Home Value


The real value of the APR credential is found in what it provides the professional communicator who earned it, and the companies looking to hire a top-rated public relations manager or executive.


Studying and earning my APR fundamentally changed the way I approached my work. It brought clarity and structure to what I was doing, and the processes I followed. Good ideas simply weren’t good enough unless there was research to back them up; and no public relations plan was complete without an evaluation of its outcomes. Earning your APR challenges your thinking, shows that you genuinely care about advancing yourself and your profession. Earning my APR — and you DO earn it — was greatest professional gift I gave to myself.

JimCummings photoJim Cummings, APR
Director of Communications & Parent/Community Engagement
Glendale Arizona Elementary School District
Glendale, Arizona