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Skill Overview

Public Relations (PR) and Communications concerns the building, protecting and maintaining of positive reputation for brands, organisations and individuals. It also concerns the way those brands, organisations and individuals communicate about themselves, their products or their services with the public, via dierent methods. The industry employs over 63,000 individuals in the UK and organisations and employers come from the public, private and voluntary sectors. Typically, PR & Communications Assistants either work in agencies or in-house for employers. They communicate with different people: the media, the public, internal colleagues or any number of different audiences to get their client’s or organisation’s message across and influence opinions and behaviour in the most effective way.  They are responsible for researching and understanding their clients’ / organisation’s goals, and then using their digital and communication expertise to support the day to day delivery of effective campaigns in order to deliver specific or organisational objectives. This could take various forms including supporting social media activity, blogs, press releases or planning events. The occupation requires using one’s own initiative while supporting those leading on campaigns and so involves working closely with colleagues in a team environment.

Learning Objectives

Upon completion of the apprenticeship, a Public Relations Assistant will have knowledge and an understanding of:  Current Affairs, the PR Industry, the Media and Marketing.  Finance Processes Related to PR Campaigns.  The Principles of Operational Management.  IT  Planning and Production Processes Involved in Building Campaigns.  Public Relations & Communications Objectives.

Funding Option

Funding Eligibility

For apprentices aged 16-21 the training costs are fully funded by the government. For apprentices aged over 21, there is a 5% co-investment which would be paid by the employer. Alternatively, the training costs can be covered by utilising the Apprenticeship Levy Fund.

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