Diploma in Public Relations

Purpose

Qualifying learners can work as Public Relations practitioners and create and maintain mutually beneficial relationships:

• In a variety of organisational contexts.
• In a social and ethically responsible manner.
• Using Public Relations tools and principles strategically.

Learners acquiring this qualification will have skills, knowledge and experience to

• Solve problems in a professional communication context by working in a team and individually.
• Manage administration, including financial administration.
• Provide organisational support in a communications environment.
• Exercise ethical conduct, values and professionalism when dealing with clients.

Qualifying learners can therefore contribute to effective organisational communication and the quality of communication in the public and private spheres.

Rationale

Communication plays an increasingly important role throughout society. There is a growing need for communication professionals who are competent in the Public Relations tasks of formulating communication messages, dealing with the media and moderating stakeholder relationships.

This diploma addresses a significant demand in the industry for qualified Public Relations practitioners. Research completed prior to the design and development of this qualification indicated the widespread need in industry for the specific components of this qualification. This qualification will establish minimum standards and contribute to quality service provision throughout the industry. The diploma includes outcomes that expand on the learner's value system, and will therefore contribute to assist members of communities, through the harmonisation of relationships between civil society, industry, state and private organisations.

This qualification is meant to prepare qualifying learners for practice as Public Relations Practitioners in different sectors of the economy.

Recognition of Prior Learning (RPL)

All admission through RPL must be in accordance with the principles laid down in the institutional RPL Policy.

This qualification can be achieved in part (50%) through recognition of prior learning.

The RPL office can supply full details of processes and procedures relating to the assessment and accreditation of learning from prior experiences. Evidence can be presented in a variety of forms, including international or previous local qualifications, reports, testimonials mentioning functions performed, work records, portfolios, videos of practice and performance records.

All such evidence should be judged according to the general principles of assessment described in the notes to assessors. Lecturers will act as assessors for RPL purposes.

Entry Requirements

Learners are required to have the following in order to be considered for admission

• National Senior Certificate (NSC) allowing entry to Diploma studies.

Or

• Senior Certificate passed (SC) with or without endorsement.

Or

• National Certificate Vocational (NCV) allowing entry to Diploma studies.

This qualification consists of compulsory modules at NQF Levels 5, 6 and 7 totalling 360 Credits.

Modules at NQF Level 5, totalling 132 Credits

• Introduction to Communication, 12 Credits.
• Communication in the Organisation, 12 Credits.
• Introduction to Public Relations, 12 Credits.
• Stakeholder Relationships, 12 Credits.
• The Public Relations Programme, 12 Credits.
• EUC1501 - End-User Computing I (Theory), 12 Credits.
• EUP1501 - Ethical Information And Communication Technologies For Development Solutions, 12 Credits.
• ENN1504 - Practising Workplace English, 12 Credits.
• Writing for Public Relations (1), 12 Credits.
• Understanding the Media, 12 Credits.
• CML1501 - Communication Law, 12 Credits.

Modules at NQF Level 6, totalling 168 Credits

• Communicating in a Global Context, 12 Credits.
• Organisational Dynamics, 12 Credits.
• Communication Theory, 12 Credits.
• Public Relations Research, 12 Credits.
• The Applied Public Relations Programme, 12 Credits.
• BSA1602 - Business Administration IB, 12 Credits.
• Image and Identity, 12 Credits.
• Proficiency in English II: Creative Writing for Business and the Professions, 12 Credits.
• Writing for Public Relations (2), 12 Credits.
• Media Liaison, 12 Credits.
• Production - Analogue, 12 Credits.
• Production - Digital, 12 Credits.
• PLC2602 - Politics and Public Policy, 12 Credits.
• PYC2604 - Community Psychology in Re-Imagining Community, 12 Credits.

Modules at NQF Level 7, totalling 60 Credits

• Public Relations in Industry, 12 Credits.
• Strategic Planning and Advisement, 12 Credits.
• Publicity, 12 Credits.
• Work Integrated Learning (WIL), 12 Credits.
• Issues Management and Social Responsibility, 12 Credits.

1. Develop Public Relations strategies in support of organisational objectives.
2. Develop media relations in order to maximise Public Relations opportunities.
3. Manage all aspects of a variety of Public Relations projects for the attainment of organisational goals.
4. Communicate in a variety of formats in the Public Relation environment.
5. Appreciate ethical dimensions of public relations exercise.

Associated Assessment Criteria for Exit Level Outcome 1

• Appropriate communication tools to communicate public relations planning and organisational objectives are used.
• Public Relations audits are conducted.
• Correct and effective Public Relations methodologies are applied.
• Stakeholder relationships to ensure alignment with organisational communication objectives are promoted.

Associated Assessment Criteria for Exit Level Outcome 2

• The role of media in public relations is explained.
• Characteristics of print and electronic media in order to distinguish between the two categories are appraised.
• The roles and functions of different people in the media are explained.
• Media monitoring reports are clearly written.
• A media conference plan is developed.

Associated Assessment Criteria for Exit Level Outcome 3

• Campaigns are designed and implemented according to the acceptable Public Relations formula.
• Sponsorships, donations and social investment programmes to create positive relationships with the community within which the organisation operates are initiated and managed.
• Business acumen when managing Public Relations projects is demonstrated.

Associated Assessment Criteria for Exit Level Outcome 4

• A high standard that contributes to a positive organisational image through writing is reflected.
• English language skills are at a high level of competence is demonstrated.
• Appropriate and relevant production techniques in public relations communication with internal and external stakeholders are utilised.
• New Media technology is effectively utilised in an appropriate manner according to the needs of the target audience/s.

Associated Assessment Criteria for Exit Level Outcome 5

• Strengths, weaknesses, opportunities and threats of a given multinational organisation in order to determine communication implications in a given scenario are identified.
• Discussions about the ethical role of public relations practitioners in industry are conducted.
• Accountability towards the decisions taken in various contexts is accepted.
• The ethical responsibility of public relations management is appreciated.

Integrated Assessment

The different modes of delivery of the qualification have appropriate policies and procedures for internal assessment; internal and external moderation; monitoring of learner progress; explicitness, validity and reliability of assessment practices; recording of assessment results; settling of disputes the rigour and security of the assessment system.

Formative assessment will consist of the following

• Essay type questions.
• Practical tasks to be executed.
• Participating in blocks and group discussions.
• Peer evaluations.

Summative assessment will be non-venue based in the form of portfolios. The formative assessments will contribute 60% to the final mark and summative assessments 40%.