In The News

More than Spin: Fifty Years of Public Relations Accreditation 

By Teri K. Henley, MBA/APR, Julie Ross Senter, APR, and Elaine C. Witt, APR

October 21, 2014

“It’s just PR.” 

We’ve all heard it- the implication that public relations is synonymous with clouding the issues, glossing over the truth, putting lipstick on a pig.

And when public relations professionals hear that phrase, we understand that PR has a “PR problem” of its own.

Not enough business professional understand the best practices and ethical standards that drive  truly effective public relations - sometimes not even those who claim to practice it.

And it isn’t a new problem.

In 1964, in part to address these misperceptions, the public relations profession created an accreditation program combining rigorous training with a strong focus on ethics. To obtain the APR (Accreditation in Public Relations) designation, PR professionals must demonstrate their knowledge, skills and abilities before a panel of their peers before taking an exhaustive computer-based examination. The process is not for the faint of heart. 

But that’s just the beginning. To maintain this accreditation, public relations professionals must adhere to strict ethical standards in how they conduct themselves and represent their employers or clients. Among other responsibilities, they must commit to continuing their education; show leadership in the field and in their communities; and stay involved in mentoring others about the principles that guide public relations, done right. Those principles include: 

  • •Protecting and advancing the free flow of accurate and truthful information
  • •Fostering informed decision-making through open communication
  • •Protecting confidential and private information
  • •Avoiding conflicts of interest

Today, eight national and regional public relations organizations comprise the Universal Accreditation Board that governs the accreditation process. Accreditation has helped support the maturation of the field, moving it toward other professions that require certification or other credentialing. As a result, APR has grown in stature and is recognized as the gold standard for the PR professional.

We are proud that, 50 years after the creation of the APR process, Alabama’s public relations community has one of the most active accreditation efforts in the nation. Accredited PR professionals are working across the state in the public and corporate sectors, in the nonprofit world, and in academia. APRs can also be found at many public relations agencies and communications firms, and are also working around the state as individual practitioners and consultants.    

APRs, as required to maintain their accreditations, are also very active in Alabama’s communities– serving on public, civic and nonprofit boards, supporting and providing expertise to a variety of initiatives that are helping make Alabama a better place to live, work and raise families.   

APR as a process continues to evolve reflecting ongoing changes in the world of media and communications, as well as developments in quantitative and qualitative public relations research and in the social sciences. What will not change is APR’s foundation – to ensure high standards of performance, ethics and integrity. Employers have begun to recognize APR as a desirable attribute.  Earlier this year, for example, the University of Alabama revised its compensation policy to provide an extra $1,000 in annual salary for staff members who earn the APR designation.   

So, the next time you need a public relations professional, forget about “spin,” because spin doctors can’t be Accredited in Public Relations.  

To learn more about the accreditation process for public relations professionals, please visit the Public Relations Society of America (PRSA) website at www.prsa.org and click on “APR.” Learn more about PRSA’s Alabama chapter at www.alabamaprsa.org.

Teri Henley, MBA, APR, is instructor in the Department of Advertising and Public Relations at the University of Alabama, advisor to the Capstone Agency and UA AAF-NSAC team fellow for UA’s Plank Center for Leadership in Public Relations. Julie Ross Senter, APR, is director of communications at the University of Alabama at Birmingham’s Collat School of Business. Elaine Witt, APR, is communications and public relations manager at the Birmingham-Jefferson Convention Complex.  

 

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