By Ben Butler, APR

[ This is the fifth post in the APR Journey Series exploring the Accreditation in Public Relations credential and the journey to getting it. Check out the introductory post here. ]

The APR journey requires an intensive amount of front-end work. Naturally, you may be asking the question, “Is the credential good for life?”

Yes, and no.

The Low-Down: As Long As You Maintain, You Won’t Have to Go Through the Formal Process Again

The bottom line is once you successfully complete the examination process, you won’t need to go through it verbatim again. This is, of course, as long as you participate in maintenance. More on that in a moment.

So, that hard work you front-ended will be well worth it. In my opinion, maintenance is in the natural flow of any APR professional’s journey and doesn’t compare to the rigor of securing the credential.

All About APR Maintenance

To maintain the Accreditation, you will have to gather a minimum of 10 maintenance points over a three-year period.

The point breakdown includes:

• Five points in “Continuing Education and Professional Development”
• Five combined points across “Professionalism” or “Public Service.” It can be all Professionalism, all Public Service or a mix.

Maintenance Category: “Continuing Education and Professional Development”

“Continuing Education and Professional Development” refers to formal study in a college/university setting or time spent in communications subject matter.

Points within this category come from some familiar sources:

• Online seminars
• National conferences
• Chapter programming
• Completing the APR study course (as an Accredited Member)
• Advanced College/University Degrees (automatic reaccreditation)
• Serving as a panelist or instructor
• Publishing a book (automatic reaccreditation)

Maintenance Category: “Professionalism”

“Professionalism” is reflected in your service to public relations organizations.

Once again, some familiar point sources here:

• Serving as a National officer or board member
• Chair of national committee or district chair
• Serving as a local Chapter officer
• Scoring a regional award from PRSA Chapters
• Receiving a national award
• Receiving a Silver Anvil Award

Maintenance Category: “Public Services”

These points are gained through volunteer or pro-bono work within the field.

The APR journey is all about showcasing not just your tangible skills and experience, but a life-long commitment to growth. That journey doesn’t stop whether you’re a young or retired professional.

Also as you can see from the actual categories, and their content, the points represent things that (in my opinion) an active communications professional should be doing anyway. If you’re not, you may be inactive in the industry, which doesn’t merit the retention of the credential.

All it takes is some documentation of your annual activities along the way.

The above-points are a high-level view. If you’d like to take a deeper dive, check out some additional resources here.

Need help? Get in touch with me — I’m happy to be your sherpa.

Ben Butler, APR, is the client services director for Top Hat, an award-winning marketing communications firm in Pittsburgh, and the Accreditation Director for PRSA Pittsburgh. In his past life he served as a public relations guy for a motorsports complex, director of inbound partnerships for an inbound marketing agency and head of communications for a software startup. He’s been named a Top Under 40 Communicator and is Accredited in Public Relations (APR)—a distinction held by less than 20-percent of all practitioners.

Unfortunately Carving Your Niche has been cancelled.  We look forward to meeting you at a future PRSA Pittsburgh event.

Thank you for your understanding!

By Steve Radick, PRSA Pittsburgh President

Maybe you marched, helped someone lean in, or realized how important she was when she left for the day. Maybe you voted for a woman to become President. Or maybe you’ve liked a few Facebook posts. Whatever you have or haven’t personally done, it’s clear men must take on a much more visible role in gender equality issues. And while these public displays of support are great, it’s the everyday moments where we can really start to make a difference.

After 15 years in an industry dominated by women, and having three daughters of my own, I feel uniquely qualified to share some of the things I’ve learned, not from hashtags, conferences, or books, but from honest, candid conversations with dozens of brilliant women over the years. Lest you fear putting your foot in your mouth, sounding completely ignorant, or straight up offending your female colleagues, I’ve gone ahead and done all these things many times.  Here’s what I’ve learned that I’d recommend to men who wish to do more for gender equality:

1. Develop true relationships with women at your workplace where you can have frank conversations without fear of offending.
2. What may be a small thing to you may be a huge thing to her. You’ll never know, though, if you don’t pay attention or ask.
3. Don’t be so afraid to sound stupid that you stop asking questions.
4. Be especially cognizant of assigning her typical gender roles (don’t always ask the woman to take notes, don’t ask her to get office supplies for a meeting, etc.). You may not think anything of it, but believe me, she does.
5. Even if you don’t feel comfortable participating in conversations about women’s issues, at least be adjacent to them. Believe it or not, there is a bit of an osmosis effect that occurs just by being around strong women and listening to what they’re talking about.

On Thursday, July 27, you’ll have a great opportunity to put #5 into action. PRSA Pittsburgh is hosting its second annual women in business event, Carving Your Niche at SLATE in the Strip District. You’ll get to hear from amazing women from the back-to-back Stanley Cup Champions and a former Partner at Ketchum, and a reporter turned publisher for one of Pittsburgh’s top magazines, but more importantly, you’ll learn by being there and listening.

I was one of the very few men to attend last year’s event and I can’t tell you how much these types of events have helped me in my career. I wouldn’t miss this year’s event for anything. And whether you’re a man, woman, senior executive or intern, I hope you’ll join me there.

You can RSVP for Carving Your Niche here.

Steve Radick is the Vice President, Director of Public Relations at BRUNNER in Pittsburgh. Find out more about Steve here.

By Hollie Geitner, Vice President, Client Services at WordWrite Communications

[ This is a post from WordWrite Communications, a strategic communications consulting firm based in downtown Pittsburgh. This article originally appeared on WordWrite’s blog. ]

Until social media came along, the public relations field had remained relatively unchanged, save for the technology used to identify reporters and distribute press releases. Now, a debate seems to have divided the industry into two segments—old school vs. new school public relations. Is it time for industry veterans to accept that it’s all digital, all the time? Or, should millennial PR pros take a pause from social posting to grab coffee with a journalist?

When I began my career in corporate and media relations, I would spend countless hours standing by the fax machine sending my press release and waiting for the confirmation report indicating it went through successfully. I would often follow up with a phone call to key reporters—sometimes I’d even visit them and hand them the release inside a press kit I’d carefully put together.

Over time, email became the preferred method for delivering information, saving me from dozens of paper cuts. No matter how I shared my news, one thing remained a constant—my relationships. I made it a point to personally visit the key reporters in my region who wrote about the company for which I worked. I found out what interested them, learned a bit about them on a personal level and tailored my story pitches so no one received a blast email from me—or worse yet, a pitch that had nothing to do with their beat.

As social media has continued to evolve from the once music-focused MySpace into a complex universe of channels and segmented audiences, it has become another tool in the PR toolbox. I’ve happily hopped onto the bandwagon and embraced it as a necessity in today’s information-packed world. Ignoring it is not an option because the conversations are happening whether you are a participant or not.

While most of us PR veterans agree this is an exciting time for our industry, we remain true to the fundamental tenet of building relationships first. More tools to deliver a message are great, however relationships have always been the foundation of any successful media relations strategy.

According to Cision’s 2017 State of the Media Report, journalists are still looking for credible industry experts for their stories, however they prefer to be contacted by email. In fact, 90 percent prefer this tried and true method over phone calls or pitches via social media platforms. This is true despite the fact just about every journalist uses multiple social channels to stay abreast of breaking news, be informed about industry updates for their beat and to share their own stories. As for what actually drives their coverage, journalists have indicated exclusivity and an existing relationship with a PR agency or a representative are their top considerations.

What does this mean for PR professionals? Truthfully, not a whole lot. Experienced PR practitioners have always focused on relationships and always will. A media placement from a press release isn’t a bad thing—in fact, it’s good. However, what happens after that news is old? Will that reporter ever call you or consider you/your client for future articles? If you haven’t developed a relationship with that person, it’s highly unlikely. And, the quality of your placement can certainly be called into question. A story with interviews and photos is worth much more than a small blurb pulled directly from a press release.

While the public relations field has evolved with new technology, the fundamentals remain the same—relationships trump all else. Used wisely for research, sharing information and engaging with influencers/customers, social media is a fantastic tool for anyone working in public relations. Conversely, when used solely as a bullhorn to blast out information or to annoy reporters, it is a waste of time and could be detrimental to any future outreach efforts. A one-way communication channel does not build relationships so why bother? You’d be better off standing by the fax machine.

Hollie Geitner is vice president, client services for WordWrite Communications.You can find her on Twitter @JustHollieG. 

By Ben Butler, APR

[ This is the fourth post in the APR Journey Series exploring the Accreditation in Public Relations credential and the journey to getting it. Check out the introductory post here. ]

So, by now you understand the process, you’ve checked your qualifications and you’re rip-roaring, ready to go. You’re probably wondering, “What’s the best plan of attack to momentously completing and succeeding at getting your APR credential?”

Here are 5 secrets to help you achieve success:

Secret 1: Set a Steady Pace

Just like a run, pace is the most important aspect at achieving success. In the APR process, you’ll need to set a pace that’s repeatable for the duration and gets you across the finish line.

Your first step is to submit an application. Once you receive approval to engage the process, you’ll have exactly one year to complete the journey. That may sound like a long time, but it’ll go far quicker than you think.

You’ll need to maintain a disciplined routine and high-tempo pace if you hope to finish. I’d recommend trying to complete this as soon as your schedule allows. If you happen to have the time available, this is especially relevant. Use availability to its maximum potential because you never know when a work or life event will disrupt your flow.

Secret 2: Start Studying for the Exam before You Present Your Panel Review Presentation

This piece of advice — given to me by former PRSA Pittsburgh Accreditation Chair Jeff Worden, APR — was a game-changer for my APR journey.

When given approval to start the APR process (Step 1), dive into the recommended texts and the official study guide. Be well-versed in that content before you even prepare for your Panel Review Presentation (Step 2).

The study process takes the longest to do, so it’s best to begin early and not save it for last (exam is Step 3). More than that, however, it’s a great refresher on the full scope of the practice of public relations. Shaking the dust off the full range of considerations for public relations will help frame your mentality through the rest of the process.

You’ll also be able to move from successful completion of your Panel Review right into the examination with serious momentum. That will pay dividends in the end.

Secret 3: Get a Study Buddy or Study Group

Entering the process with a buddy is worth considering. Together, you can study and hold each other accountable through the process.

Secret 4: Book Time Weekly for APR Activities

Doing APR activities on a “whenever” basis won’t work, especially with what needs completed. I recommend allotting one day a week to hunker down on the studying and preparation. Evenings and weekends seem to work best with most schedules.

Secret 5: Lean into Your Accreditation Chair

Leaning into your Accreditation Chair is the best decision you can make. Yes, you’re going to have a lot of questions, but I’d take things a step deeper.

• Before you begin, consider having them review your application.
• Ask them to review your materials and preparation work through the process.
• Ask them for feedback on your Panel Review Presentation before setting it up. They’ve been there, they know the grading code and they can help make sure you’re successful.
• Ask them for study tips and connections with relevant professionals who can help mentor you in expertise areas you’re curious about.

Need help making this a success? Get in touch with me — I’m happy to be your sherpa.

Ben Butler, APR, is the client services director for Top Hat, an award-winning marketing communications firm in Pittsburgh, and the Accreditation Director for PRSA Pittsburgh. In his past life he served as a public relations guy for a motorsports complex, director of inbound partnerships for an inbound marketing agency and head of communications for a software startup. He’s been named a Top Under 40 Communicator and is Accredited in Public Relations (APR)—a distinction held by less than 20-percent of all practitioners.

By Bridgette Borst Ombres 

Imagine you’re driving hard to bring the development of a new campaign across the finish line when your team just learns the client’s business goal has changed – a surprising, unwelcome twist on a Friday afternoon that squashes any weekend plans.

There is one team member who jumps right in with solutions, eager to recommend a new course of action while another individual starts asking questions.

Ever think the first person to come up with fresh, new ideas is the smartest in the room – or the leader of the group?

I’m going to let the cat out of the bag.

Next time you’re in a group setting, sit back and watch the people who lead with questions instead of answers. It’s one of the tell-tale signs of a leader.

As we start to unpack leadership in this post, I’ll start by admitting that early on in my career there was a time I believed “boss” equaled leader. The corner office. Expensive car. Fancy title.

Don’t get me wrong – a boss can be a leader, but not necessarily. A leader could be the person sitting next to you who shares your stapler. Most of us have been in situations where the real leader of a team or even a whole organization, is not the boss. Someone else is. Leadership has nothing to do with age, a job title or one’s position in the hierarchy of an organization.

A decade later as a communications professional, I’ve reported directly to and worked with CEOs; done a fair amount of traveling for business; managed teams and met a lot of great people both in PR and across other industries.

Based on my mashup of experiences in the workplace, here’s what I can tell you about leadership:

People may respect the boss but everyone loves the leader.

That’s because they are skilled at emotional intelligence. They practice humility and they are positive and approachable. This guy right here is a model for just that – not to mention, he’s one of PR’s finest.

Great leaders pass the credit and take the blame.

This means when you win the RFP – the leader gives a little more kudos to the team than earned and when an ad falls flat, accepts a bit more of the responsibility than deserved.

Leaders are masters of effective communication.

Learning to communicate effectively is one of the most important life skills and it’s especially critical in public relations.

If you want to lead well, begin with the end in mind.

That’s called vision.

“Seek first to understand, then to be understood.” – Steven Covey

Excellent leaders work hard to understand the other person’s perspective. A lot of people listen with the intent to reply, not understand. Don’t pretend to be listening and enter the conversation only to get your point across.

Leaders act like winners before they start winning.

Remember that confident, talented kid in your theater class who is now on Broadway or the super-driven, recent grad who started as a marketing assistant and is now the CMO of a Fortune 100 company? Leaders start with having the right mindset.

While leadership can be defined in many ways – to me, the legendary John C. Maxwell says it best: “Leadership is influence – nothing more, nothing less.”

Think Gandhi. The single most important part of the Indian freedom struggle against colonial rule.

MLK, a visionary whose tireless and inspirational work to advance the civil rights movement in the United States continues to live today.

Mother Theresa: Nobel Peace Prize winner and humanitarian who fought for the rights of the sick and helpless.

Looking back at historic leaders, some have brought peace to troubled lands while others have even strewn corruption. Regardless, the one thing they all have in common is the power to influence people. It’s having the ability to turn vision into reality.

Contrary to my recent-grad viewpoint years ago, a boss is simply a person who is in charge of the workplace. It’s an individual who is focused on process, but not always people.

As I put the pen down on this leadership post, I’ll leave you with this –

“If your actions inspire others to dream more, learn more, do more, become more, you are a leader,” John Quincy Adams.

Interested in learning more about leadership and hearing different perspectives? Check out these killer TED talks here and here.

Bridgette Borst Ombres is a former television news reporter turned PR and marketing professional with a decade of experience working in the communications field across agency, corporate and nonprofit sectors. Bridgette is the director of marketing and communications at a tech company in Pittsburgh and also consults for a variety of businesses.

She is a member of PRSA Pittsburgh, serves on the TEDxPittsburgh committee, the co-founder of Not Your Mama’s Book Club and volunteers as a mentor at both of her alma maters.