Q&A with Jeff Huggins, APR
Tell us what you do.
Since 2009, after returning to the Des Moines market, I have worked as a marketing communications consultant for Huggins Consulting Group, LLC.
As a virtual agency, we collaborate with a team of independent, senior-level practitioners to offer full-service, integrated marketing communication solutions. We serve a diverse group of clients in a variety of industry sectors.
In addition to management and administrative functions for the agency, my primary role focuses on the full array of reputation management and public relations services. This includes: media relations, community and industry relations, product promotion, event marketing, social and digital outreach, influencer engagement, public affairs, issues management, crisis communications, internal communications, executive positioning, and, partnership management. I also spearhead strategic planning, campaign integration, copywriting and content creation efforts for our team.
How long have you had your Accreditation in Public Relations?
I earned the accreditation credential in 1993. That was one of, if not the first, class to participate in the ongoing APR maintenance program. I have maintained my APR status by reporting ongoing education, professional development and industry involvement every three years.
Over the course of your career, how has the profession changed?
Beginning in 1987, my career spans more than three decades. It’s an understatement to say a lot has changed during that time.
Technology has definitely had a dramatic impact on our industry. The internet – while technically launched – certainly was not a mainstream public relations tool at the time. PR pros couldn’t just Google to gather data, research background information or find a quote. News releases were not distributed by email with the touch of a button. They were faxed, and even sent with snail mail, to targeted media. There was no social media at that time either.
Yet, the core principles of our profession have remained intact for the most part. We always have served as a liaison between companies or organizations and their key constituents. Ways that we can interact and maintain that dialogue have evolved, but the role remains the same. From the onset, good PR was driven by first doing the right thing.
How has accreditation helped to advance your career?
There are all the standard benefits to the APR designation – staying relevant and connected to the profession, maintaining high standards of professional ethics, and projecting professional expertise and competence.
Yet, perhaps the most notable direct benefit was the doors that opened for me (and for Catherine) when we relocated to Cincinnati. There, a group of senior PRSA members meet monthly to share ideas, stories and a meal. It’s not an official chapter activity, and it’s an exclusive group – you have to be APR and you have to be invited to join.
We were invited to join the group shortly after arriving to town. We quickly became acquainted – and then immersed – with the top, most respected practitioners in the market. (Plus, the drinks and dinner events every month were a lot of fun.)
