Why PR and communications leaders should champion apprenticeships now

PR and communications are people-powered industries, driven by ideas, creativity, judgement and connection. Yet despite continued demand for skilled professionals, many organisations face persistent skills gaps – from barriers to entry to the challenge of building diverse, future-ready teams.

Apprenticeships offer a practical solution and a powerful opportunity to shape the future of the profession. As CIPR members, PR and communications leaders are well placed to champion this approach, strengthening diversity of thought, experience and innovation across the industry. By offering apprenticeships, employers don’t just fill vacancies; they widen access to the profession, opening pathways beyond the traditional university route and attracting talent from a broader range of backgrounds. 

Apprenticeships as a talent strategy

Apprenticeships combine paid full-time employment with structured, profession-specific training and mentoring, allowing apprentices to develop real-life skills while contributing to the workplace from day one. 

Programmes delivered by JGA Group, in collaboration with CIPR, are designed specifically for the realities of modern communications. They deliver measurable value, whether you’re looking to:

• Bring in fresh talent straight from school or college.
• Widen your talent pool beyond traditional graduate routes.
• Develop existing staff into more senior or specialised roles.

Employers can grow talent in-house, aligned to their culture, values and ways of working. Apprenticeships are also a viable option for graduates looking to gain hands-on experience, provided their role enables them to develop substantial new knowledge and skills.

What makes JGA’s programmes stand out?

JGA’s apprenticeships are rooted in real-world practice. Apprentices learn directly from experienced practitioners through workshops, coaching and applied project work, not abstract theory. This means learning can be immediately applied to live campaigns, stakeholder engagement, and digital channels.

The programmes consistently deliver high achievement rates, reflecting both the quality of training, the calibre of candidates, and the support employers provide in the workplace. Apprentices also receive two years of free CIPR student membership, reinforcing professional standards, ethical practice, and long-term commitment to the profession. 

Judged “Outstanding” by Ofsted in 2025, JGA Group is trusted as a high-quality apprenticeship provider. 

Flexible programmes to suit your team 

Whether you are building junior capacity or developing future leaders, there is a pathway that can work for your organisation.

JGA’s apprenticeships offer includes:

• Content creator – Designed to develop foundational expertise across video, social and digital platforms.
• PR and communications assistant – Ideal for those starting out in media relations, campaigns and stakeholder engagement.
• Digital community manager – Focused on social media, online communities and digital content.
• Communications manager – A degree-level apprenticeship for professionals moving into strategic leadership roles. 

The business case for employers

Taking on an apprentice is a strategic investment. Because apprentices are employees from day one, they contribute meaningfully to teams and projects while developing their skills. 

Employers benefit from:

• A pipeline of skilled, motivated communications professionals.
• Improved staff retention and engagement through structured development.
• Progress toward EDI objectives by broadening access to roles.
• Cost-effective training, with funding available via the apprenticeship levy or government subsidies of 95-100%. 

Make it work for your team

If you’re new to apprenticeships, support is available. JGA works closely with employers to design meaningful roles, align learning goals, and ensure a positive experience for both apprentices and their teams. 

As communications leaders, you’re uniquely placed to mentor and inspire the next generation, bringing fresh perspectives into your organisation while strengthening the profession as a whole.

Getting Started

1. Speak to a JGA representative about potential opportunities in your organisation.
2. Select a programme that aligns with business needs.
3. Craft a suitable job description with JGA’s support.
4. Recruit via the National Apprenticeship Service website.
5. Welcome your new recruit and support them through their development! 

No matter your organisation’s size, JGA can help embed apprenticeships into your talent strategy, including for SMEs.

Stephanie Umebuani is a business development and account manager at JGA.

Explore communications apprenticeships with JGA