My APR Journey
Posted on Apr. 15, 2026 / Subscribe 0
By Karen Couf Cohen
AN UNCONVENTIONAL START
Earning my APR was the best thing I ever did for myself professionally, but my journey was far
from conventional. With a theatre arts degree in hand, I embarked on a short acting career in
New York City. After some summer stock and a few appearances on a soap opera, I decided to
embrace a new chapter. I became an assistant editor for a high-profile editor-in-chief at a
magazine, working on special projects, including Public Relations. (No, my editor’s name was
not Miranda Priestly, though he was quite exacting in his demands for my writing skills, which
needed improvement)! I learned by observing colleagues' outstanding copy and, over time,
developed my style by imitating their techniques.
It turned out I had an aptitude for PR and had remarkable success right out of the gate. I got
one of our writers on a very well-known talk show (dating myself, but here goes): “The Phil
Donahue Show.” For those that don’t know, he was Oprah’s predecessor -- and a good one at
that. Poor planning and inexperience on my part set my writer up for an onslaught of critical
questioning by Mr. Donahue and a not particularly flattering impression of our magazine. What
did I learn from that experience? Be prepared. And anticipate the “what if.”
SOLO PR PRO BENEFITS
Fast-forward ten years, and I was back in my hometown of Detroit, working at a PR agency and
then eventually as an independent PR practitioner. In time, I realized I needed to refine my skill
set and delve deeper into strategic planning and thinking. I considered a master’s degree and
then realized what I REALLY needed was to expand my knowledge in a more academic and
professional manner in Public Relations. Earning my APR became the answer to that need.
SUGGESTED STEPS TO YOUR APR
Here are the steps I took that helped me and I hope will help you:
- Do your research on the APR. Explore what is missing from your professional
background and see how the APR course content fills that void. - Consider an online study course offered by PRSA National or one of the “Boot Camps”
offered by PRSA. - Read Effective Public Relations by Cutlip and Centner – a foundational textbook that is
often considered the “bible” in public relations. - Find a mentor
Earning my APR was the best professional decision I have ever made. It has solidified my skills
and provided a framework for addressing PR problems and issues. It provides a roadmap for
program development and forces me to first think strategically and then tactically. It provides a
starting point for all work and provides a mindset to ask the right questions that lead to the right
approach. In particular, the RPIE (Research, Planning, Implementation, and Evaluation) rubric is
a fundamental element of the APR and one that any practitioner will benefit from.
Earning your APR is the best decision you can make. Don’t wait—take the step now!
It’s never too late.
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