My APR Journey: Carole Munroe, APR

There’s no single timeline for pursuing the Accreditation in Public Relations (APR), and Carole Munroe, APR, is proof that it’s never too late.

After more than 30 years in the communications profession, Carole entered a new chapter as founder and president of CommSense JEMC Marketing, PR and Consulting and found new motivation to pursue a credential she had considered earlier in her career.

In this Q&A, she reflects on returning to study as a seasoned PR professional, the support she received from the PRSA Orlando community, and the lessons she gained from the process, along with practical advice for others considering the APR.

What motivated you to pursue the APR?

My APR journey might be a bit different from most. In turn, I hope it might inspire in a different way, proving that it’s never too late! I am a veteran PR executive who, after recently retiring from corporate life, started my own PR and marketing consulting business, providing new motivation when I also finally had the time to pursue the APR. Combined with 30+ years of tested PR experience, I knew it would provide my new consulting business with a competitive advantage. In this new career phase, I also want to continue a legacy of mentoring and teaching, and accreditation helps with these goals as well.

Demanding and rewarding work leading PR, promotions, content, broadcast partnerships and brand communications teams at Disney and Hilton Worldwide, plus decades of travel – from business trips to travel baseball with my son and husband – left little time for APR pursuit earlier in my career. So, my message is truly “It’s never too late!”

And finally, even with the dynamic shifts across communications and news, it’s empowering to know the strategic PR discipline underscored by the APR practice will always be helpful in navigating future challenges and opportunities.

How did you prepare for the panel presentation and examination?

I highly recommend participating in an APR prep session. It provided validation, best practices, encouragement, camaraderie, successful time management strategies, mentoring and the laughs and energy boost needed to keep things moving. Big thanks to study program’s co-chairs, Lorelie Johnson, APR, and Ashley Blasewitz, APR, who were available not only for our review sessions but also for individual chats. The prep sessions, volunteer speakers, mock presentation session judges and helpful feedback showed how much the PRSA organization and fellow APR members wanted us to succeed. Paying success forward is a major theme of the APR experience. I highly recommend the mock presentation. There’s no substitute for practice.

Because I majored in journalism, not PR, I found studying the academic foundations of public relations to be helpful. I especially recommend using the Cutlip & Center’s Effective Public Relations as an additional study tool for anyone who didn’t major in PR. On the personal side, when I discovered the textbook was originally written by the founding dean at the Grady College of Journalism and Mass Communication at UGA, Dean Scott Cutlip, who I remember as an exceptionally kind person, I felt a keen sense of pride studying for my APR.

What was the most challenging part of the process, and how did you overcome it?

Once you pay the APR fee and are accepted into the program, the clock begins ticking and you have exactly one year to complete the process or spend more money to extend your time. Although much emphasis is placed on studying for the exam, it’s important to understand the required sequence of accomplishments to be eligible for the exam, or else you might easily lose critical time as you balance studying, writing, and structuring your campaign presentation. When I finally had time to fully engage in all aspects of APR study and preparation, I only had a few months of focused time, not a year.

My advice: Apply the RPIE model to the accreditation process: Research upfront what you’ll present, Plan and implement your study system, Q&A and campaign presentation, and Excel on your Exam.

Even though I may have done a little college-style cramming toward the end, which can be exhilarating for some folks (I’ll admit, the former journalist in me loves working on deadlines), I would not recommend this approach. But again, I’m being transparent to show that if you surround yourself with the right resources, you can accomplish your APR, even while balancing a full plate.

How has earning your APR impacted your career or perspective on the profession?

We are living in a time when the public questions basic tenants of truth, society, humanity and science due to misinformation or ‘alternative facts.’ I believe earning my APR strengthens my credibility as a PR professional and strengthens storytelling. Business partners often misunderstand Public Relations because too often the focus is on outcomes vs. objectives and strategies that explain why particular tactics are employed. By using the RPIE process, we are better positioned to turn business partners into advocates due to our ability to not only consistently deliver strong business results but more importantly, to explain upfront why and how results will be accomplished.

What advice would you give to someone considering the APR?

This is an investment in you. There’s nothing to lose and so much to gain. There may never be a perfect time to pursue your APR. The hardest part is starting the process. In the end, you’ll be more competitive, more confident, and more successful at gaining funding for projects because you will better speak the language of data driven decisions that lead to strong results.

What’s one key takeaway or lesson you gained from the experience?

The APR provides us with the business lexicon and processes we need to be equal partners at leadership tables. It underscores the common denominators that drive business decisions – research and data; planning that informs and motivates publics and stakeholders, and thoughtful implementation and evaluation that considers all stakeholders.

Thinking About the APR? Let’s Connect!

If you’re considering pursuing your Accreditation in Public Relations (APR), PRSA Orlando is here to support you. Our Vice Presidents of Accreditation are ready to provide guidance, share resources, and answer any questions you may have about the process. Don’t hesitate to reach out to take the first step toward earning this distinguished credential. Visit PRSAOrlando.org/Accreditation to learn more.