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Apprenticeship training course

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.

Full information on Public relations and communications assistant (level 4) is available from the Institute for Apprenticeships and Technical Education.

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