I’m delighted to share that I have successfully passed my PRCA Level 4 PR apprenticeship with a Distinction while working at Wild PR.
Working at Wild PR as a PR Account Executive while undertaking my apprenticeship has taught me valuable lessons and has provided me with a solid foundation in this dynamic industry.
In this Q&A-style blog, I will reflect on my experiences, challenges, and accomplishments as an apprentice and share the insights I’ve gained:
What inspired you to pursue a PR apprenticeship?
After completing my A-Levels, I knew that University wasn’t the route I wanted to take. I wanted to start working and building my career, and an apprenticeship would allow me to build my knowledge while gaining hands-on experience. I’ve always been highly creative and passionate about writing and communications, which was enhanced further by studying English Literature and Language in my A-Levels. PR provides a role where I could use all my passions and build a career I knew I’d love.
How did your apprenticeship programme support your learning and growth?
The PRCA apprenticeship programme provided me with a structured curriculum that combined theoretical knowledge with practical assignments. I had one day of every working week to attend training sessions, workshops and complete my assignments. I also had constant mentorship, which enabled me to ask questions and get advice on anything I felt unsure about or simply wanted to expand my knowledge on. The mentorship from the whole Wild PR team, but especially my line manager, Mollie, allowed me to develop a strong foundation in my PR career.
The combination of my apprenticeship programme alongside working with the Wild team enabled me to apply what I learned in real-world scenarios, developing my personal and professional growth.
What were some of the biggest challenges you faced during your apprenticeship?
My biggest challenge throughout my apprenticeship was balancing my workload between my assignments and client responsibilities. However, with mentorship and guidance, I adopted some great methods to organise and manage my time.
At Wild, we use Productive, a great tool which allows you to set projects, assign tasks and track your time. This enabled me to plan out my week in a calendar, including every task I needed to complete, with guidance on deadlines and how long should be spent on each task. We also have weekly team meetings, as well as 121 sessions with my line manager, allowing me to delve deeper into my week and discuss any concerns I have. Having one day each week to concentrate on my apprenticeship also helped with this.
What were the highlights of your apprenticeship experience?
There were numerous highlights throughout my apprenticeship journey. Becoming a valued team member and embracing agency life has been a great experience. I have loved working on client campaigns, achieving wishlist press coverage, participating in brainstorming sessions with the creative team, and witnessing the positive impact of our strategies on clients’ businesses.
Additionally, attending industry and networking events such as Connective 3 marketing meet-ups and local exhibitions broadened my professional network and provided valuable insights from industry leaders.
Which skills and knowledge did you gain during your apprenticeship?
My apprenticeship equipped me with a diverse range of skills. I developed expertise in supporting strategy development (such as researching the media landscape) and PR campaign planning.
As part of my apprenticeship, I planned and carried out a PR campaign for one of our clients, Stravaig Spirits, an Edinburgh-based whisky brand. Our ‘Best Job in The World’ PR campaign aimed to find a whisky enthusiast to be the brand’s whisky taster, receiving six months of free whisky in return for providing reviews. This campaign achieved 29 pieces of press coverage, including The Sun, Metro Scotland, The Times, MSN and Wales Online, while also increasing referral traffic to the website by 4,300%.
I also gained experience in creating engaging social media content and reporting on social analytics.
Can you share some key lessons you learned throughout your apprenticeship?
One of the most critical learnings was adapting to a rapidly evolving industry. Staying updated with the latest trends, technologies, and consumer behaviours is crucial – in doing this, we can ensure we’re adapting client activity to align with recent changes.
Secondly, I discovered the power of collaboration and teamwork. PR and marketing thrive on collective creativity, and harnessing the diverse strengths of team members can lead to exceptional results. Lastly, I realised the significance of perseverance and resilience. Embracing challenges as opportunities for growth and maintaining a positive mindset was essential to overcoming obstacles.
How will your apprenticeship experience shape your future career in PR?
My apprenticeship experience has laid a strong foundation for my future career. The practical skills and industry knowledge I have developed will be invaluable assets as I progress in my career.
Working at Wild PR throughout my apprenticeship has allowed me to be surrounded by industry experts, work alongside an incredible team and receive support and mentorship. When undertaking an apprenticeship, it’s vital to work in an organisation that truly appreciates you as a colleague, allowing you to grow and develop in all aspects of your role and supporting your future aspirations. This is exactly what I experienced in my role at Wild PR, and it’s how I’ve developed into the professional I am today.
If you’d like to find out more about apprenticeship opportunities at Wild PR, please get in touch.