As students across the UK awaited their exam results this summer, our media relations team was working hard behind the scenes to secure a BBC breakfast news feature for Dennis Eagle that put apprenticeships firmly in the spotlight. Airing on GCSE results day, the coverage highlighted how apprenticeships can help young people develop valuable skills and build rewarding careers.
Once considered a secondary alternative to traditional education routes, apprenticeships are increasingly viewed as a first-choice option into skilled careers. Having identified this shift, the UK’s leading manufacturer of refuse collection vehicles (RCVs) was keen to highlight the valuable career path opportunities apprenticeships offer individuals. With the rising cost of living and increasing higher education fees, apprenticeships are a compelling route that combines practical experience, recognised qualifications, increased career security and immediate earning potential.
Developing future talent through apprenticeships is a long-standing commitment for Dennis Eagle. The company is now strengthening its dedication to nurturing the next generation with renewed focus and investment in its apprenticeship programmes to attract and retain new talent. This year alone the company will welcome around 20 apprentices across engineering, technical and business services roles, providing valuable hands-on experience alongside industry-recognised qualifications.
The timely news segment was the result of weeks of planning. The Elan team identified results day as potential news hook back in June and set about working with the Dennis Eagle team to uncover compelling stories within its apprenticeship programme, developing a strong and local human-interest angle for broadcasters.
Armed with real apprentice success stories, the team pitched the BBC with the opportunity to visit Dennis Eagle’s production facility in Warwick, meet apprentices and see them in their engineering roles, and hear first-hand about their experiences.
The pitch secured a visit from the BBC Midlands Today team and achieved coverage on its breakfast programme on GCSE results day, with the feature airing every 30 minutes throughout the morning ahead of a live report from a school as students received their exam results.
The story was also published on the BBC website, helping showcase apprenticeships as a valuable route to skilled careers while highlighting Dennis Eagle’s investment in young local talent and the future of UK manufacturing.