It Takes A PRo Campaign

The “It Takes A PRo” campaign toolkit is designed to provide APR Chairs and their UAB participating organization and Chapter with marketing guidance and products that will shift the general view of the APR program, drive traffic to the APR website and ultimately increase the number of people in your pipeline and sitting for the Examination for Accreditation in Public Relations. “It Takes A PRo” was launched in April 2016 and the messaging and materials should be used year-round to increase APR credibility and visibility within the public relations profession and among other key stakeholders.

Toolkit components consist of:

  1. Unique Value Proposition: Verbalizes the inherent value of the APR credential and differentiates APRs from other practitioners.
  2. It Takes A PRo Messaging Planks: Messages for targeted audience segments.
  3. Online and In-Person Marketing Guidance: To help UAB participating organizations and Chapters best market to potential APR candidates, a guidance document of online and in-person communications was created. This includes a timeline for touch point communications, talking points and more.
  4. APR Web Copy: Each UAB participating organization and Chapter should use the same language to describe and promote the APR on their individual websites for SEO and message consistency purposes.
  5. Enewsletter Blurb Template: For any UAB participating organization or Chapter that has a regular enewsletter for their members, sample messaging was created that can be copy and pasted into the newsletters when referencing the APR.
  6. Sample Social Media Posts: These are similar to the enewsletter blurb template. The copy here can be copy and pasted into social media posts for a variety of occasions. Graphics also created to post with copy.
    Facebook Graphics:        
    Twitter Graphics:     
  7. Email Signatures and Instructions: For any APR ambassador, these signatures should be added to the end of any email communications with regard to APR promotion. Zip file to download and instructions  on how to personalize are available.
  8. Brochure: This brochure clearly communicated the new “It Takes A PRo” UVP and messaging planks. It can be used as a great introduction to what the APR is and how it can benefit public relations professionals. If you’d like the native design files so you can replace the PRSA logo on the back of the brochure with your participating organization’s logo, email
  9. Large and Small PO Seals: UAB participating organizations and Chapters can proudly display their support of the APR by placing either a small or large seal on their home page, linking to additional online information about the APR.

Questions or feedback? Contact


Studying for and earning my APR has demonstrated to my coworkers and public relations colleagues that I’m fully invested in my career. I approach my job more strategically and with a higher level of expertise. Moreover, it has paved the way for new professional relationships and friendships with fellow APRs at the Chapter and National levels.

Neil S. Neroutsos, APRNeil S. Neroutsos, APR
Media and Public Relations Liaison
Snohomish County Public Utility District
Everett, Washington


Have your own APR story to tell?  Email