Diploma in Public Relations and Communication

Purpose

This qualification provides the learners with a broad understanding of the fundamental aspects of Public Relations and Communication practice. This professionally orientated qualification has both a theoretical and practical learning component. Thus, the qualification will enable the learner to create carefully planned Public Relations and Communication activities which are strategically aligned with organisational objectives and relate to the needs of the business world.

A qualifying learner can assess, measure and critically evaluate an organisation's current situation to its relationships with key stakeholder groups. The learner can compile a fully integrated Public Relations and Communication campaign to enable the organisation, and it's stakeholder groups to adapt successfully to one another. Qualifying learners can manage the planning, implementation and evaluation of such campaigns as well as proactively develop innovative ways to grow the industry creatively. Learners are equipped for the workplace and also encourage entrepreneurship opportunities opposed to being employment seekers only.

Learners can plan and execute the alignment of an organisations communication strategy with its brand and culture; as well as its business objectives. The aspiring professional can measure the impact of his/her interventions to prove that the communication strategy contributes to the achievement of these business objectives. Public Relations is a strategic function and has a significant role in planning appropriate and effective communication as it relates to organisational change management. At the core will be stakeholder relationship management which aims at stakeholder inclusion and two-way communication at a more strategic level, using stakeholder engagement and the principle of stakeholder governance to achieve effective and mutually beneficial relationships with stakeholders. This qualification will produce learners who are not only reflexive but also capable of reflecting on their practice to ensure excellence and ethical behaviour.

The qualification aims to apply core conceptual and practical areas of the public relations and communications profession. Students and aspiring professionals will gain knowledge and skill through an integrated teaching and learning approach that is applied at levels of cognitive complexity and experiential learning appropriate to a vocational diploma level. Preparing them with the appropriate knowledge, skills and graduate attributes to make strategic decisions and contribute their acquired learning and practice in an ever-changing world.

Rationale

The Public Relations and Communication industry has evolved considerably over the past decade due to the influences of technological, social and industrial advancements. These changes led to developments in spheres of business and governance to enhance service delivery and enhanced relationships. This qualification incorporates these developmental changes and applies practices to ensure flexibility, foresight and proactive approaches in equipping our learners and aspiring professionals effectively.

The King Report is a governance policy, produced by the King committee that explores a working model of good governance which all businesses operating in South Africa must adhere. The King report has been revised since the initial launch of the King I Report, and the latest is the King IV report which devotes an entire chapter specifically to stakeholder relations which shows the importance of the public relations function within the business. Transparency in reporting and sharing messages with stakeholders is an important aspect for good governance and organisations are therefore encouraged to build and maintain relationships with its various stakeholders to ensure business sustainability. These are all principles of public relations and communications.

The King IV report discusses the interrelated need of business and society, stating that the business needs society to be sustained as a profit-making entity and society needs the business to provide products and services to meet its needs. This governance report encourages businesses to acknowledge these reciprocal needs and also harness their various other stakeholder relationships. Recommendations to the board and organisational management on how to practice effective stakeholder relationships are outlined in the report. This policy document has influenced the need to equip aspiring public relations professionals and learners with the necessary skill, knowledge and experience to function in this changing landscape.

Public Relations is a field of study that prepares individuals to apply various media and communication techniques to meet the objectives of the organisation effectively. The advancement in technology has led to new and social media which has influenced communication and public relations platforms. These changes directly impact the functioning of professionals and teaching and learning practices. Therefore, the education and training for the profession need to be transformed to offer learners and aspiring professionals a cutting-edge and innovative learning experience relevant to a social media-driven public with an ever-increasing demand for digitisation.

The qualification provides learners with a foundation of public relations and communication knowledge, understanding, principles, skills and abilities required for further academic and professional learning towards becoming a capable practitioner. This HEQSF aligned Diploma is aligned to the standards and requirements of the professional industry body, which is the Public Relations and Communication Institute of Southern Africa (PRISA).

In formulating this Diploma, consultation with various stakeholders was undertaken to ensure the validity and quality assurance of the qualification. Alumni and the advisory board was consulted to explore what the needs of industry are and identify elements of importance that they require to be introduced into the new qualification.

Recognition of Prior Learning (RPL)

Recognition of Prior Learning (RPL) is a process of identifying the knowledge and skills of an applicant against the admission requirements of the qualification and for credits against a part thereof. The process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and formal learning. The RPL process is multi-dimensional and multi-contextual, aimed at the individual needs of learners and is handled following an institutional RPL policy by a unit dedicated to this activity. The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the RPL learner to meet institutional requirements. An appeal procedure is also in place to accommodate queries. RPL in this qualification will relate to gaining access to the qualification and credits/advanced standing as described in institutional guidelines.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate (NSC), NQF Level 4, granting access to Diploma studies.

Or

• National Certificate Vocational (NCV), NQF Level 4, granting access to Diploma studies.

Compulsory Modules, Level 5, 195 Credits

• Communication Science 1, 20 Credits.
• Public Relations 1, 20 Credits.
• Media Studies 1, 20 Credits.
• Public Relations Practice 1, 15 Credits.
• Literacy Studies 1 15, Credits.
• Social Studies1, 15 Credits
• Business & Management Studies 1, 15 Credits.
• Public Relations Practice 2,15 Credits.
• Media Studies 2, 20 Credits.
• Public Relations 2, 20 Credits.
• Communication Science 2, 20 Credits.

Compulsory Modules, Level 6, 165 Credits

• Social Studies 2, 15 Credits.
• Business & Management Studies 2, 15, Credits.
• Literacy Studies 2, 15, Credits.
• Media Studies 3, 30 SAQA Credits.
• Communication Science 3, 30 Credits.
• Public Relations Practice 3, 30 Credits.
• Public Relations 3, 30 Credits.

1. Execute specialised Public Relations and communication activities by applying appropriate techniques.
2. Apply theoretical principles to effectively assess measure and evaluate Public Relations and communication activities and processes.
3. Identify and analyse stakeholder relationships and activities relating to the organisation and/or client.
4. Compile integrated Public Relations and communication campaigns and activities.
5. Align strategic communication with organisational objectives.

Associated Assessment Criteria for Exit Level Outcome 1

• Understand the roles of public relations in an organisation.
• Identify the techniques and activities used in the practice of public relations.
• Demonstrate an understanding of the techniques and activities that are identified as best practices in relation to ethical standards.
• Aware of the professional skills and etiquette of a professional.
• Identify and learn how to execute the primary functions and duties of the PR professional.

Associated Assessment Criteria for Exit Level Outcome 2

• Identify the communication processes and understand their various levels of impact.
• Discuss the theories that impact the functioning of Public Relations.
• Evaluate the role of theories in the Public Relations process.
• Apply theoretical concepts and terms of Public Relations.
• Discuss the importance of measurement in Public Relations and its associated activities.
• Discuss how public relations can be evaluated to show its success.

Associated Assessment Criteria for Exit Level Outcome 3

• Recognise the function of Public Relations with the organisations internal and external stakeholders.
• Identify and apply the role of public relations to the organisations internal and external stakeholders.
• Conceptualise the concepts of relationship management and discuss the role of Public Relations within the organisation.
• Conceptualise reputation management and apply the introductory concepts of reputation management.
• Discuss the impact of reputation management on the organisation and identify the processes to enhance the reputation of the organisation.
• Identify the aspects of crisis communication and compile and apply an organisational crisis management plan and present guidelines for managing the crisis with specific reference to the role of Public Relations and Communication.

Associated Assessment Criteria for Exit Level Outcome 4

• Recognise the management process of public relations planning and its reporting lines.
• Apply the factors influencing effective Public Relations.
• Conceptualise and implement a Public Relations campaign.
• Apply the Public Relations campaign elements and discuss step 5 in detail and integrate all other steps of the 7 step PR programme.

Associated Assessment Criteria for Exit Level Outcome 5

• Understand the different types of organisational structures and understand how strategic messages are shared within organisations.
• Apply integrated communication principles in reaching organisational objectives.
• Measure the exposure generated through the public relations activities through overall audience impressions, systematic tracking activities, attendance and pilot testing.
• Evaluate the distribution of the message and determine whether it's been effective in attaining organisational objectives.
• Measure and assess the behaviour and actions of the target audience in evaluating whether organisational objectives have been attained through the assigned public relations activities and techniques.
• Compile integrated reporting and evaluation of activities through the various organisational platforms.

Integrated Assessment

Integrated assessment forms part of continuous assessment at the institution and takes the form of an appropriate mix of both formative and summative assessment methods. Assessment policy and practices at the institution promote constructive alignment of the curriculum, student centred-learning and assessment, and the importance of feedback to enhance the learner engagement. Assessment practices should be fair, reliable and valid. It should also be in keeping with academic disciplinary and professional field norms and standards.

Formative assessment aims to enhance the student learning and provides the learner with an opportunity to reflect critically on their learning and to improve their levels of personal accountability and time management. The formative assessment usually consists of a variety of assessment tasks relevant to the field of study. In this qualification, it will consist of a variety of tasks such as problem-solving individual and/or group assignments and projects, case studies, portfolio development, class discussions, quizzes, field trip reports and other means of learning engagement.

Summative assessment will take place at the end of a section of work/quarter or semester and assesses the attainment against the Exit Level Outcomes. Summative assessments are internally and externally moderated based on institutional policy and requirements. Summative assessments usually consist of a variety of formal assessment tasks relevant to the field of study, including written tests, reports and examination. In this qualification, it will consist of written assessments in the form of written class tests and examination conducted during and at the end of the academic semester/year. Integrated assessment often cuts across several subjects/modules of a programme and is aimed at the holistic development of students and contributes to students' personal and professional development in the field of study in terms of foundational, practical and reflexive competence. Integrated assessment in this qualification will take place at the third year of study and students will be assessed holistically using project reports, a portfolio of evidence and an oral presentation related to the needs and requirements of the industry and field of study.