PRCA achieves outstanding Ofsted rating for apprenticeship programme
The Public Relations and Communications Association (PRCA) has received an Outstanding rating in all areas following its inaugural Ofsted inspection, which took place from 8 to 10 January 2025. This significant achievement marks a milestone for the PRCA's apprenticeship programme, which was launched in September 2022 with the aim of nurturing the next generation of public relations and communications professionals.
During the inspection, the Ofsted assessment scrutinised various aspects of the apprenticeship provision, leading to Outstanding ratings being awarded for the quality of education, behaviour and attitudes, personal development, as well as leadership and management. At the time of the inspection, 31 adult apprentices were actively engaged in training while employed at various PR and public affairs agencies, consultancies, and marketing firms across England.
The Ofsted report highlighted the commendable quality of training provided by the PRCA, noting strong employer engagement and exceptional personal and professional development opportunities for the apprentices. The report praised the structured curriculum, which not only aids apprentices in acquiring core skills pertinent to PR and public affairs but also fosters professional competencies such as confidence, resilience, and ethical decision-making.
A notable aspect of the apprenticeship programme is its focus on promoting ethical professionalism. The Ofsted report stated: “Coaches and trainers link the code of conduct to how apprentices should only influence ethically and responsibly in their roles at work. Apprentices learn how to behave in an ethical manner and with adherence to legal frameworks in their roles and future careers across the different areas of PR and communications.” This careful integration of ethical training aims to equip apprentices with the necessary tools to navigate the complexities of the industry.
Furthermore, the report underscored the PRCA’s commitment to creating a supportive and safe learning environment for all apprentices. They benefit from personalised one-on-one coaching, and opportunities for networking, alongside additional modules covering critical industry topics such as brand strategy and digital analytics.
Employers have expressed their satisfaction with the programme, acknowledging that it effectively produces skilled and job-ready professionals who significantly contribute to their teams. This feedback reflects the PRCA's broader commitment to industry relevance and quality in training.
Sarah Waddington CBE, Chief Executive Officer of the PRCA, spoke to Ethical Marketing News regarding their achievement. “This Outstanding rating is testament to the hard work and dedication of our team, our trainers, and our apprentices. I’m grateful to them all," she stated. Waddington further emphasised the programme’s intention to provide industry-leading training that empowers professionals and supports the strategic goal of inclusivity within the sector. She added, “Our apprenticeship programme is designed to provide an accessible pathway to the sector and aids social mobility.”
To further engage the community and illustrate the impact of their initiatives, the PRCA is hosting a free virtual event this Thursday aimed at providing detailed insights into the apprenticeship programme. Participants will have the opportunity to hear positive stories and career outcomes from former apprentices, enhancing visibility of the programme's benefits and encouraging dialogue regarding its future development in the industry.