By Edward M. Bury, APR, MA (aka The PRDude)
The public relations profession — like many — has evolved over the years to reflect sometimes quite dramatic and important changes and developments within the strategic communications field. Yes, that’s perhaps somewhat of an apparent and obvious statement for the practice of public relations and just about any modern vocation, but please stay with me.
One factor that drives this perspective centers on the Accredited in Public Relations (APR) credential. As noted in my byline above (and as referenced frequently in this space), I take pride having earned the APR, and I have worked continuously to encourage and mentor others to commit to the Accreditation program. Want an example? Please visit this link to a “spirited” post from 2013.
To support my premise above, I reviewed the current Knowledge, Skills and Abilities (better known as the KSAs) that comprise the questions on the Computer-based Examination APR candidates must take and pass to earn the credential. The scope of today’s KSAs, itemized within six categories or objectives, are in some cases different from those I had to grasp and master 20-plus years ago.
The aspects of Objective 1 — Research, Planning, Implementing and Evaluating Programs –comprise the foundation of modern public relations and encapsulates 30 percent of questions on the exam. If memory serves me correctly, the nine categories noted these days are fundamentally the same as when the exam was developed and initially offered in 2003. In fact, the often-cited “RPIE” procedure plays a prominent factor in education programs offered to APR candidates.
But it’s KSAs within some of the other Objective categories where I maintain the APR program has evolved to keep in step with changes in society, advances in technology, and services that skilled, ethical public relations professionals can provide. Here are a few examples:
- In Objective 2, Applying Ethics and Law, item 2.3 notes, “Assesses effects of digital record on status as public and private figure.”
- In Objective 3, Managing Issues and Crisis Communications, item 3.2 notes, “Identifies roles and responsibilities of public relations practitioners at the pre-crisis, crisis and post-crisis phases of a situation.”
- In Objective 6, Managing Relationships, item 6.4 “Media/influencer relations,” notes, “Defines strengths, weaknesses and needs of different media.”
Let me extrapolate: Item 2.3 recognizes the impact of digital communications, which was still in its infancy in 2003. Item 3.2 supports the role communicators play in the immediate and long-term success following a challenge. And, item 6.4 recognizes the value of influencers today; back before digital platforms, “influencers” were better known as “experts” or “paid spokespersons.”
As an Accredited member, I have participated in Item Writing exercises offered through the Universal Accreditation Board, the entity that oversees the APR program. During these online meetings, APRs analyze and review questions on the Comprehensive Exam to ensure they are still relevant to the KSAs and modern public relations. Without question, the progression of the practice of modern communications has helped shape the current APR program.
To conclude, I offer these perspectives what’s down the line for public relations and those of us who participate in the profession.
- As noted in a chart on the UAB site, the number of professionals applying for the APR program in the 10-year period ending 2023 has remained relatively strong at an estimated 250 annually, while those earning the APR has averaged at around 150. Not dramatic numbers, but steady.
- Within my local chapter, PRSA Chicago, we now have four candidates in various stages of working toward Accreditation. Since my involvement as an APR mentor, we’ve not had this many members working toward Accreditation at the same time.
- As noted in this post from July, the PRSA Certified in Education for Academic Programs in Public Relations continues to thrive by helping to guide institutes of higher education to prepare future PR professionals for careers.
As I prepare to publish this post on the eve of Thanksgiving 2025, I remain thankful for many aspects of my life, one being an Accredited public relations professional committed to the future. Wishing all a Happy Thanksgiving!
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