National Apprenticeship Week is under way, raising the profile of apprenticeships and traineeships in the UK. The PR industry already has a relatively strong record in apprenticeships, and the PRCA plays a substantial role in this, but further improvement in this area will continue to secure the future of the PR industry through greater diversity and a generous pool of talent.

The PR industry is taking the first step towards becoming one of the first sectors in the UK to offer masters-level degree apprenticeships.

Following government reforms that enable employers to create apprenticeships specific to their industry’s needs, the PRCA is applying to the Department for Business, Innovation and Skills for a qualification in partnership with universities. The course would enable its students to gain a master’s degree in public relations.

The 12-18 month course would allow both graduate trainees and recruits to work and earn money while they study. Business secretary, Vince Cable, says, “The apprentice agenda is not simply a numbers game, it is about quality as much as quantity. Degree apprenticeships bring together the very best of higher and vocational education, and allow apprentices to achieve a full bachelor’s or master’s degree, whilst training on the job. The initiative sees professional bodies such as the PRCA, universities, and employers joining forces to develop the highly skilled workers our economy needs.”

Upon the introduction of the new masters-level courses, the existing PR apprenticeships, which have run since 2012, will also be improved in accordance with feedback collated over the last two years.

Francis Ingham, director general at the PRCA, says, “Introducing PR apprenticeships has helped agencies and in-house teams diversify the way they recruit junior staff and grow their own talent. Since late last year the PRCA has been accredited as an official training provider, meaning we can ensure the quality of the courses apprentices in the industry take meet our own exacting standards.”