Page Title

Here’s Why I Say “Do It”

Laura Kruszewski, MBA, APR

​

The more I learned about obtaining the Accreditation in Public Relations (APR), the more I realized it was something I needed to pursue. And let me tell you, I wish I had done it sooner.

 

Here’s the backstory. After attending my first PRSA local event, the Monsoon Mixer, I met Sheila Storm, APR, who was the accreditation chair for the Southern Arizona Chapter Board at the time. She chatted with me about filling a seat on the Board and of course, about APR.

 

Let me just say, I had initially joined PRSA in 2022 to network. That was it. Yet within four months, I found myself serving on the Southern Arizona Chapter Board as Communications Chair, and since 2024, I’ve served as Board President.

 

I started the accreditation process in November of 2023 with the optional, self-paced online courses. I instantly knew I had made the right decision. I was learning to make my public relations and marketing strategies top-notch through various kinds of research depending on my budget, how to craft impactful messaging, best practices for measuring a campaign’s effectiveness, and so much more.

 

All those communication theories I learned in college surfaced again, reminding me how they influence behavior and decision-making processes. I even applied the Diffusion of Innovations theory to a recent award-winning strategy, which helped identify various publics and how they would adapt to messaging based on their knowledge of the product.

 

Once I completed the online courses, I submitted my APR application through PRSA to officially start the process—kicking off the one-year clock to get everything done. I immediately began preparing for the panel presentation, which required me to showcase a public relations plan I had developed. After successfully passing that phase, I shifted my focus to reviewing course notes, the official APR study guide, and recommended books to get ready for the test.

 

Was it stressful at times? Absolutely. But I gained more than I could have imagined. Even before I took the test, I began applying what I was studying directly to my work role. I can guarantee that my employer is already seeing the fruits of my labor.

 

I’m an open book when it comes to this journey and would love to share more about it, so please reach out! This could be the step that elevates your expertise as a communications professional and helps you stand out from the rest.

​

Laura Kruszewski, MBA, APR, is the Senior Marketing Manager for Intentional Life Media and the 2025 Board President for PRSA Southern Arizona. 

​