My APR Journey: Joshua Holder, APR, EPIO
As the Public Relations Outreach Specialist for Osceola County Fire Rescue & EMS, Josh Holder, APR, EPIO, is committed to strengthening communication and supporting his organization’s mission.
During his APR journey, Josh focused on deepening his knowledge, sharpening his strategic thinking, and learning from peers and mentors who guided him along the way. From managing the demands of preparation to navigating the panel presentation and exam, his story reflects persistence, professional growth, and the value of a supportive PRSA Orlando community.
Explore Josh’s insights, lessons learned, and practical advice for those considering the APR, and see how earning his APR has shaped his perspective on the public relations profession.
What motivated you to pursue the APR?
Throughout my career, I’ve had the opportunity to work with and learn from some of the finest professionals in our field – and the privilege of being mentored by a few of them. Over time, I began to notice a common theme among the folks I was looking up to: they were always strategically-minded, integrity-driven professionals who were invested in the future of the larger PR field and the success of the people in it. As you can probably guess, almost all of them also had their APR. Naturally, their example — paired with their ongoing encouragement — inspired me to pursue accreditation myself.
How did you prepare for the panel presentation and examination?
The first thing I did – and would recommend everyone pursuing the APR do – is talk to people in my network who have gone through the process. Everybody has a unique experience with the process and usually has a “nugget” of knowledge or advice to give. Learning from those who have been successful in the APR process made me more comfortable and confident throughout my own journey.
For the panel presentation, I worked extensively with colleagues who had experience presenting projects in the RPIE framework to build my presentation. My most valuable prep came from our PRSA Orlando Chapter Accreditation Co-VPs, who scheduled a mock panel for me before the final presentation. This practice – and the feedback that came with it – gave me exactly what I needed to fine-tune and be successful.
For the exam, the official APR Study Guide was my bible. Everything is in there! I found it to be the best prep material by far; it can be overwhelming, so getting through it in bite-size chunks is crucial.
What was the most challenging part of the process, and how did you overcome it?
I struggled with the same thing many folks do in the APR process: time management. You think a year is way more time than you need to complete the process but work and life demands will sneak in far quicker than you think. In my experience the toughest time for this was studying for the exam, because going from “I’ve got plenty of time” after passing the panel to “I wish I had more time” comes quick and it’ll hit you like a truck.
The best way I was able to keep myself accountable was creating a written, attainable schedule I could keep to over weeks and weeks. Just a few minutes a day is really what made the difference between feeling prepared for the exam and not, at least in my case. Also, as many APRs will tell you, completing the panel presentation as early in the process as you can provides the most time – and best chance of success – for the exam.
How has earning your APR impacted your career or perspective on the profession?
My friend and mentor Doreen Overstreet, APR told me when I started the process that I’d see everything through a different lens once I earned my APR, and she was absolutely right. The APR process challenges you to think more strategically about the work you do and what you see in the field around you. I often find myself stepping back in situations where I’d normally react quickly to look at the “why” behind it and see if there’s a better way that more effectively supports what we’re trying to accomplish. I’ve also found a new confidence in my work, knowing what I do is rooted in established and time-tested principles.
I’ve always loved working in public affairs, but earning my APR has opened my eyes and inspired my love for the profession in a totally new way. Everyone who I worked with during my APR journey was supportive and deeply generous in giving of their time and expertise to help me succeed. I feel that I really experienced the very best of our profession through this experience, and I can’t wait to pay it forward in the future.
What advice would you give to someone considering the APR?
Having mentors who have earned their APRs is great, but having a group of peers who are going through the APR process with you is second-to-none. Three of my friends – including fellow Orlando Chapter member Andy Wontor, APR – were going through the APR process at the same time I was, and being able to share experiences between us in real time was so incredibly valuable. You lift each other up, encourage each other during the tough parts, share what you learn, and ultimately celebrate each other when you reach the finish line. If you don’t already know someone in your network who is also looking at earning their APR, talk to your local chapter’s own Accreditation chairs to see if they might be willing to put you in touch with others going through the process in your area.
Also – don’t procrastinate.
What’s one key takeaway or lesson you gained from the experience?
The greatest tool you can have as a PR professional in any sector or at any level is an open mind. There is always something to be learned or an experience to be gained; you truly don’t know what you don’t know, and approaching that reality with an optimistic curiosity will open more doors for you than you can imagine. The APR is not a finish line. If anything, it is the starting point for opening yourself to the larger PR profession, the wonderful people in it, and the immense wealth of knowledge it contains.
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.
