great to see that an ad hoc committee of industry heavyweights within the
Public Relations Society of America (PRSA) has finally stepped up to the plate.
People like Richard Edelman, Deb Radman and Art Stevens (owner of the most
finely-chiseled biceps in the business) have petitioned the organization's
21,000 members to drop the APR accreditation as a prerequisite for leadership
within the trade group. Up until now, one could not hold
a PRSA leadership position without the ersatz tag.
great. But, why stop with just the leadership proviso? I'd dump the APR
accreditation completely. It's irrelevant and, as I wrote in a previous blog entry,
don't care whether an agency's staff has earned the accreditation. Most agency
owners I know don't care if their people have passed the bogus, half-day
SAT-type test. Yet the PRSA still requires board members to possess it before
they can assume office? Talk about being out of touch with reality.
never was, and never will be, any way our industry can create an examination
equivalent to one's passing the bar in law and earning an Esq., or receiving an
M.D. in medicine.
industry credentials are earned in the school of hard knocks. Our best and
brightest learn and excel by doing, not by answering multiple choice questions
testing one's response to hypothetical scenarios.
PRSA needs to face facts and embrace the future. Let's open up the leadership
ranks to our industry's best (most of who don't have a comma and three letters
following their name on a business card). And, let's lose the acronym once and
APR and $11 will get one across the Verrazano Bridge and nothing more.