What does APR mean?

Many have asked what the APR after my name means. Most people think it stands for annual percentage rate, until they see it after my name and think to themselves, “It doesn’t make sense that APR after someone’s name would mean annual percentage rate.” Well, it doesn’t.

APR means Accredited in Public Relations.

In my industry, which is not regulated by government license like medical or legal professions, the symbol of Accreditation does stand for something.

It represents a public relations professional who demonstrates commitment to the profession and to its ethical practice.

It is a mark of distinction that’s earned after a rigorous application, oral and written test. The APR designation is based on broad knowledge, strategic perspective and sound professional judgment as demonstrated through years of experience and expertise.

There are many good public relations professionals out there. Many say they’re good, or think they’re good.

One surefire way of distinguishing the quality of public relations services offered is through the APR designation.

Public relations agencies are not accredited. Individuals are.

Employers that hire a public relations professional should look for a candidate who is Accredited. Companies and organizations that hire public relations firms should look for counselors who are Accredited.

The public relations industry is often misunderstood. There are people who claim to practice public relations without the skill set as defined by decades of professional practice. There are those who call PR people “spin doctors.”

For me, public relations is not about taking a truth and altering it to benefit some key constituency. It’s about effective two-way communication and influencing decisions and behavior as a result of that dialogue.

So while some people will immediately think of annual percentage rate, hopefully those who are familiar with public relations practitioners will recognize APR for the distinguished mark that it is.

For more information on the Accreditation in Public Relations program, visit the Universal Accreditation Board website.

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