A PR & Communications Assistant has the skills to:
- 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.
A PR & Communications Assistant has a keen interest in, and demonstrable knowledge and understanding of:
- Current affairs, the PR industry, the media and marketing – including sector specific insight, news, politics, contemporary culture, new consumer media technology, behavioural change theory and public relations best practice.
- Finance processes related to PR campaigns – managing timesheets and basic suppliers, including (but not limited to) office supplies, print production, social media advertising and event venue costs.
- The principles of operational management - effective planning, organising and prioritising of workloads and suppliers to meet deadlines and objectives, and key processes (e.g. status reports, databases, reporting).
- IT- how and when to use Word, Excel, PowerPoint, WordPress, EventBrite, Survey Monkey, Mailchimp, etc for maximum effectiveness in the delivery of campaigns.
- Planning and production processes involved in building campaigns – the basics of creating a communications strategy, developing communications tactics and implementing a crisis plan. Digital build and content creation timeframes, print deadlines, production lead-times and media deadlines.
- Public Relations & Communications objectives – how tactical targets can be set for activity, based on insight and strategy, to help meet overall individual or organisation requirements.
A PR & Communications Assistant demonstrates these behaviours at all times:
- Proactively updating colleagues on progress and flagging time slippages well in advance and managing your line manager’s expectations.
- An awareness of pressures other members of the team may be facing and the need to offer support where necessary.
- An enthusiastic and can-do attitude, participating in all required training – and then sharing knowledge with other team members.
- Commitment to getting the job done wherever it is and however long it takes.
- Punctuality, reliability and personal responsibility.
- Creativity in the development of new ideas and in overcoming challenges which may be faced in delivery of the communications programme.
Apprentices must achieve Level 2 English and Maths prior to taking their end-point assessment.
Professional Qualifications / Recognition
This is a Level 4 apprenticeship. Anyone successfully completing the apprenticeship will be eligible to apply for membership of the Public Relations & Communications Association (PRCA).
Originally published on Gov.uk, this information has been re-used under the terms of the Open Government Licence.";