During Your Programme

These web pages aim to provide a handy access point for information that you will need during your PR & Communications apprenticeship programme.

On this page:

Your Tutors & Coaches

The full team involved in teaching and coaching for the PR and Comms Apprenticeship.

Dan Gordon

Daniel Gordon
Tutor

Robin Marks

Robin Marks
Tutor & Skills Coach

Iain Pickles

Iain Pickles
Coach & Progress Adviser

Annabel Chow

Annabel Chow
Skills Coach & Progress Adviser

Image of Ian Morton

Ian Morton
Skills Coach

Sarah Jane Baynes

Sarah Jane Baynes
Skills Coach & Progress Adviser

Melanie Clarke
Progress Adviser

Explaining the Roles

There are three key roles in the team which will support your apprenticeship. Some members of staff cover more than one of these.

Your tutor will lead you through your workshops or seminars and deliver a large proportion of the knowledge elements of your apprenticeship with you.

Your coach will meet with you each month to help develop and evidence your skills and behaviours within the workplace. Your line manager will attend part of this session. They will help you gather evidence to demonstrate your overall competency.

Your learner progress adviser will help provide additional support where needed and monitor your progress. You will meet with them, and your line manager, every three months.

Your E-Portfolio: OneFile

We use OneFile as our e-portfolio system. This is where your assignments will be set, you will submit your work and you will log your off-the-job training.

Your regular reviews will be stored on here as will some resources for your course. You will complete a learning journal, be able to monitor your progress towards your Knowledge, Skills and Behaviours and refer to your workplace training plan.

Our training video covers all the key features of OneFile you need to know. Visit the Support and FAQs page if you have questions or issues.

Knowledge, Skills and Behaviours

During your Public Relations & Communications Assistant apprenticeship, you will learn to demonstrate specific knowledge, skills and behaviours.

This standard was updated to v1.1 with effect from 1 February 2023. If you started the course before this, your KSBs are different. Please select the appropriate section for a list of the KSBs and link to the official standard.

From February 2024

K1: Current affairs, the media, the public relations industry, and how they impact their role.

K2: How their role supports the wider organisation structure and works alongside other multi-disciplinary teams such as internal communications and marketing.

K3: The organisation structure and objectives and how these affect the work with stakeholders or clients.

K4: The structure of communication plans and how these feed into the overall communications strategy.

K5: The creation and management of materials which support communication programmes, campaigns, or new business proposals.

K6: The operational processes required to prioritise team and individual workloads to meet deadlines and objectives.

K7: Technology and software used in the delivery of programmes and campaigns.

K8: Production lead-times and deadlines for digital build, content creation, print, and media.

K9: Communication techniques and approaches to interact with stakeholders to meet their requirements.

K10: The importance of horizon scanning for future changes and developments in relation to the industry or sector.

K11: The principles of Qualitative and Quantitative research.

K12: Risk assessment methodologies and approaches to mitigate or manage reputational impact and implementation of crisis plans.

K13: The importance of evaluation in demonstrating the value and impact of public relations.

K14: Regulatory and legislative requirements relevant to their sector such as data protection and codes of practice.

K15: How to analyse and interpret complex technical information.

K16: The support requirements or development needs of their team.

K17: The tools used to measure the impact of organisational objectives, and the wider environment and sustainability on public relations and communications activities.

K18: Principles of conducting public relations and communications which are ethical and inclusive.

K19: The principles of non-written content.

K20: Approaches to distributing content using social media channels.

K21: Where to source information on career professional development.

S1: Use IT systems and software to support campaigns.

S2: Build stakeholder relationships including developing contacts within the media and presenting to them in both formal and informal settings.

S3: Support campaigns by undertaking tasks such as desk research, event co-ordination, and database management to ensure compliance with agreed service or performance levels.

S4: 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.

S5: Able to adapt communication styles as appropriate to the audience.

S6: 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.

S7: Distribute content using social media channels.

S8: Use qualitative and quantitative research to analyse and evaluate public relations and communications activities and present findings to project stakeholders.

S9: Analyse and interpret complex subjects through different communication channels and identify areas for improvement.

S10: Input to and review communications programmes and plans with a focus on environmental, social and governance (ESG) principles.

S11: Undertake risk assessment and provide information to support stakeholder planning and strategy.

S12: Plan and deliver engagement activities for stakeholders, such as curating the content, supporting events, and collating feedback.

S13: Proofread and edit communications materials such as news releases, graphics and video, and social media content.

S14: Support team and colleague development through buddying or coaching.

S15: Contribute to activities which focus on improving sustainability within the organisation.

S16: Apply relevant legislation, regulations, codes of practice, and ethical guidance where appropriate to their work.

B1: Acts professionally and with integrity to build trust.

B2: Works collaboratively and builds strong relationships with others across the organisation and external stakeholders.

B3: Has accountability and ownership of their tasks and workload.

B4: Seeks learning opportunities and continuous professional development.

B5: Takes responsibility, shows initiative, and is organised.

Pre February 2024

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.
  • 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.
  • 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.

Top Tips Blogs

Get advice from former apprentices.

Off-the-Job Training

You will need to dedicate around 20% of your working hours to your learning and development, which equates to around one day a week.

How Can I Evidence My Learning?

Your coach and tutor will work with you to best gather evidence of your training. This can take various forms.

Functional Skills

Each Apprenticeship standard requires you to hold a certificate to at least a Level 2 in Math and English. If you do not have copies of your certificates, or if they are not held on the learner record service, then you will need to undertake the Functional Skills course.

Helpful Tips, Tricks & Techniques

We’ve compiled resources to supercharge your apprenticeship journey. Delve into our “Helpful Tips, Tricks & Techniques” guide, covering everything from polished business documents to expert minute-taking. Level up your skills for ensure your success.

Completing Your Apprenticeship

End Point Assessment (EPA) is the process at the end of your programme for you to demonstrate to a third party assessor that you have acquired the knowledge, skills and behaviours set out in the apprenticeship standard. This will only happen once yourself, your line manager and Skills Coach have agreed that you are ready.

Safeguarding, Prevent, Welfare & British Values

Paula Wakelin
Paula WakelinSafeguarding & Prevent Officer
There is nothing more important than keeping you safe. If you or someone you know is at risk, click on the button below to raise your concerns.
We are strongly committed to practices that protect you from the risk of abuse, neglect or significant harm. Our staff recognise and accept their responsibility to develop an awareness of the risks and issues involved in safeguarding. All staff and learners should have zero tolerance for abuse, bullying, neglect and violence.

Prevent is about safeguarding people and communities from the threat of terrorism. At the heart of Prevent is safeguarding children and adults and providing early intervention to protect and divert people away from being drawn into terrorist activity.

We provide expert support to help you on your apprenticeship journey. This includes mental health and neurodiversity, careers guidance and academic and financial challenges.

We want to help you achieve your full potential. We offer careers consultancy to ensure you have impartial and constructive information and guidance to help you decide and then to action your career decisions.

We aim to create an equal, diverse, inclusive and respectful culture. All of us contribute towards this culture through our actions and words. JGA aims to address any barriers to equality in our systems, policies and decision making as well as in our behaviour and ways of working.

The Fundamental British Values underpin what it is to be a citizen in a modern and diverse United Kingdom, valuing our community and celebrating diversity.

There is a code of conduct which applies to you and all learners on our programmes. This lays out the expectations for your behaviour whilst on the apprenticeship.