Two Decades Later: An Anniversary of Earning the APR

The framed certificate is positioned on a stand just to the right of desk at home, always close by to help me remember when I earned this tremendous credential recognizing excellence and commitment to modern strategic public relations.

By Edward M. Bury, APR, MA (aka The PRDude)

On occasion, I am challenged about a subject for this blog. However, for the first post in July of 2022, the choice was clear: The two-decade anniversary of earning the Accredited in Public Relations (APR) credential.

Here’s how I remember it. I just returned from a fishing trip with a friend and his son to Lake of the Woods in Ontario, Canada, a memorable week chasing walleye and bass, enjoying shore lunches, breathing fresh air, and reveling in north woods water and trees.  Upon arriving home, I noticed a large envelope on my desk.  It was from the Public Relations Society of America. It contained my APR certificate! I was a few weeks away from my 49th birthday. 

I recall sort of collapsing on the floor, realizing that all the work, studies, reading, reviewing, frustrations, and failures were worth the price.

First, some background.

My APR journey began in the summer of 2003, the year the program transitioned from the essay-based examination to the computer-based examination process. I did advance from the Panel Presentation in June of that year and took the exam later that fall.  I did not pass.  So, I studied and studied and retook the exam in February of 2004.  Yes, you guessed it: I did not pass.

Rather than give up, I continued to study and enrolled in a one-day Jump Start workshop in the suburbs led by a truly remarkable woman named Fern Bonomi, APR, Fellow PRSA.  Ms. Bonomi offered to work with me remotely over the next few weeks to better prepare me for — yes — taking the APR exam later that summer.  She gave me an assignment, replied promptly to my questions, provided guidance, and was strict: I learned, among other tasks, that I must do a better job of defining my publics when preparing a strategic communications plan.

With Ms. Bonomi’s counsel and support — plus doubling down on my preparation — in June I visited the downtown Chicago Prometric Testing Center, completed the exam, and waited.  Note: Back then, candidates did not learn upon completing the exam whether they passed.  By becoming Accredited in 2004, I was the first member of my local chapter, PRSA Chicago, to earn the APR under the then new computer-based exam program.

The challenges I faced when pursuing Accreditation inspired me to help fellow PRSA Chicago members, well as any other communications professional who would commit to the Accreditation challenge. I’m proud to note that 18 other chapter members have earned Accreditation since summer of 2004, and I believe I worked with every candidate in some way — as a mentor, Panelist, or simply to clarify and explain the APR process.

Another “first” to note: I believe I was the first member of the Universal Accreditation Board (UAB) to serve after earning Accreditation through the computer-based exam process. In my two three-year terms on the UAB, I certainly gained a much greater perspective on the value Accreditation has for communicators who adhere to established principles like research, strategy, measurable objectives, and ethics. I recall contributing to the creation of the Online Study Guide and participating in meetings that resulted in the evolution of the Online Study Course.

In recent years, I’ve been inspired to observe how the Accreditation Knowledge, Skill and Abilities (KSAs) have evolved to keep pace with changes in modern communications, especially the impact of digital platforms over the past two decades.  (What some perspective? The now trillion-dollar online resource known as Facebook was founded 20 years ago.) And, I’m certainly inspired to learn that communications professionals from around the nation spanning the agency, corporate, governmental, military, and non-profit continue to find value and make the commitment to pursue Accreditation. 

What role will the APR program play in for communicators the years ahead?  I’m confident there will be continued interest among mid and senior-level professionals to earn Accreditation, and I’m inspired by the continued work being done to keep the KSAs relevant.  Personally, I remain active with PRSA Chicago; in honor of April APR Month, I participated in an April 25 Webinar on Accreditation and the PRSA College of Fellows with friend Joyce Lofstrom, MS, APR, Fellow PRSA.  And, I recently counseled a candidate and schedule that person’s Panel Presentation. 

Rest assured, I remain committed to Accreditation and plan to remain a champion of its value. If I need inspiration, all I have to do is read the words on the Certificate I earned 20 years ago. 

Now, let me put some thought into a future PRDude post topic for July.

Going “Two for Two” on April 18 PRSA Member Town Hall

The Town Hall Team from PRSA during the April 18 Zoom presentation.

By Edward M. Bury, APR, MA (aka The PRDude)

Okay, I’m not making this up.  During the April 18 PRSA Member Town Hall, I had some success. Actually success “doubled.”

Let me explain. 

I joined the hour-long presentation — as I had done earlier this year, noted in this February 23 PRDude post — to gain insight into a range of developments within the organization and have the opportunity to pose a question. 

Well, I presented two questions and received a response to both.

First, let me offer a quick recap of sorts.  Participants (and there were close to 100 if I recall) heard from elected leadership and staff regarding the upcoming 2024 Icon Conference in Anaheim, opportunities to apply for membership on the Board of Directors, the status of the the Certification in Education for Public Relations (CEPR) program and more.  A member who recently earned the Accredited in Public Relations (APR) credential shared heartfelt insight on the challenges faced on her journey and the benefit gained. 

With around 15 minutes left in the Town Hall, I saw that participants were invited to share a question through the Zoom platform, so I did. The scope of my question: I learned (from a local colleague who participated in a recent PRSA Midwest District call) that the Society was aware a sizeable number of members earned Accreditation over the years, but have not completed the required Renewal procedures. In essence, these members no longer should be recognized as APRs. What was being done to address this issue?

PRSA leadership and staff on the Town Hall noted that the impact of the recent pandemic may have been a factor as to why some Accredited members let their credential lapse. Efforts were underway to contact these “delinquent” APRs and encourage them to complete the Renewal process, which is required every three years.  A sound and rational response; perhaps this post will build awareness for the need to renew Accreditation, get members to accept the value behind maintaining the credential, and then completing the process. 

Now, onto the second question addressed. 

Prior to the Town Hall, participants were invited to pose a question online.  My inquiry centered on — if memory is correct — what the Society was doing to encourage or inspire honest and accurate communications by members given the assuredly caustic situations that will arise in the upcoming national elections this fall. 

The response certainly was understandable: PRSA does not take sides on political issues. Still, I’m pleased that the subject was addressed, as guaranteeing the free flow of information is one of the Society’s Code Provisions of Conduct.  Well, to be more specific, the Code works to protect and advance “the free flow of accurate and truthful information.”  Italics are mine. 

I look forward to the next Member Town Hall; and rest assured, I will pose questions.