Diploma in Public Relations Management

Purpose

The intended purpose of this qualification is to give the successful learner a professional, vocational and sound understanding of the general theoretical principles and their applications in the field of Public Relations Management.

Rationale

• This qualification is intended to develop learners' competence to plan, execute public relations and communications activities.

Recognition of Prior Learning (RPL).

The Institutional Recognition of Prior Learning (RPL) policy and procedures are followed. Learners who do not meet entry requirements can apply for access to the qualification through RPL against a module, or part/full qualification for learning obtained through formal, informal and non-formal learning. Learners need to submit a Portfolio of Evidence which will be internally assessed. Credits may be awarded based on the assessment results and learners have the opportunity to appeal against the assessment result where credits were not awarded.

Entry Requirements

The minimum requirement is

• National Senior Certificate National Qualifications Framework (NQF) Level 4.

This qualification comprises of compulsory modules at NQF Level 5 and 6 totalling at 369 Credits.

Compulsory Modules, Level 5, 169 Credits

• Accounting Skills 1.2, 12 Credits.
• Business Studies, 6 Credits.
• Accounting Skills 1.1, 12 Credits.
• Applied Communication Skills 1.2, 8 Credits.
• Information and Communication Technology(ICT) Skills 1, 10 Credits.
• Media Studies 1.2, 12 Credits.
• Advanced ICT Skills for Public Relations, 6 Credits.
• Public Relations 1.1, 12 Credits.
• Applied Communication Skills 1.1, 8 Credits.
• Media Studies 1.1, 12 Credits.
• Public Relations 1.2, 12 Credits.
• Communication Science 1.2, 12 Credits.
• Communication Science 1.1, 12 Credits.
• Law for Public Relations 1.2, 7 Credits.
• Law for Public Relations 1.1, 7 Credits.
• Integrated Brand Communication, 7 Credits.
• Photography, 7 Credits.
• Videology, 7 Credits.

Compulsory Modules, Level 6, 200 Credits

• Applied Communication Skills 2.1, 8 Credits.
• Applied Communication Skills 2.2, 8 Credits.
• Communication Science 2.2, 12 Credits.
• Communication Science 2.1, 12 Credits.
• Media Studies 2.2, 12 Credits.
• Public Relations 2.2, 12 Credits.
• Media Studies 2.1, 12 Credits.
• Public Relations 2.1, 12 Credits.
• Work Integrated Learning (PR), 60 Credits.
• Communication Science 3.1, 13 Credits.
• Communication Science 3.2, 13 Credits.
• Public Relations 3.2, 13 Credits.
• Public Relations 3.1, 13 Credits.

1. Execute specialised public relations activities.
2. Produce communication media for public relations context.
3. Use theory to shape the broader context in which a public relations practitioner functions.
4. Use administration and leadership qualities as a public relations professional.

Associated Assessment Criteria for Exit Level Outcome 1

• Plan and execute the seven steps of the public relations qualification including specialized budget activities.
• Address problems in corporate, consultancy, public sector and non-profit contexts.
• Apply the principles of budgetary control.
• Assess a given situation, plan and implement strategies to communicate with all stakeholders.

Associated Assessment Criteria for Exit Level Outcome 2

• Analyse, produce and review articles and identify trends in the field of public relations.
• Plan, produce and control placement of corporate advertising.
• Apply all modern media techniques.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate how the various communication theories affect the practice of public relations.
• Apply knowledge related to concepts and trends affecting the profession.
• Apply proactive interventions to address changes in economic, political and social issues.

Associated Assessment Criteria for Exit Level Outcome 4

• Execute interdepartmental functions in an organization on a day-to-day basis.
• Apply the principles of project management within the public relations context.
• Apply professional people skills.
• Demonstrate participative management techniques.

Integrated Assessment.

Both formative and summative assessments are integral components of all modules within the qualification and have application to both traditional summative and continuous assessment, ensuring overall applied competence. All teaching and learning activities in the qualification are aligned to the assessment approach of the individual modules indicating a constructive alignment approach in the design of the qualification. The assessment activities form an integral part of the teaching and learning process and are systematically and purposefully used to generate data for grading. Timely feedback provided to learners forms part of the assessment strategy of the institution and is used to inform teaching and learning and to improve the curriculum. Learning outcomes in all modules give an indication as to what will be assessed in the module and thus ensures constructive alignment of the modules within the qualification.