CIPR and JGA Group launch pioneering apprenticeships to elevate UK public relations sector

The Chartered Institute of Public Relations (CIPR) and the JGA Group have announced a strategic partnership aimed at advancing public relations and communications apprenticeships across the UK. This collaboration seeks to cultivate a new generation of skilled professionals, providing a sustainable talent pipeline for employers within the PR and communications sectors. The partnership highlights a shared dedication to structured professional development and enhancing diversity, offering inclusive entry and progression routes within the industry.

The apprenticeship programmes available through this partnership are diverse and designed to meet evolving sector needs. They currently include the PR & Communications Assistant (Level 4) and Digital Community Manager (Level 4) qualifications. Starting January 2026, there will be expansions to include apprenticeships in Corporate Responsibility and Sustainability (Level 4) and Communications Manager (Level 6). These offerings combine formal training with paid employment, underscoring an immersive apprenticeship model that integrates workplace application with continuous learning.

JGA Group, recognized as an outstanding provider by Ofsted, delivers these apprenticeships with a focus on mentoring, coaching, and developing the essential knowledge, skills, and behaviours necessary for success in public relations. About 74% of their PR and Communications apprentices achieve distinctions, reflecting the rigor and quality of the programme. Apprentices benefit from two years of complimentary CIPR student membership, further supporting their professional growth and networking opportunities.

For employers, the apprenticeships represent a strategic tool to nurture professional staff from diverse backgrounds and broaden recruitment efforts. These programmes also facilitate the transition of new graduates into the workplace by aligning training closely with real-world tasks, thereby enhancing employee readiness and productivity. Additionally, financial incentives are available: organisations can utilise the Apprenticeship Levy for training costs, while smaller enterprises may receive government subsidies covering up to 95% of these expenses.

JGA’s apprenticeship model spans 15 to 18 months and includes small group seminars, personalised support, and independent formal assessment. Apprentices are treated as regular employees, an approach that fosters inclusivity and equal workplace integration. The training involves practical mini-projects that enable apprentices to apply new knowledge directly to their roles, delivering tangible value to employers and supporting qualification attainment equivalent to university-level certificates or degrees.

This partnership aligns with CIPR’s broader mission to professionalise the public relations sector, advancing chartered status as a standard similar to other professions. CIPR’s commitment to career pathways, including apprenticeships, provides essential frameworks for skill development, qualification, and career advancement within an increasingly complex communications landscape.

JGA Group, established as an award-winning specialist apprenticeship provider, is noted for its flexibility, learner-centred approach, and strong achievement rates. Their expertise spans various sectors beyond communications, such as marketing, creative industries, business transformation, and more, making them a trusted leader in vocational training.

The partnership contributes to ongoing efforts to make public relations careers more accessible and professional, complementing other initiatives such as government-backed programmes that embed similar apprenticeship standards within public sector communication teams. This collaboration thus positions itself as a significant step in elevating industry standards and creating more equitable employment opportunities in the communications field.