APR: Accreditation in Public Relations

Lady Hereford, APR Chair

You Know What it Takes. Now Earn It.

As a skilled public relations professional, you know that your success is dependent on staying relevant, resourceful, and inspired.

The Accreditation in Public Relations (APR) credential certifies your drive, professionalism, and principles, setting you apart from your peers and positioning you as a leader and mentor in the competitive public relations field. Building on the foundation of your educational degree, the APR keeps you current on today’s best practices and applications in the ever-evolving communications world. Invest time now to position yourself for success.

Earning the APR demonstrates your mastery of today’s strategic communications practice and your commitment to lifelong learning and ethical standards. Attaining this valuable distinction is a personal and professional achievement that can lead you to the next level in your career.

It takes a professional — someone with exceptional experience, broad expertise and strong dedication and values — to thrive at what you do. Profess what you know with the APR. Begin your journey.

Testimonial by Cheryl Procter-Rogers, APR, Fellow PRSAFor many PR professionals, the journey to becoming a trusted adviser includes pursuing Accreditation in Public Relations (APR). Not sure how to get started? Been contemplating it for a while now? If you are interested in learning more about the APR, please plan to attend our workshops hosted by PRSA Palm Beach. This year, our sessions will take place online via GoToMeeting and will be held from 6:00 p.m. to 7:30 p.m. over five weeks starting Tuesday, November 10.

Sessions are free but registration is required. We plan to cover the Knowledge, Skills and Abilities (KSAs) that will prepare you for your Panel Presentation and the Examination for Accredited in Public Relations (EAPR). This year for the first time, online options are available for both the Panel Presentation and EAPR.

PRSA Palm Beach Chapter 2020 APR Workshop Schedule

Accreditation in Public Relations (APR)

Days/Time

Tuesdays from 6:00 p.m. – 7:30 p.m.
Initial introduction meeting is on Tuesday, Nov. 10

Location

Meetings held via GoToMeeting thanks to sponsor agency DEVENEY

Cost

Sessions are free but registration is required.

APR Workshop Schedule

Date

KSA Topic

Readings from PRSA's Short Bookshelf of Recommended Texts

Nov. 10

Introduction to the APR process, benefits of the credential, what to expect, study methods, preparing for the panel presentation

  • APR Study Guide

Defining Public Relations (Practice, Function, Roles)

  • EPR 11th, chapters 1 and 2
  • Primer of PR Research, chapter 2
  • Strategies and Tactics, chapters 1 and 4

Nov. 17

Understanding Communication Models, Theories and History of the Profession (8%)

  • EPR 11th, chapters 1, 4, 7, 8 and 12 (Role of Working Theory)
  • Strategies and Tactics, chapters 1, 2, 7, 9 and 11

Leading the Public Relations Function (18%)

  • AP Stylebook, Business Guidelines section
  • EPR 11th, chapters 2 (Requirements for Success); 3, 4 (Business Practices); 9 (Cultural Contexts, Regulatory and Business Contexts); 11, 13, 15, 16, 17, 18, 19
  • Strategies and Tactics, chapters 1 (Essential Career Skills); 2 (Public Relations in the Next Five Years); 4, 12 (Regulations by Government Agencies, Liability for Sponsored Events, Attorney/Public Relations relationship) and 17 (Investor Relations); 18, 19, 10 and 21

Nov. 24

Research, Planning, Implementing and Evaluating Programs (33%)

  • EPR 11th, chapters 11, 12, 13 and 14
  • Primer of PR Research, Part II: Informal Research Methodology; Part III: Formal Research Methodology; chapter 10 (Design Considerations, Survey Type: Internet)
  • Strategies and Tactics, chapters 5, 6, 7 and 8
  • Strategic Planning for PR, all content, a step-by-step planning process for public relations professionals

Dec. 1

Research, Planning, Implementing and Evaluating Programs, Part II (33%)

  • See above

Managing Issues and Crisis Communications (13%)

  • EPR 11th, chapter 1 (Issue Management, Crisis Management); 11, 12 (Planning for Program Implementation) and 13 (Crisis Communication)
  • Strategies and Tactics, chapter 10

Dec. 8

Managing Relationships (15%)

  • AP Stylebook, Social Media Guidelines, Business Guidelines and Broadcast Guidelines sections
  • EPR 11th, chapters 4 (Digital Age and Globalization); 6 (Reputation in the Digital Age); 7 (A Systems Perspective, Open and Closed Systems); 9, 10, 12 (Get Buy-In for the Plan) and 16 (Facilitating Media Relations, Building Community and Nation)

Applying Ethics and Law (13%)

  • AP Stylebook, Briefing on Media Law Section
  • EPR 11th, chapters 5 and 6
  • Primer of PR Research, chapter 3
  • Strategies and Tactics, chapters 3, 9 (The Ethics of Persuasion) and 12

TBD by the candidate

Complete the Panel Presentation Questionnaire, request a panel

 

TBD by the candidate

Take the exam (must be completed within one year of application approval)

 

 

Short Bookshelf of Recommended Texts

  • AP Stylebook current edition

The Associated Press Stylebook and Briefing on Media Law (current edition). New York: The Associated Press.

  • EPR 11th edition or current

Broom, G. M., & Sha, B-L (2013). Cutlip and Center’s Effective Public Relations (11th or current edition). Upper Saddle River, N.J.: Pearson Education.

  • Primer of PR Research 3rd or current

Stacks, D. W. (2017). Primer of Public Relations Research (3rd or current edition). New York: Guilford Press.

  • Strategies and Tactics 11th edition or current

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies and Tactics (11th or current edition). Upper Saddle River, N.J.: Pearson Education.

  • Strategic Planning for PR 4th or current

Smith, R. D. (2013). Strategic Planning for Public Relations (4th or current edition). New York: Routledge.

Ready to find out more?

For information, contact APR Chair Lady Hereford at [email protected] or (561) 315-0812.

APR Workshops are sponsored by DEVENEY.

DEVENEY

DEVENEY is a research-driven marketing agency that develops strategic action plans for engagements
that are fresh, unique, on-message and, most importantly, effective at solving modern brands’ toughest challenges.