Advanced Diploma in Public Relations Management

Purpose

The purpose of the qualification is to develop in a person the competence to administer and perform strategic public relations in a global environment.

Entry Requirements

• Diploma in Public Relations, Level 6 Management or equivalent.

This qualification comprises compulsory modules at NQF Level 7 totaling 120 credits

• Management Practise, 20 Credits.
• Research Methodology, 20 Credits.
• Research Project: PRM, 20 Credits.
• Media Studies for Public Relations 3, 20 Credits.
• Public Relations Management 4, 20 Credits.
• Communication for Public Relations 4, 20 Credits.

1. Grasp the theoretical principles underpinning the broad field of communication, and relate them to varied contexts of public relations management.
2. Develop and manage advanced communication tools with the emphasis on strategic thinking and planning.
3. Implement policies, structures and trends and the consequences that affect decision-making processes in organisations.
4. Apply theoretical principles, using qualitative and quantitative research methods. 5. Manage staff and administrative processes.
5. Demonstrate knowledge of the global environment as it relates to the field of public relations:

• Define and apply various elements within communication theories.
• Write advanced copy for the electronic, broadcast and printed media.
• Demonstrate strategies to benefit organisational functions at a senior management level.
• Utilise qualitative and quantitative methods to address research problems.
• Apply effective human resource management strategies.
• Apply knowledge of the global environment to organisational strategic management.
• Implement environmental scanning.

The following Associated Assessment Criteria will be assessed in an integrated manner across the Exit Level Outcomes.

1. Define and apply various elements within communication theories.
2. Apply late twentieth and early twenty first century theories of communication.
3. Write advanced copy for the electronic, broadcast and printed media.
4. Plan, produce and control placement of corporate advertising.
5. Apply all modern media techniques.
6. Compile and manage organisational information for senior management.
7. Utilise sophisticated technology for organisational communication.
8. Demonstrate strategies to benefit organisational functions at a senior management level.
9. Utilise qualitative and quantitative methods to address research problems.
10. Apply effective human resource management strategies.
11. Apply effective information management processes.
12. Apply knowledge of the global environment to organisational strategic management.
13. Apply knowledge gained from monitoring international public relations trends.
14. Implement environmental scanning.

Integrated Assessment.

Integrated assessment is applied in this qualification

a) Formative assessment

• Continuous learning progress assessment.
• Performance assessments tasks on an integrated variety of knowledge, skills and values.

b) Summative assessment

• Written examination of mastery of theoretical/academic component of learning.
• Research project.
• Portfolio assignments.

c) Continuous product assessment.