Earning Accreditation in Public Relations
Posted on Apr. 6, 2026 / Subscribe 0
By Michelle Franzen Martin, APR
As PRSA Detroit’s Accreditation chair, I’m often asked two questions about the APR: Is it worth it, and what is the process like?
The first question is easy to answer – yes, absolutely! Earning an APR shows that you have the knowledge, skills and abilities to be a leader in the PR field. The APR demonstrates a high level of professionalism and ethics as well as the ability to create strategic, outcomes-focused communication plans.
For the second question, I can tell you that everyone’s APR experience is different. Some people complete the APR process in a matter of months, while others take much longer. Still, there are some things that anyone who is considering Accreditation should know and the steps they can take to prepare.
Here are seven things to do when you’re considering pursuing Accreditation.
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Start by downloading the APR Study Guide – it’s a great resource that you will refer to throughout your APR journey (and even long after!). It not only outlines what you can expect to see on the exam, but it also offers additional resources – including suggested textbooks and websites that will help you prepare.
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Get familiar with the KSAs. There are really two sets of KSAs (knowledge, skills and abilities) – one set for the panel presentation and another set for the exam. The first set for the panel presentation judges your competence in a way that the computer-based exam cannot. That includes KSAs such as interpersonal skills, time management, presentation skills and creativity.
The second set of KSAs is embedded within the topics you will be tested on. There are multiple KSAs for each topic. For example, for the topic Applying Ethics and Law, KSAs include ethical dilemmas, privacy laws and other issues such as copyright and fair use. For the topic Leading the Public Relations Function, you’ll need to understand business laws and regulations, organizational structures and even consensus building.
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When time allows, start working on the questionnaire. There are two parts to the questionnaire: 1. your organization and your role; and 2. your experience. The second part of the questionnaire is primarily focused on your panel presentation (more on that below!), but you can likely start thinking about or responding to the first part of the questionnaire now. It asks questions such as why you have chosen to become Accredited and what you would recommend changing at your organization.
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Choose a topic for your panel presentation. You will present a public relations plan that you have developed. It should follow the RPIE process – research, planning, implementation and evaluation. (You’ll also outline much of the RPIE process when you answer the second part of the questionnaire.) The panel presentation is between 90 minutes and two hours, and you’ll present to a panel of APRs. They will also ask you questions. When you pass the panel presentation, you will advance to the computer-based exam.
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Know that the APR exam is 30% RPIE. In other words, you really need to understand the RPIE process to pass the exam. This includes understanding research methodologies, audience identification and even the public opinion process. You’ll be tested on using appropriate communication channels and your ability to objectively interpret data. You’ll need to understand the difference between a goal and objective, and you should be able to explain how strategies determine your tactics.
Other topics on the exam carry less weight – for instance, Managing Issues and Crisis Communications is 15%, while Communication Theories, Models and History is just 5%. The APR Study Guide outlines how the exam is weighted.
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Always put on your “APR hat.” Anyone who has joined on the nights when I hosted the national APR online study course has heard me say exactly that – and what that really means is you need to think like an APR. Many of the questions have answers that all seem correct, but there is only one right answer (or depending on the question, a few right answers). When you’re taking the exam, you need to think about the processes and best practices that are outlined in the study guide.
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Remember that APRs never stop learning and teaching. After you pass the exam, you’ll get to proudly use APR after your name – and you’ll be one of just 4,000 PR professionals nationally who hold the credential. With that, though, comes a commitment to continue to learn, grow and mentor. You must renew your APR every three years by earning CEUs. Some of the ways you can earn them include taking – or teaching – professional development courses, serving on a PRSA board or committee and mentoring those who are pursuing Accreditation.
Interested in earning an APR? Reach out to learn more! Message me on LinkedIn or contact me through the PRSA Detroit Chapter. The PRSA Detroit Accreditation committee is here to support you throughout your APR journey.
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