The PR industry body has joined the IPA/Metro Creative Pioneers Challenge, which will involve offering a 12-month apprenticeship programme with PR agencies.
PRCA comms director Matt Cartmell said this was the first collaboration with the IPA, and reflects the cross boundary nature of comms.
"We definitely have further plans coming up this year that will reflect the closeness of the industries," he said. "We’ll be looking to create relationships with other industry bodies in a similar position to the PRCA."
The Creative Pioneers Challenge has been running for two years offering paid apprenticeship opportunities for school leavers in advertising and media agencies and the PRCA is hoping to raise the profile of its own apprenticeship scheme with the arrangement.