Bridging the diverse leader gap in public relations through accreditation: examining US diverse practitioners’ motivations, challenges and leader development

Purpose This study aims to examine the impact of the Accreditation in Public Relations (APR) certification on the leader development of US diverse practitioners. Design/methodology/approach The study involved six online focus groups with 64 APRs who identified as diverse practitioners and APR chairs who supported and mentored diverse candidates. Findings Diverse practitioners identified specific knowledge, skills and abilities (KSAs) that they developed through the APR study process, which are consistent with those desired in leaders such as technical, relationship management and conceptual skills. Not only did diverse practitioners become more strategic thinkers and skilled in the public relations planning process, but they also were promoted or hired into management positions. Effective mentors were key to their success. These findings confirm that the APR can be a form of leader development for diverse public relations practitioners that opens doors to management positions. However, employers need to provide instrumental support for diverse practitioners to be successful, such as covering costs associated with the exam, providing study time and supporting their membership in professional associations. Originality/value Based on the theoretical framework of self-efficacy and a lifelong learning mindset, the study reveals the value of the APR in preparing diverse practitioners for leadership roles, which can be a resource to address the gap in diverse leaders in the public relations industry.