Level 4

PR & Communications Assistant Apprenticeship

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

Who is this apprenticeship for?

This apprenticeship is for Junior Account Executives, Junior Consultants, Junior Press Officers, Junior Publicists, Public Affairs Assistants, Campaign Assistants, PR Assistants and Communications Assistants.

How does it work?

  • 20% of work hours spent off-the-job training
  • Blended learning, with online study materials and a monthly one-to-one Skype tutorial, plus topic specific webinars.

What does it cover?

  • Planning and implementing campaigns
  • Content Distribution
  • Evaluating PR activity
  • Overview of management of PR activity

What do I get?

  • New knowledge, skills and behaviours
  • An apprenticeship qualification Level 4

Duration and cost

The learning section of the apprenticeship is up to 18 months. The end point assessment period is up to 5 months thereafter. The cost is £9,000.

Key syllabus

Section 1: PR Today The Role of PR and PR as a Profession

  • Media Management and Digital PR
  • Internal Communications
  • Stakeholder Engagement and Publics

Section 2: Planning and Implementing Campaigns

  • PR Planning and Strategy
  • Objectives and Risk Analysis
  • Tactics for Implementing a PR campaign including scheduling and resources

Section 3: Producing Written Content

  • Writing Compelling Content and Creating a Press Release
  • Techniques for other written content, e.g. Social Media, articles for publication

Section 4: Supporting Production of Non-written Content

  • Still Images, Photos, Infographics
  • Moving images, Film and Video

Section 5: Content Distribution

  • Content Curation
  • Content Sources
  • Software and Channels 

Section 6: Evaluating PR activity

  • Research
  • Evaluation
  • Stockholm Accords

Section 7: IT for PR Campaign

  • Tools
  • Analytics

Section 8: Overview of Management of PR Activity

  • Stock take and recap

End Point Assessment

To complete the apprenticeship and ensure the Standards have been met, apprentices have to complete an end-point-assessment (EPA), an independent End Point Assessor approved by the Register of End Point Assessors. The assessment includes:

  • A Knowledge Test
  • A Project Report
  • A Portfolio of Evidence
  • A 10 minute presentation
  • 25 minutes answering verbal questions

More information

You can find more information about the PR & Communications Assistant Apprenticeship on the Institute for Apprenticeships and Technical Education website.

What our students say

Really positive and really beneficial. I have been able to put into practice on a daily basis.

Danielle G Apprentice Marketing Executive, Coventry City Council

It is really interesting. I don’t have formal training so all the theory is really useful. The Learning Zone is easy to use and easy to navigate in. It’s all interesting. I’m not a reader, so love the videos and doing things. I like talking through with my tutor because he has a different perspective.

Alice W Apprentice PR and communications Assistant, EI Group

Really good and really interesting having an academic perspective. I am Enjoying that there are lots of different theories. The Online Learning Zone is easy to use. At the beginning, I used to study on Fridays but this didn’t work because people were off, so Fridays were really busy. Now I am booking the study time in meeting rooms and it is much better!

Charlotte E Apprentice PR and communications Assistant, Fareham Borough Council

I am really enjoying it and I am finding the Learning Zone engaging. I look forward to the catch ups with my tutor. All is very relevant. It doesn't feel like work because I am enjoying it. It's not easy but it's enjoyable and I am passionate about communications.

Seb A. Apprentice PR and Communications Assistant, EKC

Register your interest!

To register your interest, or if you have any questions about the marketing apprenticeships, contact Angie Annies on:

+44 (0)1954 234940 REGISTER YOUR INTEREST
Alternatively, you can talk to a team member using the LIVE CHAT at the bottom of your screen.

Approved provider

The College is approved by the Institute for Apprenticeships and Technical Education and is listed on the Register of Training Apprentice Providers (RoTAP). It is also member of the Association of Employment and Learning Providers (AELP) and an End Point Assessment (EPA) Organisation for the PR and Communications assistant apprenticeship.


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