Diploma in Public Relations

Purpose

The purpose of the Diploma: Public Relations is to equip learners with the skills required to enter the workplace, either as self-employed individuals or within an existing organisation, in areas such as:

• Public relations.
• Various areas of communication.
• Diverse public relations writing genres.
• Business practice and management.
• Law.
• Strategic planning.
• Project management.
• Marketing communication.

This qualification exposes the learner to the integration of the fields within the public relations discipline. This integrated approach provides learners with insight into the relevance of public relations as a strategic communication tool.

The qualification provides learners with the skills needed to co-ordinate and manage the broad spectrum of public relations in a professional manner, at both a technical and managerial level. In addition, learners are exposed to the principles of strategic communication, thus obtaining a basic understanding of public relations as a strategic communication tool.

Rationale

This qualification considers professional practice within the public relations sector as a key area to ensure that those in the communication environment and particularly specialising in public relations are trained and skilled to contribute to the communication sector within South Africa. It allows for the development of skills in aspects of public relations as well as the broader social context and aims to provide qualifying learners with the appropriate knowledge, skills and ability to pursue or further their careers in the public relations sector within several related specialised fields.

This qualification will provide the required communication skills and knowledge that modern businesses now demand for new employees entering the workplace, by combining public relations skills with business practice. This qualification aims to prepare the learner to take up a position in any modern business or office, which requires a high level of communication competence to serve the needs of a communication-driven organisation. The qualifying learner will be able to communicate effectively, both verbally and non-verbally, to contribute to service delivery, and to manage the public relations of an organisation.

Apart from an essential communication, practical writing, media and public relations skills set, learners will gain the basic business skills needed to enter the workplace confidently and competitively. Learners will be prepared to take up positions such as:

• Public Relations Practitioner.
• Public Relations Consultant.
• Communication Officer.
• Accounts assistant.
• Events coordinator.

It is assumed that the learner is

-

• Competent in the language of instruction (English) and the theoretical and practical knowledge and understanding accomplished at NQF Level 4.

Recognition of Prior Learning

Learners can achieve this qualification in part or wholly through Recognition of Prior Learning. This Recognition of Prior Learning may:

• Grant learners credits towards the modules/subjects contained in this qualification.
• Grant learners credits towards the achievement of the qualification as a whole.
• Grant learners who do not meet the minimum requirements for admission access to the qualification.

All Recognition of Prior Learning (RPL) submissions are subject to Recognition of Prior Learning Policy and the Academic Credit and Qualifications Completion Policy. All Recognition of Prior Learning submissions are centralised at the National Offices of each educational brand and sent to the Registrar and the Academic Head of Programme at the Central Office for evaluation.

Access to the Qualification

Admission requirements for this qualification are

• A National Senior Certificate with a minimum of 30% in English (as the language of teaching and learning or first additional language) and a rating of 3 (40-49%) or better in four or more recognised National Senior Certificate 20-Credit subjects.
• A Senior Certificate (issues prior to 2008) with English (as the language of teaching and learning or first additional language).
• A National Certificate (Vocational) with a minimum of 50% in English (as the language of teaching and learning or first additional language) and in two or more fundamental subjects as well as 60% in three compulsory vocational subjects.

Learners who do not meet the minimum admission requirements may apply for admission through the Recognition of Prior Learning (RPL) process.

This qualification comprises 29 modules across NQF Levels 5, 6 and 7. All the Modules are compulsory. The qualification Credits total 360.

Modules at NQF Level 5

• Introduction to Personal Computing, 5 Credits.
• Business Communication, 10 Credits.
• Communication Science 1, 15 Credits.
• Public Relations 1A, 10 Credits.
• The Practice of Public Relations 1A, 13 Credits.
• Public Relations 1B, 10 Credits.
• Introduction to Publishing, 6 Credits.
• Introduction to Project Management, 9 Credits.
• Business Management 1A, 11 Credits.
• Marketing Communication 1, 16 Credits.
• Business Management 1B, 11 Credits.

Total Credits at NQF Level 5:116.

Modules at NQF Level 6

• The Practice of Public Relations 1B, 13 Credits.
• Work Integrated Learning, 12 Credits.
• Public Relations 2A, 10 Credits.
• The Practice of Public Relations 2A, 13 Credits.
• Law for Public Relations, 10 Credits.
• Communication Science 2, 15 Credits.
• Public Relations 2B, 10 Credits.
• The Practice of Public Relations 2B, 13 Credits.
• Work Integrated Learning, 14 Credits.
• Business Management 2A, 18 Credits.
• Business Management 2B, 18 Credits.

Total Credits at NQF Level 6: 146.

Modules at NQF Level 7

• Public Relations 3A, 10 Credits.
• The Practice of Public Relations 3A, 13 Credits.
• Work Integrated Learning, 15 Credits.
• Strategic Communication, 17 Credits.
• Public Relations 3B, 10 Credits.
• The Practice of Public Relations 3B, 13 Credits.
• Communication Science 3, 20 Credits.

Total Credits at NQF Level 7: 98.

1. Present and communicate information reliably, coherently, and appropriately in a variety of genres used in public relations contexts.
2. Apply the fundamental principles, techniques, and functions of public relations in a variety of familiar and unfamiliar contexts.
3. Explain several relevant specialisation areas in the public relations context.
4. Apply a range of basic research methods to resolve problems or initiate change within a public relations context.
5. Integrate public relations strategies with other functions within the organisation.
6. Demonstrate knowledge of international and local trends in the public relations context.
7. Explain and implement management and project management functions to a business enterprise/organisation.

Associated Assessment Criteria for Exit Level Outcome 1

• Use a personal computer and associated relevant software packages to present information in a public relations environment.
• Describe the importance of effective communication for a business.
• Communicate information effectively and professionally in a reliable and coherent format using professional business communication discourse and formats.
• Explain and apply different communication technologies and the criteria for the selection of an appropriate communication technology in a specific communication context.
• Evaluate various viewpoints about communication and compare them to each other and to own views.
• Use different communication contexts for a variety of purposes.

Associated Assessment Criteria for Exit Level Outcome 2

• Describe and use the various tools used in the execution of public relations.
• Demonstrate knowledge of public relations planning and special events in the public relations context.
• Explain the role and contribution public relations makes in an organisation.
• Explain and employ the principles and practices of public relations in an organisation.
• Explain and apply the techniques and functions of Public Relations in an organisation.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain the specialisation areas of public relations.
• Demonstrate knowledge of public opinion and research in public relations.
• Describe public relations as a management function in an organisation.
• Examine campaign management in a public relations context.
• Implement a budgeting process and explain basic finance in the public relations context.
• Explain foundational marketing and marketing communication concepts for an organisation.

Associated Assessment Criteria for Exit Level Outcome 4

• Use a selection of basic research skills to carry out research.
• Evaluate research on a given topic and present own research plan or results for evaluation by others.
• Demonstrate proof-reading and copy-editing skills in a practical environment.

Associated Assessment Criteria for Exit Level Outcome 5

• Explain the interaction between public relations and other functional departments in an organisation.
• Explain and apply a strategic communication tool to a public relations scenario.
• Explain and apply integrated public relations programmes to an organisation.
• Apply basic public relations activities to case studies.
• Describe basic communication law as it applies to public relations.
• Explain and apply foundational marketing and marketing communication concepts in a public relations context.

Associated Assessment Criteria for Exit Level Outcome 6

• Identify and explain international media trends impacting on public relations.
• Identify and explain local media trends affecting public relations in an organisation.
• Explain social media and its relationship to public relations.
• Explain the impact of social media on the public relations sector.
• Write in an informative and persuasive manner using offline and online mediums.

Associated Assessment Criteria for Exit Level Outcome 7

• Describe the development of a management theory for a business/organisation.
• Examine the management processes of planning, organising, leading and controlling.
• Examine business management activities and functions used to maintain a business enterprise.
• Explain and implement the principles of management in various business contexts.

> Range of principles of management may include, but are not limited to: Role, functions, activities, processes and characteristics.

• Explain and apply the different phases of project management to a public relations project.