Advanced Diploma in Public Relations Management

Purpose

The purpose of this qualification is to equip learners in learning how to communicate strategically within a professional setting. The qualification focuses specifically on improving the learners' ability to become confident communicators and to enable them to work in teams and communicate across different cultures in their roles as Public Relations (PR)/Communications specialists. It is suitable for current and aspiring specialists who want to attain the relevant expertise to achieve their career goals. The qualification provides opportunities for learners to learn a strategic approach to PR and to be able to benefit from an integrated multimedia approach to communications. The qualification draws on the disciplines of strategic communication, crisis management, events and campaigning.

The typical learner completing the qualification will be a critical thinker, have an understanding of complex issues facing PR/Communications management industry, compile a research proposal and contribute to professionalism in the PR/Communications Management industry, be able to compile a research proposal and contribute to professionalism in the PR/Communications Management industry.

Rationale

The current Bachelor of Technology (BTech) Public Relations Management qualification will be phased out therefore the Advanced and Postgraduate Diplomas are imperative for progression and articulation purposes. This Advanced Diploma in Public Relations will meet the demand and need from the industry in order to remain relevant and to address the misconception of PR. There is a need for specialised people in PR/communication field especially due to the rise of social media. The qualification is offered only by two institutions in South Africa (SA). Therefore, this is a niche area in South Africa. Therefore, there is a need for the qualification especially for the working market. The qualification aims to meet specific needs in the public relations and communications industry, furthermore, to expose learners into doing research in specific fields; in SA there is a huge gap for research. Through a comparison with national and international higher education institutions as well as consultation with relevant stakeholders it became clear that a research component should be included in the qualification to prepare learners for Postgraduate studies. Learners with this qualification will be able to articulate to the Postgraduate Diploma in Public Relations Management, to a Masters in Public Relations Management and eventually a Doctorate.

Moreover, the qualification aims to prepare learners to face the challenges of fast-paced modern public relations work. Learners can inter alia, work with multimedia technologies including video, audio and online material, and study how social media can be a volatile but powerful platform to reach large audiences.

Recognition of Prior Learning will be provided in accordance with the institution's RPL policy as follows

• The learner applies for RPL against a module/ modules, or part/full qualification at the relevant department (Head of Department-HOD).
• The learner then completes an RPL form and submits it to RPL office.
• The learner prepares evidence of work (portfolio of evidence) and/or any other relevant proof of evidence (practical work, assignments and or assessments).
• The RPL officer is appointed from within subject heads (Subject experts) within the department.
• The portfolio of evidence is submitted to the RPL officer for the RPL evaluation process.
• The RPL officer identifies two subject experts as assessors from within the department.
• The subject expert meets with the candidate to conduct pre-screening (evaluation) to ascertain the viability of the application based on qualification requirements (exit level outcomes and assessment criteria as indicated in the module structure of the qualification).
• Evidence submitted by the candidate is assessed by the assessors (additional evidence may be requested).
• Credits are awarded to the candidate for relevant, approved prior learning that is aligned with the relevant module outcomes and credits as indicated in the module structure of the qualification.
• A moderator from the department's advisory board from within the candidate's industry is appointed to moderate the candidate's portfolio of evidence.
• The moderator reports on the assessor's judgment.
• If the RPL is awarded, an exemption form is completed for the RPL of modules. Only then may the l continue with part/ full registration.

Entry Requirements

The minimum entry requirement for this qualification is

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

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

Compulsory Modules, 120 Credits, Level 7

• Research Methodology, 40 Credits.
• Project Management in Public Relations Management, 20 Credits.
• Strategic Communication Management, 40 Credits.
• Media Studies 3 in Public Relations Management, 20 Credits.

1. Demonstrate knowledge and understanding of public relations management and apply these to members or leaders in a diverse team and to manage Public Relations (PR) campaigns and projects.
2. Apply necessary media and public relations research skills.
3. Monitor and identify relevant media to communicate with different stakeholders.
4. Synthesise and integrate communication strategy and policy into the overall business strategy.
5. Communicate effectively.
6. Interpret and communicate through images/pictures.
7. Use research in PR and Communications and use research methods to assess communication plans.
8. Comply with international standard of code of ethics in the field of PR and Communications management.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate integrated knowledge and understanding of public relations management theory and practice to manage Public Relations (PR) teams; campaigns; projects, organisations and community to achieve set goals.

Associated Assessment Criteria for Exit Level Outcome 2

• Identify, select and apply appropriate media and public relations research skills to inform PR management strategies, processes and policies.

Associated Assessment Criteria for Exit Level Outcome 3

• Explore, monitor and identify relevant media, techniques and appropriate technologies to communicate with different stakeholders on a PR management level.

Associated Assessment Criteria for Exit Level Outcome 4

• Integrate theoretical knowledge and specialised skills to synthesise communication strategy and policy into an overall business strategy.

Associated Assessment Criteria for Exit Level Outcome 5

• Exhibit diverse skills (e.g. techniques, software applications, trends, appropriate technologies) to facilitate effective communication on various platforms.

Associated Assessment Criteria for Exit Level Outcome 6

• Interpret and engage in PR communication practices through images/pictures to convey a message which transcends spoken language.

Associated Assessment Criteria for Exit Level Outcome 7

• Conduct research in PR management.

Associated Assessment Criteria for Exit Level Outcome 8

• Implement and comply with international standards; the code of ethics and professionalism in the field of PR management.

Integrated Assessment

Formative assessments will include but not be limited tests and assignments. Assessment of modules in the qualification will be in accordance with the assessment policy of the institution. The learning guides for the modules contain the module outcomes and assessment criteria which must be satisfied in order to be successful.

The lecturer will make use of summative, formal and informal assessment strategies to develop the learners' competence in this qualification. Informal assessments typically include discussions, quizzes, feedback sessions, and peer assessments, among others. Formal assessments include class tests, presentations, assignments, reports and case studies.

Summative assessments will typically include semester tests. The assessment weightings are determined in accordance with the institution's assessment policy, learners are allowed a second examination opportunity, regardless of their results in the main examination (first opportunity). All assessments are at the NQF level 7.

There is no WIL component.