PR Apprenticeships – Supporting Gen Z’s rise towards a successful career #NAW2023

6 February 2023

As part of the National Apprenticeship Week (NAW) 2023, the PRCA is renewing calls for employers to hire a PR apprentice and support talented individuals fast-track their career in the industry.

The call for agencies and in-house teams to hire an apprentice follows the news of the PRCA becoming the Government-approved sole training provider for PR apprenticeships in the UK. The PRCA Apprenticeship programme offers aspiring practitioners from all backgrounds the opportunity to work full-time in PR while undertaking on-the-job training and assessments.

In response to the needs of the sector, the programme provides the PR and communications industry the opportunity to hire rich and diverse talent. Employing an apprentice can increase new business, staff loyalty, and retention. Furthermore, it can potentially fill skill gaps, promote diversity, and give a fresh approach in the workplace, amongst other benefits. In fact, 90% of PR apprentices that complete the programme remain within PR and Communications and progress swiftly to senior, managerial, and lead roles a few years later. Employers will receive a 20% discount off recruitment during NAW 2023, register your interest here.

The PRCA Apprenticeship Programme can now be found on the Government websitewhen selecting a training provider for the PR & Communications Assistant standard. It facilitates direct contact and contracting with PRCA and increases the expectation on delivering high-quality apprenticeship training, as it is subject to Ofsted audits and rating.

Next month, the PRCA will launch a Schools Outreach Programme with the aim of inspiring a new generation of communications professionals. The intention is to provide PR professionals with the assets and resources they need to visit schools and introduce PR as a career option to students from all backgrounds.

Are apprenticeships genuinely beneficial for employers?

“Our PR apprentice has been a real asset to our small communications team, bringing into our planning and practice some of the latest industry thinking as well as some great insights into how to leverage existing platforms and technologies to support our work.”

Tamzin Caffrey, Head of Communications, EngineeringUK

“Throughout the onboarding process and during the apprenticeship itself, the PRCA were very supportive. The apprenticeship model allowed our apprentice to work across different teams, providing support for many workstreams and initiatives, whilst learning at the same time. The combination of in-house experience and the PRCA’s online learning modules enabled her to learn a lot in a short space of time. This was a really positive process.”

Lucy Greaves, Senior Internal Communications Officer, House of Lords

“We run several apprentice schemes and our PR apprentices are always positive, enthusiastic, and eager to learn. It is the best way for our business to grow with quality talent and we expect to take on new PR apprentices regularly for the foreseeable future.”

Lucia Barbato, CEO, Ilex Content Strategies

What do former apprentices have to say?

“My favourite aspect of the programme so far has been the opportunity to gain practical work experience. My first four months have been enjoyable, and I've appreciated the opportunity to network with PRCA apprentices as well as FTI Consulting employees. Overall, I believe this is an excellent opportunity for me to develop my self-confidence and career-related skills as an apprentice in Public Relations and Communications.”

Evie Scott, PR Apprentice (2022), FTI Consulting

“It’s been a wonderful experience learning on the job in such a busy, stimulating industry as PR. Honestly, time flew by and I am so excited to continue to grow in my career. Now, having had a foundational understanding of PR, I feel confident and ready for whatever next comes my way!”

Yaminah Arbibey, Past PR Apprentice (2022), Team Lewis

“I’m incredibly grateful for the opportunities I’ve been able to take on and the knowledge I’ve built from my role and through the apprenticeship scheme. The apprenticeship has challenged me, but also enabled me to grow into my role and become a key person on some amazing accounts and campaigns. I can’t wait to progress further in my career!”
Alexandra House, Past PR Apprentice (2022), Champion Communications