Member Profile: Bobby Ampezzan, APR

How did you come to a career in communications/PR?

When I finished my MFA in creative writing, I started in journalism as a first love. I was in newspapers, then public radio for the first several years of my career. However, once I got engaged to another journalist, I decided to transition into a communications role. I went to an agency, then worked for a nonprofit, then a health system as an assistant public relations director before moving to NC and taking on the Manager of Communications role at ECU’s Brody School of Medicine.

What originally drew you to the idea of getting your APR?

When I transitioned to a communications/PR role, I knew I had the talents, gifts, and determination to succeed in the industry. What I felt I lacked was the professionalism, network, and theoretical underpinnings for the work. There’s a difference between being a functionary in public relations and being able to lead the PR function. The APR process gave that understanding to me.

What was the most challenging part of the process for you?

Honestly, I had a lot going on personally while going through the APR process. My children are small, my family moved during the process, I had to change mentors. It was the right time professionally but not personally. But there are always personal constraints. I’m glad I committed.

Also, I found that though many people going through the process worried more about the presentation, they struggle more with the test. You end up consuming 3-4 textbooks worth of material to prepare for the test, so it’s a daunting task. The test also involved a lot of nuance, with multiple right answers for a single question, which forces you to consider how the evaluators were judging your knowledge of the material. It’s designed to be difficult, which makes it all the more satisfying when you pass.

What was the most rewarding part of the process?

The APR process is almost the perfect tool for a quantum leap in your professionalism and leadership readiness. As a former journalist, the process teaches you to move past the instincts you develop as a good features writer or news producer, to see PR and media relations from the other side of the table. Also, even if you’re well established in your career, it’s refreshing to receive the good mentorship and networking opportunities that the APR process provides. It jump-started new professional relationships that I wouldn’t have formed otherwise.

I found the entire process surprisingly rewarding. It’s hard to earn – not everyone passes the first time. I felt challenged, I felt rewarded, and I felt educated. I was proud to put those letters behind my name.

How has earning your APR enhanced your career in communications?

It makes me more confident about insisting upon having a seat at the table when it comes to strategic decisions at work. I’m thinking ahead on strategy, coherence, and overall goals for my organization, and encouraging leadership to be collaborative with me when developing communications strategies. Overall, it gives me that stronger foundation in public relations that I use every day to inform strategic decisions and respond to the needs of my organization.

Bobby Ampezzan is the Manager of Communications for the Brody School of Medicine and Office of Research, Economic Development and Engagement at East Carolina University.