We expect members of trailblazer groups to promote new apprenticeships to other key stakeholders such as:

  • training providers
  • end-point assessment organisations
  • other employers

It is important to start promoting as you are developing your apprenticeship, rather than leaving it until it is ‘approved for delivery’. This will help raise awareness about the new apprenticeship and attract interest.

Using traditional media and social media makes a real difference. Journalists are always looking for good news stories, especially if they have local or industry interests. Your social media channels give you a platform to engage with people about the apprenticeship and the work you have done to develop it.

Creating a buzz around your apprenticeship is simple and easy to do. We have got some helpful hints and tips to get you started.


1. PR toolkit- ten top tip to promote your apprenticeship

1. Plan of action

Before you do anything make sure you have a plan. You should think about your:

  • messages
  • target audience
  • channels

Then you can begin to tailor your messages.

2. Engage with local and trade press

Identify the key newspapers or magazines in your industry and locally. Before you approach them, make sure you have prepared a press release. If you need help with creating a press release, email our press team: institute.media@education.gov.uk

3. Sell your apprenticeship 

Tell the journalist or reader all about the apprenticeship. Sell how this will benefit apprentices, employers and the industry.

4. Identify a spokesperson

Add human interest to the press release. Include a quote from a member of the trailblazer group.  Also, have someone prepared to speak on behalf of the wider group’s in press opportunities.

5. Bring the press release to life

Tell your story with a picture. This may help sell in your story to the journalist so make sure you have a high-quality image (at least 1MB) to go with your release.

6. Sending out the release

Before sending your email with the press release, contact the media outlet to identify the relevant person. This will ensure the right person sees your press release and you can talk to them about your apprenticeship. You can find contact details on the media outlet’s website or in the newspaper itself.

7. Share it online

Announce the approval of the new apprenticeship using your social media. Also encourage others in your trailblazer group to do the same. Share links to the press release or any articles on the apprenticeship.

8. Join the conversation

Don't forget to tag the Institute (@IFAteched) in your tweets! Ask your staff to post about the apprenticeship and to retweet your tweets.

9. Have fun

Post lively images to bring the apprenticeship to life. If you have GIFs or banners, use them.

10.Utilise all communications channels

Get staff and partners involved! Spread the word within your organisation by announcing the apprenticeship in your newsletter and intranet.


If you need more support or advice, email our press team: institute.media@education.gov.uk


2. Connecting with schools- helpful hints and tips

Get in touch

Make a list of local schools and give them a call. Find out if they would like a visit from your company.

Produce a school presentation

Create a general presentation for schools about your new apprenticeship. It doesn’t need to be a work of art! It should include:

  • interesting facts about your industry
  • tasks and training in the apprenticeship
  • qualifications a young person would need
  • career progression once completed

Either you or a colleague can deliver the presentation. 

Make your sessions engaging

Think about visual aids and ways to make things fun and engaging during a school visit. For example:

  • some equipment they can have a go with
  • work-related clothing that they can try on
  • images or films

School ambassadors

Ask your own apprentices to become school ambassadors. Check if any of your apprentices would like to visit some schools to talk to the pupils. They could talk them through:

  • their own apprenticeship
  • why they decided to do an apprenticeship
  • explain how their own apprenticeship has improved their life

Site visit

You could also ask schools if they'd like to visit your company.

Engage online

Create a new space or portal for children and teachers on your website. You could feature:

  • details about apprenticeship opportunities
  • case studies about your apprentices
  • a typical day for an apprentice



Date Change
  • restructuring of page
  • training provider and EPAO readiness text moved to forming a trailblazer
  • support organisations and employer awareness text removed
  • added section on promoting new apprenticeship standards