I’ve long called for the introduction of PR Apprenticeships as a way of diversifying the communications industry and making entry to a PR career open to anyone.
But one of the main stumbling blocks to introducing such a qualification has always been how an Apprenticeship would sit alongside traditional graduate recruitment.
I attempted to solve this last year, based on my experiences at Band & Brown. But, with the introduction of a new era of Higher Apprenticeships, designed to be a real alternative to university, this map needs to be redrawn.
And after speaking to Pearson in Practice, they would like to introduce a model like this as part of the new PRCA-backed PR Apprenticeship programme which launches in September.
So before this is built into the new PR Higher Apprenticeship framework, what does the industry think? Comments and alternatives are more than welcome, the PowerPoint is free to download and modify on Slide Share!
Declaration: while I currently advise the National Apprenticeship Service on communications, this post has neither been instigated nor approved by the Service.
Ramblings Of A PR 
Claire Hodson (@Clairehodson)
12/05/2012
Hi Simon,
Great post and excellent slideshare.
I think the PR apprenticeship scheme is a great idea. However, as a soon to be PR graduate, I believe the past three years of learning has truly reinforced my passion to continue PR as a career choice. When I was a fresh faced 18 year old, deciding what university to attend, I had no idea what I wanted to do, or if PR was the career path for me. If I was faced with an apprenticeship three years ago, I still believe I would have chosen to undertake a degree.
However, with the current state of play, if I was faced with the decision now I would possibly choose apprenticeship. With the higher tuition fees, apprenticeships are more appealing. No debt and learning on the job is fantastic, especially considering the agencies signed up to the PRCA scheme. Anyone considering a career in PR should absolutely research apprenticeships, research degrees and choose the best path to continue. Indeed degrees teach people life skills which comes independence and maturity, much more than those leaving post 16 education.