FPRA - Florida Public Relations Association Blog

As chair of accreditation for the Orlando Area Chapter of FPRA, I recently conducted a survey of our members to find out how they feel about our profession’s universal credential. Overall, the results were positive – several members indicated they were considering going through the process this year. What I found most interesting, however, were the reasons given by those who were not considering accreditation this year and in one case, never. This blog provides a great opportunity for me to respond and offer my reasons why I believe there is no excuse for not pursuing accreditation.

Excuse number one:
I’m too busy. Were you too busy to go to college and earn a degree in public relations or another field? Were you ever too busy in your job to find out how to do something you’ve never done before in order to fulfill your responsibilities to your client? Any one who has gone through the accreditation process will tell you that the time and study devoted to the process has resulted in a better knowledge of the PR profession and practice, and a reinforcement of knowledge gained through experience. The accreditation process relates real world experience with communications theory and PR principles, helping you become a more competent and confident professional, regardless of your level of experience. We all get busy, but there is always time for professional development.

Excuse number two:
Accreditation is not important to my employer. More than a few of us have probably worked for someone who didn’t understand or appreciate the value of public relations. Sometimes it requires educating your employer and constantly reinforcing the value of PR by providing examples of the many ways the practice contributes to the organization. If you’re doing the job right -- utilizing the RPIE model and applying the competencies of our profession -- the value of public relations and communications to any organization will be apparent. If you are truly dedicated to your profession, what your current boss thinks isn’t really a good enough reason not to seek the credential.

Excuse number three:
Accreditation will not help my career. Don’t bet on it. The number of people entering the public relations field continues to grow. Accreditation is becoming a more and more significant factor for employers and clients seeking professionals whose knowledge, experience and dedication to their field are evident in their attainment of APR.

Excuses number four and five:
Some APRs are only entry-level professionals and some lack integrity, so I have little faith in the process. Ouch! First, may I award kudos to any entry-level professional who attains APR. No one is eligible to sit for the exam until he or she has demonstrated, through a written and oral presentation to a panel of accredited professionals during the Readiness Review, a knowledge and understanding of the scope of PR practices as experienced on the job. And the exam itself is not a slam-dunk, even for professionals with several years of experience. Not wanting to become accredited because you know an APR you believe lacks integrity translates to a pretty broad indictment of the entire profession. Integrity and ethical behavior are at the very core of being a professional public relations practitioner, whether or not you are accredited. I believe organizations like FPRA that attract and provide professional development for practitioners dedicated to upholding a professional code of ethics ultimately help weed out any bad actors that tarnish our profession by their lack of professionalism and unethical conduct. If you think achieving the credential of accreditation somehow represents a lack of integrity, you may want to consider changing your profession.

Excuse number six:
I don’t have enough information about accreditation. An excuse easily remedied. For a fairly comprehensive overview of accreditation and the process to achieve accreditation, visit www.praccreditation.org, the official web site of the Universal Accreditation Board. Click on the “Become an APR” link and you’ll find answers to FAQs, a step-by-step guide to the process, resources to prepare for accreditation and a look at the competencies and KSAs – knowledge, skills and abilities that are tested on the exam. The OAC/FPRA conducts accreditation orientations twice a year, in the spring and fall, followed by preparation for Readiness Review and seven study sessions for the exam. In addition, the OAC/FPRA is conducting a series of professional development workshops throughout the year on topics that relate directly to the KSAs of our profession. Watch for details on the chapter’s website, www.fpra-orlando.org. The OAC/FPRA has always had a chair of accreditation, so one-on-one information is only an e-mail or a phone call away. I welcome the opportunity to provide information and encourage involvement in the process. Contact me at 407-365-2162 or slh@duda.com.

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Susan Howard, APR, is Director of Corporate Communications for A. Duda & Sons. She also serves as Vice President of Accreditation for the Orlando Chapter of FPRA.