New PR and communications apprenticeship launched for first starts

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A new PR and communications apprenticeship, which has been in development for almost three years by a group of 23 ‘trailblazer’ employers, has been approved by the Government for apprentices to start on the programme. 

The Public Relations and Communications Assistant Apprenticeship replaces the existing PR Apprenticeship programme which was first launched in 2011 and has seen over 250 apprentices trained in organisations ranging from the NHS to SME PR and communications consultancies. The news comes on the first day of National Apprenticeship Week.

The new programme places more emphasis on planning and evaluation in PR and communications, while also incorporating a broader range of communications skills, including using the latest social media channels and production of non-written content.

The PRCA will be a training provider for the new apprenticeship, after having provided the existing PR Apprenticeship programme. The PRCA has over 100 training courses, including those covering the latest social media and digital skills.

Francis Ingham MPRCA, Director General, PRCA, said: “Apprenticeships are a great way for all organisations to grow their own talent and ensure that PR agencies and in-house communications teams increase diversity and keep up-to-date with the latest social media trends.

“With the Apprenticeship Levy now coming into force, there is more appetite from the country’s biggest firms to take on apprentices. The PRCA stands ready to help all organisations diversify their workforce through PR and communications apprenticeships.”  

The new standard has been approved following a rigorous three-year sign off process. Simon Francis CMPRCA, chair of the employers’ group that developed the standard and Founder Member of Campaign Collective, commented: “I’m delighted that the PR and Communications Assistant Apprenticeship is now ready for delivery by training providers. PR and communications is all about understanding audiences and to do that, communicators need to come from a diverse range of backgrounds. This apprenticeship will help all agencies and in-house employers ensure their communications teams can recruit employees from the widest possible pool of talent. 

“This new qualification will ensure PR and communications recruits are equipped with the latest skills.”  

For more information and to find out about hiring a PR Apprentice, visit

You will be able to view the new Standard on the government website later this week, at this URL:

The 23 Trailblazer employers are:

British Airways

Albion Media

Cabinet Office

Campaign Collective

Claremont Marketing Communications

Department for Education


John Doe

KOR Communications Ltd

On Broadcast

Outsource Training


Random House

Richmond Towers

Salix Consulting

Sky UK

Storm PR

Tala PR

Talk PR

Taste PR

The BOC Group

University of Westminster


About the PRCA

Who we are: Founded in 1969, the Public Relations and Communications Association (PRCA) is a UK-based PR and communications membership body, operating in 55 countries around the world. We represent in excess of 24,000 people across the whole range of the PR and communications industry. The PRCA promotes all aspects of public relations and communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do: The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference: All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry's behalf e.g. fighting the NLA's digital licence.