NOV 6, 2008
APR Designation: What’s it mean to clients?
Donnie 
0 commentsClient Services Manager/Public Relations
As a public relations practitioner, earning the accreditation in public relations (APR) is a commitment that demonstrates a willingness to serve the profession to the utmost competency. Earning the APR, for me, is like striving to become a Gold Glove outfielder. It's an opportunity to refine my skills and expertise and grow as a professional.
I’m nearing the completion of the process for obtaining my accreditation and have a newfound respect for the professionals who wear the APR badge. The process is a comprehensive study of the practice that certifies my knowledge and abilities in performing as a public relations professional. Having the letters APR behind my name does not mean that I’m the best at what I do, and it cannot replace any amount of practical experience, but it does signify that I've been judged by a group of my peers and a national governing organization (PRSA) to have a firm grasp on the profession. It means that I understand the role that public relations performs in the day to day communications between organizations and their publics.
Most clients probably do not recognize the APR designation, or realize what it means in terms of the type of professional who wears the distinction. However, the APR serves as a guarantee, of sorts, to clients that they can trust the professional who is servicing their account or providing strategic counsel. The APR ensures that professional is someone who has the aptitude to tackle issues and manage communications for a variety of scenarios.
What do I think the APR means to clients or our business at Bouvier Kelly? Hopefully, it means that our public relations team is a little stronger and a little wiser as we strive to continually bring sharp, sophisticated and strategic insight into all of our public relations efforts. It definitely means that we’re a group of professionals who are constantly striving to improve our capabilities and ultimately, meet the ever-changing needs and desires of our clients.
