APR or Bust...

The debate over whether or not Public Relations should even be considered a profession, coupled with the current “careerist” values that have been taking precedence over professional values among workers in the field, have without a doubt hampered the credibility of public relations practitioners. In response to the lack of integrity within the field as well as the current mentality that a large amount of its professionals maintain, the PRSA (Public Relations Society of America) has put a great deal of emphasis on the importance of accreditation in the field of PR, and for good reason.

According to Heathere Evans-Keenan, APR — CEO of Keenan PR, and past-President of PRSA-NCC, accreditation will help to substantiate commitment and abilities of ethical practitioners in an industry that both self –regulates and validates your expertise. This will certainly aid in the restoration of credibility that has been sacrificed for personal gain and recognition rather that the advancement and perception of the PR industry as a whole.

Speaking of personal gain, think of the feeling you will get after successfully completing a rigorous and time consuming process that will not only prove your dedication to your profession, but will demonstrate your knowledge, strategic perspective, and sound professional judgment to others, whether they be clients, co-workers, or potential employers.

Although the PRSA has been able to create a sound argument for accreditation on an individual basis, they have yet to provide a solid account of its relevancy or importance to business leaders, resulting in a lack of encouragement among the leaders for potential employees to become APRs.

PRSA may be able make the importance of accreditation more visible to business leaders by showing that the certification can:

1. Enhance an Organization’s Marketability
Not only will being an accreditation serve as sort of a “badge of honor,” the fact that not every organization is accredited will set one business apart from those that may not be. How? The answer is simple. Employees are a reflection of an organization, and having employees that have their APR not only shows their commitment to their profession, but their commitment to corporate responsibility—acting ethically and in the public’s best interest. Hence, the company will be portrayed as being trustworthy—a quality that could mean the difference between turning a skeptical prospect into a potential client.

2. Boost Personnel Recruitment
In the same respect of meaning the difference between turning a skeptical prospect into an actual client, running a business known for hiring APR’s can attract more of the same distinction. Who wouldn’t want a staff full of senior-level strategists who have demonstrated both the skills and ability to be successful in Public Relations, while at the same time being bound by strict ethical guidelines?

3. Help in Overall Advancement of Public Relations
It is obvious that public relations practitioners who are committed to the profession have already recognized the importance of accreditation. Unfortunately, those that do are few and far in between. If a business were to encourage accreditation among their current or future employees, then emerging PR professionals may take more of an initiative to do so. The result would be a more competent and ethical generation of Public Relation practitioners, and a less mediocre profession.

For more information on becoming an APR check out these websites:
http://www.prsa.org/PD/apr/
http://www.praccreditation.org/index.html