My PR Apprenticeship Experience: How I Turned Creativity into a Career

Creativity has always been one of my biggest strengths and passions, not just through outlets like painting but in how it can be applied in the workplace.

Before I started my career as a PR apprentice at Speed Communications, I assumed creativity in the workplace was limited to roles like illustration or graphic design. I never imagined that PR would be the perfect space to blend my passion for creativity with strategic problem-solving.

Choosing a PR apprenticeship was one of the best decisions I’ve made—it allowed me to gain hands-on experience, work on real campaigns, and develop skills in a way that a lecture hall never could.

I’ve had incredible opportunities to bring ideas to life, build strong media relationships, and even receive industry recognition.

The highlight of my apprenticeship

A major milestone for me was winning the PRCA Apprentice of the Year award in 2024. It was a moment that validated all the hard work I had put in.

But beyond awards, the biggest highlight has been seeing my ideas come to life and be valued. Whether it was a creative brainstorm that shaped a campaign, building a relationship with a key media contact or a great piece of content, knowing that my contributions are valued is incredibly rewarding.

Making an impact

One of my proudest moments was securing an eight-page feature and front-page cover with a key trade publication for a campaign-based project. Media pitching can be tough - journalists receive thousands of emails daily, so cutting through the noise isn’t easy.

By building strong relationships with the right contacts, understanding what content truly resonates with them, and delivering strong assets, I was able to land a major feature that left the client thrilled - they even said they wanted to bring a copy of the issue into their next board meeting!

Moments like this remind me why I love PR—it’s about hard work, strategy, and creativity coming together to make an impact.

Vital skills for a career in PR

If there’s one skill I’ve learnt that every PR professional should develop, it’s the ability to think creatively under pressure. PR is fast-paced, and you constantly need to come up with fresh ideas —whether it’s for a campaign, a pitch, or a reactive media opportunity.

Some people think they’re “not creative,” but I believe everyone has the ability to think outside the box. Creativity doesn’t always manifest within traditional frameworks, such as design or writing. It’s also about lateral thinking when newsjacking or managing a crisis – skills which are so valuable and engage your creativity to problem solve, no matter how much you think your more of a ‘left-sided brain’.

Advice for future PR apprentices

If you’re considering a PR apprenticeship, I’d say go for it!

If you’re someone who thrives in a dynamic environment, enjoy problem-solving and want a career where no two days are the same - a PR apprenticeship is an amazing way to kickstart your career.

You’ll gain skills that  simply can’t learned from a textbook, and the experience you build will make you stand out to employers. Most importantly, don’t be afraid to bring our own perspective to the table—PR isn’t a one-size-fits-all industry, and your unique ideas can be what truly sets you apart.

For me, this apprenticeship was the perfect way to turn my creativity into a career, and I can’t wait to see where it takes me next!