Accreditation

In the practice of public relations, as in many other fields, accreditation is a credential of expertise, competence, and ethical practice. For instance, the use of the initials “APR” after an individual's name gives increased credibility as it designates that person as Accredited in Public Relations. It is common to see APR, Accreditation in Public Relations listed as required or preferred among the criteria posted in public relations position announcements. The APR postgraduate certification program was established in 1964 and has been completed by more than 5,000 public relations professionals.

How does a public relations practitioner become accredited? The process includes application, studying a prescribed body of knowledge, meeting with a readiness review panel, and passing a computer-administered examination. The readiness review panel involves the review and discussion of a candidate's portfolio. Successful completion of the process recognizes competency in the knowledge, skills, and abilities required to practice public relations effectively.

Competencies tested include the following:

• Researching, planning, implementing, and evaluating programs
• Ethics and law
• Communication models and theories
• Business literacy
• Management skills and issues
• Crisis communication management
• Media relations
• Using information technology effectively
• Knowledge of both historical and current issues in public relations
• Advanced communication skills

“Accreditation is one of the most important credentials a public relations practitioner can achieve,” said Susan G. Barnes in a personal communication on August 23, 2012. She holds an APR accreditation, is a member of the College of Fellows of the Public Relations Society of America (PRSA), and is vice chair of the Universal Accreditation Board (UAB), the organization that manages the granting of the APR designation. “Accreditation assures potential employers that the practitioner brings a certified level of expertise to an organization. More and more employers are recognizing that accreditation sets job candidates apart and are actively seeking accredited public relations professionals.”

The UAB is composed of several participating professional organizations: the PRSA (the largest professional organization devoted to public relations), the Agricultural Relations Council, Florida Public Relations Association, Maine Public Relations Council, National School Public Relations Association, Religion Communicators Council, Southern Public Relations Federation, and Asociación de Relacionistas Profesionales de Puerto [Page 5]Rico (Puerto Rico Public Relations Association). The UAB develops the APR examination and policies, while the day-to-day management of the program is conducted by the PRSA. The application, reading list, and downloadable study materials are available on the home pages of the UAB and PRSA.

Other professional organizations also offer an accreditation credential. For example, business communicators may earn the distinction of being an Accredited Business Communicator (ABC) through the International Association of Business Communicators. The Canadian Public Relations Society also offers an accreditation program for individual public relations practitioners. Various groups have differing requirements for years of experience before candidates may take an accreditation examination. The past requirement for at least 5 years of experience is no longer imposed for candidacy for the Accreditation in Public Relations.

Accreditation is one measure of professionalism for public relations practitioners. Other measures include obtaining appropriate educational training, participating in continuing education classes (offered through professional associations), conforming to ethical standards, such as those included in the PRSA Code of Ethics, and maintaining a fiduciary relationship with employing organizations and clients—that is, acting in the best interest of the client or employer. This relationship is similar to the trust one may have toward one's physician, dentist, or attorney—the assumption that they, as professionals, will act in the best interests of all parties.

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