Public Relations Communications Association Limited

Further education and skills inspection report

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Inspection of Public Relations Communications Association Limited

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Overall effectiveness Outstanding

The quality of education Outstanding Behaviour and attitudes Outstanding Personal development Outstanding Leadership and management Outstanding Apprenticeships Outstanding Overall effectiveness at previous inspection Not previously inspected

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Information about this provider

Public Relations Communication Association (PRCA) is a national independent learning provider based in London. It is a public relations (PR) and communications industry international membership body.

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Information about this provider

PRCA gained its contract to provide apprenticeships in September 2022. It teaches the level 4 public relations and communications assistant apprenticeship. At the time of the inspection, there were 31 adult apprentices in learning who work at a range of employers that include marketing companies and PR consultancies and agencies across England. 8 to 10 January 2025

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What is it like to be a learner with this provider?

Apprentices have highly positive attitudes towards their training. Trainers and coaches teach a comprehensive curriculum where apprentices rapidly develop valuable knowledge and skills. Apprentices have excellent opportunities to study high-quality additional modules such as blog creation, brand strategies and online analytics, which are beyond the requirements of the apprenticeship. The personal development, confidence and resilience of apprentices are exceptional. Employers value the high-quality professional training that apprentices receive as it enables apprentices to become skilled members of their workforce.

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What is it like to be a learner with this provider?

Apprentices have a wide variety of opportunities to explore different career pathways in the PR and communications industry. This includes discussions with coaches and trainers about career options, and frequent opportunities to attend professional network events hosted by PRCA. These events help apprentices to learn from professionals about the PR industry and the specialisms available to them in the future.

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What is it like to be a learner with this provider?

Apprentices feel safe. Staff have meaningful discussions with apprentices about unacceptable behaviours such as harassment in the workplace. They teach apprentices how to stay safe online. Apprentices know to be vigilant about risks and threats when working online and are confident to report any concerns.

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better?

Leadership of the apprenticeship is exceptional. Leaders, board members and staff have a highly collaborative approach across the provision which leads to a secure oversight and implementation of the apprenticeship. Since the monitoring visit in September 2023, leaders have enhanced how they monitor the provision. They provide concise information to the board and have detailed oversight of the quality of provision. They take swift action when necessary to make improvements to the apprenticeship. They provide outstanding education, training and support to apprentices.

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better?

Leaders structure the curriculum in three useful phases. Apprentices learn the fundamentals of PR, including PR tools and processes, and work with clients and stakeholders before they learn how to pitch stories and start to understand and plan campaigns. In the final part of the course, apprentices manage their own campaigns and understand crisis and regulation management. As a result, apprentices gradually build an in-depth knowledge of the PR industry and conduct activities professionally.

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better?

Coaches and employers work closely to develop a well-structured training plan for apprentices when they are at work. Employers and coaches work extremely well to make sure that apprentices are thoroughly prepared to take on new responsibilities at work. For example, apprentices have excellent opportunities to shadow their colleagues before they hold client meetings by themselves, so that they feel confident when they hold their own meetings with clients. 8 to 10 January 2025

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Coaches and trainers have extensive experience and knowledge of the PR and communications industry. They are highly knowledgeable and skilfully give interesting and clear explanations to apprentices about key concepts such as the structure of media organisations. They illustrate their explanations with helpful examples from their own experiences. For example, they use relatable examples of product placement to explain marketing techniques.

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Trainers use highly effective techniques and activities to teach the curriculum. This includes discussions, case studies and high-quality presentations. Trainers give apprentices very good opportunities in sessions to practise using their knowledge and skills. For example, apprentices have mock phone calls to journalists which help prepare them for when they do this at work. Trainers check apprentices’ understanding frequently through short activities and ask highly effective questioning.

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Coaches and trainers give apprentices precise and developmental feedback on their work in sessions and on assignments. In sessions, trainers give apprentices immediate developmental feedback that helps them to improve. On assignments, coaches guide apprentices to make improvements both to the content of their work, and to the structure. Apprentices follow this well to produce work of high quality. apprentices improve the standard of their work during their time on the apprenticeship. Most apprentices achieve their apprenticeship with a distinction. They remain in employment on completion of their apprenticeship, with a few gaining promotions either during or after their apprenticeship.

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Coaches and trainers teach apprentices about fundamental British values, professional behaviours and ethics in a highly relevant and contextualised way. They do this through teaching apprentices about the importance of applying the independent standards code of conduct. 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.

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Safeguarding

The arrangements for safeguarding are effective. 8 to 10 January 2025

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Provider details

Address 7 Stratford Place London W1C 1AY

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Provider details

Principal, CEO or equivalent Sarah Waddington

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Provider details

Provider type Independent learning provider

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Provider details

Date of previous inspection Not previously inspected

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Provider details

Main subcontractors None 8 to 10 January 2025

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Information about this inspection

The inspection team was assisted by the apprenticeships and early careers manager, as nominee. Inspectors took account of the provider’s most recent self-assessment report and development plans, and the previous inspection report. The inspection was carried out using the further education and skills inspection handbook and took into account all relevant provision at the provider. Inspectors collected a wide range of evidence to inform judgements, including visiting learning sessions, scrutinising learners’ work, seeking the views of learners, staff and other stakeholders, and examining the provider’s documentation and records.

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Inspection team

Joanna Walters, lead inspector His Majesty’s Inspector Rebecca Jennings His Majesty’s Inspector 8 to 10 January 2025

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regulates and inspects to achieve excellence in the care of children and young people, and in education and skills for learners of all ages. It regulates and inspects childcare and children’s social care, and inspects the Children and Family Court Advisory and Support Service (Cafcass), schools, colleges, initial teacher training, further education and skills, adult and community learning, and education and training in prisons and other secure establishments. It assesses council children’s services, and inspects services for children looked after, safeguarding and child protection.

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