My APR Journey: Mike Piacentino, APR
As the External Communications Manager for Disney Signature Experiences, Mike Piacentino, APR, knows the power of storytelling and strategy in shaping meaningful connections.
In his APR journey, Mike embraced the challenge of refining his expertise and broadening his perspective as a communications professional. From navigating the accreditation process to balancing work and life commitments, his story reflects dedication, growth, and the support of the PRSA Orlando community.
Discover Mike’s insights and advice for those considering the APR and learn how this milestone has strengthened his approach to advancing organizational goals and elevating the communications profession.
What motivated you to pursue the APR?
I decided to pursue the APR after reflecting on my academic and professional journey – and thanks to the encouragement of my current supervisor, who is also accredited. I was motivated not by the expectation of an immediate promotion or a raise, but rather by the intrinsic desire to prove to myself that I have the skills and abilities expected of a communication professional as outlined by the leading public relations professional association, PRSA.
I was also motivated by the requirements needed to maintain your APR. By keeping up my accreditation through developmental opportunities, chapter engagements and mentorship, I aim to continually grow as a communication professional and support the field now and into the future.
How did you prepare for the panel presentation and examination?
Long before I officially submitted my APR application and questionnaire, I attended free review sessions offered by PRSA Orlando. Hearing from the guest presenters and my fellow “classmates” gave me a strong sense of what to expect for the APR process. Each week, presenters provided both their professional insights on the various topics of the exam as well as their personal advice and experiences on the accreditation process itself.
Once I had a strong grasp of what was to come, I reflected on my career to identify a campaign that strongly demonstrated my understanding of the core tenets of the APR, namely the RPIE process. I morphed the campaign’s original communication plan into my panel presentation to ensure I touched on the knowledge, skills and abilities the panel would be looking for. I again took advantage of the immense network within PRSA Orlando and benefitted greatly from the advice and expertise of my mock panel reviewers. Their help and guidance set me up for a successful formal panel presentation.
From there, I prepared for the exam by reviewing my notes from the weekly review sessions, relied extensively on PRSA’s APR study guide and continued to connect with fellow PRSA Orlando members about their accreditation. I owe my successful accreditation to the overwhelming support and mentorship from our chapter – including our Board’s APR co-chairs at the time.
What was the most challenging part of the process, and how did you overcome it?
I found the most challenging part of the process was to overcome the initial inertia of getting started and then to work through each step while balancing work priorities and home life. I knew I didn’t have an infinite number of hours each week or month to dedicate to the APR. But rather than focusing on the time I didn’t have, I focused on the time I did.
For example, for the several weeks of free review sessions offered by PRSA Orlando, my only APR prep for those couple months was to attend those 60-minute sessions. I knew I didn’t have time for much else, but I celebrated the fact that I was dedicating one hour each week for several weeks to prepare for the APR. When it came time to answer the questionnaire, I took it one question at a time rather than attempting to answer it all at once. It took me several weekends (working on it bit by bit) to complete all the questions, but I knew I was making progress every time I opened the document.
How has earning your APR impacted your career or perspective on the profession?
After 10 years of experience in the field, earning my APR re-focused my attention on the core knowledge, skills and abilities of an effective communications professional while also encouraging me to dig deeper into those foundational concepts. It reminded me why a strategic communication plan rooted in RPIE is effective at achieving organizational goals while also demonstrating the value of the communications function within an organization. As a communication professional, knowing a campaign was successful is comforting, but knowing why is powerful.
What advice would you give to someone considering the APR?
Someone thinking about pursuing their APR should start simply by attending the free review sessions offered by PRSA Orlando. Attending these sessions shed light on the areas of the exam I already knew a fair amount about while also pointing out those concepts where I would benefit from further study. The review sessions also introduced me to many successful central Florida communicators who shared their APR journey, which helped me shape my own. I was able to ask questions about the process, what to expect and more all while in a risk-free, welcoming and candid environment.
Know that anyone pursuing their APR – especially through PRSA Orlando – is not alone and will have an entire community ready to support them.
What’s one key takeaway or lesson you gained from the experience?
There is no one way to earn your APR. In talking with those who earned their accreditation, I received lots of helpful suggestions and tips for how to prepare. But not one person had the magic solution that I felt was perfect for me. Instead, I took some inspiration from one person, an idea from another, a helpful tip from someone else, and so on to map out my own process and approach that worked for my ongoing responsibilities as well as my personal learning style.
I’ve also come to learn that everyone has their own motivations for earning their APR, and not one reason is better than another. The important thing is to know your own reasons and what you hope to gain from the experience.
Thinking About the APR? Let’s Connect!
If you’re considering pursuing your APR, PRSA Orlando is here to support you. Our APR Chairs 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.com to learn more.
