I Got My APR. Now What?

Earning my Accreditation in Public Relations (APR) was a defining milestone in my career. After two years of studying and refining my strategic thinking skills, I proudly added those three letters to my name. But after the initial celebration – and the relief of being done with my nightly study sessions – one question lingered: Now what?

The more I’ve reflected on what it means to earn my APR, the more I’ve seen its impact in practice. Titles are great, but what truly matters is how this accreditation influences not just the way we think, but how we lead, communicate and deliver results for the businesses we serve.

Strategic Thinking at Every Level

At its core, PR is about building mutually beneficial relationships between organizations and their key publics – a responsibility that makes our role as PR professionals essential.

To truly drive success, we must go beyond tactics and align communication strategies with business objectives. At Curley & Pynn, we like to say we help great clients solve tough challenges, and this is where the foundations of the APR process – research, planning, implementation and evaluation (RPIE) – are critical.

One of my biggest takeaways from earning my APR is that strategy isn’t just about strong execution; it’s about delivering insights and solutions that create measurable impact. Whether launching a new product, managing a crisis or strengthening brand reputation, APR professionals bring the strategic discipline needed to enhance decision-making and effectiveness.

The accreditation process reinforces a mindset of continuous evaluation – challenging me to constantly ask “why?” This process ensures every initiative I lead is rooted in purpose and that I am comfortable pivoting when necessary to achieve the best possible outcomes for our clients.

A Commitment to Ethics and Transparency

One of the most pressing issues in communications today is “misinformation,” and rightfully so. The rise of social media as a primary news source has created fertile ground for misinformation to thrive.

Researchers at the Massachusetts Institute of Technology have found that fake news spreads up to 10 times faster than true reporting on social media.

This is where the APR process becomes essential, particularly when it comes to ethics. Doing the right thing has never been more important, and this doesn’t have to mean something monumental. Sometimes, it’s as simple as being transparent with your stakeholders, and doing business with honesty and integrity.

One of the most valuable lessons I gained from the APR process was understanding the “7 Cs” of Communication, which help PR professionals break down barriers and ensure effective communication:

• Clarity: Ensuring that messages are straightforward and easily understood, leaving no room for confusion.
• Credibility: Building trust through truthful, accurate and well-researched information.
• Content: Creating meaningful and relevant messages that engage the audience and meet their needs.
• Context: Framing messages in a way that’s timely, culturally sensitive and relevant to the audience’s situation.
• Continuity: Ensuring consistency in messaging over time to build a strong, reliable reputation.
• Capability: Demonstrating the expertise necessary to deliver communications that achieve strategic business goals.
• Channels: Choosing the most effective communication channels to reach and engage the intended audience.

These 7 Cs make sure we aren’t simply crafting messages for clients, but delivering messages that are aligned with the integrity our profession demands.

Measuring Business Success

The public relations profession often still struggles to be recognized as a critical driver of business success by executives. The main reason? A  lack of effective communication when it comes to how we directly contribute to the bottom line.

Another valuable takeaway from my APR journey is its emphasis on measurement. During new business meetings or when starting a new client relationship, we’re often asked how we can quantify success beyond outputs like the number of media hits or blog posts published in a quarter.

As accredited professionals, we know how to answer that question. Through data-driven analysis, APRs demonstrate the value of PR in concrete terms – whether it’s increased brand awareness, higher customer engagement or a stronger bottom line.

By integrating measurements into our strategies, we can show how PR efforts contribute to overall business goals, making it clear that our profession is more than just a support function – it’s an essential part of every company’s success.

Lifelong Learning

I’ve quickly realized that earning your APR is just the beginning of the learning journey. APRs are dedicated to staying informed about industry trends, emerging technologies and evolving best practices.

For business leaders looking for a PR firm, consider one with professionals who have earned their APR. There is so much value in working with experts who are proven in delivering strategic, ethical and results-driven communication to help move your business forward.

Remember, the APR isn’t just a title. It’s a mindset. And when applied effectively, it transforms the way we practice public relations for the better.

Tags:Build Credibility|Speak with Confidence