Identifying and onboarding the right talent is crucial to the success of public relations practices. PR firms, and educational institutes from where they recruit talent, use a variety of methods to assess the fit of candidates aspiring to be in PR. These methods and their levels of difficulty can vary and need to be constantly updated to ensure they reflect the industry’s criteria for the ideal entry level skillset.
The National Communications Aptitude Test (NCAT) provides a standard test of communications aptitude of talent in public relations and communications. NCAT scores will signify the fit and acumen of fresh graduates and working professionals for the profession. Being at the fulcrum of communications practices and academia, SCoRe is in a unique position to incorporate perspectives from both sides of the fence into the test.
Applications of NCAT
The test will be useful for three applications:
Development of NCAT
The test has been developed to assess candidates on parameters of successful PR talent of the near future. Insights from CEOs of PR firms, corporate communications leads and hiring managers across the communications practice serve as input for the development of the test.
NCAT maps this across four parameters, which are assessed through an objective type multiple choice questionnaire.
NCAT also comprises a section on writing, with two short essays to be written. The essay topics range from general creative writing to technical writing around media, communications and brands. The candidates’ submissions are graded on the basis of the fluency of storytelling, depth and coherence of analysis presented and the fundamental hygiene of writing.
NCAT Schedule and Pattern
NCAT 2022 pattern will comprise of the following sections and weightages
NCAT Report Card
Each NCAT report will comprise a breakup of the candidates’ scores in each area and the national rank achieved by them.