How the APR Enhances My Work Every Day

By Tara L. Smith, M.S., APR

Earning my Accreditation in Public Relations (APR) has been a game-changer in my career, profoundly impacting my daily professional practice in three key ways.  

For starters, leveraging the RPIE (Research, Planning, Implementation and Evaluation) model has been invaluable in my role at the University of Delaware. As a full-time faculty member in the Department of Communication and the Director of our Online Master’s in Strategic Communication program, strategic planning is essential.  

The RPIE model equips me with a structured approach to lead my program effectively, ensuring our plans are research-driven and meticulously evaluated. This systematic process enhances my decision-making and drives better outcomes for our students and faculty. 

Secondly, maintaining my Accreditation keeps me accountable for staying on top of the latest developments in our rapidly evolving field. The pace of change, especially with the impact of artificial intelligence (AI) in public relations, can feel like a whirlwind. The requirement for APRs to continuously seek professional development keeps me informed about new tools, trends, and best practices. It allows me to integrate new knowledge into my curriculum and consulting practice, ensuring that I remain relevant and effective in my roles. 

Finally, the APR credential bolsters my credibility and professionalism, particularly in my work as an independent public relations consultant. The third-party validation that comes with this Accreditation reassures clients of my expertise, ethics and commitment to the highest standards of practice. It instills confidence that they are working with a qualified professional dedicated to achieving their communication goals ethically and effectively. 

In summary, my APR credential is a cornerstone of my professional life, enhancing my strategic planning, keeping me updated on industry advancements, and reinforcing my professional integrity.

Tara L. Smith, M.S., APR
Co-Chair, PRSA National APR Marketing Committee
Immediate Past President (2022-2023), PRSA Delaware Chapter
University of Delaware, College of Arts & Sciences   
Director, M.A. in Strategic Communication Program
Instructor, Department of Communication