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London, 9 February 2011 – On Tuesday night over 100 senior PR and communications practitioners from the UK’s leading PR agencies and in-house communications teams gathered in London to help shape the PR apprenticeship scheme. This is being developed by the PRCA, Pearson in Practice, the Council for Administration, and Edexcel on behalf of the National Apprenticeship Service.
The event outlined why PR needs apprentices, what an apprenticeship is, how parties can become involved, and why the government is investing in apprenticeships.
Employers can become involved in the scheme by contacting Jessica Lobendhan, PRCA Training Manager, and signing up to one of the three working groups; the Qualification and Apprenticeship Development Group, the Employer Group, and the Careers Group (see notes to editors).
A further five evenings will be held in Manchester (22 February), Birmingham (7 February), Leeds (15 March), Bristol (21 March), and Brighton (28 March) to increase awareness of the PR apprenticeship scheme across the country, and involve as wide a range of organisations as possible.
-ENDS-
The full text of the speech delivered by Francis Ingham, Chief Executive of the PRCA, is below.
“Before we constructed our bid, in conjunction with our partners, we wanted to be sure that there was tangible demand from the PR industry for an apprentice programme. Otherwise, we would all be wasting our time.
“So the PRCA built on the 2011 census we had carried out with PR Week, and we undertook a detailed survey of agency MDs, to judge employer attitudes. We also surveyed people at the beginning of their careers, to gain the employee perspective.
“Both of those groups convinced us that there is a definite appetite for a PR apprentice programme. Let me give you the salient figures:
- 94% of agency MDs want an apprentice programme for the industry
- 92% of them would themselves consider employing an apprentice
- 66% believe that an apprentice programme would help make the industry more diverse
- 83% of them are willing actively to work with industry peers to establish a credible apprentice qualification –as evidenced by the large number of people here this evening.
“Given that level of support –and I have to say we were quite surprised to be recording figures in the 90s- the obvious question is why has the industry not developed a programme already.
“Well, nearly half of agency MDs blamed a basic lack of knowledge about what an apprenticeship actually entails; and a similar figure identified funding as the main problem.
“Together with our partners and the Government, I think we’re addressing both of those issues. Tonight’s event is the beginning of a process of involving the industry in shaping our plans –a process that will include six events in England's major cities, and a major marketing effort. And the Government has, I believe, decisively addressed the funding issue by committing significant levels of tax-payer support.
“The second group we surveyed was people in the first few years of their career –through our Frontline group of employees.
“Ours is a graduate entry industry –our PR Census told us that 89% of employees have a degree –and that figure rises as seniority declines. And that graduate nature is why we have established formal PRCA relationships with the dozen universities that employers consistently tell us they rate.
“Yet employers also keep on telling us that experience and attitude are at least as important as education. And that they themselves believe that you don’t need a degree to prosper in PR.
“Now our survey of people at the beginning of their careers provided clear evidence of support for an apprentice programme. And the increase in tuition fees is important here. We asked them ‘if you had paid the new price for tuition fees, would you still have chosen PR as a career?’.
- Only 27% said yes
- 46% said they were unsure
- 27% said a straightforward no
“And employers agree with them. Asked what they think the impact of higher tuition fees will be for graduates entering the industry, 40% expect the impact to be negative.
“We asked young employees what they would have done had there been a high level apprenticeship programme in place around the time they went to university. 51% said they would have chosen either to go straight into PR, or to combine an educational route with paid PR work. In essence, exactly what we are about to set up.
“So in answer to the question why does the industry need apprenticeships, we believe there is a very clear answer. Because employers overwhelmingly welcome them; and because employees and potential employees want them too.
“What we intend doing now is talking properly to the industry about the shape of those apprenticeships, and then delivering a scheme that is credible and rigorous; that opens up new routes in to the industry; and that in challenging economic times provides something of real value to employers and employees alike.
“My colleagues will talk a little more about how you can help shape the apprentice programme, and if you’d like to talk with me about the PRCA’s role representing the industry in this process, then I look forward –in true PR style- to doing so over a glass of wine later.
“Thank you.”
Notes to editors
For more information please contact Richard Ellis, PRCA communications director on 020 7233 6026 or richard.ellis@prca.org.uk.
How employers will be able to get involved in the scheme
Employers will be able to become involved in developing the PR apprenticeship scheme by signing up to one of three working groups.
Qualification and Apprenticeship Development Group:
The Qualification and Apprenticeship Development Group will help to design delivery models that work and provide information for curriculum delivery. Employers in this group will work with the CFA and Edexcel to develop the qualification and its framework. Subjects that the development group will examine will include:
- Which courses should the PR apprenticeship scheme cover?
- How should the academic element of the apprenticeships be taught? ie balance of classroom, e-learning, webinars etc
- What new content and delivery structures will the industry need to develop?
Employer Group:
The Employer Group will identify the information requirements of employers and the best way to communicate these. Employers will be:
- invited to comment on information they need to make informed decisions about whether they should apply to employ an apprentice to work for them and how the application scheme works
- asked to comment on the structure and content of a proposed microsite that will deliver much of this content
- invited to suggest additional ways that they would like the apprenticeship scheme to interact with them
Careers Group:
The careers group will help develop materials that will engage potential apprentices and help them understand what a career in PR involves. Members of the Group will help:
- identify relevant PR case studies and materials such a “a day in the life of”
- advise on balance of text, videos, podcasts and images
-
develop the learner engagement plans.
Background to the PR apprenticeship scheme
Back in December 2011, a partnership consisting of Pearson in Practice, the PRCA, CFA Business Skills @ Work and Edexcel secured Government funding to develop a Higher Apprenticeship in PR. The funding, £1,2m over 2 years, from the National Apprenticeship Service (NAS) is part of their Higher Apprenticeship Fund - £18.7m to develop 19,000 new Higher Apprenticeships. The aim of the fund is to radically expand the number of Level 4 apprenticeships (equivalent to the first year of a degree) for young people, therefore putting practical, vocational, learning on a level footing with academic study.
Apprenticeships are increasingly recognised as the gold standard of work-based learning. They play a central role in the Government’s plans for growing skills in the economy and are considered an effective way of creating a workforce that have the skills and the attitude that employers want and need.
Apprenticeships offer a structured programme that combines off-the-job training in the skills that are needed to do the job well, with real experience to consolidate the learning and demonstrate an apprentice’s competency. The apprentice benefits from a combination of a salary, practical experience and study. The employer benefits from a motivated, bright workforce that receives subsidised training, that is right for learner and industry.
Apprenticeships are a proven way to develop a motivated and competitive workforce and…:
- Improves the bottom line
- Fills the skills gaps
- Motivates the workforce, and increases staff retention
- More cost effective than hiring skilled staff
- Builds a workforce who have the skills and attitude employers need
- Creates a more diverse talent base
The case for apprentices
Research undertaken by the National Apprenticeship Service in 2008 found that:
77% of employers believe Apprenticeships make them more competitive
76% say that Apprenticeships provide higher overall productivity
80% feel that Apprenticeships reduce staff turnover
88% believe that Apprenticeships lead to a more motivated and satisfied workforce
Research conducted by the PRCA showed a significant demand for Apprenticeships within PR – an industry dominated by graduates – with 94% of Agency MD’s wanting an Apprenticeship scheme for the industry.
With 89% of public relations professionals educated to University degree or above, it is clear that more varied access routes are required to create a more diverse and vibrant industry. This new programme will target young people with enthusiasm for a PR career but who have chosen not to pursue a degree, thereby attracting hundreds of new, young and talented people to the industry. There is wide support for the scheme within the sector as it is looking to recruit from increasingly diverse backgrounds.
The biggest challenge facing the PRCA and Pearson in Practice is to develop an Apprenticeship framework that is what the industry needs, and offers young talent the skills, qualifications and experiences that lead to a sustainable and rewarding career. To ensure this, the first stage of the programme is to engage with the industry and get their input into the programme.
According to PRCA Research 92% of employers would be willing to hire an Apprentice.
