Next Stop: Q&A Profile on Em Hall, PhD, Transportation Enthusiast/Scholar, Successful Modern Communicator, Unabated Cat Lover

Dr. Em Hall, waiting for the next L train while on the platform at the CTA 51st Street Green Line station.

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

Engaging with fascinating and intelligent people ranks as the most rewarding aspect of my current position managing communications (and more) for a major university transportation research unit. The subject of today’s Q&A profile certainly ranks way, way up there on my roster of interesting and way cool people. 

I recall first meeting Dr. Em Hall some eight years ago when she joined our team as a research assistant. Since then, Em earned her doctorate degree, received the Dwight D. Eisenhower Transportation Fellowship, cultivated a side career as a group fitness instructor, and built Em + H Chicago LLC, a successful diversified strategic consultancy that centers on transportation, higher education, communications and product/project management.  Oh yes: In 2026, Em will serve as President of the annual Transport Chicago conference.  (Full disclosure: I have served on the Transport Chicago Steering Committee for a dozen years. Read this post from last June for some further insight.)

Okay passengers: Next stop, thoughts from Em Hall. 

1. Your impressive career has centered on communications. What led you to pursue — and succeed — in this field?

Well, first of all, thank you for the compliment. My career path has been far from linear, and I certainly didn’t grow up to be the paleontologist I dreamed of becoming as a kid.  However, I had an early boss who saw real potential in my writing skills and tapped me for a role in the marketing department at a nonprofit where I had started out in fundraising.  While at that job, I became an early adopter of social media and blogging, which ultimately transformed the trajectory of my career.  A little over a decade ago, I obtained a certificate in Integrated Marketing and Communications from the University of Chicago’s Graham School, which further developed my skills and expanded my network.

Looking back, that initial transition to marketing and comms made sense: I’d always loved writing and fancied myself an effective communicator from a young age.  As I’ve continued to build my own business, which has evolved into focusing on communications for the transportation and urban planning sectors, I still draw on many of the fundamentals I learned from that early boss and the certificate program.

2. While maintaining your own consultancy and working in a full-time position, you decided to take on the challenge of earning your doctorate degree. What prompted you to make this personal and professional commitment?

If there’s been one constant in my life, it’s a love of transportation and trains in particular, for which I credit my dad.  He was a top repairman for Lionel, so I grew up around model trains in the house, as well as real trains during family vacations.  While living in DC after my first round of grad school, I had a short stint as a federal contractor.  The most dull job in my life.  I had downtime and decided to put it to good use by riding the DC Metro after work and on weekends, then writing up my adventures in blog posts during the day (yes, work was really that slow!). The blog became somewhat of a hit, and when I moved back to Chicago a few years later, the joy of exploring and writing about transit stuck with me.  I realized that urban planning would be a great direction to take my career in, as I could utilize my marketing and communications skills in a different sector.

3. What was the greatest challenge you encountered while pursuing your doctoral degree? And, what advice or insight can you share with other scholars?

For those thinking about a Ph.D.: don’t do it! Ha – just kidding. I would say definitely do it, as long as you know your “why.” I applied and accepted, knowing that the academic path was unlikely to be the one I would pursue. My goal was to acquire subject matter expertise in an area that I was passionate about – transportation – that would enable me to pivot my consulting business to focus on that field.  Is going through a Ph.D. program the most efficient way to make a career change?  Absolutely not!  But it worked for me because a) I have an ego and wanted to be called “Dr. Em” on occasion, and b) I was in the fortunate position to work for myself and could therefore control my time and workload in a way that made it possible to layer on another round of grad school.

The greatest challenge, without a doubt, was writing the dissertation.  Not the words and sentences, per se, but just being able to sit down and put aside everything else (mostly work stuff) for extended periods of time in order to give the paper the focus it deserved.  I ended up getting a co-working space for about six months in order to leave the house, turn off notifications, and give the dissertation work the deep focus it requires.

4. Your expertise centers on urban planning and transportation. Share three key issues facing urban planners in the years ahead.

From what I’m observing in my consulting work, the work of planners is more visible than ever. But that doesn’t mean that what planners do is necessarily well understood, which is where communicators like me come in!  One trend I’m noticing, which is a positive one, is that planners and engineers are collaborating more than ever on transportation initiatives. And if they aren’t yet quite as in synch as they’d like to be, these two groups are making concerted efforts in both the public and private sectors to break down silos that, I would argue, have built up over time as those disciplines have diverged at the academic level.

Another issue is finding planners and planning opportunities in unexpected places. This is a good thing as well. For example, as part of a podcast I co-host for the American Planning Association, I had the opportunity to learn about the work of a pastor who is also a planner, focusing on how houses of worship can serve as anchor institutions and neutral meeting grounds for community planning discussions. She also calls those institutions to task for not always being the most generous neighbors in terms of land use and other planning practices. I think we’ll continue to see more of this.

In terms of transportation planning in particular, I’m already glued to my television, so to speak, on the topic of congestion pricing. We will likely see many dissertations on this topic in the next five to ten years, and I want to read them all.

5. Now to an entirely different topic. Sources tell me — okay, you’ve told me and I’ve visited your website — that you are a fan of Felis catus, better known as a domestic or house cat. Why the fondness for feline friends?

I think the real question is, why not? I’ve been a cat owner for two decades now, and through thick and thin, dissertations and deadlines, my cats have been an unwavering source of furry fun.  They’re not much for riding public transit, however. That’s the only shortcoming I can think of.

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. 

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.

With September on the Horizon, A Time to Savor What’s Left of Summer

By Edward M. Bury, APR (aka the PRDude)

It’s true.

The three months of summer — purported to be a reflective time to relax, regroup and recharge — does go by fast.

As of this writing, September is three weeks away, prompting the question: Did you get the most out of the summer of 2017?

After all, the fall back-to-school messages will soon become as prominent and prevalent as those get-out-and-enjoy summer messages communicated in May.

Yes, that’s me, second from left, during the PRSA Chicago YPN panel discussion on continuing education.

Now that the topic of schooling is on the table, let me share a recent event on the subject. Earlier this week, I had the honor of participating as a panelist during a PRSA Chicago Young Professionals Network after-work gathering on “Exploring Continuing Education in PR.”

My fellow panelists addressed the challenges faced by working professionals who make the decision to pursue master’s degrees in business administration and communications, along with the long-term professional career benefits of an advanced degree.

As you would expect from the PRDude,  I promoted the value behind earning the Accredited in Public Relations (APR) credential and how it made a measurable impact by elevating me to a strategist.

And, I subtly noted that I also was in pursuit of my master’s degree in English, although reaching that goal is a good three years away.

What ensued was an often lively and informative exchange between the panelists and the YPN members in attendance. I learned how my fellow panelists balanced work, school, play and other aspects of life in their quest for a master’s degree, and realized:

• I’m on my 13th year as an Accredited professional; regardless, the continued evolution of public relations will require that I continue to evolve, too. That means continuing to learn.
• Earning an advanced degree means more these days than in generations past. The era of the publicist driven by placements has been eclipsed by a professional who can comprehend and strategically employ the PESO model.
• And, yikes! Summer was waning and I would have to start school again soon. Actually, my next class — “Non-Fiction Writing Workshop” — starts August 28.

With that note, I’ll conclude this post and step outside with a glass of wine to enjoy the balance of this early August evening.

After all, the two ladies on the panel with me both stressed that it’s imperative to maximize time spent outside the classroom and away from the books.

I wholeheartedly concur.