Accreditation in Public Relations PR Training

APR PowerPlay

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Last week I had lunch with a colleague who decided it was time to change jobs. The story was one I’ve heard before — “Not taken seriously at work”; “PR is never at the table”; “I’m not given credit for the work I do because everybody thinks they are an expert in my area…..”; “But how will I distinguish myself from all the other people out there looking for jobs?” — and on it went.

My answer is always the same. Are you serious about your career and have you thought about Accreditation? Here is where the conversation goes one of two ways:

Yes, but … [insert list of why-nots here] ….. and, No, I don’t have the time …

I’ve heard it before and I’m not deterred. I know firsthand, and from the testimonials of others, how these simple three letters, APR, put good people on the path to success.

The value of adding the Accreditation behind one’s name is not in the three letters, APR. The value is in the process, the journey, to obtaining our profession’s hallmark of distinction. It is the process of bringing together, into one’s own personal arsenal, the Knowledge, Skills and Abilities that we as professionals have learned and developed; then using these KSAs, strategically to move our organizations, programs and clients forward.

The Examination for Accreditation in Public Relations is not easy. The process is demanding. If it were easy, everyone would be Accredited and we would all have APR after our names.

Saturday, October 25 in Detroit, Robert Saline, APR, Fellow PRSA, and I will be facilitating an all-day Accreditation PowerPlay. It is an intensive, fast-paced immersion into what a practitioner needs to do to prepare for and sit for the Examination.

I told my colleague, if you are serious about your career, Accreditation is an investment well worth your time, effort and money.

I hope others will take advantage of the PowerPlay in Detroit to learn how to be a public relations practitioner of distinction.

By Deborah Saline, APR, Fellow PRSA, VP, COO, PRworks, Inc. Deborah Saline is a senior level public relations–marketing executive. She has more than 30 years of leadership experience building highly effective programs for major corporate, educational and health care organizations. An accomplished communications expert, her vision and delivery of performance outcomes have controlled crisis situations, driven brand awareness, built consumer and media respect and resulted in measurable outcomes.

Join Saline along with Bob Saline for their co-presentation “
Accreditation Power Play: Get Prepared for Accreditation in Public Relations” on Friday, April 24, 2009 in New York, NY!

About the author

Deborah Saline, APR, Fellow PRSA


  • Here, here! I completely agree that it’s the journey that makes the difference. I’m convinced that one end result of the APR journey is an uptick in self-confidence and assertiveness, so the public relations professionals no longer sit passively by and wonder why they aren’t invited to the management table, but actively seek to sell the value of public relations to their managers and supervisors. See you in Detroit!

  • One of the key benefits of gaining APR was, as you say Kathy, the assertiveness and self-confidence. Coupled with a new arsenal that included strategy, I was able to present myself and my ideas in a way that related more effectively with senior management. Did I get a promotion because I got my APR. No. Did I get a promotion because I got my APR. YES!!! The APR helped me move my career forward.

  • APR Maintenance points for the PRSA International Conference are 2 points a full-day and 1 point a half-day. If you attend Sunday, Monday, and Tuesday you’ll earn 5 points. If you have additional questions about APR Maintenance has the maintenance form that details points per activity.

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