As the Public Relations Society of America’s APR Credential approaches its 50th anniversary, there’s a renewed interest in marking this milestone with renewed vigor. The APR (Accredited in Public Relations) credential, according to the PRSA website, established in 1964, is…
“…the profession’s only national post-graduate certification program. It measures a public relation practitioner’s fundamental knowledge of communications theory and its application; establishes advanced capabilities in research, strategic planning, implementation and evaluation; and demonstrates a commitment to professional excellence and ethical conduct.” Quoted, PRSA website
The website says there are more than 5,000 professionals who have achieved this high mark.
PRConsultants Group Co-Founder and Member, Marisa Vallbona, APR, Fellow PRSA, and President of CIM Incorporated, recently published an article for PRSAY, reflecting on “The APR at 50: Is the Best Yet to Come?”
Vallbona reports that PRSA has announced plans to “enhance the profile and prestige of the APR credential…to explore the APR’s potential, identify possible avenues for improvement and begin to look broadly at credentialing trends, best practices and the approaches of other credentialing organizations in their respective disciplines.”
She notes that the number of professionals who have achieved this accreditation has declined, and that “dissenters also argue that, because public relations is an art and not a science, there are no hard and fast rules.” However, she rallies that the APR has tremendous potential and value, and quotes this year’s Chair and CEO Mickey Nail, that “we must value our own professional designation and do all we can to encourage public relations practitioners to value their own professionalism by seeking this designation.”
Vallbona, along with many PR professionals, believe that the best is indeed yet to come.
Full text of Vallbona’s article can be found here