Advanced Diploma in Public Relations Management

Purpose

In terms of the academic purpose, the proposed Advanced Diploma in Public Relations Management aims to fulfil fundamental requirements of a practically-orientated advanced public relations qualification.

Skills gained by graduates of this Advanced Diploma will include the management of people, resources and processes. Incorporating up-to-date communications, campaigning, digital media, and stakeholder relations techniques, to name but a few, the new qualification will allow for the advancement of students' skills in the rapidly changing public relations environment.

The graduate should therefore be able to plan and develop public relations and communication campaigns on behalf of the organisation in which they are employed, or alternatively act as specialized counsel in a consulting capacity.

Furthermore, the graduate should be able to organise and implement these campaigns as well as monitor and measure the success of each communication component.

Rationale

The Advanced Diploma in Public Relations Management will allow Diploma learners who are able to operate at a technician level to advance their qualification, and move into mid-level management or more specialised positions. This managerial role can be adopted within a public relations consultancy or within the public relations department in various sectors. In addition to this, the graduate should also be able to start their own public relations consultancy through which they can cater to the specialised Public Relations (PR) needs of business and industry.

Building on the Diploma in Public Relations Management, this qualification will prepare candidates for mid-level management positions in corporate and/or consultancy settings. The candidate should then, through work experience, be able to further him/herself in the corporate/consulting environment, to senior management status.

Since the qualification concentrates on the application of management skills at an operational level, it will enable candidates to function as efficient members of a public relations organisation in the Non-Governmental Organisation (NGO), private and public sectors.

Recognition of Prior Learning (RPL)

The institution's RPL policy will be adhered to in all cases. In addition, the following criteria will be utilized if candidates do not meet the formal qualification but who have practical experience.

Applicants must provide a portfolio containing sufficient evidence of written material, produced independently as a reflection of work experience acquired at least the student should have a minimum of five years working experience. This material must meet with the following academic criteria at a level equivalent to Level 6. The applicant must:

• Have a basic, general public relations, communication and media knowledge.
• Have developed various public relations activities, to provide a foundation for developing higher level skills in sourcing and critique of relevant information efficiently and independently in public relations.
• Have developed a sufficient level of analytical skill to provide a foundation for identifying, reconstructing and criticizing arguments in public relations.
• Have developed a sufficient level of skill in academic writing to provide a foundation for developing higher level skills in building extended arguments and communicating insights effectively through academic writing.
• Have developed a sufficient level of confidence to provide a foundation for developing higher level skills in presenting a public relations position orally and engage in critical debate. The student will be expected to do a presentation based on the topic which will cover public relations holistically and an interview will be conducted after a presentation.

The candidate must have a minimum of five years practising in the public relations field. The final decision on whether or not the portfolio material meets with the above criteria will be determined by a committee of discipline-based experts. In addition, applicants are advised that they may be interviewed, where they will be required to present their work.

Entry Requirements

The minimum entry requirement is

• 360 Credits Diploma in Public Relations Management or equivalent qualification.

This qualification consists of compulsory and elective module at Level 7 totalling 120 Credits.

• Public Relations Management, 20 Credits.
• Advanced Communication Science, 20 Credits.
• Management Practice, 20 Credits.
• Measurement and Evaluation, 20 Credits.
• Entrepreneurship for Public Relations Professionals, 20 Credits.
• Digital Media, 20 Credits.

1. Plan public relations communication strategies and qualifications.
2. Implement public relations communication strategies and campaigns.
3. Evaluate public relations communication strategies and qualifications.
4. Develop an understanding of how to launch an entrepreneurial career.
5. Apply integrative and critical thinking in producing and or managing communication within organisations.
6. Conduct public relations and communication research.
7. Integrate research techniques for the measurement and evaluation of public relations strategies.
8. Demonstrate management skills in the management of a public relations department/consultancy.

Associated Assessment Criteria for Exit Level Outcomes

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

• Create and present a solution to an industry problem by formulating a public relations strategy and plan.
• Apply managerial principles to find a solution for an industry problem.
• Construct a digital media strategy based on tool functionality to solve industry problems.
• Present a critical analysis of the cultural and developmental communication practices of an organisation.
• Create and present a public relations measurement and evaluation plan for the proposed business.
• Design and present a business plan.

Integrated Assessment

The qualification will be evaluated though both formative (2 tests, 1 group assignment, online quiz, individual assignment and summative assessments (examination and portfolio of evidence (POE) for each module which will link to the final integrative assessments submitted at the end of semester one and semester two.

The first semester integrates Public Relations, Digital Media and Management Practice in a final assignment submission which expects students to: create and present a solution to a public relations industry problem; apply managerial principles to find a solution to an industry problem; and construct a digital media strategy based on tool functionality to solve industry problems.

The second semester integrates Communication Science, Entrepreneurship and Measurement and Evaluation in a final assignment submission which expects students to: present a critical analysis of the cultural and developmental communication practices of an organisation; create and present a measurement and evaluation plan for the proposed business; and design and present a business plan complete with operational goals and objectives.

All the modules will be externally moderated by discipline experts based at universities and industry in South Africa.