April Is APR Month

April is APR Month — but APR Month has nothing to do with Annual Percentage Rates. A second, less recognized, definition for APR is Accreditation in Public Relations.

In the world of communication professionals, Accreditation in Public Relations (APR) is a credential earned by public relations practitioners who commit to the profession through ethical practices and sound judgment, strategic perspectives, knowledge of best practices and the use of the research planning-implementation-evaluation (RPIE) process.

Unlike other professions (e.g., physicians and attorneys), the field of public relations does not require licensure or certification to practice the craft. But it does require expertise, knowledge and training to be a successful and strategic public relations professional and counselor. The decision to pursue the APR is both personal and professional.

So why should a company or organization care if its public relations employees have earned their APR?

Accreditation is a mark of distinction. The APR is earned through a rigorous process. Practitioners are required to present their knowledge to Accredited peers for review. This is followed by a comprehensive examination that tests candidates’ knowledge of the field. Perhaps most importantly, the credential signifies an understanding and commitment to a Code of Ethics, and ability to think and plan at the strategic level.

In today’s business climate, it is critical that an organization’s public relations function adheres to ethics. The complexities associated with technology, societal change and instantaneous news make ethics more important than ever as the profession matures.

The PRSA Hoosier Chapter offers a unique 8-week evening class designed to prepare Hoosier Chapter members interested in going through the APR process. And the best part of all – it’s free-of-charge to members! If you’re interested in participating in the Fall class, contact Tammy Sander at tammy@motherofpearlspr.com to get on the list.