Communication Overtones Comments
You couldn't pay me - I've signed up to the Chartered Institute of Public Relations' Professional Code of Conduct 
I've recently decided to sit for the APR exam, so it's great to see both sides of the discussion before I begin. While I understand Todd's thinking that a few letters after your name doesn't guarantee you're a brighter light, I do think it shows a communicator's commitment to the profession.
As for ethics, there is no designation that will prevent unscrupulous behavior. Human nature is a variable that will never be extracted from our profession. But those who pursue accreditation might just be the people who truly care about enhancing the industry and be less prone to ethical lapses and the damage they cause.
Plus, as grandma always said, "an education is the one thing no one can ever take from you." If I learn one thing from the process, my time will not have been wasted.
A blogwar!? Yay!
Kami, all your points are great, but I still remain respectfully unconvinced.
If accreditation was truly going to help, I think it would need to happen at the beginning of the PR pro's career - not 5 years into it, as PRSA suggests. A 5-year PR vet who doesn't ask the basic questions that you point out in your post ("Why am I doing X?") is already a lost cause.
And anyone who's been successful in PR after 5 years will likely not learn anything new by studying for certification. Meanwhile, they could lose ground on the New Media front, since they'd be spending time boning up on fundamentals rather than exploring What's Next.
Again - I know many accredited PR pros whom I respect, and I know at least as many fantastic PR pros who did not pursue the APR. All things being equal, I don't see the point in unquestioningly hewing to the gospel that PRSA sets out.
Just one guy's opinion.
Stuart, not implying that at all. I was just saying I could only speak for what I know, and you speak quite well for the process in the UK.
Jonathan; I think you are absolutely right when you say that those who sit for the exam may already be predisposed to persuing the exam. Second, good luck with the process and let us know how it goes for you.
Todd;
First of all, I don't hew to the gospel of PRSA. Plus, I think that is a simplistic view (frankly) of the APR or ABC, which is NOT a PRSA credential.
The APR is not about the basics, it is about taking the basics, and the very tactical way of thinking most pros have in their first years, and broadening it to become more of a counselor, to take the big view. I don't think this distracts from staying on top of what's new. Quite the contrary, I think it helps to be able to see what's new and better capitalize on it. Frankly, I don't feel behind because I earned my credentials. In fact, I feel the principles I use from the process have served me quite well. Wouldn't you say?
Finally, you have not yet revealed that you have any experience with the study material or even the APR process. What experience did you have that makes you feel this way, or are you forming your opinion on mainly on prejudice about PRSA in general (and its overall slowness to respond to new technology)?
Kami:
I've been reading this thread with great interest. Thanks for starting a great conversation. I've talked with PR pros about benefits/drawbacks of the APR in the past.
I have a simple question: What about people who have higher degrees in communications? Should they go through the APR process? (Disclosure: I have an interest in this question because I hold a MA in health policy and communications.)
Just curious . . .
I make the case that the APR tag is more useful to recognize the "coming of age" of a well-rounded practitioner.
Those of you who started on the agency track got some great experience out of the box, but I dare say it was not "big picture." There are a lot of great practitioners who excel at what they do, but don't always get the high-altitude view. ESPECIALLY when it comes to stepping in and starting from scratch.
I would recommend getting APR to those who start low in an agency, but want to eventually be the lead in a small in-house corporate department. It's a great exercise in thinking big, and it's impressive on a resume.
I haven't thoroughly tossed this one around in my head yet, but my gut sides with Defren.
I still think proven performance (et al) will reflect more than a few letters after your name.
I can't imagine a client or employer hiring an APR with bad ideas or an average track record if the alternative is stronger but lacks the accreditation.
I'm glad the debate continues with both sides providing great points. I will definitely stay tuned.
Thanks for using the photo Kami.
I have uploaded more variety in my blog.
Kami, just a clarification point about IABC's professional accreditation, ABC.
It's not a US programme by any means - it is very much international. (Well, it's US-based as you said, but I think your meaning is that it's a US programme.)
I'm an accredited IABC member and not in the US. One of the big appeals of this programme is precisely its international flavour as well as its cross-functional depth - you can take the examinations whatever your communication discipline: PR, employee communication, marketing, advertising, etc.
And it's definitely not about letters after your name, Todd (And).
Fard; I can't answet that question. I guess it depends in which discipline you hold your degree in and if you feel you need to deepen your understanding of the overall public relations process. As Ike points out, it is a recognition of your expertise. I also find that the APR study course is more applied, so it might be helpful.
Todd And; I would also be against the APR if it was about a few letters after your name. Again, I ask the detractors, are you familiar with the course of study offered by the APR?
Neville; I did mean US-based, I know that IABC is International, so I am sorry for not being clear on that point. What I was trying to say is that I am only familiar with the requirements for APR and IABC.
To all, I actually think that Todd makes some very good points about APR not being the end-all; however, I also think it is easy to overlook the benefit of "industry standards." I wish, like Leo pointed out in a previous post and also in Todd's comment thread on this, that we could just say the ansewer to our woes lies in doing the right thing and giving our clients, customers and employers the service they deserve. However, this hasn't worked out up until this point. We need some mechanism to measure the basic knowledge of employee in the field and I think accreditation is a good place to start.
Good debate...I used to agree with Todd but now agree with you, Kami.
What changed my mind? I decided years back to get a mid-career MBA -- despite the fact that most of my friends insisted, over and over again, that it would be a waste of time and money.
It wasn't. It's helped me immensely. And so it's not a coincidence that it was during the time I was in business school that I decided to also study for the APR.
I'm glad I got it. And I don't know many people who've actually expended the time and effort to get one who regret it.
Hi Ms. Huyse! My name is Rachel, and I am currently a student at Auburn University majoring in PR. I have never heard any of my professors talk about this accredidation process, but it seems that it would only be beneficial to a PR practitioner. It definitely seems like it would strengthen the field of PR especially when you mentioned that professionals would have to know and agree to a code of ethics. I am surprised that accredidation is written-off and ridiculed because it seems like it would only strengthen the field of PR. You make a good point that not everyone has good, ethical mentors looking over his or her shoulder so it would definitely be good for people to re-evaluate his or her actions as a PR practitioner.
Enjoying watching this discussion on all sorts of blogs.
I see both sides. So, the only thing I can think of it add is this. Accreditation relies, in part, upon the local chapters and employers to mentor and sheppard the applicants through the process. I see that as problematic depending upon the size, location and quality of the chapter.
Accreditation is a good thing. It does not, however, assure anything. Quality. Employability. Those things come from a broader combination of education, experience and environment. Still, even a degree (BA, MS, PhD, etc.) does not assure anything, either. In this profession, experiential exposure and success seems to be the overlying primary measuring stick.
As for Rachel's comment, I have talked about this whenever I teach Intro to PR. I also talk about it in other classes. I'll make sure I talk about it in our classes this semester.
Wow, still going, thru the weekend!
Kami, at the end of all this we can still just agree to disagree, right?
No. There can be only one!
(I'm sticking this out until somebody chops off a head. I *love* Highlander!)
Ike/Todd; You guys crack me up. Quick, everyone, hold onto your head! 
Todd; Of course we can agree to disagree, I never intended to change your mind. However, I did want to point out that accreditation is not just some shallow excercise that adds a few letters to the back of your name. That view really burns me up as it doesn't keep in mind the real work that goes into getting accredited.
Rachel; Thanks for your comments. I think that you are right in saying that accreditation is something that could strenghthen the field. Robert is also right in saying it depends in large part on local mentors. There is an online study group and mentors (I am one of them) that is supposed to help with this process. I am not 100% convinced yet that it does. I still think the local face-to-face has been valuable for those here that are going through the process.
I have started to put together purpose-built study links at:
http://del.icio.us/kamichat/APR
It is not finished by a long shot, but so far I have links to business literacy, planning and other comments.
Great firestorm! Since entering the blogosphere this topic has dominated my posts.
In answer to the question about if one should pursue an APR if already holding a graduate degree...yes! I hold an MS in Communications and the APR is another vehicle for continuing my education.
Now, in response to the APR process as a distraction...no. It has helped me organize my portfolio and look at how important the fundamentals are in new media.
I agree that waiting 5 years is still difficult for me to understand, but perhaps this process is menat to weed out those who do not take the profession seriously.
Kami, looking forward to the purpose-built page.
Kami,
Thanks for starting the debate on this important topic. I'm behind you on this 100%, though I have many additional supporting points for the value of accreditation to our industry and to us as individuals. My thoughts are too lengthy to post a comment here, so I blogged about it under "Certifiably Mad: Everybody Does It But PR Pros" at http://marcelgoldstein.blogspot.com/.
Keep us on our toes,
Marcel.
Lauren; As you know, I have been following your path toward accreditation with great interest. Also, want to clear up a common misperception. The APR no longer requires five years in the profession, but only recommends it.
Marcel; Thanks for stopping by and adding your voice to the conversation. I particularly agreed with the following statement:
"Setting a minimum quality standard will over time--and only over a long period of time--change the perception of public relations from a bunch of creatives 'winging it' to a profession anchored in a methodology."
We are so used to instant results that we forget that reputation isn't built overnight. Also, you have some great historical perspective on other fields that instituted accreditation as a minimum standard.
Clearly, minimum standards are not what we should too, but they do set a level playing field by which all can be judged. The bright and shining (and creative) stars will distinguish themselves from this field and there would be some accountability.
That said, I am still dubious about a required credential.
Kami,
Thanks for your thoughts to support accrediation. As you know, I agree about its value. I posted about it on our group blog. See "Accreditation Keeps the River of Learning Flowing" at http://prsanantonio.blogspot.com...f-
learning.html
Christie
Christie; I read it yesterday after I posted here, sorry about that. I will say this much, your work with the APR here in San Antonio inspired me to get it going again. You are a real asset to our community and I want to be like you when I grow up
Wait a minute… I told Sherry a couple of weeks ago, taht I want to be like YOU when I grow up!
I come down on the side of accredit.
As long as the lack thereof doesn't shut any "amateur savants" from any opportunity or function open to those with accredit.
Accredit should be only to give consumers the flag that you passed some stiff tests and ethics accountability, so they can trust that you at least know the basics and have some ties to civil betterment outwardly.
BTW, anyone seeking to gain accredit in Blogologist may apply at my site, URL embed in my name here.
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