Breakout 2A: APR -- Your Future, Your Career, Your Opportunity

By Michelle Khouri, Quotes president

In this session, presented by Jeff Nall, APR, CPRC, vice president of accrediation and certification for the FPRA executive board, I got to learn about the intricacies of becoming Accredited in Public Relations. Nall opened up the session with a short game of "Who Wants to be an APR?" a fun PR-oriented take on Who Wants to be a Millionaire? The information session taught us about the process of studying for and obtaining the APR.

To obtain an APR, PR professionals must refer to the Universal Accreditation Board (UAB), which is responsible for granting accreditations. APR is currently the only accrediation available for PR professionals. You'll be happy to know that the APR title is a lifelong designation with minimal maintenance quizzes every three years.

As students, we may consider anything past undergrad or even graduate school as a distant future. The truth is, the PR field is becoming more competitive by the year. As stated in an earlier post, this past year has proven to have the most accredited and certified members of FPRA in history. The following benefits of becoming an APR might persuade you to consider it as an eventual step upward:

• The APR designation shows knowledge, skills and abilities in key PR areas.


• Employers prefer you have the designation, as it shows professionalism and expertise.


• Let's face it, the APR designation is an incredible personal accomplishment, and can add to a long list of personal achievements you are already compiling.

An important note is the suggested time at which we should pursue this title. About two years ago the UAB required that applicants have five years of professional experience. You might be happy to know that this requirement is no more, although it is suggested that you have three-five years of experience.

So what is involved with pursuing your APR?

• Application: $25 application fee, $385 one-time payment, or two installments of $205


• Preparation: study, study, study


• Portfolio: this is one campaign or project that shows the depth of your experience


• Readiness review: you will present your state of "readiness" to a panel of three APRs about a month before your exam. They will dissect which areas need more attention, and which are ready to go!


• Exam: self-explanatory

For more information about APR, go to http://www.praccreditation.org/ or http://fpra.org/Professional_Development/APR.aspx.