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Apprenticeship training course

Public relations and communications assistant (level 4)

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Information about Public relations and communications assistant (level 4)

Building, protecting and maintaining a positive reputation for brands, organisations and individuals.

Knowledge, skills and behaviours
View knowledge, skills and behaviours

Knowledge

  • Current affairs, the media, the public relations industry, and how they impact their role.
  • How their role supports the wider organisation structure and works alongside other multi-disciplinary teams such as internal communications and marketing.
  • The organisation structure and objectives and how these affect the work with stakeholders or clients.
  • The structure of communication plans and how these feed into the overall communications strategy.
  • The creation and management of materials which support communication programmes, campaigns, or new business proposals.
  • The operational processes required to prioritise team and individual workloads to meet deadlines and objectives.
  • Technology and software used in the delivery of programmes and campaigns.
  • Production lead-times and deadlines for digital build, content creation, print, and media.
  • Communication techniques and approaches to interact with stakeholders to meet their requirements.
  • The importance of horizon scanning for future changes and developments in relation to the industry or sector.
  • The principles of Qualitative and Quantitative research.
  • Risk assessment methodologies and approaches to mitigate or manage reputational impact and implementation of crisis plans.
  • The importance of evaluation in demonstrating the value and impact of public relations.
  • Regulatory and legislative requirements relevant to their sector such as data protection and codes of practice.
  • How to analyse and interpret complex technical information.
  • The support requirements or development needs of their team.
  • The tools used to measure the impact of organisational objectives, and the wider environment and sustainability on public relations and communications activities.
  • Principles of conducting public relations and communications which are ethical and inclusive.
  • The principles of non-written content.
  • Approaches to distributing content using social media channels.
  • Where to source information on career professional development.

Skills

  • Use IT systems and software to support campaigns.
  • Build stakeholder relationships including developing contacts within the media and presenting to them in both formal and informal settings.
  • Support campaigns by undertaking tasks such as desk research, event co-ordination, and database management to ensure compliance with agreed service or performance levels.
  • Produce written content such as news releases, articles, social media content, bulletins, and blogs, that is accessible to meet the needs of different audiences and channels.
  • Able to adapt communication styles as appropriate to the audience.
  • Support the production of non-written content such as film production management, producing short user generated style content, live video streaming, social image creation, and infographic production.
  • Distribute content using social media channels.
  • Use qualitative and quantitative research to analyse and evaluate public relations and communications activities and present findings to project stakeholders.
  • Analyse and interpret complex subjects through different communication channels and identify areas for improvement.
  • Input to and review communications programmes and plans with a focus on environmental, social and governance (ESG) principles.
  • Undertake risk assessment and provide information to support stakeholder planning and strategy.
  • Plan and deliver engagement activities for stakeholders, such as curating the content, supporting events, and collating feedback.
  • Proofread and edit communications materials such as news releases, graphics and video, and social media content.
  • Support team and colleague development through buddying or coaching.
  • Contribute to activities which focus on improving sustainability within the organisation.
  • Apply relevant legislation, regulations, codes of practice, and ethical guidance where appropriate to their work.

Behaviours

  • Acts professionally and with integrity to build trust.
  • Works collaboratively and builds strong relationships with others across the organisation and external stakeholders.
  • Has accountability and ownership of their tasks and workload.
  • Seeks learning opportunities and continuous professional development.
  • Takes responsibility, shows initiative, and is organised.
Apprenticeship category (sector)
Sales, marketing and procurement
Qualification level
4
Equal to higher national certificate (HNC)
Course duration
14 months
Maximum funding
£11,000
Maximum government funding for
apprenticeship training and assessment costs.
Job titles include
  • Campaign assistant
  • Communications assistant
  • Junior account executive
  • Internal communications assistant
  • Junior press officer
  • Junior publicist
  • Public affairs assistant
  • Public relations assistant

View more information about Public relations and communications assistant (level 4) from the Institute for Apprenticeships and Technical Education.