So, did you notice those little three letters that follow my blogging nom de plume above? Pretty
darn impressive, no? The letters stand for Accredited in Public Relations. And, they are the subject of a surprisingly heated debate within the greater public relations hierarchy.
One earns an APR by successfully completing a three-hour, SAT-type test that probes one's views, actions and reactions to hypothetical crisis and brand challenges. Having successfully completed the test, a PR practitioner is considered accredited in public relations. Critically, he or she can henceforth have the APR letters printed on his or her business card.
I wouldn't bother writing about something so insignificant if it weren't for the following:
- An alarmingly large number of otherwise informed and intelligent PR executives actually believe the APR automatically implies quality counseling and leadership ability.
- This same cult believes APR is a critical component in making PR a more credible industry.
- The Public Relations Society of America refuses to allow anyone to hold a senior position without possessing said letters.
- The PRSA charges a hefty sum for individuals to take the test.
Here's the bottom line on the APR. It's a nice little test that agencies can use as part of an overall management training and development program. And, I'm sure it's an ego boost for John Smith or Jane Doe to add the APR to their business cards and correspondence. But, that's as far it goes.
The APR is not an M.D. It's not a Ph.D. and it's not even remotely close to being the equivalent of passing the bar or the Series Seven. In short, it's meaningless in the larger public relations and business worlds. Clients don't demand their agencies are staffed with APR-certified staff. In fact, the vast majority don't even know what it is. Those who do consider it worthless.
And, yet the tempest in the teapot rages on in the power circles of the PRSA. It's sad to see so many 'fundamentalists' hold on to their ancient, bogus beliefs and withhold leadership opportunities to the many highly competent executives who, like me, have never bothered to take the APR test. All this, mind you, while advertising, interactive and other marketing disciplines continue to blur the lines between what they and we do.
It's akin to fiddling while Rome burns.