensive way to take on a highly valued professional development opportunity that will boost your
communications skills, leadership, and expertise. And bonus, the accreditation will earn you a new acronym to add to the end of your name.
7. You are looking to build your confidence in your public relations skills/expertise that will show your competence to get a seat at the decision- making table with your organization’s leadership.
When decisions are being made at your organization, you want and should be there to help your employer navigate the communications to internal and external stakeholders. If it’s been difficult to prove the value communications plays in having a seat at the table, earning your APR can show your dedication to further developing your expertise, your confidence in having a seat at the leadership table, and your ability to help your
organization master its communications during times of decision-making.
Becca Allured, APR, is a seasoned strategic communications professional and manager in the communications office at the National Renewable Energy Laboratory. She has 18 years of experience in planning, developing, executing, and measuring internal and external communications on behalf of government, nonprofit, and private organizations. A recent Colorado transplant, Becca is a longtime member of PRSA and earned her accreditation in 2018.
Kaylee Weatherly, APR works within the National Renewable Energy Laboratory’s Corporate Communications Office. She is the public relations team lead and develops strategies to create stronger awareness for NREL through key connections and collaborations with organizations and the surrounding community. Kaylee earned her Accreditation in Public Relations in 2018 demonstrating her commitment to best practices in communications and public relations.
