The marketing communications agency Shine plans to launch a new scheme to attract school-leavers to the public relations industry.

Shine Communications will offer up to two school-leavers a year a two-year apprenticeship that aims to circumvent the problem of a shrinking pool of graduate talent – which will be made smaller still by increases in university fees.

The apprenticeship will entail formal industry training through affiliation with the CIPR and will give school-leavers with a passion for PR and communications the opportunity for on-the-job learning. It will also be paid in line with the recommendations of the National Apprenticeship Service.

Shine already offers a three-month internship scheme for current students and graduates, but CEO Rachel Bell believes that the new programme will help bring the best students into the PR industry, and says that Shine wants to bring “bright, dynamic, connected kids” into the company without being restricted by just looking at those who have attended university.