Public Relations and Communications apprentice: Level 4 apprenticeship

Learn from communications experts and build essential practical multimedia skills when you train with the PA Media Academy

Boost your team with a Public Relations & Communications Assistant apprentice who benefits from training from the UK and Ireland’s National News Agency. Whether it’s writing a press release, launching a podcast, making social video, or planning and measuring the impact of a campaign, we help PR & Comms apprentices build practical skills quickly with weekly training.

Public Relations & Communications Assistant apprentices study the following modules as part of their L4 PR&CA apprenticeship:

PR Foundations – understand the fundamentals of public relations and ways of communicating with different audiences

Writing great content – develop your skills to write effective communications that influence opinions and behaviour

Internal communications – learn how to inform and engage staff in a way that motivates them and helps your organisation meet its goals

Digital and social media – master the skills to engage audiences and get the most out of digital and social media

Strategy and campaigns – be clear about what you want to achieve or avoid when developing a successful PR strategy and campaign

Brand and reputation – build, protect, and support a positive reputation for brands, organisations, and individuals

Video and audio – shoot and edit videos, as well as make podcasts

Collaboration, management and leadership – learn to communicate and build relationships with different people inside and outside your organisation

Regulation and ethics – understand your legal and ethical responsibilities as well as codes of practice and regulation.

As they complete their training modules over 12 months, apprentices also build a portfolio of work that helps them embed learning and grow in confidence. They then go on to complete their End Point Assessment – a substantial project that showcases the knowledge, skills and behaviour they’ve built, and helps launch the next stage of their career. 

Read more about the Level 4 PR & Communications Apprentice standard at the Institute for Apprenticeships.

Howard Smith, Programme Leader for the L4 Public Relations and Communications Assistant apprenticeship at the PA Media Academy says: “Our course will help your apprentices become confident, creative communications professionals.

“Whether it’s supporting someone at the start of their career or growing talent, our experienced tutors will develop apprentices’ skills and knowledge.

“They will learn how to deal with the media, the public, colleagues and other important stakeholders. They will understand the importance of building reputation to influence opinions and behaviours. They will learn how to write high-quality content and how to build and evaluate effective campaigns.

“They will become a great addition to your organisation.”

If you’re an employer considering hiring a Public Relations & Communications Assistant apprentice, please don’t hesitate to get in touch. We’d love to talk to you about the benefits to your business and to your apprentice, and can talk you through the practicals. We deliver training remotely and in-person.

If you are looking for other media industry apprenticeships, you may wish to consider our Level 3 Content Creator or Level 5 Journalist apprenticeship training. Alternatively, for team training, we offer a range of bespoke PR & Comms short courses.

Course Modules


  1. Practical training sees apprentices make swift progress and build skills
  2. Apprentices join us once a week for workshops and assignments
  3. The curriculum focuses on building essential skills and applying them effectively
  4. Individual feedback ensures apprentices remain on course and engaged
  5. Apprentices, line managers and tutors meet every three months to discuss progress


  1. We work with employers based throughout the UK
  2. We start two “open” cohorts of L5 PRCA apprentices each year in March and October
  3. If you have more than 12 apprentices, talk to us about a bespoke cohort
  4. We can support you through the apprentice process if you’re new to it
  5. Our apprentices go on to achieve awards and promotions – they are truly inspiring


  1. Apprenticeships are a brilliant way to learn while you earn, making media careers more accessible
  2. You don’t need PR or comms qualifications – but you should be interested in the media
  3. You cannot apply for an apprenticeship with the PA Media Academy directly
  4. Instead, visit Find an Apprenticeship and search for PR opportunities
  5. You can also check the websites and social media of employers directly

Apprenticeship FAQs


If your organisation pays the Apprenticeship Levy, then you do not need to contribute to training costs for your apprentices in England. If your organisation does not pay the levy, then you will need to contribute 5% of the training costs for your apprentices in England


Yes, we are happy to work with you on this. You will not however be able to fund them through the Apprentice Levy


PA Media does recruit apprentices who work for the PA Media agency newsroom. You’ll find any vacancies here.

But the PA Media Academy is not involved in any apprentice recruitment. We are the training provider, not the employer.


Yes, we were last inspected in September 2023 and awarded ‘Good’ in all areas. You can read the report here, or search under our legal name, The Press Association Ltd

What our students say

View all testimonials

I made amazing friends, amazing memories and now it has led me to an amazing job which I never would have gotten without my time at Press Association.  

Holly Bishop
, Digital Reporter
, GB News

My time at PA Training was a whirlwind of fun and excitement. The full-time NCTJ course in London is fast-paced and hard work but perfectly sets you up for what to expect in a reporter role.

Camilla Foster
, Reporter
, Newsquest

The lifelike interview settings and tasks that PA Media Training deal in replicate perfectly the real-world feel of a tough media interview and help the delegates come out of the day feeling much more confident that they can play an active role in representing their organisation.

Transport for London
, Director of Communications & Corporate Affairs

The staff truly go above and beyond, providing detailed feedback, a wealth of knowledge and many career opportunities. I’d recommend the course to any budding journalist. You’ll have fun, too!  

Erin Waks
, Trainee Sub-Editor
, Daily Mail

The teaching I received was second to none and despite having no experience whatsoever in journalism, the tutors made sure there was a friendly environment where I felt welcome to ask any questions I needed. I was able to finish the course and go into a job working for The Sun.

Olivia Allhusen
, Junior Journalist
, The Sun

I was able to count on excellent teachers and professionals who helped me push my limits and achieve my goals. I was impressed by the quality of the course and the motivation teachers put into it. It was a great experience and I would definitely do it again!

Laure Poncet
, Research Officer
, ARC Centre of Excellence for Climate Extremes

Contact us

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