APR: A Journey Toward Accreditation in Public Relations

After earning tenure, I felt like it was time for more professional development. Public relations (PR) practitioner-scholars whom I admire have earned their APRs (accreditation in public relations) and I want to remain competitive in my field. An APR designation signifies an investment and belief in our profession as a profession. Additionally, I want to model lifelong learning and industry commitment to my students. 

As part of the process, you present a campaign you have implemented. Timing worked out perfectly because I was launching a Women's History Month campaign for Tarleton's Women's Mentoring Network. Members’ research efforts were the focus, as this fulfilled the university’s mission to increase our research profile and institutional prominence. We celebrated a Month of Research on LinkedIn. The campaign was a success and provided an campaign for my panel presentation.

After many hours of preparations and studying, I sat for my panel presentation (think dissertation defense). I truly learned a few things along the way. For example, my objectives needed to be pushed beyond output measures. 

After passing the panel presentation (thank you to the APRs who gave their time for the evaluation and feedback), I prepared for the written exam. The PRSA-provided study guide is a great starting point. Many of the suggested textbooks are ones I've used as a teacher over the past 20 years. Nonetheless, I studied and studied. 

Next, it was test time. I spent hours glued to my chair taking an online exam while a proctor watched over my webcam and screenshare. It was a beast. The moment I hit submit, I held my breath and hoped for the PASS notification. I had to re-read it several times before my brain would believe that I had passed. 

I have many thank you notes to issue. To my APR mentor Dr. Kay Colley, APR, you are the best! Last year, she presented at a monthly PRSA meeting and forced us to consider one-year and five-year goals. I put APR on the notecard she handed me for my one-year goal. To Dr. Julie O'Neil, APR, who shared about her experience that same day and helped me make the leap. To Jeremy Agor, APR, our APR chair, who shepherded the process. To Jessamy Brown, APR, for her expertise on my panel. To all the APRs who came before and may not even know that they influenced my decision -- Kim Brown, APR, our PRSA chapter president, Dr. Amiso George, APR, Dr. Katie Place, APR, Dr. LaShonda Eaddy, APR, Jeff Wilson, APR, and many more -- thank you!

If you are thinking about pursuing your APR, I'm happy to share my experiences. 

Proud Moments: Rotary Rebranding

This semester students in my public relations course helped a local Rotary Club with a rebrand. The Rotary Club of Fort Worth South even invited them to present as the featured speakers at a lunch meeting. Some students were so nervous they could not even eat!

Three groups competed as mini-agencies presenting solutions. #JoinConnectStay was the winning campaign, and the club is already implementing ideas presented.

What impressed me most was how diligently our students worked on this project for weeks. They experienced the strategic campaign process and rocked their 4-minute pitches. Our client would like to make our involvement an annual event. Our students also garnered a bit of publicity for their efforts. 

Toddler Tips for Media Relations

If you have spent time with a toddler, you've practiced some key skills for media relations.

No, you can't have that toy, but you CAN have this one. You're a master at bridging. This is moving the conversation or interview to the messages you wish to convey.

Always be prepared. For the toddler, that might be an extra pair of pants in the trunk of your car or a coloring page in your bag. For the PR pro, that's a mental list of story ideas in case a reporter is on the prowl for a good article.

Think before you speak. Do you really want to bring up THAT topic? A toddler and a reporter ask a lot of why, why, why. Think your comments through to the follow-up question and its follow up.

Words matter. When talking with my toddler, I try to choose words carefully and select the word that best describes what I really mean. When I get lazy with word choice, I must do a LOT of explaining. Journalists appreciate precision, too.

Their vision may not be what you expected. When I think I know how my toddler might approach a toy or puzzle, she sometimes surprises me with an innovative approach. When you pitch a story idea to a reporter, he or she might take that story seed and grow it into something you didn't imagine. Not necessarily good or bad, just different.