The Accredited in Public Relations (APR) designation, which is
offered through the Public Relations Society of America, is
supposed to be a mark of professional achievement in the PR field.
As with other industry certifications it takes experience and study
to earn the APR. But is it worth the time and effort? While some
are big believers in the designation, other PR observers fail to
see its value, particularly in agency-client relations.
"My boss is an APR, the person who hired me is an APR and the
most recent person to join my staff has his APR," says Cynthia M.
Harding, associate director of corporate communications at Kaiser
Permanente. "The APR designation is something that I look for when
making hiring decisions. When I see APR on a person's resume it
doesn't mean he or she will automatically get the job, but it does
help ensure that I will carefully read their resume."
Advocates say the designation is especially important in a
profession that carries with it few other "letters" designed to
signify ability. "There are a number of folks who enter the
profession with a bachelor's degree in communications or
journalism, or they come in from other professions," says Carol
Scott, chair of the PRSA's Universal Accreditation Board, which
issues the APR. "This, in some way, offers an assessment of your PR
skills regardless of your background."
Others disagree. "Our job is to please the client, and we have
never had a client ask for the APR," said Bill Heyman of Heyman
Associates, an executive search firm specializing in placement for
communications and PR professionals. "A client may ask for a person
who has an MBA, or someone who has lived overseas or who has a
proficiency in a foreign language, but no one has ever asked for
the APR as a requirement of hiring someone."
That's not unusual in the world of professional certifications.
Even in highly technical fields recruiters say certification is
usually considered more a bonus than a necessary criteria. But for
those PR execs who have gone to the trouble of attaining the APR,
what's it worth?
For one thing, those who carry the designation can benefit by it
simply by putting it in places where it will get noticed. "When I'm
working on an issue with a communicator at another company, he may
notice the APR behind my name, either on my business card or my
e-mail signature line," says Chuck Jones, director of external
affairs at insurance- services firm ChoicePoint. "If they ask what
it means, I have an opportunity to promote accreditation -- and
support my own standing and credentials in the process."
The APR can also help PR execs improve their standing within the
corporate hierarchy. "Since I include it in my e-mail signature
line and on my company business cards, I have had the opportunity
to explain the designation to those outside of my department," says
Mela Kucera, director of member and marketing communications at
Magellan Health Services. "I find that those individuals are more
likely to come to me for communications counsel."
In the best of circumstances, a greater level of prestige can
give one's career prospects a real boost. Says the PRSA's Scott: "I
can't guarantee someone a better job or pay raise, that's not what
the examination is designed for. But do we think it gives people a
competitive edge? Yes, we do."
The "edge" that Scott refers to can be especially important in
leveling the longstanding gender disparity within the field.
Harding, from Kaiser Permanente, notes that recent PR industry
research has confirmed that there is a "real salary gap between men
and women in public relations," particularly after age 35. She
adds: "I've referred to having my APR designation in salary and
promotion negotiations as one of several proof points attesting to
my competence and leadership qualities, as opposed to some of my
non-APR male colleagues."
But, again, there are dissenting voices, who say that APR
benefits pale compared with other professional accreditations. "As
to the value of APR, I don't think employers value it the same as
they would a CPA, CFP or other credential. I'd like to say that
being APR has resulted in a higher salary...but that hasn't
happened in my case," says one PRSA fellow, who requested
anonymity.
PR execs who do carry the APR designation say the best thing
about it is the process of getting there. Most test-takers will
spend six months to a year studying for the exam, and many find
this review time helps to build PR skills.
The Boston Chapter of the PRSA, for example, hosted a study
program for six weeks prior to the exam. About 14 professionals
participated in the program, and senior practitioners from the
region came in to discuss their various areas of specialty,
according to Mark W. McClennan, director, Schwartz Communications
Inc. Visitors included the head of PR for the Boston Bar
Association, VPs of corporate communications and PR managers for
local hospitals. "It helped me learn new tactics and strategies,
reexamine some of my approaches and hear how other professionals
handled similar problems," McClennan says.
At engineering firm Hall & Foreman Marketing Manager Kelly
Teenor says her APR offers unexpected benefits. "Meeting the
leading practitioners in the chapter as they taught the exam prep
classes was invaluable," she says.
Sure, studying for the APR exam can upgrade a PR exec's
knowledge -- and, once the test has been passed, may improve the
"perception" of the PR exec -- but what does the APR do for
real-world campaigns that demand strategic thinking?
"I would compare the APR with taking a single MBA course," says
Dave Kowal of Kowal Communications. He has had his APR for 12 years
and says it helps him to be on a par with clients, many whom have
letters after their names, too. In terms of practical use, though,
Kowal advocates the MBA, "because it trains people to think
strategically.
"It also provides a better understanding of how businesses
operate and the issues they encounter. That broad exposure is
important and can be very helpful," he adds. "Too many [PR]
practitioners I encounter think of their job solely as getting
clips for clients, [and] an MBA can help them to think
differently."
ABCs of APR designation
The PRSA provides the test to obtain the 'APR' letters.
Total # of PRSA members: 19,400
Accredited members - April 2004: 4,204
May 2003: 4,234
* Full 2004 number of PRSA members with accreditation will be
available in July
Source: PRSA
Why take the APR exam?
Kim Cherry, VP/media relations manager at financial services
company First Tennessee National Corp., compiled a list for the
Memphis chapter of PRSA that includes a few reasons for pursuing
the APR designation:
- It's less expensive than an MBA
- PRSA members who've earned their APRs earn 27% more money than
non-APRs - Almost one-third of APRs earn $75,000 or more compared to 19%
of non-APRs - It's a great way to demonstrate your intelligence and
professionalism
Contacts: Cynthia M. Harding, 626.405.5890, [email protected];
Bill Heyman, 212.784.2717, [email protected];
Chuck Jones, 770.752.3594, [email protected];
Dave Kowal, 508.393.7023, [email protected]; Mela
Kucera, 410.953.2420, [email protected];
Mark W. McClennan, 781.684.0770, markm@schwartz- pr.com; Carol
Scott, 361.884.8890, [email protected]; Kelly Teenor,
714.665.4550, [email protected]