Advanced Diploma in Public Relations and Communication

Purpose

The public relations and communication industry is constantly evolving and with continuous developments in information and communication technology, demands that Public Relations and Communication professionals revise its techniques and practices. This qualification will adequately prepare learners with both theoretical and analytical abilities for public relations. The exposure to explorative and professional research will prepare learners for Postgraduate study, also deepening of their knowledge and understanding of Public Relations and Communication theories, methodologies and practices. The qualification will provide specialised technical skills, together with appropriate National Qualifications Framework (NQF) Level 7 professionally oriented conceptual and contextual skills, and preparatory academic proficiencies for candidates to articulate into professionally focused postgraduate study in media. To this end, the curriculum seeks to educate learners to be professionally, theoretically and technologically adept to an a level in terms of current industry standard practices, to be employable on the basis of more specialised disciplinary knowledge which they can apply successfully, to be socially responsive, and to be innovative within the confines of industry practices.

Rationale

The Advanced Diploma in Public Relations and Communication is aimed at providing entry into the profession. In keeping with the purpose, nature and characteristics of an Advanced Diploma as described in the Higher Education Qualification Sub Framework (HEQSF) (2013) this qualification is occupational in nature with a focus on applied knowledge within the field of specialisation. The qualification is an extension of the knowledge, skills and capabilities of the Diploma in Public Relations and Communication at NQF Level 6 yet with emphasis on the deepening of knowledge, broadening of scope of areas such as public relations, communication, media and business and application of specialised knowledge and skills.

Since the Advanced Diploma is a pivotal qualification in the progression route for learners to postgraduate qualifications, emphasis is placed on integrating theory and practice within the professional requirements of the field of study and workplace. Learners will also be exposed to practice-based applied research projects to enhance their understanding of workplace demands.

This qualification is suitable for continuing professional development; as graduates may apply for professional recognition to the professional body PRISA (Public Relations and Communications Institute of Southern Africa).

Recognition of Prior Learning (RPL)

In keeping with national policy frameworks and the institution's mission and vision, including lifelong learning, widening of access is promoted through Recognition of Prior Learning, especially for people with working experience and knowledge in the field of Public Relations and its associated communication fields who wish to gain professional recognition or progress in their academic studies. Recognition of Prior Learning (RPL) is a process of identifying the knowledge and skills of an applicant against a qualification or part thereof. The process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and/or formal learning. The RPL process is multi-dimensional and multi-contextual in nature, aimed at the individual needs of applicants and is handled in accordance with an institutional RPL policy by a unit dedicated to this activity. The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the RPL candidate to meet institutional requirements. An appeal procedure is also in place to accommodate queries.

Entry Requirements

The minimum entry requirement for this qualification is

• Diploma in Public Relations and Communication, NQF Level 6.
• National Diploma in Public Relations Management, NQF Level 6.

This qualification consists of the following compulsory modules at National Qualifications Framework (NQF) Level 7 totalling 120 Credits.

Compulsory Modules, 120 Credits

• Public Relations Management, 30 Credits.
• Communication Management, 30 Credits.
• Applied Media, 30 Credits.
• Business Project Management, 30 Credits.

1. Strategically manage an organisation's relationships with its diverse stakeholders and develop a strategic public relations and communication campaign to facilitate the process in line with organisational objectives.
2. Create and manage public relations and communication media content that is appropriate to the channel of communication and aligned to achieving specific organisational objectives.
3. Explore the ideologies and challenges in designing, developing, implementing and evaluating public relations and communication strategies and campaigns for specific organisational objectives.
4. Coordinate and contribute to the planning, development and implementation of various public relations and communication project management activities.

Associated Assessment Criteria for Exit Level Outcome 1

• Apply public relations activities that focus on planning, implementing and evaluating targeted communication for the organisation.
• Analyse organisational goals and design written and oral communication activities to achieve specified goals.
• Develop and implement stakeholder engagement strategies to achieve mutual understanding and achieve the organisations communication objectives.
• Design and apply strategies to evaluate the effectiveness of the campaign in demonstrating that the identified objectives were achieved.

Associated Assessment Criteria for Exit Level Outcome 2

• Demonstrate adherence to style guides and comply with ethical and legal standards related to intellectual property, plagiarism and confidentiality of information when compiling communication content.
• Apply the correct writing style to different communication channels such as print and broadcast media, web content, digital communications or social media applications.
• Compile communication content according to specified deadlines.
• Modify organisational content and behaviour to ensure the tone and style is appropriate to engage stakeholders in a range of public relations activities such as interviews, internal and media briefings, news conferences, exhibitions, special events and other stakeholder engagement activities.
• Implement and apply strategies and tools to build and maintain professional relationships including: communicating professionally and ethically with stakeholders; managing contact lists; and investigating benefits, resources and opportunities for the organisation in the diverse media and communication platforms.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain the different steps and process involved in applying public relations and communication techniques.
• Identify the trends affecting professionalism, ethics and developments in the public relations and communication industry and apply critically to a range of different case studies.
• Describe the steps involved for effective public relations and communications campaigns.
• Identify, explain and critically apply the concept of public relations and communication in the media and business landscape.

Associated Assessment Criteria for Exit Level Outcome 4

• Conduct research to identify key stakeholders and apply results to guide the planning of public relations activities.
• Demonstrate collaboration on project management teams to develop clear, measurable, communication objectives and budgets for public relations and communication strategies.
• Select and execute public relations and communication strategies and tactics, in various contexts, and justify with reference to public relations theory and practice.
• Evaluate the impact of public relations and communication strategies against the objectives and metrics identified in the stakeholder management process.
• Display proficiency in selecting current and emerging technologies that enhance the relationship management process.

Integrated Assessment

Integrated Assessment forms part of continuous assessment at the institution and takes the form of an appropriate mix of both formative and summative assessment methods.

Formative assessment is aimed at enhancing learning and provides learners with an opportunity to reflect critically on their own learning and to improve their own levels of personal accountability and time management. Formative assessment usually consists of a variety of assessment tasks relevant to the field of study. In this qualification it will consist of a variety of tasks such as problem-solving individual and/or group assignments and projects, case studies, portfolio development, class discussions, quizzes, field trip reports and poster design.

Summative assessment will take place at the end of a section of work/quarter or semester and is aimed at assessing learners' attainment against the Exit Level Outcomes of the qualification and module(s). Summative assessments are internally and externally moderated based on institutional policy and requirements. Summative assessments usually consist of a variety of formal assessment tasks relevant to the field of study, including written tests, project reports and portfolios. The summative assessment will be in the form of an applied research project which will incorporate applied theoretical and practical work.

Integrated Assessment cuts across a number of subjects/modules of a qualification and is aimed at the holistic development of learners and contributes to learners' personal and professional development in the field of study in terms of foundational, practical and reflexive competence. Integrated assessment in this qualification will take place at National Qualifications Framework (NQF) Level 7 and learners will be assessed holistically by means of project reports, a portfolio of evidence and an oral presentation related to the needs and requirements of industry.