THE APR – WHAT IS IT?

So you’ve been in Public Relations for a while (at least 3 years), and you think it’s time to pursue your
APR.

Congratulations! You’ve made the first step, and your SCPRSA chapter will help you get there.
What, exactly, is the Accreditation in Public Relations, and why is it significant?

The APR signifies a deep understanding of the Public Relations profession as well as a commitment to
the PRSA Code of Ethics. It signifies that you, the candidate, have demonstrated the knowledge, skills
and abilities (KSAs) that are fundamental to public relations:
• An understanding of the history of public relations, as well as theories and models.
• An understanding of the RPIE process that is fundamental to any communications campaign:
Research, Planning, Implementation and Evaluation.
• An understanding of issues, risk, and crisis management in public relations.
• An understanding of the role of public relations within your organization.
• An understanding of reputation management.
• An understanding of First Amendment issues, and the ethical underpinnings of public relations.

The path to getting your APR is not easy. You must commit to it. But it is very doable, and the chapter
APRs are ready to help you reach your goal.

If you are interested in learning more, please review this packet, and then email the SCPRSA
Accreditation Chair Kathleen Williams, [email protected].

You’re on your way!

Here are some important resources to help:

Meet Angela Crosland, APR

Congratulations to Angela Crosland, right, director of communications for the South Carolina School Boards Association, who recently earned her Accreditation in Public Relations (APR). Angela worked diligently to achieve this credential, which demonstrates her mastery of public relations theory, practices and ethics.

Q. What made you decide to earn your APR?
The APR had long been a personal and professional goal of mine, inspired by respected leaders in the field. The process once felt daunting, but a statewide civility initiative developed by the S.C. School Boards Association with the Municipal Association created the right opportunity. The initiative aligned closely with my strategic communication objectives and became the foundation for my panel presentation.

Q. When did you begin the process, and tell us a little about your decision to take the online classes. What is their value?Initial correspondence with a coach began in October 2024, though study of the APR principles started in 2020 through the official study guide. Early on, opportunities to apply the material were limited. When Kathleen Williams, APR, agreed to serve as mentor, enrollment in the online course followed in early 2025. The most valuable element of the course was the chance to write potential exam questions and test answers with peers and exchange dialogue which deepened my understanding.

Q. What advice would you give someone who is considering this?
A mentor or coach brings tremendous value. Kathleen emphasized skill mastery and effort, and her belief in my success strengthened my motivation, confidence and resilience. Completion of the process may not have been possible without her guidance. The best advice I would give is to work with a mentor or coach who is invested in your success and follow their direction with consistency.

Q. What value do you think the APR credential brings to you and your career?

The credential provides a way to demonstrate the value of work already in practice. Its difference lies in proving impact through measurable, systematic methods. The process sharpened my perspective on the organization I serve, its mission and the role of public relations in the marketplace, reinforcing both professional practice and leadership credibility.

If you are interested in finding out more about earning your APR, please contact Accreditation Chair Kathleen Williams at [email protected].

We're proud of our members who have achieved the APR distinction and have been inducted into the PRSA College of Fellows: