Engineers carry the PE designation. Doctors, the MD. Accountants have CPA after their name.

Beyond being part of an individual’s personal brand, credentials speak to the training, experience and values that an individual brings to their work. They set the bar for professional standards and reinforce best practices.

For professionals in the public relations field, earning the Accredited in Public Relations (APR) designation represents a commitment to crisp strategic thinking, comprehensive implementation of activities, consistent professional development and a clear commitment to ethics. Accreditation evaluates an individual’s knowledge, skills and abilities in key areas of the profession, including:

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  • Researching, planning, implementing and evaluating programs

  • Leading the public relations function

  • Applying ethics and law

  • Managing relationships

  • Managing issues and crisis communications

  • Understanding communication models, theories and history of the profession

Three Box Director of Operations  Christi Matthys  studies for her APR back in 2015.

Three Box Director of Operations Christi Matthys studies for her APR back in 2015.

It’s easy to understand why many other professions have credentials of varying breadth and depth, but why public relations? Like construction, child development and many other fields, it comes down to safety. Simply put, the essence of our democratic society is at stake if standards, basic values and best practices are not properly employed in communications.

In America, the economy, governance and society, as a whole, best operate for the good of all when information is shared openly, accurately and ethically. Through better transparency created by communications technology, we have a greater opportunity than ever for the creation of a robust marketplace of thinking and ideas. Words are a healthy society’s most powerful tool. Professional communicators are prepared and equipped to help organizations of all types in clearly and ethically conveying ideas that truly change the world.

April is designated by the Public Relations Society of America, the nation’s largest professional organization serving the communications community. Earning the Accreditation credential is one of numerous professional development opportunities encouraged for Three Box team members, enhancing their professional capabilities and benefiting our client relationships.

Blake Lewis, APR, Fellow PRSA, has been a member of the Public Relations Society of America for nearly 40 years, earning his APR credential and being named a member of the Society’s College of Fellows. He has served as a PRSA leader at the local, district and national levels, most recently in both the treasurer and secretary positions on the executive committee of the national Board of Directors.

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