Why APR matters to me

By Linda Jackson, APR, account director

Some people have MBA after their name, others CPA or LEED. For me and my profession, it’s APR. In October 2009, I became one of only 5,000 public relations professionals who hold the APR mark, which stands for Accreditation in Public Relations.

Although Borshoff doesn’t require it, our agency places a high value on professional accreditation and advanced degrees. All four of our principals and several of the account staff have earned Accreditation or an advanced degree (or both). In fact, Borshoff has more accredited professionals than any other agency or company in Indiana.

Plus, I knew it would be a benefit not just to me and my employer, but to my clients as well. The Public Relations Society of America lists these advantages of hiring an APR:

We are bound by strict ethical guidelines.

We are senior-level strategists who have demonstrated skills and abilities necessary in today’s public relations executive or manager.

We have successfully completed a challenging review and examination process.

We are required to maintain our Accreditation through professional development and education.

We have committed to enhancing the profession.

We have demonstrated the desire to succeed.

About the time I wrapped up the APR process, a blog post on Journalistics (which would be on my blogroll if I had one) took up the question of whether you need APR. The writer polled the audience via Twitter, and the majority felt APR was worth the time. Overall, out of 249 responses, 67 percent think the APR is worth it, while only 26 percent don’t.

I’m with the majority. The preparation for APR alone was worth it, as it sharpened my skills and boosted my confidence. But the three letters after my name – priceless!

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