Category: APR

The APR Turns The Big 5-0!

Tracy LathanAPR, Blog, Professional Development, Public Relations, , , 2 Comments on The APR Turns The Big 5-0!

The last of the baby boomers are not the only ones turning 50…the APR credential will also celebrate 50 years in 2014. Although the process itself has changed significantly over the past five decades, the APR remains the only nationally recognized certification of the public relations profession. To all my fellow APRs…congratulations! This is a milestone for us all to celebrate. For those of you who are considering the APR…why not make 2014 the year!

As we move into this anniversary year, PRSA will be celebrating those who have already achieved the designation by sharing their stories and testimonials. PRSA will also be promoting the APR and encouraging people to sign up.  You will soon start seeing tools and resources made available though PRSA, including free webinars and updated content on the web site (www.praccreditation.org).

Having served as the NCPRSA Accreditation Chair for the past three years, I have heard countless people say, “It’s something I really want to do, just have not found the right time.” Sound familiar? If so, think about adding the APR to your list of professional development goals for 2014. You won’t regret it. I promise.

APRLogo2In honor of our 50th anniversary, here are a few fun facts about the APR:

– The program originated in 1964 and was administered by PRSA until 1998, when the Universal Accreditation Board was formed to administer the Examination for Accreditation in Public Relations.

– Currently, more than 3,800 PRSA members hold the APR Credential (roughly 18 percent of the membership).

– A 2005 PRWeek/Korn Ferry salary survey, found that Accredited public relations professionals’ annual salaries were approximately 20 percent higher than those of their non-Accredited colleagues, when factors such as age and experience are controlled.

– The cost to take the exam is only $385.00 and PRSA offers a $110 rebate upon completion of the computer-based Examination. Can’t beat it for $275.00!

– The APR is good for life. The only requirement is that every three years you earn a certain number of “points” in continuing education and service categories.

On behalf of all those who have had the honor of adding those three letters after their names…happy 50 APR!

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Thinking About APR? Track Your Success

Tracy LathanAPR, Blog, Professional Development, Public Relations, Raleigh PR Agency

I recently had the pleasure of speaking to members of the Raleigh Public Relations Society about ways to advance in a public relations career. I shared a few nuggets of wisdom that have served me well over the years, but primarily I was there to talk about how working toward your Accreditation in Public Relations (APR) can be great for professional development. One topic we discussed that I want to share is something I wished I had done many years ago – bookmarking those projects you know are something special along the way.

Since the group was primarily comprised young people in their twenties just starting out in their careers, I made the point that while the APR can be an important achievement, you really need a few years of experience on the job before beginning the process. The most important thing to understand is what the APR process entails, so you can set aside components, plans, supporting materials, etc. for those projects throughout your career that really stand out as top notch. You can simply create a separate folder so the materials are easy to access and all in one place. Then, if and when you decide to pursue your APR, you are one step ahead when it comes to preparing your portfolio and readiness review materials.

I really wish I had done this. And I can’t tell you how many candidates over the years have told me they worked on a really great campaign but can’t remember all the details, or where to find the plan. When it came time to prepare for my readiness review, I spent weeks trying to remember all the projects I had worked on over the years and then finding the supporting materials for the one I chose. Even if you never go the APR route, no doubt something will come up down the road where this would come in handy.

So next time something in your gut tells you this project/campaign/event is worth setting aside – do it!! You will be so glad you did.

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NCPRSA vs. RPRS

Josephine ButlerAPR, Blog, Professional Development, Public Relations, Raleigh PR Agency, , , , , , , ,

Are you a public relations or communications professional? Then you probably realize the importance of getting out and networking! If you’re located here at a Raleigh PR agency or somewhere else in the Triangle, there are two great organizations you should consider joining: the North Carolina Chapter of the Public Relations Society of America (NCPRSA) or the Raleigh Public Relations Society (RPRS). While I personally recommend becoming a member of both, if you had to pick just one, here are a few tips that will help you decide which group is right for you.

For starters, let’s take a look at what is offered by both groups:

  • Luncheons are held each month, where local PR professionals and industry leaders will share ideas and case studies.
  • Each group hosts an annual awards ceremony – NCPRSA hosts the InSpire Awards and RPRS hosts the Sir Walter Raleigh Awards – recognizing successful communications campaigns and tactics.
  • Members receive discounted rates on monthly luncheons and other events.

Now, let’s hone in on what NCPRSA has to offer:

  • This group is comprised of PR professionals with a broad range of experiences and leadership positions at every level. From CEOs to entry-level employees, there’s a lot of variety.
  • Each year, the organization hosts a PR & Marketing Seminar, playing host to both local and national communications experts.
  • On the website, members have access to the NCPRSA Job Bank, where local employers frequently post new job openings and leadership opportunities.
  • The North Carolina chapter of PRSA is part of the world’s largest network of PR professionals.
  • Within PRSA, you have the option to join one of 16 professional interest sections, putting you in touch with other members who share your expertise.
  • The organization offers the industries only accreditation program, Accredited in Public Relations (APR) program.
  • When you become a member, you’ll receive periodicals, daily news updates and access to research, articles, white papers and case studies.
  • Because of the larger network, dues are pricier than other local groups. National dues are $255 annually, plus a $65 initiation fee and the local chapter fee.

Now let’s take a look at what RPRS has to offer:

  • This group also features PR professionals at every career level, but has an especially strong presence of entry-level to account supervisor-level members.
  • In addition to monthly luncheons, this group will occasionally arrange tours at local media outlets.
  • Twice a year, the organization will host free networking socials at popular Raleigh restaurants.
  • An attractive economic option for members with a smaller budget, individual dues are only $75 annually.

Now that you’ve had a chance to learn more about these wonderful organizations, feel free to ask questions. Dana and Tracy both sit on the board for NCPRSA, while I (Josie) serve as publicity chair for RPRS. We’d love to help you decide which group (or if both groups) is right for you!

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Is the APR Really Worth it?

Tracy LathanAPR, Blog, Professional Development, , ,

As the accreditation chair for NCPRSA (North Carolina Public Relations Society of America), our local PRSA chapter, I have been asked many times whether or not getting the APR (Accreditation in Public Relations) is really worth it. My answer in a word: absolutely. This has been a hot topic of conversation as some organizations hold the APR in very high regard (even making it a requirement for employees), while others don’t place the same level of importance on the credential. Having just gone through the process myself, I can confidently say it was a worthwhile experience that has positively impacted my career.

After spending the past 11 years in an agency, I understand that the day-to-day workload demands and other responsibilities of life make the thought of pursuing an APR a bit daunting. While achieving it is certainly doable while working full time, it is a time commitment. If you are on the fence in deciding whether or not to commit to the process, here are a few arguments to help make the decision a little easier.

  • Advancing the profession – Accreditation helps boost our industry’s overall image and increases individual professionalism.
  • Setting yourself apart – I have heard from many PR professionals that they take a closer look at resumes with an APR credential, as it shows that the applicant has taken the extra step and demonstrates the necessary knowledge, skills and abilities.
  • Committing to constant improvement – Whether you are in the early stages of your career or a seasoned vet, professional development is critically important. For me, the APR process helped highlight my strengths, as well as identify areas of weakness where I needed to focus a bit more. Aside from the letters beside my name, going through the APR process made me think about things differently and ultimately made me a better counselor.
  • Who couldn’t use a little extra money – There is some research that suggests it may increase your pay grade. Anecdotally, I have heard the same thing from Raleigh PR agency owners and corporate communications professionals.

In the end, whether or not you choose to pursue an APR is a decision only you can make, but I have yet to meet someone who has been through the process and did not feel that he or she benefited from it in some way.  I encourage you to reach out to your local PRSA chapter accreditation chair for advice and support (if you are in the Raleigh area that would be me!). The APR chair can also connect you with other people in your area who are going through the process, as well, which can be a great support network.

Best of luck!

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To APR or Not to APR?

Dana PhelpsAPR, Blog11 Comments on To APR or Not to APR?

There’s a fungus among us. Okay, there isn’t a fungus among us but there is a healthy debate going on in the PR industry. Not in the biz? WAIT! Don’t click away, I want your opinion on this, too.

Here are the background facts:

APR stands for Accredited in Public Relations. It is the PR industry’s only certification program. Think of it as a voluntary CPA for PR people.

How do you get it? From what I understand, the process is rigorous, and most folks I know who go through it, study for 6 months to a year. Continue reading “To APR or Not to APR?”

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