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.