The PRCA is renewing calls for employers to hire a PR apprentice and help talented individuals get the start they need as part of the UK-wide National Apprenticeship Week (NAW) campaign.
Diverse creative thinking is often the secret tonic to a successful PR campaign. Sounds simple, right? To produce the best results for clients, employers need to hire the best talent because, ultimately, organisations are only as good as their people. We have known for quite some time now how hiring a PR apprentice can be part of the solution to win the race to recruit and retain the best talent in the industry.
PRCA’s research suggests that PR apprentices also have a positive impact on an organisation’s culture and productivity. The average apprentice increases business productivity by £214 per week and 75% of PRCA Apprentices stay on with the same employer after their apprenticeship has come to an end, 11% above the average. After their programme, 90% of PR Apprentices also remain within PR/Communications; these apprentices go on to develop their skills in Senior, Managerial, and Lead roles just a few years later.
But what about from the apprentice’s perspective? How does the PR Apprenticeship programme launch a career? We asked our apprentices, past and present, to share their insight and advice for those considering the apprenticeship route. We also spoke with a few of their coaches to get their perspective.
Advice for those considering a PR Apprenticeship?
“If you're deciding between university and an apprenticeship, I would highly recommend going down the apprenticeship route. Not only do you not have tuition fees, you also finish the course with the relevant skills and evidence to support this, allowing you to quickly progress your career,” former apprentice Niamh Donnelly says.
“100% go for it! The opportunity to learn, work and gain experiences without needing to go to university will open up all sorts of opportunities you never knew existed,” former apprentice Ewan Carter explains.
“Just go for it, you've skills, experiences and networks to gain and nothing to lose. More and more employers are seeing it as equal, if not better experience than going to University. As someone who moved on from the company I did my apprenticeship with, it barely hindered me in finding a new role. For those who are either undecided on their career path, or completely set on going into PR, the apprenticeship is a very valid route in, and even if you end up hating PR, you've made some valuable, transferable skills along the way. Both myself and my friend/past colleague have had our success stories from doing it” Stella Wright adds.
Advice from the past to the present?
“Make yourself indispensable to the employee you’re working for by bringing the knowledge you’re learning on your course, to your workplace,” former apprentice Amy Springettexplains.
“Access as many of the training courses possible during your time on the course, as you will develop your understanding in areas that may not be relevant now, but will be in future roles. Take time to connect with others on the course as you will build up a network that can offer support and guidance throughout your career,” former apprentice Niamh Donnelly adds.
“Try to meet as many people as you can. Be proactive, take every opportunity as a chance to learn and grow. Though work is important, make sure you are keeping the work-study-life balance in check and that you don't sacrifice your study day!” former apprentice Stella Wright explains.
“Keep looking at ways to progress in your career. The apprenticeship opens so many doors, you’ll be able to get involved in new projects and expand your skill set as you go,” former apprentice Eva Jefferies says.
“Throw yourself into everything you can - you’ll be able to build yourself a really strong CV, years ahead of your peers who might’ve gone to university or taken other routes,” former apprentice Zak Hillard explains.
Coaches' Corner
"At times in life you meet someone when mentoring and you just know they're destined to excel,” PRCA Apprentice Coach Ryan Curtis-Johnson said when talking about past Warner Bros PR apprentice Amy Springett.
“They listen and ask questions but really, it's their own determination and commitment that gets them there. Amy was a pleasure to mentor, and it's been a privilege to know her from the start of her career in PR to what she is now achieving [as PR Coordinator at Warner Bros]. Therefore, confirming apprenticeships kick start your career!"
Of course, one of the great benefits of embarking on an apprenticeship is it immediately positions the young person in real practical, workplace scenarios – for better and worse. As PRCA Apprentice Coach Deborah McSkimming explained in her testimonial of working with apprentice Sophie McGinness:
“I first met Sophie back in September 2018 where she and another apprentice were starting their careers in a Tech PR agency. By December, the main agency client was in full crisis mode, with their CEO having been arrested. The following May, the agency went through a major restructure, reducing Sophie’s team from six to two. Not a usual pathway through an apprenticeship.
“However, Sophie was determined to complete her course and with an enormous amount of effort and extra hours she managed to finish it within 12 months, and without losing any of her high standards or her enthusiasm for her work. Her diploma coursework was exemplary, and she gained a Distinction. Since qualifying she has gone from strength to strength, developed her career and is now an Account Manager at Hill and Knowlton Strategies.”
Another PR Apprentice Coach, Paula Gardner, had glowing feedback for apprentice turned PR Officer Celia Forbes:
“Working with Celiawas a delight. She showed a level of professionalism and an enthusiasm for her work that would put many qualified employees to shame. I could see her taking on more and more responsibilities in her workplace as the programme continued and her written project work was always very thoughtful and a joy to read.”
Paula also praised a few of her current apprentices:
“James Gee not only performs consistently well in his project work and on the job, but he brings real top-level thinking to his apprenticeship. James thinks about his work at a deep level, and it has been fascinating to watch him grow into a thoughtful and responsible PR practitioner.”
“Maria Payne has learned to achieve that difficult balance of big picture thinking with small detail management, and it's lovely to see her become a well-respected member of her team.”
“Tyler Smith reads widely to support his work. He is really establishing a reputation as a master of paid socials, and I know many people in his agency turn to him for support in this area.”
Does it really kickstart your career?
“At the beginning of my apprenticeship I had limited responsibilities, with my organisation simply allowing me time to settle into my first real office job. However, as time went on, I began to be given autonomy in my day-to-day role. This then progressed, with me being given the chance to run a plethora of my own campaigns from start to finish. For example, I was given the opportunity to run a Christmas social media campaign, which then was shortlisted for a UK Social Media Award for Best Low Budget Campaign of 2020! In addition, I was also given the opportunity to plan a company 'Grand Tour' event of our customers. This was a great experience, with me being in charge of all aspects of the event and also being able to travel across the company to see the results. By being given so much responsibility, I have built a wealth of knowledge and skills to assist me in my role, which has also helped my confidence grow. Through this, my love for my job has grown! Following the completion of my apprenticeship I have been offered a full-time position and a pay rise, which is a reflection of attaining my qualification,” current apprentice Georgia Cantrill explains.
“I have been overwhelmed by the opportunities presented to me. I am not treated as an 'apprentice' in the traditional sense, I am a valued member of the team. I sit in a corporate advisory role and execute media relations, internal communications, as well as leadership profiling. After having successfully passed my probation period, I am on track to set my goals for 2022 with the hope of a promotion nearing the end of my apprenticeship. I am a key contact for client queries, and I enjoy interacting with them on a day-to-day basis. I also now have a great roster of journalist and broadcast contacts through my work,” current apprentice Sam Carey says.
Do you have any questions about the apprenticeship programme? Get in touch with the team!