Jul 24

Useless. Useless.

APR Logo bw I've just received an e-mail from the Public Relations Society of America (PRSA) encouraging me to sign up for an intensive, four-day APR preparation boot camp.

For the unenlightened, APR is an ersatz credential that has been bandied about for decades as proof positive that one is, indeed, accredited in public relations. I've been reluctant to comment publicly about APR because, frankly, I didn't want to offend some industry leaders who actually believe the APR is meaningful.

But, the time has come to take off the gloves and enter the fray. An APR is worthless. It's never meant anything to any client organization I've ever encountered. Nor has it ever made one iota of difference in considering a prospective employee's strengths and weaknesses.

Created long ago and far away, the APR has always lacked any real teeth and is based on a false assumption: that a PR pro should master rules and regulations in the same way a doctor or lawyer must. But, because PR is an art and not a science, there are no hard and fast rules, regulations, practices, policies or procedures that a public relations professional must study and then prove competence in some sort of 'bar exam.' One earns his or her stripes in PR in one way, and one way only: through the School of Hard Knocks.

The APR is even more irrelevant in today's social media environment in which black has become white, and vice versa. Controlled, top-down, inside-out communication has gone the way of the carrier pigeon. And, no four-day boot camp or three-day written exam is going to help me learn to listen or react any better to the quicksilver changes being made by consumers who now decide with whom they wish to speak, as well as when and where.

I wish Dr. Kevorkian could euthanize this bogus test (and credential) once and for all. In the meantime, I'll continue to associate the APR with the immortal final words of John Wilkes Booth who, having been mortally wounded by pursuing Union soldiers, looked at his hands and uttered, “Useless. Useless.”