Finding the Opportunity in the Challenge
Posted on Apr. 29, 2025 / Subscribe 0
In 2021, after three attempts over the course of 10 years, I finally earned my Accreditation in Public Relations (APR). The journey was long and challenging, but it became one of the most rewarding experiences of my career. Looking back, I see how pivotal this achievement was—not just as a personal milestone but as a foundation that has shaped my ability to lead, strategize and serve as a trusted advisor in public relations.
I pursued accreditation because I wanted to deepen my expertise. I had watched colleagues and mentors with their APR navigate complex situations with confidence and credibility. I knew that if I wanted to be recognized as a subject matter expert, particularly in a high-stakes environment like public education, I needed to demonstrate mastery beyond experience alone. However, the process wasn’t easy. Between work, life’s unexpected challenges, and the rigorous nature of the APR itself, it took me three tries to finally succeed. But when I did, the timing couldn’t have been more significant—it was during the height of the pandemic, a period that tested PR professionals like never before.
As an assistant superintendent of communications in the largest public school district in Michigan, I was at the forefront of some of the most difficult decision-making processes as schools prepared to reopen. Public trust was fragile, and the demand for clear, effective and strategic communication had never been greater. The methodology, philosophy and foundation of the APR curriculum provided a crucial framework for navigating this crisis. The principles of ethics, research-based decision-making and strategic planning weren’t just theoretical concepts—they became the tools I relied on daily.
Through the accreditation process, I strengthened my ability to provide leadership with sound, research-backed counsel, develop messaging that built confidence among parents, students, and staff, and navigate intense media scrutiny with a professional and strategic approach. Earning my APR wasn’t just about adding credentials to my name—it sharpened my ability to serve my district, my team and my stakeholders when they needed it most.
Beyond the pandemic, my APR has continued to be an asset. It has helped me stay current, connected and part of a community of professionals committed to excellence in public relations. It has opened doors to leadership opportunities, professional collaborations and speaking engagements. More importantly, it has signaled to others—whether colleagues, industry peers or leadership—that I bring a level of expertise and strategic thinking that goes beyond experience alone. Those three simple letters—APR—carry weight in our industry. They signify a dedication to ethical practice, a mastery of core competencies and a commitment to lifelong learning.
For those considering pursuing an APR, my advice is simple: do it. The journey requires time and effort, and there may be setbacks, but the growth, confidence and credibility you gain will make it worthwhile. Accreditation isn’t just a certification—it’s a commitment to excellence, a validation of your expertise and a tool that sets you apart in a competitive field. For me, earning my APR was more than an achievement; it was a transformation that continues to shape my career.
Chrystal Wilson, APR, is a PRSA Detroit Board Member.
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