An ad hoc committee of the Public Relations Society of America is circulating a petition that would remove the requirement for PRSA’s leadership to hold the Society’s basic professional credential, Accreditation in Public Relations (APR). There’s a lively debate on the subject at http://prsay.prsa.org/index.php/2010/05/10/to-remove-or-not-to-remove-the-apr-requirement-for-board-service/comment-page-1/#comment-2958. This was my contribution:
 
Like Steve Lubetkin, I “never cease to be amazed” that this issue continues to arise; it seems a no-brainer to me that we should want and demand that the members of our leadership hold the credential that we say is a distinguishing mark of professionalism, dedication to a set of principles and standards. This argument "We do not in any way mean to detract from the importance or credibility of APR ... However, we recognize that there are hundreds, if not thousands, of capable, passionate, experienced, and intelligent members of PRSA who have dedicated themselves to this organization through active membership and volunteerism" is specious. Allowing people to serve in national leadership positions when they do not hold this fundamental credential, which requires a bachelor's degree or its equivalent life-experience, inherently denigrates the credential. We should thank and honor those hundreds if not thousands of members who faithfully serve our organization and provide them with the support and encouragement they require to obtain the credential, not lower the barriers to national leadership. I do not want anyone serving at the national leadership level of my organization who cannot stand toe-to-toe with a CEO and argue forcefully that this credential is important. I learned many years ago that a salesperson can’t possibly sell a product that he or she doesn’t use. Trying to do so is a form of communication called propaganda that has no place as a practice among our membership at any level.  

David Kirk has been Accredited in Public Relations since 1982. 

What it means

Accreditation is a voluntary certification program co-sponsored by more than a dozen communication industry professional societies and administered by the Universal Accreditation Board. Successful completion of the Accreditation process results in the awarding of the designation Accredited in Public Relations (APR) to qualified public relations professionals.

Why APR?

Successfully completing the Accreditation examinations indicates that a public relations professional has demonstrated broad knowledge, experience and professional judgment in the field. The program seeks to improve public relations practice. The designation Accredited in Public Relations (APR) signifies a high professional level of experience and competence. Learn more. 

What's A Fellow?

The College of Fellows was established by the Public Relations Society of America (PRSA) National Assembly in 1990 to honor seasoned practitioners and educators who have made significant contributions to the public relations profession. Criteria for admission to the College of Fellows includes: Accredited PRSA membership, have practiced or taught public relations for 20 years or more, demonstrated exceptional capability as a practitioner or educator, exhibited personal and professional qualities that serve as a role model for other practitioners and educated and advanced the state of the profession through unusual and exceptional contributions to the field of public relations. Learn more.

Why did I do it?

In this video, I share my personal story about Accreditation.