April is Accreditation Month at PRSA. It’s a time to learn about how becoming Accredited in Public Relations can help advance your career. Discover more about earning your APR by visiting PRaccreditation.org.
When I first heard of the Accreditation in Public Relations (APR) process, I was working on my master’s degree at San Diego State University. Our professors — especially Dr. Bey-Ling Sha, APR, Fellow PRSA — encouraged us to push our skills further, and I initially thought the APR was my ultimate goal. Passing that exam felt like a major triumph. Yet, almost as soon as I had it in hand, I began thinking about going after the relatively new APR+M. I’ll be honest: I was hesitant. Did I really need to pursue an additional qualification so soon?
Looking back, I’m glad I did. In 2012, I stood before the Board and earned my APR+M. Mentors like Dr. Kaye Sweetser, APR+M, Fellow PRSA, provided the guidance I needed to delve deeper into military public affairs. That extra “+M” has proven invaluable, combining a foundational PR skill set with a nuanced understanding of military culture and strategy.
Earlier in my Navy journey, I had been a student naval aviator. One of the aspects I loved most about aviation was the clear, methodical path of training and professional qualifications. When I transitioned into Navy public affairs in 2007, I missed having that structured process to demonstrate growth. The APR+M restored that element of professional progression for me. As the Navy increasingly recognized the value of Accreditation, it became another way to benchmark expertise, like earning warfare qualifications or other specialized designations in the service.
For me, the APR+M has been transformative. It challenged me to deepen my knowledge of public relations principles — like research, planning, implementation and evaluation (RPIE) — and apply them in the distinctly complex environment of military communications. In roles such as the lead communicator for U.S. Fleet Cyber Command, the Navy Reserve Force, and Naval Special Warfare, the foundation provided by APR+M was invaluable. It gave me a structured approach to audience analysis, communication theory, and strategic counsel that directly impacted organizational reputation and mission success.
Beyond the technical knowledge, the best part of earning the APR+M has been the mentoring relationships I’ve built. Throughout the process, I learned from experienced professionals who were generous with their time and insight. Now, I pay it forward by mentoring others on the path. Mentorship, in many ways, is the “secret sauce” that adds depth to the Accreditation experience. You learn the competencies required to pass the exam and board review, of course — but the real growth happens when you engage with those who’ve been through the process and are willing to share their lessons learned.
If anyone is considering adding the “+M,” then my advice is simple: Take the time to truly understand the unique military knowledge, skills and abilities required. The standard for military public affairs is high — anecdotal knowledge of how the military works won’t cut it. You need to demonstrate expertise in the military planning process, which, coupled with communication expertise, will guide commanders, shape operational communication strategies, and ensure the mission is communicated ethically and effectively.
When you’re willing to invest in yourself, build meaningful professional relationships and pass that knowledge along to others, the APR+M is a terrific career milestone that opens doors and elevates everyone in our profession. To me, that’s what a professional credential should do — help us grow and, in turn, help others do the same.
Ben Tisdale, APR+M, is a PR professional with extensive experience in government and defense communications. A U.S. Navy veteran, he has advised senior leaders on strategic messaging, crisis communication and media relations.
Illustration credit: nijat
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