My APR Journey: Jillian Davidson, MS, APR

For some professionals, earning an Accreditation in Public Relations (APR) is less about a milestone and more about a mindset rooted in growth and discipline. 

That was the case for Jillian Davidson, MS, APR, Associate Director of Marketing and Creative Services at Seminole State College of Florida, who approached the APR as an opportunity to deepen her strategic perspective and strengthen her leadership in communications. 

In this Q&A, she shares how consistency, structured preparation, and mentorship shaped her journey, along with the insights she gained and encouragement for peers in PRSA Orlando who may be considering the credential.

What motivated you to pursue the APR?

As a lifelong learner, I pursued an Accreditation in Public Relations (APR) to further establish my professional credibility and reinforce my role as a strategic communications leader. Effective leadership requires not only experience, but also a disciplined understanding of strategy, ethics, and measurable outcomes. The APR credential represents my commitment to leading with informed judgment and aligning communication efforts with organizational priorities.

Over the past 15 years, I have built a career in marketing with a strong emphasis on integrated brand systems, multi-channel creative content, and results-oriented advertising. As my responsibilities expanded, I increasingly recognized the critical role public relations and communications play in reputation management, stakeholder engagement, and organizational resilience. This understanding was strengthened during my master’s program in strategic communications, where advanced coursework reinforced the importance of research-driven planning, ethical decision-making, and evaluation.

Pursuing the APR allowed me to formalize my expertise, sharpen my strategic perspective, and lead with consistency and best practices across teams. The accreditation reflects my dedication to continuous professional development and delivering communication strategies that support long-term organizational success.

How did you prepare for the panel presentation and examination?

After dedicating five months to an APR Prep study course, I successfully completed my local panel presentation and passed the computer-based exam. The structured course was instrumental in my preparation, breaking the study guide into weekly modules that kept me on track and allowed me to consistently build on new content. It also strengthened my understanding of the exam format, particularly how questions are structured and how to review and eliminate incorrect options on the multiple-choice answer sets.

Being part of the prep course cohort also provided valuable opportunities to connect with other public relations and communications professionals who had earned their APR. Live chats and discussions with these experienced practitioners clarified the process, offered practical insights, and helped me understand what to expect from both the exam and the panel presentation.

I would especially like to recognize and express my gratitude to Michelle Franzen Martin, M.A., APR (PRSA Detroit), and Michael Henry, CPTD (PRSA Kansas City). Thanks to their guidance and support, I felt confident in my ability to excel and successfully complete the accreditation process. 

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

Throughout my process, I heard from many individuals who shared how competing priorities (work responsibilities, family obligations, and everyday life) often slowed their progress and extended their APR journey by months or even years. Over time, those delays sometimes led to self-doubt, even among highly accomplished professionals. Initially, those stories created concern that I might struggle to meet my own timeline. However, that ultimately was not my experience. I made a deliberate decision to fully commit to the process, dedicating focused time each day for five months and did not allow any external circumstances to derail my progress. Through staying consistent and utilizing recommended readings, APR study guide, and practice exam questions, I built momentum and confidence.

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

Earning my APR had a meaningful impact on both my career and my perspective on the public relations profession. The process allowed me to expand and sharpen my skills in research, planning, implementation, and evaluation, while reinforcing the importance of ethical best practices. It also broadened my understanding on public relations and communications as a discipline, helping me better grasp its strategic value within an organization. As a result, I have an even greater respect for fellow colleagues and leaders who guide these efforts every day. Overall, the experience strengthened my commitment to advancing the profession and applying its principles with purpose and integrity.

What advice would you give to someone considering the APR?

I strongly encourage anyone considering the APR to explore a facilitated preparation option and to work closely with a PR mentor to set realistic expectations and navigate the process successfully. Think about APR professionals you have worked with in the past or collaborate with every day—these individuals are experts in their field and can offer invaluable insight into both the certification process and the real-world application of the knowledge you gain. Their guidance can help you better understand how APR principles translate into strategic decision-making, ethical practice, and effective leadership. Having a professional support system in place makes the experience more manageable, meaningful, and ultimately more rewarding.

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

One key takeaway from my APR experience was the power of momentum, discipline, and personal commitment. The experience reinforced a valuable lesson: sustained effort and self-motivation drive success. Stay committed, trust yourself, and keep moving forward—you are capable of more than you think!

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.