APR In-Person Marketing Guidance
Overview
For Chapter/PO Events and Follow Up
For Informal Meetings and Networking Events and Follow Up
The following guidance is intended to help UAB Board members, chapter Accreditation chairs, and other APR ambassadors promote the APR in a face-to-face context, either at a formal event or at an informal meeting or networking opportunity.
For Chapter/PO Events
The Accreditation chair or UAB board member (or other APR ambassador) should request in advance a few minutes at the podium to promote the APR.
Brochures. Deliver a bulk quantity of APR brochures to all chapter/PO meetings and distribute to all prospects.
Talking Points.
●Speak passionately about the benefits of the APR:
○Recognized worldwide
○Distinguishes you as a PR professional who stays relevant in the constantly changing communication strategies
○Displays your dedication to ethical values - a PRSA standard
○Learning Process
■Mentorship - gain a mentor to guide you through the process and through taking the next steps in your professional career
■Taking the time to learn more about communications in various fields; perfect for busy professionals
●Who Should Earn the APR
○We recommend PR professional with 5-10 years of experience
○Any professional looking to distinguish themselves through:
■Verified certification of skills and abilities in communications
■A promise to upholding ethical standards in communications
■Strong networks through mentorship
· Call to action: Sign up at PRaccreditation.org for more information and to be connected with an APR who can describe the experience and mentor you through the process.
Follow up. Obtain the list of attendee emails or request that the chapter/PO send the following message on your behalf to all attendees.
Subject: Connect With Us to Learn More About the APR
Dear [event] attendee,
Thank you for your attention while I shared a bit about the APR during [event]. As a reminder, you can sign up to receive more information from praccreditation.org. By taking this step, you’ll be able to connect with a Universal Accreditation Board representative to get all your questions answered—and you’ll receive emails with valuable tips and more details on how the APR can position you as a leader in the field.
If you haven’t already, visit praccreditation.org today and sign up for more information to take your public relations career to the next level.
Sincerely,
NAME
Event Evaluations. When sending any event evaluations, be sure to include the following prompt to direct the attendees to the APR website:
Thank you for your attention while we shared a bit about the Accreditation in Public Relations (APR) during [event]. As a reminder, you can sign up to receive more information from praccreditation.org.
For Informal Meetings and Networking Events
Have the APR brochure on hand. Keep a few brochures in your laptop bag to share with individuals you might determine are APR prospects.
Use the following talking points in promoting the APR, both in presentations and in conversation.
● Please see the talking points above.
● Call to action: Sign up at PRaccreditation.org for more information and to be connected with an APR who can describe the experience and mentor you through the process.
● Collect the prospect’s business card.
Follow up with this email within a day or two.
Subject: Great meeting you!
Dear [name],
I enjoyed meeting you yesterday at [place]. [Add an item or two about the conversation.]
We briefly discussed the APR credential, and I wanted to follow up with a link to more information: The APR is ideal for mid-career public relations professionals like yourself looking to set themselves apart. You will dig deeper into the public relations practice and fine-tune your professional proficiency through the APR process.
By signing up for more information, you will also be connected with an APR who can mentor you through the process if you’re interested. The credential has meant a lot to me in my career, and I can’t say enough good things about it. I encourage you to take a look, and please let me know if I can answer any questions.
Sincerely,
NAME
Follow up by phone the following week. Consult Kathy Mulvihill at PRSA () to see if the prospect has signed up at PRaccreditation.org. If s/he has not, phone the prospect and begin with the following script:
Hi, NAME. This is YOUR NAME calling about your interest in the APR. I sent you an email last week directing you to the APR website and references for additional information. I wanted to make sure you were able to sign up and see if you had additional questions.