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.
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