Launched during National Apprenticeship Week 2024 (5 – 11 February), an upgraded PR and communications apprenticeship standard is now available to employers seeking to nurture the next generation of communications professionals.
The new standard has been fully updated to meet the needs of employers in an increasingly digital world, with a focus on building, protecting and maintaining a positive reputation for brands, organisations and individuals.
Developed by the Apprenticeship Trailblazer Group, which represents leading UK organisations, businesses and communications consultancies, and guided by the Institute for Apprenticeships and Technical Education (IfATE), the new standard also benefits from a 37.5 per cent increase in funding for training providers from the Department for Education.
“As a dynamic and ever-evolving creative industry, the communications sector relies on fresh talent, innovative ideas and different perspectives to grow and succeed. This is why it’s so important we offer people the opportunity to develop the skills that will give them the best possible start to their career in communications,” explains Andrew Baud, Chair of the Apprenticeship Trailblazer Group for IfATE and founder of international PR consultancy TALA.
Campaign Collective was one of the organisations that contributed to the new standard, alongside the Cabinet Office, TALA, Mitie, ADPR, Wessex Water, Department for Education, Valuable 500 and Westco Communications. Training providers and assessors, including the PRCA, The JGA Group, Press Association and AIM were also closely involved.
Sarah Colombini, Campaign Collective Founder Member, said:
“Supporting the next generation of communicators and campaigners is at the heart of our social purpose here at Campaign Collective. Contributing to the development of the updated PR and communications apprenticeship standard has been a huge privilege. The revised standard will equip emerging communicators with the skills that they need in a fast-changing world.”
As a Public Relations and Communications Assistant, the apprentice will build relationships with different audiences through their daily work, to communicate messages and influence opinions and behaviour in the most effective way for their organisation. The standard outlines specific knowledge, skills and behaviours (KSBs) that an apprentice can work towards, and now includes risk assessment methodologies and approaches to mitigate or manage reputational impact and implementation of crisis plans.
Towards the end of the 19-month apprenticeship there is an end-point assessment for all Public Relations and Communications Assistants.
More information about the new Public Relations and Communications Assistant Apprenticeships can be found at: https://www.instituteforapprenticeships.org/apprenticeship-standards/public-relations-and-communications-assistant-v1-1