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Back to basics through the PR Apprenticeship

I had a slightly unique start to the course, I wasn’t fresh out of school or college and looking to find my way into the world of PR. I was already a senior account executive and had attended a number of PRCA training sessions and networking events, as my agency were members. I had found the sessions very useful, though soon realised I wanted to use my attendance to training courses to receive a recognised qualification that matched my knowledge and position within the industry.

I’ve always been a learn on-the-job kind of person, which is the reason I did not ever consider going to university; so after a chat with someone from the PRCA team at a monthly members drinks, I knew that the  Level 4 Higher Apprenticeship in PR and Communications was ideal for me. Being able to use the tasks I was undertaking daily to receive a qualification felt like a brilliant idea, so I approached my employer and asked them if they would be happy to support me through the course (I pitched, they said yes. Clearly, I’m in the right profession - ha!).

The road to receiving my diploma was not easy and there were times when I thought I wouldn’t get there, but I am extremely glad I made the decision to do the course. I learnt a lot more than I thought I would. As having already been at an agency for nearly two years, I’m pretty sure I believed I knew all there was to know about PR, so it was great to go back to basics and learn other industry techniques and methods!

To pass the qualification, you must undertake a wide variety of tasks, that as a junior member of staff in an agency, you wouldn’t necessarily have the opportunity to be involved with and subsequently, I have a much better and broader understanding of the industry. The gravitas of the course was proven when I was looking for my next career move, as all of the agencies I interviewed with mentioned that having the higher diploma and invaluable experience had made me stand out. I would recommend to anyone looking for a way into the PR world or even a step up from a more junior role, to consider the Level 4 Higher Apprenticeship qualification in PR and Communications through the PRCA!

Lauren is an Account Manager at Holistic and can be found online at or tweeting at @LaurenAmbrosePR