Public Relations and Communications Assistant Level 4 Assessment

Version 1.3 is the newly revised edition of this standard, launched by Skills England in December 2025*

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.

*As versions 1.0,1.1,1.2 of this standard have been retired, no new registrations onto those versions of the apprenticeship can be made. However, AIM will continue to provide end-point assessment for any apprentices previously registered on to this standard. For more details on this, please contact us on assessment@aimgroup.org.uk.