Jennifer Curtis, APR
Jennifer is an experienced communications and nonprofit management professional holding a master’s degree in strategic public relations from Virginia Commonwealth University. Currently the assistant director of The Woman’s Club, an educational nonprofit organization in downtown Richmond, Jennifer manages publications, events, internal and external communications and conducts strategic planning. Jennifer has served on the Richmond PRSA board as hospitality committee chair and was recently elected to serve as secretary in 2009.
Why did you decide to pursue your APR?
I decided to pursue accreditation because I believe it adds credibility to the profession of public relations. I also wanted to refresh my knowledge from graduate school and learn skills that will help me advance in my career.
Earning my APR demonstrates my commitment to the profession of public relations and ethical standards. It reveals to peers and employers that I am capable of strategic planning and sound judgment in all fields of public relations.
The APR process has been a year-long journey in which I have discovered my strengths and weaknesses while reaffirming the decision I made a decade ago to choose public relations as my career path. I have been challenged to take my strengths to a higher level while learning new skills that increase my effectiveness at work.
What are the hurdles, and what is your advice to overcome them?
I experienced two hurdles while preparing for the readiness review and exam. First, the question “How do I know if I’m ready?” loomed in my mind. Candid conversations with current APR professionals, particularly through readiness sessions, enabled me to confidently gauge my progress. The second hurdle was making the time commitment to study and knowing how much to study. Because the accreditation process is self-paced, I found it necessary to create deadlines and a study schedule. I also met with a “study buddy” on a weekly basis.
What would you say to public relations practitioners who are considering pursuing accreditation?
Becoming accredited in public relations is a career investment that should be taken seriously. It is a large time commitment, and having the support of family and employers may impact your success positively or negatively. The APR exam tests a practitioner’s experience and knowledge. It is important to review the study guide and at least one additional resource for the exam, but I suggest taking it one step further and consistently applying new skills and knowledge in the workplace. This will have the double benefit of immediate results at work and an increased readiness to take the exam.
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