The pathway
How you actually get there, here
How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.
- 1
Communications Assistant / Junior PR Executive
1-2 yearsSkills to master
- Mastering media monitoring, basic content drafting, social media scheduling, and meticulous attention to detail. Basically, proving you can reliably execute tasks.
You're ready to move on when
- Consistently delivering error-free work on time.
- Proactively identifying minor issues or opportunities.
- Demonstrating a solid grasp of our brand voice and AP Style.
- Successfully managing routine tasks with minimal supervision.
- 2
Marketing Assistant with Comms Exposure
2-3 yearsSkills to master
- Translating broader marketing messages into comms-specific content, understanding earned vs. owned media, and developing media relations skills.
You're ready to move on when
- Successfully supported marketing campaigns with comms elements (e.g., press releases, social media kits).
- Shown a keen interest and aptitude for media relations and external storytelling.
- Developed strong writing and editing skills applicable to PR.
- Understands how comms contributes to broader marketing objectives.
- 3
Journalism / Editorial Background
2-4 yearsSkills to master
- Adapting from writing for publications to writing for a brand, understanding internal stakeholder management, and learning distribution platforms.
You're ready to move on when
- Exceptional writing and storytelling skills, with a portfolio of published work.
- A deep understanding of what makes a story newsworthy from a journalist's perspective.
- Willingness to learn corporate processes and brand guidelines.
- Ability to work collaboratively with internal teams, not just independently.