PRSA Statement on "Alternative Facts"

Truth is the foundation of all effective communications. By being truthful, we build and maintain trust with the media and our customers, clients and employees. As professional communicators, we take very seriously our responsibility to communicate with honesty and accuracy. The Public Relations Society of America, the nation's largest communications association, sets the standard of ethical behavior for our 22,000 members through our Code of Ethics. Encouraging and perpetuating the use of alternative facts by a high-profile spokesperson reflects poorly on all communications professionals.

PRSA strongly objects to any effort to deliberately misrepresent information. Honest, ethical professionals never spin, mislead or alter facts. We applaud our colleagues and professional journalists who work hard to find and report the truth. - Jane Dvorak, APR, Fellow PRSA, 2017 PRSA Chair

ACCREDITATION IN PUBLIC RELATIONS (APR)

Established in 1964, the Accredited in Public Relations (APR) credential recognizes practitioners who have mastered the knowledge, skills and abilities needed to develop and deliver strategic communications. Decades later, as public relations evolved, the APR remains the recognized gold standard for the profession.

Over the past 50 years, the procedures required to earn the APR have changed. However, one thing has not: The value behind Accreditation and the importance it plays in a society now driven by digital communications, rapidly emerging technologies and a 24-hour news cycle.

Many communicators today work under the mantle of "public relations." Accredited members go much further. They demonstrate commitment to the communications profession, to their clients, to their company or organization, and to themselves. Earning the APR is an individual achievement open only to seasoned working professionals with a recommended five or more years public relations experience. It's a challenging process but it is worth it.

APRs are required to commit to learning through continuing education, serving as a volunteer or other prescribed professional development activities. Most importantly, APRs are required to measure up to high standards of performance, and to stay on the right side of ethical practice.

NMPRSA conducts APR preparatory exam workshops twice a year to assist members in taking the national examination. If you would like information on the accreditation process, please contact This email address is being protected from spambots. You need JavaScript enabled to view it., NMPRSA’s Accreditation Chair.