Communications Apprentice, National Farmers Union (NFU)

Sophie Bird is a communications apprentice working for the National Farmers Union (NFU).

• As a Communications Apprentice at the National Farmers Union (NFU), I support the organisation’s communication efforts to champion British farming.
• I work closely with the communications team to develop and execute communication strategies, create content for various platforms and assist with media relations.
• Working across press, campaigns, social media, web, publications and internal communications, I promote the work of British farmers, raising awareness of the challenges facing British farmers and the ways in which the NFU is working to support them.

Sophie is involved in the daily news briefing, using software called signal, which monitors all the media coverage the NFU receives over 24 hours. Sophie puts together an email summarising the NFU\’s press coverage and emails it to all colleagues across the business. This is an important internal communications tool used to keep colleagues connected.

Sophie provides support with the creation of social media content across platforms such as Instagram, TikTok and Twitter. The NFU recently started a TikTok channel as part of their long-term goal to engage an under-35s audience @backbritishfarming_ and Sophie also has her own series called “Sophie Asks” where she interviews farmers on their farms.

Sophie attends brainstorming meetings and takes calls from journalists on the press phone and deals with media requests.

As part of Sophie’s 18-month apprenticeship, she also studies at PA Media once a week, Europe’s leading journalism, writing, multimedia and public relations training company, who provide an insightful ‘Public Relations & Campaigns’ course.

It is an exciting role which gives Sophie the opportunity to develop a range of skills and gain valuable experience in the communications industry.

Since starting her apprenticeship, Sophie has found the experience incredibly rewarding and has thoroughly enjoyed learning about the world of farming and agriculture. Plus, she feels able to contribute a useful perspective, as someone who knows less about the industry, when it comes to producing public-facing content.

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