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Is the APR Worthwhile in PR? A Candid Look at Accreditation in the Modern PR Industry

EPR Staff
public relations on blocks

public relations on blocks

Public relations professionals are no strangers to questions of credibility. We spend our days counseling leaders on reputation, trust, transparency, and strategic communication. Yet within our own industry, one of the longest-running debates concerns a credential meant to symbolize all those very things: the Accreditation in Public Relations (APR).

The APR, offered by the Public Relations Society of America (PRSA) and the Universal Accreditation Board (UAB), has existed for decades as a marker of professional excellence. To its supporters, it represents rigor, validation, and leadership. To its detractors, it is an outdated exam with limited marketplace recognition and questionable ROI in an industrythat rewards performance more than credentials.

As the PR field continues to evolve—shaped by data analytics, AI-driven insights, content ecosystems, and corporate expectations for measurable impact—the question resurfaces with new urgency: Is the APR still worthwhile? Or is the credential an artifact of an earlier era, outpaced by the very industry it seeks to serve?

This op-ed examines the case for and against accreditation in 2025, listening to thearguments on both sides and offering a clear-eyed look at whether the APR still holds relevance in the modern PR landscape.

The Promise of the APR: What Accreditation Aims to Offer

When PRSA developed the APR, the goal was to professionalize the field. Law, medicine, engineering, and accounting all have established credentials demonstrating knowledge, ethics, and competency. Public relations—an industry often criticized for being loosely regulated, misunderstood, or undervalued—seemed a natural candidate for similar guardrails.

The APR was designed to serve three core purposes:

  1. Establish a baseline of strategic knowledge.
    The exam assesses research, planning, implementation, and evaluation (RPIE), ethics, communication theory, and management.
  2. Signal professionalism and leadership.
    Earning the “APR” after one’s name was meant to indicate a practitioner who not only understands tactical execution but can think strategically at the executive table.
  3. Create a shared ethical foundation.
    The accreditation process reinforces PRSA’s Code of Ethics, promoting standards in an industry often caricatured for spin.

On paper, these goals remain laudable—perhaps even more so today. As misinformation proliferates, trust declines, and communication grows more hypercomplex, the need for ethical, knowledgeable practitioners is unmistakable.

Yet the question persists: Does the APR actually achieve these goals in practice?

Pros: The Case for Earning the APR

1. It Demonstrates Commitment in an Industry Without Formal Barriers to Entry

One of PR’s most significant challenges is its low barrier to entry. Anyone can call themselves a public relations professional—no degree, certification, or experience required. This is both a strength and a weakness: it allows for creativity, diverse backgrounds, and unconventional thinkers, but it also leaves room for inconsistency and quality gaps.

For many supporters, the APR acts as a stabilizing force.

It is a self-selected commitment to professionalism.
It signals seriousness, discipline, and engagement in ongoing learning. A hiring manager scanning résumés may view the credential as evidence of maturity or a willingness to invest in oneself.

While not universally recognized, in certain markets—particularly government, nonprofit, healthcare, and academia—the APR still carries weight. Some military and government roles, for example, explicitly prefer or reward accreditation.

In a sea of communications generalists, the APR offers a structured way to differentiate oneself.

2. The Preparation Process Often Matters More Than the Letters

Many APR holders say the most valuable part of accreditation is not the title but thepreparation. The process forces practitioners to:

Studying for the APR can be a mid-career reset button—an opportunity to recalibrate one’s understanding of best practices and reconnect with the strategic roots of the profession.

Some compare the experience to a well-structured professional development bootcamp, one that reinforces habits that otherwise slip during the hustle of client work.

3. It Strengthens Ethical Decision-Making

Ethics is not a theoretical exercise in PR; it is the job.
The APR places heavy emphasis on ethical frameworks, crisis management judgment, and the consequences of unethical behavior.

While skeptics may argue ethics can be learned without paying for accreditation, supporters counter that dedicated study, combined with the pressure of an assessment process, builds a stronger ethical muscle.

At a time when the industry faces heightened scrutiny—from political communications to influencer partnerships to AI-generated content—an ethics-centered credential may feel not just beneficial but necessary.

4. Networking and Community Benefits

APR cohorts form supportive professional networks. Candidates often study together, share case studies, mentor younger practitioners, and remain connected long after completing theexam.

This fosters a sense of belonging in an industry that can otherwise feel fragmented across agencies, corporations, government, and freelance practice.

PRSA chapters also frequently highlight APRs for leadership positions, which further reinforces both visibility and community influence.

5. In Some Market Segments, It Still Provides Competitive Advantage

Although not universal, there are specific contexts where an APR is either valued or strongly preferred:

For professionals in these niches, accreditation may pay dividends throughout a career.

Cons: The Case Against the APR

1. Limited Awareness—and Even Less Demand—Among Employers

Ask a room of corporate recruiters whether they consider the APR when hiring, and many will give you the same response: “What’s that?”

Outside PRSA circles, the APR has minimal brand recognition, particularly in the agency world and corporate communications teams driven by performance metrics.

Most CEOs, CMOs, and HR leaders prioritize portfolios, case studies, and results over credentials. A track record of campaigns, crisis management successes, or measurable impact often outweighs any formal accreditation.

This lack of widespread recognition weakens the credential’s market value.

2. The Content of the APR Has Been Criticized as Dated

The APR was built decades ago, and although the exam has been updated, critics argue it still leans heavily toward traditional communication models, formal planning frameworks, and academic theory.

Today’s PR practice includes:

While some of these topics are addressed in continuing updates, skeptics say the exam still underrepresents modern, data-centric, digitally integrated PR—precisely the skills most in demand.

This makes the accreditation feel, to some, like a credential for yesterday’s PR landscape rather than tomorrow’s.

3. The Cost and Time Commitment Can Be Prohibitive

The APR process can cost hundreds to more than a thousand dollars, depending on chapter fees, study materials, and preparation courses. It also requires substantial time—often months of study, case review, and the panel presentation.

For early- to mid-career professionals balancing demanding workloads, family obligations, and the ongoing pressure to upskill in digital tools, the APR may feel like a luxury they cannot afford.

In an era when online certifications from Google, HubSpot, Coursera, and LinkedIn offer immediate practical skills at lower costs—or even free—the APR risks looking like a less efficient investment.

4. It Reinforces an Insider Culture

One long-standing criticism is that the APR feels like a gatekeeping mechanism within PRSA. Some chapters require or heavily favor APR status for leadership roles, which can create an insider/outsider dynamic.

Younger professionals, agency-side practitioners, and diverse PR talent may view theemphasis on APR as unwelcoming or misaligned with their career paths.

In a field striving to improve diversity, equity, and inclusion, any credential perceived as elitist or exclusionary faces reputational challenges.

5. Performance Often Matters More Than Credentials

The reality of PR—as both art and science—is that outcomes speak loudest.

A practitioner who can:

…will nearly always be selected over someone with an accreditation but fewer tangible results.

In this sense, the APR may feel like an optional accessory in a results-driven industry.

The Middle Ground: Who Benefits Most?

The truth about the APR lies somewhere between the extremes.

Best suited for:

Less suited for:

The APR is most valuable when aligned with personal goals, rather than adopted because it is “supposed to” matter.

Where the APR Still Holds Real Relevance

1. As a Professional Discipline Anchor

PR’s boundaries have expanded rapidly. In the last decade alone, we’ve absorbed:

In this flux, the APR provides a stable anchor in strategic communication principles. It does not (and cannot) teach every new tool or tactic, but it reinforces the thinking skills thattranscend them.

2. As a Framework for Ethical Practice

With generative AI, deepfakes, misinformation, and blurred lines between organic and paid content, PR is navigating its most complex ethical era.

The APR’s structured emphasis on ethics—case-based, scenario-driven, and codified—positions it as one of the few industry credentials explicitly focused on safeguarding integrity.

3. As a Signal of Leadership Within PRSA

For those committed to PRSA or similar associations, the APR carries undeniable weight. It provides a pathway to:

For professionals who plan to build their reputational capital inside the association ecosystem, the APR remains a meaningful badge of accomplishment.

Where the APR Must Evolve to Stay Relevant

The future of the APR depends on modernization. A few upgrades could vastly increase its relevance:

1. Stronger Integration of Digital and Analytics

Accreditation must incorporate the skills that define modern PR:

Without these, the APR risks appearing like an analog credential in a digital world.

2. Visibility Beyond PRSA

If employers, recruiters, CMOs, and executives do not recognize or value the APR, its market impact will remain limited. Strategic external communication—ironically, PR for the PRcredential—is essential for greater adoption.

3. More Accessible Pricing and Flexible Study Options

Sliding-scale costs, chapter scholarships, employer partnerships, and digital-first study programs could broaden access and make accreditation more equitable.

4. Recognition of Specialized PR Tracks

Much of today’s PR work is specialized:

A single generalist accreditation may feel insufficient for a fragmented industry. Micro-credentials or specialty tracks could revitalize interest.

So, Is the APR Worthwhile in 2025?

The APR is neither obsolete nor essential.

It is, instead, a credential with selective value—highly meaningful for some PRprofessionals and largely irrelevant for others.

It is worthwhile if you:

It may not be worthwhile if you:

Ultimately, the APR remains a symbol—a respected one, but not a universally required one. It is a commitment to excellence, but not the only path to it. It represents a shared heritage in arapidly changing profession, offering grounding for those who choose it while leaving ample space for alternative forms of expertise and innovation.

What the APR Debate Reveals About PR Itself

Perhaps the most interesting aspect of the APR debate is not the credential, but what it reveals about the PR field.

Public relations is more diverse and dynamic than ever. And with that diversity comes tension:

The APR occupies the center of these tensions—a mirror reflecting both PR’s strengths and its unresolved identity.

To some, accreditation is a stabilizing force that protects and elevates the profession.
To others, it is a symbol of inertia in an industry defined by change.

Both perspectives have merit.

PR is a field where the right answer is often “it depends.”
Accreditation is no exception.

The Final Word

So, is the APR worthwhile?

Yes—if it aligns with your goals, your values, and your career context.

No—if you seek practical, digital-first competencies or work in environments where performance eclipses professional designations.

The APR will continue to hold meaning for many practitioners. But its future relevance will depend on modernization, broader industry awareness, and a willingness to evolve with thetimes.

In a field where credibility is currency, the APR remains one option—valuable to some, optional to others, and reflective of a profession still defining what its standards should be.

And perhaps that ongoing debate is exactly what keeps PR vibrant, introspective, and continually striving for better.

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