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Todd Defren Says Accreditation is a Ball and Chain: I Beg to Differ

August 31, 2006 by Kami Huyse

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The ruthless game of democracy
Originally uploaded by Ahmed Zahid.

I respect Todd Defren. We have communicated both online and off, and I like his forward-thinking attitude and innovative approach to public relations. Plus, I just like him in general.

So, it might surprise some that we are having a bit of a friendly row.

She said:
“PR professionals should consider getting accredited.“

He said:
“Accreditation will stifle the bright future of PR.”

Okay, so the disagreement, as friendly as it may be, is on.

I especially dislike the ball-and-chain metaphor that Todd used to represent accreditation, since I don’t believe my accreditation has tied my hands (or feet in this case) at all.

First, may I clear up some misperceptions about my point of view on this issue?

1.) I didn't say that there should be MANDATORY requirements. I said that, “all public relations professionals should consider getting accredited in public relations.” I also limited this to U.S.-based accreditation programs (APR and ABC). I have no knowledge about the state of accreditation in other countries, and I have heard some horror stories about paying for credentials, etc., with which of course I disagree. Also, I am admittedly not an expert on ABC, maybe Shel Holtz , whom holds the ABC designation, could give us some insight.

2.) I never said that those without the designation aren’t ethical and competent. I said, “Going through the accreditation process makes for better professionals.” And I reiterated in comments, “I know I prefer to work with people who are accredited, especially when they aren't a known quantity to me. But I know and respect the skills of many that aren't. So, it isn't an easy answer, I just think it is something that we should all do somewhere along the way.”

3. Also, I did not say that accreditation will fix all of the problems in our profession. However, I do think that the ethical practice of PR will improve the profession overall, and I think accreditation is a part of that puzzle with its requirement to know and agree to a code of ethics.

Not everyone has an innovative, ethical and competent mentor, boss and employer, such as Todd. Not by a long shot. Oh, and not all people work for agencies either, I spent most of my career on the client side, where you might have one or two people, at best. A lack of mentorship is another piece of the puzzle and another post.

Far from being a ball and chain that “force-fit[s] PR pros into the required learning & roles defined by a standards body,” the principles learned in the accreditation process are framework that encourage public relations professionals to think strategically – freeing them to be creative, while still making sense.

In other words, helping them ask some of the most important questions in public relations:

  • Why am I doing (insert strategies and/or tactics)?
  • How do they contribute to the overall goals of the project/organization?
  • How will I know if what I am doing is successful?
  • Is what I am doing ethical, how will it be perceived by important stakeholders?

If public relations practitioners asked these questions and acted on the answers, the profession would indeed improve. Accreditation is but a piece of the puzzle, but I believe it should be explored and celebrated instead of ridiculed and written off.

Update: So far, the Flackette and Stuart Bruce have come down on the side of the basic arguments for accreditation, and no, I didn't pay them a thing.

Photo credit: Ahmed Zahid

Tags: Accreditation|APR|PRSA|AIBC|ABC. Todd Defren|Ethics|Public Relations|PR|San Antonio|Texas|MYPRPRO

Filed Under: Featured

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

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