Age of AI: Why APR Credentials Matter in B2B Technology and Cybersecurity

In December 2025, I earned my Accreditation in Public Relations (APR).

After more than 20 years leading B2B technology public relations, people have asked: Why pursue APR now — especially in the age of AI? The answer is simple. Experience builds real-world knowledge, corporations have molded my expertise and instinct. APR sharpens strategy, ethics, and decision-making at the highest professional level. And in the age of AI, communications experts must pair trust and strategic thinking with planning– seeing the big picture, asking the right questions, and guiding AI.

Throughout my career, I’ve delivered results-focused campaigns anchored in business outcome objectives – securing top-tier press coverage, increasing share of voice, analyzing unique monthly visitors (UVM), assessing reach, driving measurable website traffic, strengthening influencer and analyst engagement, and qualified lead generation within campaign timeframes for leading technology organizations. And I’ve done it creatively, under pressure, and often on a tight budget. The APR journey strengthened how I approach that work. Today, I bring tested expertise in strategic problem-solving, research methodology, risk assessment, and crisis communications, aligned with the Public Relations Society of America (PRSA) Code of Ethics.

APR strengthened my ability to advise executive leadership on complex issues, helping organizations improve competitive positioning and long-term credibility.

What APR Means

The Accreditation in Public Relations (APR) is widely regarded as the communications profession’s gold standard. It signifies proven, measurable competence across the full spectrum of strategic communications. APR certification validates a practitioner’s ability to think strategically, design and apply research, use AI appropriately within the right strategic framework, and uphold ethical and legal standards.

The credential is awarded by the Universal Accreditation Board (UAB), an independent consortium of leading organizations. Fewer than 15 percent of public relations professionals hold the APR, underscoring the rigor of the process, the commitment to the profession, and the accountability it demands.

Earning the APR requires more than passing a test. Candidates must first develop a research-based portfolio demonstrating real-world strategic communications work. They then present this body of work in a live panel presentation before accredited examiners, who evaluate their ability to apply research, planning, implementation, and evaluation principles in professional practice. Finally, a 4-hour computer-based test with 180 questions across 60 knowledge areas and competencies of issues across (subject areas). In November, I passed the panel presentation and advanced to the final stage. In December, I completed the exam.

Why Pursue APR Now?

Today, the AI environment presents new PR challenges – it requires PR experts to recognize authentic narratives and those that are purely AI-generated. Proofing, fact-checking with AI tools, and using AI detectors and governance to ensure bylines are authentic are critical to getting them published. Balancing strategy, messaging, and execution is essential.  My work from 2012–2021 focused on global digital and community/blogs strategy, collaborating within the larger Corporate PR and AR teams at Dell Technologies, SonicWALL, and Check Point Software Technologies. I was promoted to Director of Corporate Communications at SecureAuth, where I manage PR, AR, Internal comms, and social media. I wanted my career to reflect the full scope of a strategic communications leader. 

APR formalized and elevated the expertise I’ve developed for more than two decades. It sharpened my strategic thinking, strengthened my research discipline, and reinforced the ethical framework that guides every decision I make.

It was challenging — and absolutely worth it.

Why It Matters in B2B Tech and Cybersecurity

I pursued the APR to deepen my understanding of why communications strategies work — not just what works. In B2B technology and cybersecurity, where challenges and threats evolve daily and reputational stakes are high, instinct and experience are not enough. APR strengthened my ability to apply a disciplined, research-driven strategy to complex, high-risk environments.

In B2B technology PR, this structured approach is essential. Cyber attacks and incidents unfold quickly, technical details are complex, and misinformation can spread rapidly. Back in the day, there were people to manage each part of a cybersecurity crisis: the crisis PR people, the strategic PR people, the executive PR people, and the incident social media people. Nowadays, one person may be directing a combination of AI and contract resources while keeping everything together. While my past experience enabled me to recognize emerging crises and alert leadership, APR deepened my understanding of the full crisis communications lifecycle — including response sequencing, timing, message development, stakeholder prioritization, and trust preservation. It reinforced the importance of balancing transparency with legal realities while protecting brand credibility.

Ultimately, APR strengthened my ability to develop and execute not just as a communicator, but as a strategic advisor in moments when clarity, credibility, and calm leadership matter most.

It also reinforced business literacy and legal knowledge critical in today’s digital and AI-driven environment. Disclosure, copyright, trademarks, and fair use — all critical issues with AI — require that every organization own its messaging, create original content, and protect company information from AI overreach. Growth never stops in public relations — especially as AI and cybersecurity continue reshaping our industry.