The Evolution of Accreditation in Public Relations

In 2022, PRSA is commemorating 75 years. Strategies & Tactics will highlight the contributions of the organization and milestones in the profession, as well as past, current and future generations of practitioners. 

In 1961, PRSA merged with the American Public Relations Association and started developing its own Accreditation program. The APR program was formally launched in 1964. The Exam and Accreditation process were periodically updated in the years that followed. 

As the number of Accredited professionals grew, PRSA hired outside consulting firms to review the Exam and scoring process, and ensure that it reflected best practices in the profession. The Exam became more rigorous and precise, reflecting the continuing maturation of the profession.

Meanwhile, dozens of other PR and communication associations also emerged, and many of them developed their own credentials. Organizations often competed for candidates to participate in their credentialing programs. 

For both practitioners and prospective employers, multiple programs proved confusing, and none met standards for best practices associated with credibility. Multiple, competing credentialing programs diluted the value of each.

Recognizing the value of strength in numbers, PRSA joined with several other PR organizations to evaluate the potential to unify the programs with one credential. Four professional associations formed the Universal Accreditation Board (UAB) in 1998 and agreed to unify all the programs under the APR banner. (Today, there are nine organizations involved with the UAB.)

Like the PR profession, the Accreditation process has evolved and matured during the last century. The APR designation continues to offer practitioners opportunity to advance their own careers while enhancing the profession.