Ask an APR
For members of the Public Relations Society of America, April is APR Month, a time to celebrate those who have successfully earned the most respected credential in our industry and encourage those that are in the process of or considering the accreditation process.
But what is APR, you may ask?
Accredited in Public Relations, or APR, is the public relations credentialing process that validates a professional's strategic thinking, understanding of emerging techniques and commitment to ethical practice.
In honor of APR Month, we put out a call for questions for anyone looking to learn more about the process and polled the following Three Box senior leaders for their expertise.
Principal & CEO Amanda Hill, APR earned in 2013
Founding Principal Blake Lewis, Fellow PRSA, APR earned in 1985
Director of Operations Christi Matthys, APR, APR earned in 2015
See below for their answers to your most pressing APR questions.
WHY DID YOU DECIDE TO PURSUE THE APR?
Amanda: Several of my mentors are accredited, and they encouraged me to pursue it, as well. I wanted to differentiate myself as a strategic professional. The APR process focuses on how public relations practitioners support and counsel the C-suite, and I wanted executives outside of our field to see that I had been recognized for my strategic abilities.
Blake: Early in my career, I transitioned from the broadcast production, where I translated ideas into film and video. While I had a good, generalist communications education, my move into public relations as the focal point of my career meant I needed to broaden and deepen my specific command of the profession. The body of knowledge behind the APR credential and preparation for the examination created a strong roadmap for my professional development.
Christi: All public relations degrees and professionals are not created equal. I pursued accreditation to differentiate myself in a crowded field and stay at the top of my game professionally.
IS THERE A SET PREREQUISITE OF EXPERIENCES NEEDED TO SUCCESSFULLY COMPLETE THE APR PROCESS?
Amanda: There used to be an experience requirement before applying for the APR, but now it is open to any public relations practitioner who feels ready to pursue the process.
Blake: Having core experience in public relations is important to grasp the numerous aspects of the profession. I had been in my first public relations position for 18 months before I formally started my preparation for the examination.
Christi: Professional experience practicing public relations is highly recommended in order to be successful with and gain the most from the APR process.
WHAT WAS YOUR PREPARATION STRATEGY? HOW LONG DOES THE PROCESS TAKE?
Amanda: I started with my application and portfolio, gearing up for the Readiness Review. Once I passed that step, I started a 10-week study plan, where I spent about 6-8 hours a week preparing with the APR Study Guide and by reading “Effective Public Relations.” The entire process, for me, probably took less than 6 months.
Blake: I started by connecting with several other members of my local PRSA chapter who were interested in pursuing the credential. Our band of APR candidates worked through the study and preparation process together. Personally, I studied 4 nights a week for about two hours during that nine-month period. It seems like a lot of time, but remember, I was creating what today is a four-year curriculum!
Christi: My first attempt at the APR was a bit of a false start because I didn’t make it a priority outside the office, so I had to request an extension. However, once I fully committed to the process, it took me about four months to complete the Readiness Review and exam.
HOW DID YOU BALANCE YOUR TIME BETWEEN APR PREP AND A FULL WORKLOAD?
Amanda: I did my studying at night and on the weekends, so it was a time commitment. But, again, it was only for 10 weeks.
Blake: I was disciplined to study Monday through Thursday night for just the two-hour block each night. The rest of my day and, until the last couple of weeks before the scheduled exam, my weekends were off limits to APR. Being hyper-focused on reading and reviewing in a disciplined manner, I was able to convert a large quantity of information into knowledge.
Christi: This was a challenge for me, at first, but I realized the most realistic approach for me was to carve out time on the weekends to prepare my Readiness Review materials and panel presentation, so I still had time for non-work activities during the week. Then, I scheduled my exam and developed a plan to study a different topic for 30-minutes every day leading up to the exam date. This approach made the process very manageable and held me accountable to getting it done!
HOW DID YOU SELECT A CAMPAIGN TO PRESENT FOR YOUR PANEL PRESENTATION?
Amanda: I knew that research and measurable results were going to be very important, so I chose a program that had strong analytics that showed tangible impact. The research for the program wasn’t as strong. Anticipating questions from the Readiness Review panel, I included what research I did have and what I would have done differently for future campaigns.
Blake: I took the examination long before Readiness Review was part of the process. However, I was responsible for developing the Readiness Review process as part of the re-engineering of the APR examination in 2004, so I recommend choosing a project on which you were most heavily involved and are able to explain it from concept to results.
Christi: I looked at some of the most comprehensive programs I’d led during my career and selected the campaign I thought would best demonstrate my strategic thinking in the key areas of research, planning, implementation and evaluation.
DO YOU THINK THE STUDY GUIDES OFFERED ON THE PRSA WEBSITE ARE SUFFICIENT TEST PREP? ARE THEY NECESSARY TO BE TRULY PREPARED?
Amanda: I thought the official study guide was a helpful resource, but it only scratched the surface of my prep. The most helpful resource for me was "Effective Public Relations" by Cutlip, Center and Broom. I read it cover to cover, and I felt like it prepared me well. I did still complete the study guide modules, but with this book as my deep dive. The original was published in the 1950s, so be sure to get a recent copy.
Blake: I would consider the study guides as a minimum level of preparation. At least, scanning through one or two collegiate public relations textbooks to help ensure broad knowledge would be well advised.
Christi: Yes, the APR Study Guide was my primary resource for test prep. I also used Cutlip, Center and Broom’s “Effective Public Relations” textbook as a supplement for each section of the study guide.
HOW DID EARNING YOUR APR SHIFT YOUR PROFESSIONAL DEVELOPMENT AND CAREER TRAJECTORY, IF AT ALL?
Amanda: Clients and leaders outside of public relations ask me about the credential, and it opens the door for me to talk about my strategic approach to our profession. That has given me credibility and lets them know that what I do supports healthy business function, which is what matters to them. I’ve found that incredibly helpful.
Blake: Entering into the examination process more than 30 years ago, I was executing tactics that largely were defined by circumstances. Preparing for my APR was a key early step in developing a strategic mindset.
Christi: Earning my APR was an invaluable professional development initiative that combined my professional experience with a refresher on best practices, strategic planning and business principles. It helped strengthen my skills and, more importantly, my confidence as a practitioner.
LASTLY, WHAT ADVICE DO YOU HAVE FOR PROSPECTIVE APPLICANTS?
Amanda: Don’t let the process overwhelm you. Take it one stage at a time, develop a plan and execute it. Looking at the entire process can seem like a lot, but it really is manageable when you approach it methodically. And, find a mentor! Ask an APR to help you through the process. It’s easier with someone else cheering you on.
Blake: Be intentional. When I took the examination, it was only offered during two separate two-week windows, which many candidates thought were too limiting. When that was changed to an open schedule, flexibility created lack of focus on actually hitting the preparation finish line of taking the exam. Intentionality means setting the goal of taking the exam, then executing to completion.
Christi: I procrastinated pursuing my APR for several years because I was worried about the time commitment, but it was one of the best professional decisions I’ve made. If you’ve been thinking about – just go for it! Take advantage of programs offered by PRSA to help you prepare, and don’t hesitate to reach out to any APR out there for advice or assistance! I’m always happy to share my now-dated Readiness Review materials with aspiring APRs.
Earning your APR is an impressive milestone, and we encourage any professional who may be on the fence about starting the process to go for it!