More Than a Credential: How the APR Is Reshaping How I Think About Public Relations
By Uju Amy Duru
Having just relocated to the U.S., I knew that if I wanted to continue building my career in public relations, I needed to strengthen my footing. As a communications professional, I began thinking about how best to do that, not just for relevance, but to regain the structure I had built back in Nigeria.
As a migrant, I have many directions open to me, but I chose to stay rooted in communication because it is a field I understand, enjoy, and remain committed to.
For me, it is not just about staying in the field, but growing in it with intention and clarity. While experience is highly valued in communications, passion is equally important for sustaining a career in this space.
As I considered how to take that next step, a friend who knew my background suggested I look into the Public Relations Society of America. She mentioned it would help me stay connected to the field and remain relevant in a new environment.
I joined and, while exploring PRSA and other options, came across the APR certification, which immediately stood out to me. Pursuing a certification designed for public relations professionals rather than returning to school or taking a general course felt like the better option.
After expressing interest, I was connected with Leonard Greenberg and Neal Fisher (APR Committee Co-chairs), and that was where the journey began. Incredibly supportive, their guidance has made the process feel structured rather than overwhelming, especially during the APR Jumpstart sessions.
Packed with material and insights from different speakers, the sessions begin to shift the way you think about communication itself.
That shift influenced how I approached studying for the APR. I began asking more deliberate questions about strategy, shaped by my practical experience in Nigeria. This made it clear that I needed to step back and think more intentionally.
It also sharpened how I think about the language we use in public relations. The APR pushed me to reframe familiar terms with greater precision. Across contexts, language may differ, and that variability exists not just across geography but across the profession. For example, what is often referred to as an “audience” may be more precisely understood as “publics,” depending on the context. Accurate terminology shapes how the profession is understood and
applied.
As I prepared for the first part of the certification process, the panel presentation, I worked closely with Leonard through mock presentations and ongoing feedback. The support system is intentional, assigning a mentor to each candidate throughout the certification process to ensure they are properly prepared to succeed.
This introduced a different level of discipline. Communication began to feel less like a set of tasks and more like a structured process that requires planning, alignment, execution, and evaluation.
In a field where messaging can shape perception and influence outcomes, I have come to appreciate the APR’s emphasis on ethics and accountability, which feels both practical and necessary.
For me, this process is not about adding a credential for the sake of it. It is about strengthening how I think, how I approach problems, and how I show up as a communications professional, moving from doing the work to understanding it more deeply.
While I am still in the preparatory stage, the journey so far has been meaningful. It has given me the space to reflect and build a stronger foundation for my work.
If you are considering the APR, approach it as something that helps you become ready, because visibility is not the goal; strategy, credibility, and impact are.