Accreditation in Public Relations (APR)

I did APR later in my career and when I started I wondered if it would be worth the effort. It absolutely was. I have no formal qualifications in PR; I’ve learned on the job. So, doing APR ensured I had had the basics in my ‘skill toolkit.’ The programme also gave me confidence that the advice I was giving clients early in my consulting career was sound.

Completing APR gave me a good understanding of successful communications strategies and a strong foundation in public relations ethics. The programme covered the body of knowledge including government relations, investor relations, marketing communications, incident management and internal communications. It was an excellent balance of the theory and the practical using recent case studies presented by some of New Zealand’s leading practitioners. I believe the skills and knowledge from APR have been crucial in developing my career in communications.

We work in a fast-paced environment where we often have to rely on instincts honed from our previous experiences – both good and bad. The value of APR for me was that the assignments forced me to take the time to deconstruct and challenge these instincts, and present arguments and strategies in a considered, academic manner. The science that underpins the art. While I loved the journey of discovery that the assignments took me on, was also pretty cool to sit an exam for the first time in over 20 years!

The communications industry is rapidly changing. The PRINZ APR qualification ensures practitioners have a broad understanding of the many skills required in the modern industry and, therefore, the benefits they can bring employers.

APR is a mark of distinction. At Wright Communications we are committed to PR and the communications profession and to its ethical practice in New Zealand. APR accredited consultants provide our clients with the added assurance they are getting strategic communications advice from a professional that has reached a certain level of competency across the body of knowledge.

Accreditation in Public Relations (APR) is a programme of accreditation that provides practitioners an opportunity to verify to the Institute and their industry colleagues the breadth and scope of their professional knowledge, experience and ethical judgement across the entire body of knowledge of public relations and communications practice. This verification is demonstrated by case studies and assignments that outline the practical application of public relations and communications disciplines as the candidates have applied them in their professional experience to date. The examination is focused on how they would employ those same strategies in theoretical scenarios.

On achieving APR, PR professionals are entitled to use the postnominal APR.

It is recommended that candidates have at least five-eight years’ experience working specifically in the public relations and communications management industry and have managed people and/or projects. As a guide, candidates should be working at or above a communication adviser (in-house) or account manager (consultancy) position.

Our APR programme runs for six-months (May-October) and typically requires a time commitment of 50-60 hours including attendance at seminars, coursework (three written assignments) and exams.

Want to know more?

Read the APR FAQs to find out what this programme involves.

If you have any further questions, please email us.

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Accreditation in Public Relations (APR)