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PRSA Oregon President, Kelliann Amico, APR, Fellow PRSA
President’s Column
When I first entered the field of public relations, I quickly realized my degree would guide me through just the first few months. After that, it was on me. Like many of you, I learned that growth in this profession depends on a commitment to lifelong learning. For me, the Public Relations Society of America has been, and remains, a cornerstone of that journey.
A pivotal turning point in my career came when I decided to pursue my Accreditation in Public Relations. My employer neither prioritized nor funded the process, but I knew it mattered. I wanted to be more strategic and capable of advising at the highest level, and the APR process delivered exactly that. It strengthened my skills and gave me the confidence to eventually launch my own consultancy.
April is recognized by PRSA as APR Month, making this the ideal time to learn about the designation at both the national and local levels. On Wednesday, April 8, PRSA Oregon will host a noon webinar, APR A-to-Z, designed to demystify the APR process and help you determine if you’re ready to take that step. Our chapter will offer APR preparation classes beginning in September – contact executive@prsaoregon.org for more information. PRSA National is also offering updates and opportunities to learn more about APR throughout the month.
Reach the High Ground: Invest in Your Leadership at NW CommCon
If you’ve been following PRSA Oregon news and social channels, you know that another exceptional opportunity to invest in your professional growth is right in front of us. The Northwest Communicators Conference is April 16 & 17 at the University of Oregon Portland campus in the Concordia neighborhood. The theme of this year’s conference, The High Ground: Reaching the Summit of PR Leadership, sets the direction for programming that reinforces the importance of positioning our work as a core leadership function, not a siloed support role. You’ll gain practical insights you can apply immediately, engage in conversations that challenge your thinking and learn from examples that raise the bar for our profession. Registration closes April 13 at midnight, and we are nearing capacity – if you’re considering attending, act now.
Let’s embrace it: PR pros know how to bring people together and make gatherings fun and engaging. So, as you plan your NW CommCon experience, please keep in mind that our conference Communicators Socials are separate from your registration and space is limited. These after hours events are designed to extend the value of the conference beyond the sessions, giving you time to connect, build relationships and continue the conversations that start during the day. Each includes appetizers and a drink ticket, and registration will close as space fills:
April is a defining month for PRSA Oregon. NW CommCon will provide a wealth of professional development opportunities and in-person connection. We’ll also actively highlight the value of APR, a designation that can shape your career in lasting ways. If you’re looking to sharpen your skills and spend time with peers who understand the work you do every day, this is your moment. I encourage you to invest in yourself and take advantage of these opportunities designed to help you lead, adapt and thrive in an evolving profession.
I look forward to seeing you along the way.
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APR Month Spotlight: Advancing the Profession with PRSA Oregon
Insights and Inspiration from the APR A-to-Z Webinar
April is celebrated as APR Month, and this year, the PRSA Oregon Chapter is proud to present a special event: APR A-to-Z. This informative webinar, free to members, brings together a panel of distinguished communication professionals who will share their journeys toward earning Accreditation in Public Relations and discuss the profound impact this achievement has had on their careers.
Attendees will also gain valuable insights into the PRSA College of Fellows, receive the latest updates from the Universal Accreditation Board, and take away practical advice for the next steps in their own APR journeys. Whether you are just beginning to consider pursuing your APR or you already hold the credential, this webinar is designed for you.
Meet Our Distinguished Panel:
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Barbara Kerr, APR, Fellow PRSA – Barbara is an award-winning public relations leader and has served as a communications and media advisor for government, business, higher education, and nonprofit organizations in cities across the globe, including New York City, San Francisco, Portland, Milwaukee, Washington, D.C., as well as internationally in Bulgaria, Hong Kong, and the Philippines. Her impressive list of honors includes the Leading Change Award from the Southeastern Wisconsin Chapter of Women in Communications and Achiever of the Year from the Dayton (Ohio) Chapter of American Women in Radio and Television. She received the William W. Marsh Lifetime Achievement Award from PRSA Oregon, where she served as chapter president in 2014. Barbara’s career also includes roles as news director, anchor, Emmy-nominated reporter, and producer at network television affiliates in Ohio and Maryland. In 2019, she was inducted into the Dayton (Ohio) Area Broadcasters Hall of Fame.
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Tove Tupper, APR – Tove is a strategic communicator, trusted advisor, and champion for public education. As chief communications officer for Highline Public Schools in Burien, WA, she leads the district’s award-winning communications team and oversees all aspects of internal and external communication. Tove is a key advisor to the superintendent and cabinet, guiding messaging during crises, community engagement, and district initiatives. She has played a pivotal role in building trust and fostering strong partnerships between families, schools, and the central office. Nationally recognized for her work, Tove serves on the National School Public Relations Association (NSPRA) Accreditation Committee and the Universal Accreditation Board. She has been honored as a 2018 NSPRA Front-Runner, a 2016 NSPRA 35 Under 35 Next Generation Leader, and was the 2025 School Communicator of the Year.
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Kassie Swenson, M.Ed., APR – Kassie is the founder of NW Strategic Communications & Consulting LLC, established in August 2022. She is recognized for her leadership in government public relations and community engagement, particularly within the educational sector. Kassie has a notable background as the former Chief Communications Officer at Centennial School District in Portland, Oregon, and as the Chief of Communications and Strategy at Federal Way Public Schools in Washington. In these roles, she successfully managed communication strategies and supported significant strategic planning initiatives. Her educational background complements her professional expertise, enabling her to effectively assist organizations in enhancing their communication efforts and engaging with stakeholders. Through NW Strategic Communications & Consulting, Kassie aims to empower organizations by providing tailored communication strategies that drive stakeholder engagement and achieve organizational goals. Kassie currently serves as the chapter’ Membership Co-Director.
Don’t miss this chance to learn from leading voices in the field and take your professional journey to the next level. Mark your calendar for this engaging APR Month event and join the conversation about the value of accreditation in public relations!
Register for our April 8 webinar here.
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APR in 2026!
By Carissa Sauer, APR
Committed to Authentic & Value-Based Communication
Back in 2013, I earned my Accreditation in Public Relations (APR). If you’ve followed my LinkedIn posts, you know I’m a major supporter of this credential.
One of the biggest compliments I received after earning the distinction came from an HR talent leader who said:
“I don’t know all the details about the APR, but the best communicators I’ve hired and worked with held the qualification. You’ve set yourself apart from your peers and positioned yourself as a leader.”
That feedback still sticks with me today. And spoiler alert — I later accepted the position offered by that HR leader and hiring committee.
So, for all the HR professionals, public relations practitioners, and corporate communications leaders out there, let’s break down the value of the Accreditation in Public Relations.
What Is Accreditation in Public Relations?
It’s a credential earned by public relations practitioners who have a minimum of five years of professional experience and are ready to demonstrate commitment to the profession through ethical practices, sound judgment, strategic thinking and mastery of best practices. It emphasizes the use of the Research – Planning – Implementation – Evaluation process.
Why Is the Accreditation Unique?
Unlike professions such as medicine or accounting, public relations doesn’t require a license or certification to practice. However, success in this field demands expertise, knowledge and training to become both a strategic communicator and trusted counselor. The accreditation sets you apart from peers, as someone who meets those high standards.
What’s Involved in Earning the Accreditation in Public Relations?
It’s a real mark of distinction and is earned through a rigorous process that includes:
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Questionnaire & Panel Review: Candidates submit an extensive questionnaire and present their knowledge and a case study to a panel of accredited peers.
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Comprehensive Examination: This tests knowledge, skills and abilities, including strategic planning and adherence to the Code of Ethics.
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Continuing Education: APR holders must complete ongoing professional development, including ethics training.
Are You Ready to Pursue Accreditation this Year?
Many local chapters of the Public Relations Society of America offer one-on-one mentoring and multi-part classes to help members prepare for the process — often free of charge!
A great example is PRSA Oregon, which boasts a high rate of members that start the process and cross the finish line.
It’s an outstanding professional development opportunity at a fraction of the cost, with major potential to boost your salary and open doors to new opportunities.
It worked for me, and I know it can work for you!
Need Help Getting Started?
If you’re considering the Accreditation in Public Relations or are already on your journey, please reach out. I’d love to answer questions about the process, offer support and cheer you on!
You can also learn more at the Public Relations Society of America.
With warmth,
Carissa Sauer, APR
This column originally appeared on Carissa’s LinkedIn page in early 2026 and is reprinted with her permission.
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Effective July 1, 2026, the Universal Accreditation Board and PRSA will implement an updated fee structure for the Accreditation program. This adjustment follows a comprehensive review of industry standards and professional credentials.
This is the first fee increase for the Accreditation program in more than 25 years. These changes are designed to ensure the long-term financial quality and sustainability of the program as it continues to advance excellence in public relations.
New Fee Structure (Starting July 1)
APR Application Fee
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Current = $385
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New = $495
APR Renewal Fee
Find additional APR information at prsa.org/apr
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Naureen at one of the 28 SEDCOR events she planned in Q1 2026
Volunteer Spotlight: Naureen Khan
We’re excited to highlight Naureen Khan, Marketing & Communications Manager at SEDCOR, who helped coordinate the PRSA Roadshow stop in Salem. As a native Oregonian, Naureen is passionate about telling local stories and championing the growth of Oregon businesses. At SEDCOR, she leads programming and communications designed to connect business leaders, entrepreneurs, and public partners, fostering collaboration and access to shared resources. It’s no surprise that organizing a happy hour for communicators to connect and learn from one another was right up her alley. Naureen is actively involved in local community and economic development efforts, including GlobalPDX, Dundee Community Committee, and Destination Dundee, and values the opportunity to collaborate with peers across the region. “I’ve always valued being part of a community and learning from different walks of life. The connections we build are what shape our perspective and I believe that’s where real growth happens,” she shares.
Connect with Naureen on LinkedIn.
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Carol (left) enjoying the gathering at the Road Show stop in Eugene with Stacy Moe-Kean, APR
Board Member Spotlight: Carol Fenstermacher, APR
From the time she was in high school and led a youth group, Carol Fenstermacher, APR, has considered herself a servant leader. As a young professional, she served on the board of the local Women In Communications, Inc. chapter and went on to become the organization's national president – helping the association re-organize to avoid bankruptcy. When Carol started working in a school district, she joined the board of the state’s school public relations association and rose through the ranks to serve as the National School Public Relations Association’s president. “Throughout my career I have looked for opportunities to give back to the profession that has given me so much.”
Carol is passionate about mentoring college students and young professionals and is the chapter’s most recent recipient of the Olga M. Haley Mentorship Award. “I have been fortunate to have had wonderful mentors.” In Carol’s current position as Advancement Director, she gets to combine her servant leader’s mission with mentoring and guiding members on the APR (Accreditation in Public Relations) journey. In addition, she worked on the recent PRSA Roadshow, meeting with members in Bend, Eugene, Salem and Vancouver. And while she says she is retired, Carol continues to serve as a consultant with six Oregon school districts, developing strategic and bond communications.
Connect with Carol on LinkedIn.
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PRSA Oregon Spring 2026 Road Show: Fun was had by all!
What a wonderful week reconnecting with colleagues and meeting new ones across the region! PRSA Oregon hit the road March 30 through April 2 with casual networking gatherings in Bend, Eugene, Salem and Vancouver, creating space for engaging connection and conversation. It was a great opportunity to catch up, welcome new faces and share updates on what’s happening with PRSA Oregon. Thank you to everyone who joined us – we loved seeing our community come together!
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Bend: March 30 (Deschutes Public House)
From left to right: Stacy Moe-Kean, APR, Cathie Erickson, Carol Fenstermacher, APR, Jenny Odom, Christine Coffin, Kelliann Amico, APR, Fellow PRSA, Blair Garland, Alandra Johnson, Julie Brown
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Eugene: March 31 (Coldfire Public House)
From left, clockwise: Kelliann Amico, APR, Fellow PRSA, Carol Fenstermacher, APR, Stacy Moe-Kean, APR, Jonathan Yost, MA, APR, APIO, Natalia Pruklang, Emily Isom, Autumn Straus, Destinee Kaya, Kika Garcia, John Mitchell, APR, Fellow PRSA, Kevin Brett, MA, Allie Geraci-Novy and Brenna Cline. (Not pictured: Ela Kubok)
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Salem: April 1 (Bentley’s)
From left to right: Mary Louise VanNatta, CAE, APR, Fellow PRSA, Brad Hilliard, APR, Carol Fenstermacher, APR, Kara Kuh, Jeremy Schwab, Kelliann Amico, APR, Fellow PRSA, Harvey Gail, Jael Rose, Sara Ngo, Nicole Steen, Kate Van Pelt, Nina Sco, Naureen Khan, Ryan Gail, Stacy Moe-Kean, APR, Mila Headley, Connie Umphress
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Vancouver: April 2 (McMenamins on the Columbia)
From left to right: Levi Nelson, Tom Unger, APR, Fellow, PRSA, Stacy Moe-Kean, APR, Kelliann Amico, APR, Fellow PRSA, Carissa Sauer, APR, Scott Clemans, Amanda Richter, APR, Nick Poindexter
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Don’t miss out! Check out the schedule for NW CommCon and register here.
Plan Ahead
Stay connected with PRSA Oregon by checking our events page regularly for updates. Join us on Wednesday, May 13 for our noon webinar, From Policy Strategist to Congressional Candidate: What It Takes to Make the Leap. We are also planning our May Communicators Social in Bend on Tuesday, May 19 – details coming soon!
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These important partnerships make it possible for PRSA Oregon to provide high-quality programming, professional development and community connections for communicators throughout the region.
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