Public relations and communications assistant (level 4)
Building, protecting and maintaining a positive reputation for brands, organisations and individuals.
- Qualification level
Equivalent to higher national certificate (HNC).
- Typical duration
- 12 months
- Apprenticeship category
- Sales, marketing and procurement
- Maximum funding
Maximum amount government will fund
for apprenticeship training.
- Also known as
- Campaign Assistant
- Communications Assistant.
- Junior Account Executive
- Junior Consultant
- Junior Press Officer
- Junior Publicist
- PR Assistant
- Public Affairs Assistant
Skills an apprentice will learn
- Use IT effectively to support campaigns - can use bespoke social media / PR software, such as media databases and media monitoring tools to deliver activity.
- Build effective relationships & interpersonal communications – including developing contacts within the media and presenting ideas to stakeholders, colleagues and other interested parties in formal and informal settings.
- Assist campaigns by carrying out many support tasks - including desk research, event co-ordination, database management and reporting in compliance with agreed service / performance levels.
- Produce content (including but not limited to press releases, policy statements social media posts, leaflets, op-eds, feature pitches, live events) by using an accurate and effective written communication style tailored to different audiences and media.
- Support production of non-written content, e.g. film production management, producing short user generated style content, live video streaming, social image creation, infographic production.
- Distribute content produced to maximise positive communications opportunities by: Using media relations process, pitching in stories as directed. Creating media / influencer lists for use by colleagues when required. Using all key digital / social channels, networks and platforms. Using search marketing techniques, email marketing and paid media. Including the use of Google, Facebook and Twitter Business Manager tools.
- Evaluate results by: Using appropriate systems and software to accurately log and archive content outputs and results (e.g. coverage, social media reach, event attendance). Reporting back on findings and activity in a meaningful way to your manager. Analysing the impact of communications activity, using quantitative data and updating analytical dashboards.
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