5 Questions with Debra Peterson, APR, Fellow PRSA

Congratulations to Debra Peterson, APR, Fellow PRSA, for her induction into PRSA’s prestigious College of Fellows. Debra is a past GKC-PRSA president and board member. Debra, along with others in the Class of 2022, will be honored during a virtual celebration on Sunday, Nov. 6, and inducted at the College of Fellows Induction Celebration at the Gaylord Texan Resort & Convention Center on Saturday, Nov. 12, during the PRSA International Conference.

To qualify for admittance to the College of Fellows, communications professionals must be current PRSA members, have at least 20 years of PR and communications experience, hold the Accredited in Public Relations (APR) credential and have demonstrated superior professional performance in the practice/teaching of public relations.

In this Q&A, Debra responds to several questions, including why she joined PRSA and how members can get the most out of their membership.

1. Why should members consider APR?

Members should consider becoming accredited because it is a marketplace competitive differentiator and demonstrates that you have the knowledge, skills and abilities to be successful. PRSA has extensive resources to prepare members to go through the accreditation process and chapters also provide support. I pursued my accreditation because I wanted to challenge myself and also because I wanted third-party validation of my capabilities.

2. How can members get the most out of their PRSA membership?

You can reap benefits from your membership by simply being a member and taking advantage of the professional development and networking opportunities, but you derive the most benefit by being actively involved and volunteering. Engagement with the chapter is critically important because it fosters interaction with other professionals and helps build relationships. You will enhance your leadership skills, develop an extensive professional network that will benefit you and your organization, and begin a journey of service to others and our profession.

3. Why did you choose to pursue membership in the PRSA College of Fellows?

After serving in various Chapter, Section and National PRSA roles and experiencing the value of engagement, I wanted to continue contributing to PRSA and the profession through leadership and service. Being selected as a Fellow is not only an acknowledgment that you have contributed personally and professionally in a meaningful way; it’s an invitation to do more.

4. What are some of the challenges facing the PR profession, and how can PRSA and its members address them?

We have several key challenges, among them:

• Navigating the impact of rapid technological change, disruption and innovation
• Creating and sustaining respectful discourse in society at large
• Building on our diversity, equity and inclusion efforts

PRSA has worked to address these challenges. When I served as PRSA Chair in 2019, the Board of Directors voted for funding that led to the development of PRSA’s first DE&I three-year strategic plan. At the local level, Lea-Ann Germinder, APR, Fellow PRSA, and Chapter President Alex Miller led the creation of the Inez Y. Kaiser Memorial Scholarship Fund to honor a trailblazing African American woman who was a GKC-PRSA member.

PRSA also launched Voices4Everyone in part to demonstrate the importance of professional communicators in advancing the public good through more inclusive civil discourse.

These initiatives are examples of how PRSA benefits not just its members but society at large.

5. Why did you choose PRSA as a new professional and why do you remain committed to PRSA when there are many choices?

I joined PRSA because it’s the premier communications organization for professionals and I remain committed to PRSA because I understand the value it brings. Now, more professionals work remotely or in a hybrid environment. We may be able to remain connected, but we’re losing the “connectedness” of working alongside others. PRSA engagement can help restore that connectedness. I view membership in PRSA as an investment, not an expense. PRSA is filled with incredible people doing great things, and I’m looking forward to seeing what we can continue to accomplish together.