Various professional organizations in the public relations field have created opportunities for formal professional achievement. Among participating professional organizations, there is the Certificate in Principles of Public Relations for students near graduation time, and professionals may pursue Accreditation in Public Relations (APR) or Accreditation in Public Relations + Military Communication (APR+M). For advanced professionals, the Public Relations Society of America (PRSA) offers the College of Fellows to its members. However, perceptions of and participation in these achievement opportunities are varied. This study uses the lens of the Social Cognitive Career Theory (SCCT) to explore why people do or do not seek to attain these professional milestones. Mean responses on intrinsic social cognitive response variables (confidence, self-efficacy, goal-setting) did not show a significant relationship to motivation, but the extrinsic value expectation was significant. In addition, awareness and perception of these professional achievements among human resources and hiring managers were studied. Results show students and professionals who have earned career achievements have higher mean responses on social cognitive responses than those who do not. Hiring managers value professional development indicators as positive to have but not necessary if candidates have proven experience. Qualitative responses further indicated many respondents were not familiar with the Certificate in Principles of Public Relations, APR, or College of Fellows. Those who had earned these achievements were generally positive. Few students, professionals, or educators reported reaping no benefit once achieved. Those who chose not to pursue or who provided negative responses cited lack of necessity, lacks value, requires too much (e.g. time, money), or process as reasons why.

中文翻译：

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学生、专业人士和雇主对公共关系领域正式职业成就的看法：证书、认证和研究员学院

公共关系领域的各种专业组织为获得正式专业成就创造了机会。在参与的专业组织中，有为即将毕业的学生颁发的公共关系原理证书，专业人士可以攻读公共关系认证（APR）或公共关系+军事传播认证（APR+M）。对于高级专业人士，美国公共关系协会 (PRSA) 为其会员提供研究员学院。然而，人们对这些成就机会的看法和参与程度各不相同。这项研究使用社会认知职业理论（SCCT）的视角来探讨为什么人们会或不会寻求实现这些职业里程碑。对内在社会认知反应变量（信心、自我效能、目标设定）的平均反应并未显示出与动机的显着关系，但外在价值期望显着。此外，还研究了人力资源和招聘经理对这些专业成就的认识和看法。结果显示，获得职业成就的学生和专业人士的社会认知反应平均反应高于那些没有获得职业成就的学生和专业人士。招聘经理认为职业发展指标是积极的，但如果候选人拥有丰富的经验，则没有必要。定性答复进一步表明，许多受访者并不熟悉公共关系原理证书、APR 或研究员学院。那些获得这些成就的人普遍都是积极的。很少有学生、专业人士或教育工作者表示一旦实现就没有获得任何好处。那些选择不追求或提供负面答复的人将缺乏必要性、缺乏价值、需要太多（例如时间、金钱）或流程作为原因。