April is APR Month
April is APR Month
It’s that time of year I think about the promise of good things to come as the ground thaws and plants sprout after a long Wisconsin Winter. It’s also that time of year I think about Accreditation in Public Relations – or APR – and how it’s benefitted me as a professional.
I earned my APR more than two decades ago. The process of earning the credential taught me to look at communication planning from a strategic mindset and avoid “shiny object syndrome” where practitioners get fixated on the newest flashy tactic. Instead, my strategic communications planning focus turned to research, the importance of effects and meaningful evaluation. In turn, I gained more trust and confidence from senior leaders as I articulated measurable results within a thoughtful, deliberative planning process. And that opportunity to shift to a strategic mindset is available for PR practitioners in the Madison PRSA chapter.
Since I earned my APR more than two decades ago, the process to earn your Accreditation has become much more accessible.
o The Universal Accreditation Board now offers free mentor matches for candidates interested in earning their APR while having a “coach” to encourage them and help them navigate the process. This includes remote mentoring, which means mentoring is not limited to a geographic area or specific chapter.
o Like professional development programs across the nation, almost all APR prep sessions have gone virtual. A silver lining is that candidates can now “attend” these sessions from different geographic locations across the nation, opening up many more opportunities to prepare themselves for the Panel Presentation and Computer Based Exam. The APR Online Prep Course continues to be offered both synchronously and asynchronously, with cohort options or individual study options. Find them here!
o The Panel Presentation part of the process has now gone virtual. Once considered an exception to the process, this panel is now most often conducted virtually via Zoom, Microsoft Teams or other online video platforms.
o APR testing centers have opened back up, but still offer a remote testing option. The remote option also helps candidates who don’t live near a Prometric Testing Center, or people who feel more comfortable testing in their home.
These changes, and others, have resulted in greater accessibility. Now, more than ever, the APR credential is within reach. There’s no better time than this April to start your journey of Accreditation or, if you already have APR behind your name, help others earn theirs. Indeed, April is here, and it’s APR month!
Note – Colonel Ann Knabe, Ph.D., APR+M, is a thought leader in the field of public relations. She is currently serving as Director of Public Affairs for Space Operations Command, and is a member of the Madison PRSA chapter. Knabe has more than 30 years of service with the U.S. Air Force, and is the immediate past chair of the Universal Accreditation Board, the organization charged with granting and maintaining the Accreditation in Public Relations credential. She earned her APR in 1999, and added her “+M” in 2010.