Beyond the Letters: How an APR Strengthens Your Communications Strategy
April is Accreditation in Public Relations (APR) Month, a time to highlight the value of professional accreditation in the PR industry. At Peritus, we’re proud to have four team members who have earned their APR — an achievement that reflects our commitment to excellence in strategic communications. To celebrate, we sat down with our accredited team members for a Q&A session to share insights on what the APR is, how it benefits our clients and advice for those considering earning their own accreditation.
1. What is Accreditation in Public Relations (APR), and what does it signify?
“The APR represents more than a personal achievement—it signals a commitment to communications that are ethical, intentional and strategic. As we’ve built this firm from the ground up, we see accreditation as a marker of how seriously we take our role as communicators. We’re often brought in when the stakes are high and reputations are on the line. Earning your APR means you’ve committed to mastering the full scope of what it takes to be a trusted advisor—not just a tactician. It also speaks directly to our values at Peritus: doing impactful work, taking care of our own, and never settling when it comes to growth.”
– Louise Oliver, APR, president and CEO
"The Accreditation in Public Relations or APR is the most recognizable higher-level certification we can achieve as practitioners. Earning the APR demonstrates a professional’s commitment to the highest standards of ethics and expertise. It distinguishes that we’ve mastered strategic thinking, leadership and problem-solving in communications. Ultimately, it brings credibility to our craft."
– Erin Vogt, APR, COO
2. How does having four APR-certified professionals benefit our clients?
“Think of the APR as our industry equivalent to more commonly known professional distinctions such as M.D., J.D. or CFA. Wouldn’t you want your doctor, attorney or financial advisor to be experts in their field with the credentials to prove it? Earning our APR shows our clients that we are masters of our craft and that they can lean on us for informed communications strategy and counsel when the stakes are high. It also demonstrates how serious we are about investing in our firm’s professional development, so we can provide a top-notch client experience.”
– Hanlon Walsh, APR, director of strategy
"Having a third of our team accredited in public relations reflects our commitment to professional excellence and continuous learning. It also strengthens our strategic approach by grounding it in industry best practices, ethical standards and data-driven decision-making. This collective expertise allows us to tackle every communications challenge with a well-rounded and informed perspective. Clients can trust that our communications plans are not only creative but also backed by proven strategies that drive meaningful results."
– Eliza Keasler, APR, public relations supervisor
3. Why did you decide to pursue your APR, and what was the biggest challenge in achieving it?
“When I earned my APR, it was a line-in-the-sand moment. I wasn’t just building a career—I was building a firm. I knew I had to be the kind of leader who invests in professional development from the ground up, and I wanted to set the tone for our culture at Peritus: we are lifelong students of the profession.
The biggest challenge wasn’t the content—it was making the time. I was a business owner, a nursing mom in the height of COVID, and constantly pulled in a hundred directions. But I believed then (and still do) that with the right mindset, support system and discipline, anything is possible. Earning my APR gave me the strategic foundation to lead with clarity and built the confidence to train up others who are now walking the same path.”
– Louise Oliver, APR, president and CEO
“Unlike many of our Peritus teammates, I didn’t study PR or communications in college and stumbled my way into the industry a few years out of school. I’ve always considered myself a strong writer, but I lacked some of the formal communications training you gain from studying in school or undergraduate communications internships. Earning the APR strengthened my foundational skillset, reinforced principles I was already practicing, and gave me the tools and confidence to successfully build, execute and evaluate a strategic communications plan from start to finish.
The biggest challenge for me was making the time to prioritize it and sticking to a consistent schedule. Fortunately, I had our most organized teammate (Eliza) as my study buddy, and we knocked it out together!”
– Hanlon Walsh, APR, director of strategy
4. What’s one misconception about APR that you’d like to clear up?
“A common misconception about the APR is that it's only for seasoned professionals well into their careers. In reality, you don’t have to wait—earning accreditation early can be a game-changer. I earned my APR just a few years into my career, and it accelerated my growth in ways I couldn’t have imagined. The strategic insights, critical thinking and ethical foundation I gained through the process have been invaluable. As a young PR professional, I’m leading high-stakes campaigns with confidence, in part because of the knowledge and acumen I developed while earning my accreditation."
– Eliza Keasler, APR, public relations supervisor
“That only those working in traditional PR roles will benefit from it. If you touch communications at all in your job role, advocating for the time and resources to achieve your APR will bring incredible value to your organization through proven critical thinking, problem-solving and ethical decision-making.”
– Erin Vogt, APR, COO
5. How does someone earn their APR? What does the process look like?
“Start by joining your local Public Relations Society of America (PRSA) chapter and learning more about the process. Speak to fellow APRs in your chapter who can shed light on the X’s and O’s while also discussing the various benefits and challenges that are unique to each professional. Once you’re ready to move forward, there are multiple steps involved: 1) registering and submitting a formal application, 2) completing a detailed questionnaire, 3) conducting a case study presentation with a panel of APRs, and 3) completing the APR exam.
Fortunately, there are so many great resources available, from identifying an APR mentor to in-person or online courses and practice exams. Once you register, you have one year to complete the process, which gave me the deadline and sense of urgency that I needed to make it a priority.”
– Hanlon Walsh, APR, director of strategy
6. What advice would you give to PR professionals considering earning their APR?
“My biggest piece of advice for anyone considering the APR is to find a study partner or mentor to go through the process with you. Having a colleague (Hanlon) earning his accreditation at the same time kept me motivated, helped me stay on track, and gave me someone to study with and bounce ideas off of. The process is challenging, but having a support system makes it more manageable—and even more rewarding."
– Eliza Keasler, APR, public relations supervisor
“Do it not for the letters, but for the leadership mindset it helps you build. The APR isn’t about perfection—it’s about perspective. It sharpens your thinking, helps you ask better questions, and pushes you to consider the ethical implications of your decisions. Those are the qualities clients rely on—especially in complex, high-stakes environments.
And if you lead a team, it’s one of the best investments you can make in yourself and those around you. At Peritus, we don’t just talk about lifelong learning—we build systems around it. Our commitment to accreditation is one way we walk the talk with our clients, our industry and the values that drive our work.”
– Louise Oliver, APR, president and CEO
7. How can businesses ensure they are working with highly qualified PR professionals?
“A high volume of APRs on a team, internal or external, certainly says a lot about credibility. Other things I would recommend looking into are their track record of measurable results or outcomes, strategic thinking and asking the right questions, and abiding by the PRSA Code of Ethics.”
– Erin Vogt, APR, COO
Earning an APR is more than a credential—it’s a commitment to excellence, ethics and continuous growth in the field of public relations. At Peritus, we believe this distinction strengthens our work, deepens our strategic approach and ultimately delivers greater value to our clients. Whether you’re considering the APR for yourself or looking for a trusted PR partner, we hope this Q&A sheds light on the impact of accreditation in our industry.
Connect with our team by emailing connect@perituspr.com.