APR Edge: The Value of Ethics and Foundation for Accreditation

By Edward M. Bury, MA, APR
Public Information Coordinator
The Urban Transportation Institute at UIC

The Accredited in Public Relations (APR) credential was established by the Public Relations Society of America (PRSA) way back in 1964.  But years later, PRSA leadership made a sound and important decision.  In 1998, the Universal Accreditation Board was established as a way to expand the credential beyond PRSA members by opening Accreditation to strategic communicators from other relevant organizations across the nation. 

In its 62-year history, Accreditation has proven to be the most valuable and noteworthy voluntary credential in the public relations profession. And, as the practice of public relations has greatly evolved over the decades, so has the foundation behind the KSAs – the knowledge, skills and abilities – that comprise the Comprehensive Examination. 

But 14 years prior to the establishment of the APR, PRSA developed the Code of Ethics, which is described online as being “widely regarded as the cornerstone of the ethical practice of public relations.”  Each September, PRSA hosts Ethics Month as a way to reinforce the value of strong ethical standards among members.

Those pursuing Accreditation are aware that “Applying Ethics and Law” questions account for 15 percent of the questions on the Comprehensive Examination.  Questions in this category address professional activities, First Amendment issues, federal laws that govern privacy, copyright and trademark laws, and more. As summarized in the APR Online Study Guide, “Ethics connotes the process you follow to decide what is right or wrong.”

Ethics has always been among the KSAs that comprise APR Examination questions. While “Researching, Planning, Implementing and Evaluating Programs” has long been the category with the highest percentage of questions, “Applying Ethics and Law” will remain the foundation of modern public relations.