An Update on The APR and an Outlook for the Profession

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! 

 

 

 

The CEPR Offered Firsthand Insight Into The Education of Public Relations Professionals Today

Image courtesy of Drake University from online article “How does Public Relations Differ from Similar Fields like Advertising or Marketing.”

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

First, let me get this established before I move forward with this post, which incorporates a recent in-person academic-centered experience into an analysis of the advanced academic curriculum available to those who plan careers in public relations.  I will not make any references to the specific time, institution, or location, nor will I share names of people, courses, or affiliated organizations.

In short, I am safeguarding the details of what I experienced and maintaining total confidentiality.

Okay, so what am I referring to?  Well, a while back, I had the honor to participate in a review regarding the Certification in Education for Academic Programs in Public Relations, better known as the CEPR. The program is managed by the Public Relations Society of America, of which I am a long-standing member.

I joined another senior public relations professional on a two-day visit to a major state university to conduct interviews with administrators, faculty, staff, students, and alumni, and to observe and evaluate. Prior to our visit, my CEPR collaborator and I held a few zoom meetings to determine specific assignments and review the university’s previous CEPR report. Our assignment was to determine whether the institution should be recertified.

Before I move forward, let me share some insight into advanced education in the public relations field.  Doing a quick Google search, I learned that Boston University granted the first public relations degree — way back in 1947!  For some comparison, that was the year PRSA was formed.  And, according to this U.S. News and World Report account, there are 368 institutions of higher education in the nation that offer a degree in public relations.  Which university offers the most highly-rated program? That’s certainly up for debate! 

Now, let me share a few CEPR statistics and insight, courtesy of Dr. Susan Gonders, co-chair of PRSA Educational Affairs Committee and coordinator of the CEPR initiative.

• The first certifications were granted in 1990, and 14 universities were certified by 2006.
• Dr. Gonders started working on behalf of CEPR in 2007; the number of institutions that earned the CEPR doubled to 28 certified by 2010.
• Now there are just under 60 certified universities on five continents.
• In the PRSA initiatives to better prepare the next generation of professionals, the primary mission of CEPR is to help PR programs improve.  Therefore, the emphasis in the reports centers on recommendations for improvement.
• The program is supported by the highest levels of PRSA leadership.  To date, 15 past CEO/presidents have served as reviewers.
• PR programs within all types of academic structures are eligible — such as business and communication studies — not just programs centered on journalism or mass communications.
• But about half of the programs with CEPR also have Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) Standards and criteria based on recommendations from the Commission on Public Relations Education (CPRE).

With this as the foundation, here are some observations, thoughts, and conclusions gained during my involvement with CEPR earlier this year. 

Commitment to Modern Public Relations Education. The university we visited had a long-established public relations curriculum and provided students with a first-rate physical environment and opportunities for valuable internships and capstone projects. Administrators, alumni, and students shared very positive perspectives on the overall PR program, while offering thoughts on improvement. It was apparent the university valued its role in educating the next generation of communicators.  Furthermore, the institute demonstrated a commitment to advancing ethical standards and diversity. 

In Step with the Profession Today.  Perhaps the most enlightening — at least to me — aspect of the on-campus experience came as my colleague and I sat in on a public relations class. We observed the instructor guiding student teams on the strategies behind building successful communications campaigns while incorporating: a) A web platform to build and manage an online presence. b) Free open-source software to record, edit, and mix audio/visual content. c) An AI writing tool. For the record, I was not familiar with any of these digital tools, but recognize the intrinsic value of these kind of resources in modern communications. 

And, In Conclusion. From a time commitment perspective, serving as a CEPR evaluator is, indeed, a commitment. The time on campus left little time for leisure, and we each spent hours of work prior to the visit and afterwards had to draft the final report. My co-evaluator, who had participated in CEPR in the past, asked if I would sign on for a future review: “Yes,” I said. “But not this year!”  I gained a great deal of insight into the future of the profession, and I had an opportunity to participate in a challenging and noteworthy exercise.  Plus, I gained Continuing Education Units toward my Accredited in Public Relations (APR) credential — which I successfully renewed earlier this summer! 

Clearly, the public relations profession has greatly evolved since I began my career as a former news reporter who transitioned to become an agency account executive in the mid 1980s. Back then, media relations dominated the industry, campaigns often were not structured around research and sound strategies, and at times ethical practices may have been an afterthought. Based on what I learned and experienced through the CEPR experience, much of what was practiced decades ago is no longer part of the current agenda. 

One final comment: Note the graphic at the top of this post. There’s one word — one that recently became a dominant part of the public relations lexicon. What is it? 

What the Future Holds for Public Relations?

Courtesy of Adobe Stock.

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

Last week I took in a very informative and somewhat eye-opening webinar hosted by the Public Relations Society of America.  The presentation, “Future Watch 2025: Key Trends Every PR Professional Should Have on Their Radar Screen in the Coming Year,” offered me a perspective on a wide range of topics, issues, and developments that are projected to be a significant part of the national dialogue in the year ahead.

And, of course, the hour I spent online provided greater insight on the profession and resulted in the poignant subject for this post.

Led by an engaging communicator and futurist named Stephen DuPont, APR, Fellow PRSA, the focus of the conversation centered on a broad scope of what will be making news from today through December 31.  (Learn more about Mr. DuPont from his website.)

Early on, Mr. DuPont advised communicators to work on anticipating upcoming events and developments — a sound practice for sure– and noted that futurists need to be storytellers.  An aside: As I noted in this 2022 post, I am still struggling with the “evolution” of the profession into storytelling.  But let me continue. 

I scribbled down notes during the talk, and in no particular order of importance, here are some topics addressed by Mr. DuPont:

• Divisive politics and an uncertain economy driven by the potential impact of tariffs. 
• A possible resurgence of the pandemic and the stubborn bird flu. 
• How to screen for threats following the brazen murder of a healthcare executive. 
• Energy and climate change, technology, technology and more technology.  And, of course the role of AI. 
• The potential dismantling of diversity/equity/inclusion initiatives. 
• The impact on the agriculture industry if undocumented immigrants are deported.
• Cyber wars, more robots, the emergence of the alpha generation, and the decline in the number of high school students. 
• The dawn of the greatest transfer of money from Boomers to other generations. 
• One more: The explosion of weight loss drugs that are now available!

There were other topics presented, but the above provides a solid perspective of what’s ahead. For communicators, these can be considered as highly specialized areas that I believe may require advanced education and solid practical experience should one be charged with managing strategic communications. 

The question that arose following the webinar: Will the incoming generation of public relations professionals need specialized education and work experience to effectively serve clients or the companies or organizations who employ them?  Or from another perspective, is the age of the public relations “generalist” truly over?

Reflecting back on my career, the vast majority of clients I served or organizations I worked for concentrated in commercial real estate and urban affairs; now, I manage communications for a university transportation research unit.  My “experience” in real estate centered on living and working in Chicago for most of my life, and as for transportation, I was — and still am — an active rider on Chicago Transit Authority trains and buses. 

When I served on the Universal Accreditation Board, an initiative was advanced to award a new accreditation to those charged with military public affairs. The result was the APR+M designation. And, if memory serves correctly, there were UAB discussions years ago regarding similar specialized accreditation programs for communicators in large-scale industries like healthcare and business. 

Perhaps it’s time to hold that kind of discussion again with educators and on an industry-wide level.  Now it’s your turn: Does the public relations profession need to cultivate communicators who have the specialized skills and knowledge needed to serve in this rapidly changing world? 

The floor is yours. 

Offering #567 in Year #15 for #2025 New Year Challenge

All the tools I need to craft a PRDude post are shown above. Well, a beverage can certainly increase the creativity.

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

The other day, the nice people at WordPress, the open source content management platform that hosts this blog, sent an email to subscribers seeking contributions to the #2025 New Year Challenge.  

The guidelines were simple and straightforward:  Publish a post New Year’s Day 2025 that offers some insight into what of significance took place in your personal blagosphere (just made that word up) over the past 365 days. 

Now, the challenge of what to structure the post around.  

A quick analysis revealed I had published 20 PRDude posts in this calendar year. Seven focused on — you guessed it — public relations, three were travelogues on trips to Copenhagen and Portland, Maine, one featured a profile on a public relations leader, one reflected on the 20th anniversary of me earning the Accredited in Public Relations credential, and the balance addressed “other stuff” like politics and popular culture. 

Altogether, a relatively similar account of the posts published in recent years; back when I launched the site in September of 2009 and in subsequent years, I published more regularly. 

So, what to write about here in the waning hours of 2024?  I got it: Look at the numbers!

This January 1, 2025 post will be the 567th published by The PRDude.  And, the year 2024 marked the site’s 15th anniversary.

Not sure where this stands in the WordPress community, but must say I remain committed to publishing thoughts on public relations and more during the 356 days that follow. 

Happy New Year everyone. I think it’s time to celebrate with a little bubbly.

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.

Pop Quiz: Can You Identify The Cartoon That Most Accurately Represents Modern Strategic Public Relations?

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

To the outstanding illustrators who created these wonderful cartoons, and to their respective syndicators, please note: I am using this art for an educational purpose only. I do not gain any financial benefits from publishing this blog.

For the past five or so years, I’ve spoken to students in an English class at the university where I work. The class centers on writing, and the focus of my presentation centers on the public relations profession and potential career opportunities for students with writing skills — like English majors.

My short talk includes an overview of modern public relations, job prospects, skills needed, strategic plan development, and the benefits of public relations in modern society. Plus, I deliver a quiz of sorts. 

Actually, the “quiz” is comprised of the four cartoons shown above. My directions to the students: “Based on what I’ve just presented, which of these four cartoons most accurately demonstrates modern strategic public relations?”

You, kind reader, are welcomed to share your answer.

Need some direction? Then visit this link, which is part of the APR Study Guide, available for download to anyone preparing to earn the Accredited in Public Relations (APR) credential, or for that matter, anyone interested in strategic and ethical public relations.  (An aside: When I served on the Universal Accreditation Board years ago, I was on the team that conceived and published the first APR Study Guide. If memory serves correctly, I was a copy editor.)

Over the years, I’ve frequently addressed the frequent misrepresentation of public relations in the media, online, and in general conversations with family and friends. My New Year’s Eve 2017 post even included a resolution of sorts for fellow communicators: Challenge instances where public relations is inaccurately portrayed.

Three of the cartoons above somewhat demean public relations; one does not, to some extent. And, your answer is? And why?

Joyce Lofstrom, MS, APR, Fellow PRSA on Her Career, The Profession and Becoming a Fellow

Joyce Lofstrom, MS, APR, Fellow PRSA at the October 14, 2023 reception in Nashville where she was awarded the PRSA Fellow designation. At right is PRSA Chicago 2023 President-Elect Kayee Ip, MS.

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

Let’s start this post with a full disclosure: I have called Joyce Lofstrom, MS, APR, Fellow PRSA my close friend and colleague for some 15 years. During that time, I’ve found Joyce to be passionate about the value of modern, strategic public relations to benefit greater society, and equally passionate about the value of the Accredited in Public Relations credential to individuals.

For the record, back in the day, Joyce and I developed and led APR workshops for members of our Chapter, and we served as APR panelists and mentors.  A few days ago, Joyce joined the ranks of PRSA Fellows during a ceremony held in Nashville during the PRSA ICON 2023 conference.  Here are thoughts from Joyce on her rewarding career and the state of public relations. 

1. Like many public relations professionals, you started out as a journalist. What prompted you to change professions?

The availability of jobs prompted me to change professions. I was always writing and wrote as a freelance food writer for the Kansas City Star early in my career. My food editor job at The Daily Herald in the Northwest suburbs of Chicago was my favorite job because I interviewed and wrote about many interesting people. I left the newspaper to go to graduate school. And I knew to advance as a newspaper food editor, I needed more experience. The transition to public relations made sense because I could write, was a former reporter, and found jobs where I could use those skills and build new skills.

 

2.  Over the decades you have worked in public relations, what are the two or three key developments or changes that have taken place?

Here are three developments I have seen during my years in public relations. 

a) From paper to digital everything: Media kits, news releases, white papers, and any written piece always appeared on paper. Now, everything is digital and online, which I prefer in PR. However, I still like to hold and read my books! 

 

b) The evolving news hook: With so much information online, people can find information about a company or a brand. As a PR pro, I want to expand a reporter’s knowledge, which hasn’t changed. So, back to the journalism link, finding that hook requires time to build relationships and trust with people within an organization who can help.

 

c) Ethics: Ethical communication practices and behavior have always been foundational to public relations. The interest in and use of misinformation and disinformation has grown in many areas and is accepted as accurate. I have also learned more about ethical public relations practices as a member of PRSA’s Board of Ethics and Professional Standards – BEPS member.

 

3.  Your most recent public relations work has centered in the healthcare industry.  What key challenges do healthcare communicators have today versus 20 years ago?

 

Healthcare communicators must understand many aspects of the healthcare industry because it changes frequently based on many factors beyond a communicator’s control. The challenges I see focus on understanding what’s happening with payers, providers, and patients regarding many factors, primarily public policy at the federal, state, and local levels. I say this because access to healthcare is not a certainty for many people. 

 

4. And, you launched your own consultancy. What prompted you to start Joyce Lofstrom and Associates?

 

I retired from my full-time job five years ago (2018) and started my business to keep working in healthcare and health IT  communication. I knew I could work with Ritz Communications and their health IT clients when I started my business. I still do, for which I am grateful. So much of any solo practitioner’s PR business grows early with referrals and business from friends. I did the same.

 

5. Finally, you recently were installed as a member of the PRSA College of Fellows. Congratulations!  How do you plan to use this honor to advance the profession?

 

I so value my decades as a member of PRSA. I have made wonderful friends (you are one of them, Edward) and learned a lot about the practice of PR. I also enjoy being involved in the organization and giving back. I plan to become active with the College of Fellows in one of the many opportunities available. I am still figuring out what that will be. And thank you for your congratulations and support of me in the Fellow’s application process.  

At the 2023 Fellows ceremony, Joyce (at right) celebrates with Kayee Ip and Good Fellow mentor Janelle Gutherie, APR, Fellow PRSA.

The Transition From Journalism to Managing Communications at One of the Leading Museums in the World: A Q&A with Bridgette Russell, APR

Bridgette Russell, APR, with one of the start attractions at the Field Museum.

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

Most museums need to evolve to keep pace with new developments and discoveries. And, from another perspective, communications professionals evolve, too. Today’s profile centers on Bridgette Russell, APR, a friend and colleague who moved on from journalism to a successful career in public relations for a world-renowned cultural institution in Chicago. Here are Bridgette’s thoughts on her career, the state of communications, and fondness for the remains of one of the world’s most famous dinosaurs. 

1. Like many in the public relations profession, myself included, you launched your career in journalism.  What prompted you to transition to public relations?

My undergrad degree is in print journalism, and I graduated from college in 2005, when newspapers were already in a challenging position. After the recession in 2008 delivered another blow, I had to really think about the trajectory of my career and how I wanted to grow, especially as the “one-man band” style of reporting was emerging for Web coverage. (I didn’t love my one-man band era at all!) Though I will always love journalism and storytelling, I decided to pursue PR to focus on telling stories and creating content for one brand or organization.

 

2. Do you have any regrets about leaving journalism? If so, please share details or anecdotes.

I don’t have really have any regrets, but I do miss the newsroom sometimes! The camaraderie, the banter, the great stories about wild interviews we shared. There’s nothing quite like that environment. However, I can remember one experience that sealed me leaving journalism: I was working as a reporter in Ohio, and someone had spotted a tornado out in the county about 25 minutes away. It must have been a holiday weekend or something because I was the only one in the newsroom, and my editor sent me out with a point-and-shoot camera. As I headed toward the scene, I realized I was literally the only car headed in that direction; everyone else was driving the opposite way. I thought, “OK, I’m working in a job that requires me to drive TOWARD danger. I think it’s a good time for me to figure something else out.” There was no tornado, by the way.

 

3. We also share this: We both saw the value in earning the Accredited in Public Relations credential and earned the APR. What were the key factors behind your decision?

 

I pursued the APR because I wanted consistency and strategy behind my PR approach. Applying what I learned while earning my credentials helps me avoid the pitfalls of throwing everything at the wall until it sticks. Instead, it’s always why, who, and what do we want them to do with the information we distribute? The APR elevates your strategy in a way that cannot be overstated, plus it’s a fabulous networking tool. Finally, staying on top of continuing education credits keeps you updated on the latest happenings in the industry.

4. Currently, you hold a leadership communications position with one of the leading museums in Chicago and perhaps the world.  Please share thoughts on your daily responsibilities at the Field Museum. What are some challenges faced today by museum communicators?

 

This is a great question. I’ve just celebrated two years at the Field as PR Director, which simultaneously feels like I just got here and that I’ve been here forever, in a good way. Before coming to the Field, I worked at an (much smaller!) art and history museum in Georgia, so I’ve been in the museum space for about five years total now.

Working at the Field Museum is an incredible onslaught of science storytelling, collections-related news, exhibition announcements, and ever-evolving cultural conversations. My daily responsibilities can include overseeing a press conference, helping create content for our various channels, or brainstorming on our next seasonal campaign. I think any museum communicator has the challenge of filtering all of this information into pieces that are accessible and digestible for the myriad of audiences and communities we serve. Museums, particularly natural history museums, can be very technical and academic, so our biggest challenge is ensuring everyone understands our work and how it connects to larger relevant stories. Also, there is increasing conversation about the role of museums and museum collections in dialogue about the world’s environmental and social challenges. We want to ensure diverse communities are represented and their voices are amplified within our institution. It’s actually a great time to be a museum communicator, and I’m optimistic about where we’re headed.

 

5. The Field Museum holds priceless collections of antiquities and more modern tangible evidence of humankind and the environment. Can you site a favorite?

 

Oh, this is a tough one. Because I like shiny things (I mean, who doesn’t?), our Grainger Hall of Gems is a place I like to visit often. I’ve also never stopped being awed by SUE the T.rex, the most complete specimen found to date, and I just love the stories and layout of the Cyrus Tang Hall of China. OK, that’s three things. Sorry! In all seriousness, I could discover a new favorite at the Field once a week. It’s a fabulous place to work.

Positive News in the Waning Hours of April PRSA APR Month

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

Perhaps it’s just an anecdotal observation, but it’s certainly possible that the work-from-home phenomenon driven primarily by the two-plus year COVID-19 pandemic may have provided the impetus for some in the public relations profession to carve out the time and take on the challenge of earning the Accredited in Public Relations (APR) credential.

Here are two factors that have helped me come to this conclusion.

1. Over the past 24 or so months, by my count five members of my local chapter — PRSA Chicago — were successful in earning the APR — three during the past six months! One, who holds a top position with a leading local PR agency, noted that hunkering down at home rather than making the daily trip to the office was, indeed, a factor that led to completing the Accreditation program.
   
   
2. The annual number of professionals earning the APR (and APR+M, the credential for military communicators) has remained relatively steady (by my sort of quick count) over the past five years at around 150. Visit the Recently Granted Accreditation archives page for details.  My assumption here is that even with new factors brought on by working remotely — child care and binge-watching programs on Netflix, for example — those committed to Accreditation continued to recognize its value.

With just hours left in April, which PRSA dedicates as APR Month, I remain passionate and positive about Accreditation and applaud all who balance the the APR challenge between work, home, and pleasure.

And, let me put the proverbial spotlight on the three PRSA Chicago members who were granted the designation since last fall:

• Lindsey Nemcek, APR
• Elizabeth Chentland, APR
• Bridgette Russell, APR

My sincere congratulations to these three outstanding communicators. 

On a related note, at a recent PRSA Chicago reception, I learned that three other members — including a past Chapter president and current board member — were advancing their individual APR programs.  Another member is progressing with the APR Online Study Course and plans to sit for the Panel Presentation in the months ahead.

It’s conceivable there will be four new Chicago-based APRs by year’s end!

Want another example of my commitment to Accreditation? Read this PRSA Tactics article I wrote way back in April of 2010 on APR programs then offered by nine Chapters representing communicators in markets across the nation.  Want one more?  Here’s a PRDude 2018 post, one of four other posts I’ve written on ARP Month.

It’s clear that the global health crisis altered the lives of just about everyone. Yet, as I’ve attempted to demonstrate here, COVID-19 did not dissuade some communicators from pursuing what’s arguably the public relations profession foremost personal achievement.

Pleased to finally meet Bridgette Russell, APR, in person at the PRSA Chicago April 28 reception.

A Return to Random Thoughts as 2021 Fades

A visit to Small Bar, my local tavern, Thursday early evening. Hoping the pandemic will not shut down this neighborhood landmark. By the time I departed, three pints later, the bar was full.

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

Posts in this space from years ago were sometimes titled “Random Thoughts” because I wanted to comment on various topics that would not comprise a cohesive subject. And, with full disclosure, I perhaps just wanted to share a post to add to that month’s collection.

With the minutes and hours fading on a truly pivotal year in this first quarter of the twenty-first century, I am returning with the short “random” observations and commentary below.

1. January 6 Insurrection. Six days from now we will mark the truly dark, sinister, and perplexing episode that unfolded at the U.S. Capitol following a rally led by the outgoing president. Along with the violence that resulted in fatalities and injuries, damage to the building housing Congress, and a puncture to our democracy, the mob action revealed this: Those participating in the insurrection knew they were breaking the law, yet they flaunted their activities and even posted recordings on social media. 
   
   One could ask: “What were they thinking?”  My perspective: The lure of exposure through social media platforms — compounded by unfounded beliefs in a stolen presidential election — sullied rational thinking. Unfortunately, I anticipate this type of behavior will continue.  On that January day, I shared these thoughts.
   
   
2. The Accredited in Public Relations Credential. Referred by a local public relations professional as “the APR Guru” for PRSA Chicago, I’m proud to note that two Chapter members I mentored earned Accreditation this year; they will be added to this roster of communicators representing a broad scope of companies, organizations, and the U.S. military.
   
   There’s more.  I’m pleased to note that I’m nurturing two other professionals who plan to pursue the APR in 2022. (An aside: I assisted the person who bestowed the APR Guru moniker with gaining the APR way back in the mid-2000s). If you want to add APR to your list of accomplishments, please reach out. As I’ve posted on social media, the need for strategic, honest, and ethical communications is needed in society today.
3. The Pandemic — The Story That Just Won’t End. The current Omicron surge, long lines to purchase at-home testing kits, increased hospitalizations and fatalities, canceled flights due to staffing shortages, continued angry anti-vaccination/anti-masking demonstrations, organized attacks on medical experts — this international story has, as noted in news industry parlance, legs.
   
   Two goals for the new year: Push the pandemic off page one by following established health protocols, and continue accurate media coverage on what is needed to make COVID-19 an after thought in the New Year.

With around 12 hours to go before we usher in 2022 here in Chicago, I want to thank all who have read and commented on PRDude posts over the past 12 months. We must not forego thoughts of optimism and positivity, even with the uncontrolled vitriol that is prevalent from the halls of Congress to the streets of our cities and towns.

Me, in 2022 I just hope to return to the simple things that I enjoy, like having a few beers at the tavern noted in the image accompanying this post.  That’s not too much to ask.