Why My APR Matters (and Why I’m Proud to Put Those Letters After My Name)
Posted on Apr. 22, 2026 / Subscribe 0
By Melanie D. Davis, APR, Community Relations Director, City of Sterling Heights
In local government communications, trust is everything. Residents expect timely, accurate information. Elected officials and department leaders need counsel that’s grounded in strategy and not just the latest trend or tactic. In a community as engaged and diverse as Sterling Heights, communication work must be both responsive in the moment and intentional over the long term.
That’s why earning and maintaining my Accreditation in Public Relations (APR) designation matters so much to me. The APR credential represents a professional commitment to doing public relations the right way: ethically, strategically and with measurable impact. It represents the value I place on continuous improvement, strong fundamentals and credible leadership in the communications function.
Below are a few reasons the APR journey is so meaningful to me and how it continues to shape the way I approach my work in municipal government.
1) The Fundamentals
When you work in a city environment, it can feel like you’re constantly operating in “real time.” A water main breaks. There is a road closure. You have a last-minute media inquiry. There is a community event that suddenly needs a contingency plan.
The APR process has a way of pulling you out of that noise and bringing you back to the basics of good public relations, especially the essentials that make programs effective and defensible, like clarifying research, clearly defined audiences and measurable objectives based on impact, not just activity. That emphasis matters in government, where transparency, accountability and stewardship of public resources are non-negotiable. APR reinforces that communications should be planned with the same discipline we expect in other municipal operations.
2) PR is Cyclical
One of the most valuable reminders embedded in the APR process is that strong PR isn’t linear, it’s cyclical. A communication plan isn’t something you write, launch and forget. In local government, conditions change fast. Public sentiment shifts, projects evolve and external events (weather, emergencies, misinformation online) can reshape what the community needs from us. APR underscores the importance of building in regular feedback loops, checkpoints and assessment and adjustments based on what the data and community are telling you.
In practice, that means asking if residents are actually receiving and understanding the message, if we are reaching the right audiences and if we are reducing confusion, increasing compliance, improving satisfaction or building trust. For me, the APR framework is a consistent reminder that evaluation isn’t an “extra.” It’s a core part of the program, especially when you’re accountable to residents, leadership and a public record.
3) APR Builds Confidence
One of the most unexpected benefits of preparing for APR was how much it reinforced that I do know what I know. In municipal communications, you often have to make decisions quickly, sometimes with imperfect information, and frequently under scrutiny. Remembering how I studied for the APR helps connect the day-to-day reality of government communications back to proven principles and best practices. That reinforcement translated into something practical: confidence. The confidence to recommend a strategic approach, even when someone wants a quick fix. The confidence to push for research when assumptions are driving the conversation. The confidence to clarify objectives before committing resources. The confidence to explain why measurement matters beyond “likes” or anecdotal feedback.
4) A Seat at the Table
Communications can sometimes be treated as a support service. For example, “Let’s do a press release,” “Post this on social media” or “Make me a flyer.” But we know when public relations is done correctly, it is far more than output. It’s risk management. It’s relationship-building. It’s public trust. It’s behavior change and service awareness. It’s helping an organization communicate in ways that are effective, equitable and responsive.
Having the APR designation helps signal something important to organizational leadership: that I’m committed to professional excellence and that I bring disciplined, strategic counsel, not just execution. It’s one of the ways I differentiate myself and demonstrate that I should be involved early in key conversations. These can range from organizational changes that affect resident experience to crisis planning and incident response to community engagement strategies for sensitive or complex issues. In short, APR helps reinforce that communications should not be an afterthought, but a part of decision-making from the start.
Sitting for the APR is challenging, but worthwhile. The process strengthens your foundation, sharpens your strategy and reinforces the value you bring to your organization. For more information, visit prsa.org/apr.
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