Completing the APR curriculum has
provided a new understanding of and appreciation for
public relations as a management function, elevating my
capacity to think critically, plan strategically and prioritize
“why” over “how.”
We all have blind spots and
weaknesses when it comes to our abilities and skills. My
specialty is media production and storytelling, and strategic
communications was one of my weaknesses. Earning my APR helped
me become a better strategist and gave me more confidence to
own my job and promote our profession’s best practices and
ethics.
My APR experience has been an
asset in my career, empowering me to advise clients with
greater confidence. I gained a keen understanding of the
connections between goals, objectives, strategy and tactics –
and this made me more effective in leading public relations
campaigns. Similarly, the rigorous curriculum on research and
statistics gave me a huge advantage in measuring the results of
my work.
Earning my APR helped me build the
skills I needed to develop and execute strategic communications
plans while leading a city communications and marketing team.
Now, as the founder of RockSpark Communications + Marketing, I
use those skills every day to help PIOs and government
communicators across the state stay focused on the big picture
and achieve the goals set for their cities, counties, agencies,
special districts and public safety organizations.
The APR experience helped me
better understand the importance of the steps needed to succeed
in public relations. It has confirmed my skills and knowledge
and has prepared me for larger responsibilities in my
professional career. I encourage my staff and colleagues to
pursue their APRs, as it is a testament of our commitment to
honesty and integrity through communication for the communities
we work.
Studying for the APR strengthened
and expanded my communications skills and earning the
accreditation has made me more confident in putting those
professional skills to good use.
Earning my APR was a strategic
decision, akin to earning a master’s degree in that
accreditation is a statement of commitment to and advancement
of one’s profession. PR Accreditation offers communication
professionals a level of distinction often considered the gold
standard of public relations. The process and road to earning
accreditation renewed my appreciation and understanding of the
value and impact a PR practitioner can bring to the table as a
strategic counselor and trusted advisor. I wish to recognize
the APR program offered by the OCPRSA chapter and the
collaboration with colleagues. We grew together through shared
experiences and best practices, and formed lasting professional
relationships. As I move to the next chapter of my career to
join a team of APRs, I am giddy with excitement to experience
the collective impact we will have for our clients!
For Justine Rodriguez, MH, APR,
getting her accreditation in public relations was a milestone
in her career. Since getting the APR, Justine was promoted to
Director of Marketing and Public Relations at Arrowhead
Regional Medical Center (ARMC), a 456-bed hospital located
about an hour east of Los Angeles. A few months after getting
her APR, Arrowhead was involved in the efforts to repatriate
U.S. citizens landing in Southern California because of the
COVID-19 outbreak abroad. That marked the beginning of a
multi-year COVID-19 crisis communications response that
included hundreds of media interactions with national,
international and local media. Demand for information from the
media and public was strong and incessant during the crisis. As
an experienced communications professional, Justine was
selected to lead a team of county PIOs during the height of the
COVID-19 surge. Communications practices that were put in place
by Justine and her COVID-19 PIO team have endured and helped
provide a framework for collaborative and cohesive county
communications. Justine’s advice to those who are considering
the APR is to take the plunge. There will never be a “right
time,” to sign up. If not now, when?
Obtaining the APR designation was
one of the best professional development decisions I have made.
The process elevated my thinking from tactician to strategist,
and it marked a formative point in my career. It was such a
valuable learning journey that gave me the training, tools, and
confidence to advance my government communications career.
