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Member Spotlight: Cynthia Kolko

In this week’s PRSA Member Spotlight, we’re highlighting PRSA member and recent APR recipient, Cynthia Kolko. Cynthia is a Community & Public Relations Specialist at The Summit Federal Credit Union and talks about the benefits of an APR and why other PR pros should consider pursuing it.

Why did you decide to pursue a career in public relations?

Public Relations just seems to suit me. It’s an amalgamation of all the professional roles I’ve loved: writer, event ringleader, idea generator and researcher.

What motivated you to apply for your APR accreditation?

I chose to pursue the APR to fill in my knowledge of the industry and its best practices. My main focus professionally has been writing. Public Relations was often part of my responsibilities, but any knowledge was attained through experience on the job.

How does this new accreditation set you apart from other PR pros?

 The accreditation signals to others that I plan well, anticipate and prepare for foul-ups, and am ethical in my practices.

What is the best way to prepare for applying for an APR accreditation?

Use the PRSA resources. The study guide is easily followed. Ask a trusted colleague who has earned an APR to critique your panel presentation a few weeks before you go into “the room.” And there are tons of Quizlets online to help you prepare for the test.

Since receiving your APR, how have you implemented this in your role at The Summit Federal Credit Union? 

Making a plan for each marketing effort has been invaluable. At a glance, I know what needs to be done.

What advice would you give to fellow PR pros to encourage them to apply for an APR? 
The preparation process is not as daunting as it may seem, and if pursuing the APR teaches you anything about how to improve your PR practices, it’s worth it.