Before You Hire a PR Firm, Ask This One Question
Are you APR certified?
By Kim Brown, APR | Co-Founder, Story and Strategy PR
April is APR Month, and I want to take a moment to talk about something close to my heart and central to how we serve our clients at Story and Strategy PR.
I hold the Accreditation in Public Relations (APR), which is a credential earned through rigorous examination and maintained through ongoing professional development. It’s the gold standard of our industry, and it directly shapes the quality of counsel you receive when you work with our firm.
What the APR Means
The APR isn’t an honorary title or a participation award. It certifies that a practitioner has demonstrated mastery of public relations grounded in research, planning, implementation and measurement. That distinction matters more than most clients realize.
At Story and Strategy, everything we do starts with research. We don’t simply come up with ideas and start executing. We did deep to understand the situation on a quantitative and qualitative level. From there, we build strategies around SMART objectives (Specific, Measurable, Achievable, Relevant and Time-Bound). We execute with intention, and we measure continuously — not just at the end of a campaign, but throughout, so we can course-correct when needed and ensure we’re always moving toward your goals.
That’s not how every PR firm operates. It’s how APR-credentialed firms operate.
Hiring an APR is like hiring a CPA
You wouldn’t hand your complicated tax situation to someone who’s good with TurboTax. You would hire a CPA… someone who has done the work, passed the exam and committed to ongoing education and professional ethics. The APR is the communications industry’s equivalent.
When you work with an APR-certified practitioner, you’re working with someone who has proven their knowledge, demonstrated their commitment to ethics and understands the legal and professional landscape of our field at its deepest levels.
The Commitment Doesn’t Stop at Certification
Here’s something many people don’t know: APR holders must renew their accreditation every three years. That renewal requires documented continuing education, professional development and service to the industry. If those requirements aren’t met, the credential is revoked.
So when you see “APR” after someone’s name, you’re not just seeing letters. You’re seeing ongoing commitment and a practitioner who is actively investing in their expertise so they can bring the most current, ethical and research-grounded thinking to your work.
What This Means for You as a Client
Whether you’re navigating a high-stakes public affairs campaign, managing a reputational issue, launching a community initiative or building long-term brand authority — the caliber of your communications counsel matters enormously.
At Story and Strategy, we bring APR-level rigor to every client engagement. When you bring us your communications challenges, you’re not getting guesswork. You’re getting strategy that is proven, measurable and built to achieve your goals.
That’s the standard we hold ourselves to. That’s what the APR represents. And that’s why it should matter to you.
Story and Strategy PR is a boutique communications firm based in North Texas, specializing in health care, higher education, public affairs, real estate, start up and nonprofit communications. Ready to talk strategy? Let's connect.
