Continuing Education for Communicators

As communication and PR professionals, we’re wired to want more — for our clients, our companies and ourselves. For some of us, personal and professional growth involves the pursuit of continuing education — whether it’s an advanced degree or professional accreditation. 

The reasons for wanting to extend your education beyond an undergraduate degree can range from broadening your knowledge and skill set, to seeking career advancement, to personal fulfillment. In a post-pandemic world where remote opportunities have expanded the professional landscape, many PR pros are seeking more education to remain relevant and competitive. 

But considering the cost and time commitment, pursuing advanced PR education isn’t for everyone. So, how do you know if (and when) it’s right for you? It helps to start by understanding your options, the benefits, potential drawbacks and available opportunities. 

Pursuing an advanced degree 

Beyond sounding impressive, getting a master’s degree in public relations is a major accomplishment. A graduate degree can allow you to specialize in an area of public relations, like public affairs or employee communications. Plus, you’ll have the opportunity to deepen your knowledge and be seen as an expert in your field, which can lead to new career options and paths for advancement. In the simplest terms, an advanced degree on your résumé helps you stand out in the crowd. 

That said, pursuing an advanced degree can also have some drawbacks. For one, it’s a time-consuming endeavor, especially when you’re maintaining a busy career and balancing family commitments. 

It can also be a significant monetary investment. Before jumping into graduate education, reflect on your motivations and the cost of a new degree in comparison to the return on investment. 

If you determine that the time and money required will be worth the resulting professional growth and future opportunities, then it may be a worthwhile next step. 

If you do choose to pursue a master’s degree, then consider talking with your employer about the value your degree will bring to your current position and asking whether there are training dollars available to help fund your degree. You can also approach a prospective graduate program to see if there is any room for tuition negotiation. 

Considering Accreditation in Public Relations

Another option for continuing education is to pursue your Accreditation in Public Relations (APR) credential, which involves studying and preparing for both a Panel Presentation and an exam that can be taken remotely or at a testing center. The benefits of Accreditation include: 

• deeper knowledge of PR history, ethics and current best practices
• valuable perspective on the comprehensive nature of the PR profession, which can help you understand it from a more holistic perspective 
• knowledge of how to apply media relations theory in a real-world context 
• greater ability to think and strategize quickly and effectively 

Accreditation also shows others — clients, employers and colleagues — that you’re committed to your growth as an employee, leader and mentor. 

On the flipside, like pursuing an advanced degree, Accreditation requires a notable time investment. To make the most of it, you’ll need to be ready to sacrifice the time and effort necessary to reach the finish line. 

Going forward

Still not sure if continuing education is right for you? Remember, you don’t have to decide right now. Both require enough of an investment that it pays to wait until you’re truly ready. 

You also don’t have to choose between a master’s degree and Accreditation — both paths could be part of a long-term career growth strategy. Start by considering your goals, your schedule and your available financial resources, and go from there. 

Learning is a lifelong endeavor. Whether you choose a formal avenue for additional education or seek to learn more and maintain your relevance through career experience, online resources or interactions with knowledgeable peers, continuing to grow will benefit your future as well as everyone who you encounter.