Why Internal Communicators Should Consider the APR

My path to communications was unexpected. I studied business and marketing in college and started my career in marketing as a proposal writer. 

I thought I was a marketer but, it turns out, I am a communicator. 

Over the next several years, I moved from marketing communications to media relations, and then to employee and executive communications — often referred to as internal communications.  

Along the way, I learned from phenomenal mentors and gained invaluable growth and perspective through hands-on experiences in roles that were both demanding and dynamic. Becoming Accredited was one of the best investments I made for myself, my profession and my customers.

In reflecting on my experience, these are the top motivators for my decision and why I encourage other internal communicators, especially those who also followed a nontraditional path to communications, to consider the APR.

Because internal communications is public relations

I initially hesitated to pursue the APR. Most of my peers with the designation were in media relations, and while I had that experience, my role at the time was squarely defined as “internal” communications. Would this even be relevant to my work?

In researching Accreditation, I was surprised. I realized not only was the content relevant to me, but also I had been in public relations for years and never realized it.

PRSA defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 

Given that definition, it makes sense that internal communications would be considered public relations with the public being employees. 

So, why was this a revelation to me?

My perspective was shaped by my environment, including two central observations. First, in my experience, the title of “PR” is attached to those who are focused specifically on the external public. Second, I often see internal communicators organized separately from public relations, where they have separate reporting lines and department heads. 

Because strategic planning is nonnegotiable for communicators

In my opinion, strategic thinking is an equally important skill as writing in communications. 

I consider myself a strategic thinker, but before the APR, the act of strategic planning for me was primarily based on instinct (or a quick Google search).

The APR follows the RPIE methodology: research, planning, implementation and evaluation. For me, the process felt familiar but having the actual framework brought rigor and discipline to my strategic planning. Once frustrated, I now look forward to building and evolving strategy. 

Of note, I appreciated the emphasis on evaluation since collecting and interpreting data is challenging in communications but critical to aiding decision-making within the organization. 

Because of the rise in mixternal channels 

In the past, we have put communications into clean boxes. Email to employees? Internal communications. Press release? External communications. 

But what happens when your email to employees is posted on social media? Or if you announce a decision impacting the workforce to press before employees?

Today, because of technology, we have an influx of channels with mass consumption availability and can easily transmit information from one channel to another. The boundaries between internal and external are blurred — or mixed.  

In addition to establishing a strong relationship with external PR partners, internal communicators should have at least a basic understanding of the external dynamics, risks and opportunities, which may influence their communications approach. 

This is where the APR can be beneficial, especially for professionals who do not have meaningful hands-on experience with external-facing communications.

Because of the organization’s role as a trusted source of information 

Ethical conduct is a central focus in the APR, and for good reason. Technology has enabled anyone and everyone to be a content creator. As the volume of information climbs, so does the opportunity for misleading, inaccurate, incomplete and patently false information. 

Employees are increasingly looking to their organizations to provide trustworthy information. According to Edelman’s 2022 Trust Barometer, 77% of respondents said they trust their employer, and employer media ranked as the most trusted source compared to other sources including national government and media reports — which is not surprising if you were in internal communications during the COVID-19 pandemic. 

Still, this speaks to the importance of the relationship between employer and employee, and the responsibility of internal communicators who serve in a central role between the two.  

It also underlines the significance of a strong ethical foundation for internal communicators as they work to foster and maintain the integrity of these relationships. 

Learn More

April is Accreditation Month at PRSA. It’s a time to learn about how becoming Accredited in Public Relations can help advance your career. Look for posts on the PRsay blog and each month in The Pinnacle, PRSA’s monthly newsletter offering insights on Accreditation. Learn more about earning your APR by visiting PRaccreditation.org.