Diploma in Public Relations

This qualification focuses on the learner becoming a fully fledged public relations practitioner all organisations need to increase and sustain their market share and the role of this person is to promote the organisation. The Qualification is regarding the achievement of 2-way communication between an organisation and the public. The sole purpose is to promote business products and only an effective public relations person can perform this service.

This programme has been structurally modified to ensure that learners are able to get a well-rounded knowledge of basic educational and practical understanding. The programme ensures that the theory explained provides in depth look at organisational management and promotional development. The programme indicates the importance of improved organisational awareness of target publics and the buying power regarding the organisation its products and services. The unit standard also helps maintain and instill in learners the need to be observant with emphasis on news and other current trends and events.

The communication related unit's assists in providing learners with an understanding of the various communication methods and enhancement techniques. The emphasis here is placed on the impact of maintaining 2-way communication. The learner is able to gain, observe and enhance his/her own presentation skills. The management related units help the learners to identify how the different departments are structured and where Public Relations fits into the hierarchy. The computer units learnt ensure that learners can be able to change and improve presentations, conferences, seminars and speeches.

The overall outcome of this programme is to be able to take a shy, introvert, soft spoken individual and hone in on their hidden ability. The direct result of the above is confident, extrovert and articulate learner who is able to gain successful employment as a public relations junior officer in any organisation.

This qualification will contribute to the full development of the learner within the Public Relations field, By providing recognition, further mobility and transportability within the field of Public Relations and communication. The skills, knowledge and understanding demonstrated within this qualification are essential for social and economic transformation and contribute to the upliftment and economic growth within the PR environment. The unit standards in the qualification are intended as building blocks that will make the learner a more skilled, knowledgeable, informed and efficient worker in the Public Relations industry.

Rationale

Learners who have successfully completed the Higher Certificate in Public Relations will be allowed access to this qualification. This qualification provides the learner with accessibility to be employed in the public relations department of organisations. The skills, knowledge and understanding demonstrated within this qualification are essential for both social and economic reasons. And contributes to upliftment and economic growth within the organisation. The public relations person in an organisation plays an integral role in achieving business and consumer needs. This career has a high growth and there is constant need of skilled people.

The qualification focuses on skills, knowledge, values and attitudes required progressing further in the public relations industry.

The aim is to

• Promotion of knowledge and skills that are required to fulfill the role of a public relations person
• To release potential of people
• Provide opportunities for successful ongoing career opportunities

The qualification structure is able to allow learners to obtain a broad understanding of Public Relations specialisation and competence. It also promotes the notion of life long learning.

• Pass Certificate and Higher Certificate in Public Relations
• Prior learning is taken into consideration on the merit of each learner And the unique circumstances of each learner.

Recognition of prior learning

This qualification may be achieved in part or completely through RPL. The learner has to provide proof of prior learning Through references of work experience and tasks carried out. The prior learning may be informal, formal And non-formal learning and work experience.

N/A

Exit Level Outcomes

On completion the learner will be competent in

• Ability to carry out a range of communication tasks
• Able to use various methods for defining target public
• Understand the impact of government in a business
• Competency in utilising all types of methods to appeal to target public
• Demonstrate ability to define the functions of mass media
• Have knowledge of the type of media to reach the market
• Competent in knowledge of the different types of mass communication
• Understand the different types journals and how to produce journals
• Able to familiarize themselves with guidelines for direct mail marketing
• Understand the importance of trade unions
• End User computing skills competency

Critical Cross Field Outcomes

• Develop entrepreneurial opportunities
• Being culturally and aesthetically sensitive across a range of social contexts
• Reflecting and exploring a variety of strategies to learn more effectively
• Communicate effectively using visual, mathematical and/or language skills in the modes of oral and/or written presentation
• Calculate, analyse, organise and critically evaluate information
• Organise and manage one and ones activities responsibly and effectively
• Work effectively with others as a member of a team,group,organisation or community
• Identify and solve problems in which responses display that responsible decisions using critical and creative thinking

• Communicate in a business environment
• Demonstrate an understanding of Public Relations principles
• Ensure good public Relations practices are applied in all activities related to this function in an organization
• Deal with brand product and service promotions
• Understand the target market
• Handle a range of consumer complaints and resolve them
• Meet performance standards
• Communicate with all relevant staff to enhance teamwork
• Monitor information flow and process data
• Comply with legislation and rules in the Public Relations business
• Understand the constraints and characteristics of various media
• Ability to source expertise and resources to assist with information gathering and processing

Integrated Assessment

The integrated assessment gives learners the ability to integrate concepts across the unit standards to achieve competency for the purpose of the qualification. Integrated assessment is to assess the quality of performance thinking and understanding. It is applicable to formative and summative assessment, which is both practical and theoretical. The integrated assessment must enable learners to display capabilities in integrating practical performance, concepts and theory.