APR, CMP, PMP, SCMP, ABC. It’s alphabet soup when it comes to professional certifications, but is having some letters after your name helpful for your communications career?
We asked ChatGPT if professional certifications are worth the time and money, and it certainly thinks so.
Among other things, AI said they will enhance a person’s credibility and expertise, improve career advancement opportunities, increase earning potential, networking and professional development, and allow for better adaptability and a future-proofed career.
But what AI thinks may not be reality, so we decided to ask real people their thoughts about professional certifications and if they’re all they’re cracked up to be. The answer is, it depends.
Who answered our questions?
Our sample was comprised of communications consultants with over 15 years of corporate experience.
Now, before we go any further, let me acknowledge that the sample size was not huge and that the results may not be considered scientific. I get that, but I have a list of people with insight and perspective that could provide valuable feedback on this particular topic, and I tapped them for their thoughts. As such, the responses represent this sample; it’s up to you whether you want to draw broader conclusions.
Of the respondents, 23% said they had obtained some kind of professional certification, with the most popular being Change Management from PROSCI, then Project Management Professional (PMP), and Accreditation in Public Relations (APR). Others on the list include Digital Marketing, CEB Black Belt Partner Communications (CEB/Gartner) and Certified Industry Analyst Relations Professional.
Thoughts on their certification
The number one reason respondents said they pursued their certification was for expanded career opportunities, which is no surprise. The second reason, however, might surprise you. It wasn’t to enhance credibility or to increase earning potential. Instead, it was for the joy of learning. In other words, learning something new drove them more than professional prestige, which was the third reason, followed by employer demand and better job performance.
Regardless of the reason, an overwhelming 90% of respondents said that it has helped them in their career by providing more job opportunities, a higher salary, improved professional skills and knowledge, a better understanding of industry standards and practices, or personal satisfaction and achievement.
What about the 77%?
If 23% of our respondents had received a professional certification, then 77% hadn’t. We did not specifically ask why they didn’t pursue one, but we did get plenty of feedback on the topic.
One respondent said the C-suite has no understanding of a certification like APR, so its value is limited. They went on to say that ensuring the C-suite understands the value of corporate communications is challenging enough, and that nothing tops experience and the ability to drive results. Another respondent echoed this sentiment by saying that while certifications don’t necessarily hurt, they didn’t feel the need to get one after gaining years of experience. “For me, good work has led to referrals more than anything, so my real-world experience has been enough to make me feel like I'm ok in terms of business without a certification,” they said.
And yet another respondent said they don’t think certifications magically create big new opportunities. Rather, they said, applying what you learn from the certification matters, and if you can’t do that at your current job, pursue a position or work setting where you can. Finally, another said certifications are worth the time and effort, especially in the early years of a career, especially if it’s in a topic that that interests you.
So what’s the answer?
Are professional certifications all they’re cracked up to be, especially in today’s environment?
The world of corporate communications is changing, as are the struggles organizations are dealing with. Today, change management may make more sense than an accreditation in public relations. What’s more, the way we learn and connect is changing, too. There are opportunities available to us today that weren’t around 20 years ago (looking at you, LinkedIn Learning).
And, do people still want to pursue professional accreditations and are they still in demand? Are there other ways of showcasing your knowledge that are more valuable? Are some accreditations more applicable than others?
It’s a complicated topic with no right or wrong answer and in the end, it is entirely up to you and what your goals are.
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