APR helps young PR pro take career to the next level

By Don Klein (@donklein99), director at large, PRSA Southeastern WisconsinSaige Smith

Saige Smith (@Saige_Smith), PR leader at GE Healthcare, is definitely making her mark as a young PR pro. Agency experience? Check. Corporate? Got it. Strategy chops? All day.

But with only five professional years under her belt, she thought of a way to take her career to the next level: Become APR.

If you’re not familiar with those three letters, APR stands for Accredited in Public Relations. It recognizes professionals who have mastered the knowledge, skills and abilities needed to develop and deliver strategic communications. The APR process involves an initial screen to test for qualifications; a readiness review presentation before a panel of seasoned PR leaders; and a comprehensive knowledge test. From there, it’s an ongoing commitment to professional development and bringing the best skills and thinking to work every day.

Saige was familiar with APR because a client at a former agency called it out as one of the reasons they invited that agency team to the new business table. A former supervisor – who is also APR – encouraged Saige to take a serious look at accreditation.

Finding support
As she got started, Saige and a few other applicants connected with Kelly Savage, APR, (@SF_KellySavage) the accreditation chairperson for the Southeast Wisconsin PRSA chapter.

“Kelly was great. She sat down with us and explained APR in a way that wasn’t intimidating. She helped me believe I could go for it and succeed in it.”

Because Saige didn’t quite have the industry experience that’s typical of an APR applicant, she needed to make her case to PRSA national in New York.

“It was a really casual phone call,” she recalled. “After a few questions they passed me on to the readiness review,” Saige said.

To prepare for the review, Saige dug into a huge campaign she conducted, clearly breaking out the goals, objectives, strategies and tactics she implemented. When it was time for the review, she faced a panel of three prominent Milwaukee area PR leaders.

“It was intimidating, but I welcomed it – it motivated me to really prepare to defend the work I was doing,” Saige said. It also gave her the opportunity to make new connections with these three inspirational PR pros.

Time to study
After passing her readiness review, it was time to prep for the test. She signed up for the online cohort program and highly recommends it but actually ended up doing a lot of studying solo. She was challenged to consider real life situations and apply principles to them. Since she’s worked in health care during her career to date, she found it interesting to consider hypotheticals such as being a PR director for a manufacturer or a governmental PR officer.

“It definitely forced me out of my comfort zone,” Saige said.

She passed and was thrilled. From start to finish, the process took about a year and a half. She was recognized at the February PRSA luncheon with her APR pin, a lasting sign of her accomplishment.  She’s also begun to spread the word about the value of APR to her colleagues at GE Healthcare and with college students she encounters.

Looking back
Saige said the process made her think about her career goals and where she wants to go.

“It forces you to do some serious career introspection.” It also demonstrated she was already doing a lot of the right things.

Overall, Saige feels the APR is a great confidence boost. She urges other PR pros – even those with only a few years of solid experience – to consider accreditation.

“I think people are afraid of it,” she said candidly. “We have busy lives, we’re working, we don’t get paid to go off and get these letters behind our names,” Saige said. “But it isn’t the time commitment you might think it is.”

It is, however, an investment you make in yourself today that pays off tomorrow.

To learn more about APR, contact Kelly Savage at kelly.savage.lvv0@statefarm.com.

Jumpstart your career with new ‘Path to APR’

Is your career “stuck in neutral?”

Looking for a way to demonstrate the added value you bring to your organization, its stakeholders and/or clients?

Have you received a Paragon Award of Merit or Excellence and want to translate that accomplishment into a new position and/or increased financial compensation?

Do you want to be known as a public relations leader who is committed to professional excellence, ethical conduct and life-long learning?

Your PRSA-Southeastern Wisconsin Chapter’s “Path to APR” can help!

The chapter’s goal is to encourage at least three to five members to successfully travel the “Path to APR” in 2015.

Our path is designed to help PR professionals succeed by appealing to different learning styles (independent study, small work teams and professionally guided study tools), providing financial incentives and setting specific deadlines over a 10-month period beginning in December 2014.

Accreditation in Public Relations or APR is the profession’s only national, post-graduate certification program. Skills acquired on the “Path to APR” are applicable to all industries and practice areas and successfully applied daily by accredited public relations practitioners.

If you’re a chapter member who wants to move your career and the PR profession forward, please complete the form at PRSAWIS.org today to get started on your “Path to APR.”

Accreditation in Public Relations (APR) celebrates its golden anniversary

Have you ever contemplated the significance of the three capital letters following the names of some PR professionals? Do you even know what they stand for? What about the value they bring to your employer, client, career and you personally?

The Accreditation in Public Relations (APR) program celebrates its 50th anniversary this year, and we see this as the perfect opportunity to briefly reflect on the program and its value to PR professionals.

What is accreditation?
As a brief background, the credential was established in 1964 and is the PR profession’s only national postgraduate certificate program. Administered by the Universal Accreditation Board (UAB), the program is voluntary and aims to unify and advance the PR profession through recognizing individuals who have demonstrated a high-level of understanding, dedication and experience in the field.

What are the benefits?
Today, more than 5,000 professionals hold the APR designation, and it is a career milestone that many look to achieve as a PR professional. Unlike many professional certifications, the APR is not a requirement, making it more desirable. And while some seek it out for a raise or a better job, many simply just appreciate the title for what it signifies – a commitment to the PR profession.

A few primary reasons for professionals to earn their APR include:

  1. APR is a mark of excellence
  2. APR promotes lifelong learning
  3. APR is a method of career enhancement
  4. APR enhances the PR profession in general
  5. APR demonstrates the desire to succeed

Celebrate the 2014 landmark
As 2014 marks the 50th year for the APR, we invite you to join us at this year’s Paragon Awards to recognize the accomplishments of Milwaukee’s APRs as well as learn more about its value and relevance.