When brands invest in public relations, they’re not just hiring storytellers; they’re hiring strategic advisors, risk managers, and reputation guardians. One of the clearest indicators that a PR professional meets the highest standard of excellence in the industry is the Accreditation in Public Relations (APR), awarded by the Public Relations Society of America (PRSA).
At mhp.si, we believe credentials matter because outcomes matter. That’s why we’re proud to share that our PR team includes two APR-credentialed practitioners, and we’re excited to welcome Rachel Powers, APR, Senior Public Relations Account Executive, as the newest accredited professional on our team.
What Is an APR and Why Is It the Industry Standard for Excellence?
The APR credential is widely recognized as the gold standard in public relations. It signals proven expertise in:
- Strategic planning and research
- Crisis communications and issues management
- Ethical decision-making
- Measurement and evaluation
- Executive-level counsel
Earning an APR isn’t about tenure, it’s about demonstrated mastery. Candidates must pass a rigorous examination and present real-world strategic work before a panel of senior practitioners. In short, an APR shows that a PR professional doesn’t just execute tactics—they lead strategy.
From a client perspective, that distinction is critical. And at mhp.si, it reflects how we operate every day: strategy first, performance measured, and results delivered.
The Client Advantage of an APR-Led PR Team
When you work with an APR-credentialed PR professional, you gain a partner who is trained to think beyond headlines and impressions. APRs are taught (and tested) on how communications support business objectives, manage risk, and protect long-term brand equity.
That means clients benefit from:
- Strategic, research-driven PR programs aligned to business goals
- Clear, disciplined messaging rooted in audience insight
- Proactive risk identification before issues escalate
- Ethical counsel that protects credibility and trust
Simply put, APRs bring structure, foresight, and accountability to PR. All qualities that directly impact ROI.
Why APR Credentials Matter Most During a Crisis
A crisis is not the time for guesswork.
Whether it’s a reputational threat, executive issue, operational disruption, or social media firestorm, moments of crisis demand calm leadership, fast analysis, and disciplined execution. This is where an APR-led PR team makes a measurable difference.
APR professionals are trained specifically in crisis communications, including:
- Rapid situation assessment
- Stakeholder prioritization
- Message development under pressure
- Media response strategy
- Long-term reputation recovery
They understand that what a brand says (and doesn’t say) in the first hours of a crisis can shape public perception for years. Having an APR at the helm ensures decisions are strategic, ethical, and aligned with the brand’s values, even under intense scrutiny.
The Bottom Line
In today’s environment, where reputations can shift in minutes and trust is hard-earned, clients deserve more than tactical PR support. They deserve proven expertise.
Choosing a PR agency with APR-credentialed practitioners means choosing a team that meets the public relations industry standard for excellence, is prepared for high-stakes moments, and is committed to protecting and advancing your brand when it matters most.
At mhp.si, that standard isn’t optional. It’s how we lead.
