Building, protecting and maintaining a positive reputation for brands, organisations and individuals.
This occupation is found in organisations that come from the public, private and third sectors. Typically, public relations and communications assistants work in agencies or in-house for employers.
The broad purpose of the occupation is the building, protecting, and maintaining of positive reputation for brands, organisations, and individuals. The role also concerns the way those brands, organisations and individuals communicate about themselves, their products, or their services with a range of audiences, via different methods.
In their daily work, an employee in this occupation will communicate and build relationships with different people. This includes the media, stakeholders, the public, internal colleagues, and various audiences to get their client’s or organisation’s message across and influence opinions and behaviour in the most effective way.
An employee in this occupation will be responsible for researching and understanding their clients’ or organisation’s goals. They will then use their communication expertise to support the day-to-day delivery of effective campaigns to deliver specific objectives or organisational goals. Typically, this would include developing written and non-written content, contributing towards campaigns or new business proposals, and managing and sharing information with stakeholders. An individual will spend time researching various audiences and stakeholders. They will analyse and report on the impact of campaigns and programmes.
The occupation requires using one’s own initiative while supporting those leading on campaigns and programmes and involves working closely with colleagues in a team environment.
As a core element of their role, public relations and communications assistants will be required to have a good knowledge of current affairs, the media, the public relations industry and how it informs their role. They will understand how their role supports the wider organisation structure. They will apply codes of practice, legislation, and regulation in respect of their organisation’s areas of operation. This will apply not only to legal and ethical responsibilities but will include the central placement of inclusion and sustainability.
Public relations and communications assistants will use IT systems and software to support campaigns. This may extend to the production of non-written content such as film production, live streaming, image creation and infographic production.
Typically, employees will be mainly desk-based, although travel to meetings, events and training is routinely part of the role.
This is a summary of the key things that you – the apprentice and your employer need to know about your end-point assessment (EPA). You and your employer should read the EPA plan for the full details. It has information on assessment method requirements, roles and responsibilities, and re-sits and re-takes.
An EPA is an assessment at the end of your apprenticeship. It will assess you against the knowledge, skills, and behaviours (KSBs) in the occupational standard. Your training will cover the KSBs. The EPA is your opportunity to show an independent assessor how well you can carry out the occupation you have been trained for.
Your employer will choose an end-point assessment organisation (EPAO) to deliver the EPA. Your employer and training provider should tell you what to expect and how to prepare for your EPA.
The length of the training for this apprenticeship is typically 14 months. The EPA period is typically 5 months.
The overall grades available for this apprenticeship are:
The EPA gateway is when the EPAO checks and confirms that you have met any requirements required before you start the EPA. You will only enter the gateway when your employer says you are ready.
The gateway requirements for your EPA are:
Project with report
You will complete a project and write a report. You will be asked to complete a project. The title and scope must be agreed with the EPAO at the gateway. The report should be a maximum of 3000 words (with a 10% tolerance).
You will have 12 weeks to complete the project and submit the report to the EPAO.
You need to prepare and give a presentation to an independent assessor. Your presentation slides and any supporting materials should be submitted at the same time as the project output. The presentation with questions will last at least 40 minutes. The independent assessor will ask at least 4 questions about the project and presentation.
Professional discussion underpinned by a portfolio of evidence
You will have a professional discussion with an independent assessor. It will last 60 minutes. They will ask you at least 6 questions. The questions will be about certain aspects of your occupation. You need to compile a portfolio of evidence before the EPA gateway. You can use it to help answer the questions.
You should speak to your employer if you have a query that relates to your job.
You should speak to your training provider if you have any questions about your training or EPA before it starts.
You should receive detailed information and support from the EPAO before the EPA starts. You should speak to them if you have any questions about your EPA once it has started.Reasonable adjustments
If you have a disability, a physical or mental health condition or other special considerations, you may be able to have a reasonable adjustment that takes this into account. You should speak to your employer, training provider and EPAO and ask them what support you can get. The EPAO will decide if an adjustment is appropriate.
This apprenticeship aligns with Public Relations and Communications Association (PRCA) for criteria for Individual Membership. They must agree to abide by the Professional Charter and Codes of Conduct as part of their membership.
Please contact the professional body for more details.
| Version | Change detail | Earliest start date | Latest start date |
|---|---|---|---|
| 1.1 | Occupational standard, end-point assessment plan and funding band revised | 01/02/2024 | Not set |
| 1.0 | Approved for delivery | 27/03/2018 | 31/01/2024 |
Crown copyright © 2025. You may re-use this information (not including logos) free of charge in any format or medium, under the terms of the Open Government Licence. Visit www.nationalarchives.gov.uk/doc/open-government-licence