Diploma in Public Relations Management

Purpose

Learners for this qualification come from a variety of contexts but are mostly from rural areas. The qualification aims at giving these learners access to the world of public relations within the Eastern Cape Province, but also nationally and internationally. This qualification is for learners who wish to work in government, for business organisations such as Non-Governmental Organisations or as a public relations consultants promoting and managing an organisation's public image and relationship with its customers, staff and investors. The qualification will provide the basis for further studies for the learner in specialist areas within public relations and industry. It will also enable the learner to co-ordinate conferences, seminars and exhibitions, write and edit press releases, in- house journals, annual reports and promotional literature and liaise with the media.

After completing the qualification, the qualifying learner can demonstrate these skills and abilities in the following career areas:

• Promotions.
• Consulting.
• Marketing.
• Management.
• Event Management.
• Media Liaison.
• Public Relations.
• Communication.

Our society and economy depend on the goods and services provided by organisations that are managed by individuals with managerial skills. These organisations can only achieve the highest levels of success, profitability and continuity if people with relevant skills manage them.

Rationale

The qualification has been offered for some time and is a continuation of the original decision to offer the qualification after consultation with local Public Relations companies. The majority of learners who register for this qualification come from disadvantaged school backgrounds. This qualification allows them to access higher education after a rigorous selection process - an opportunity that they otherwise would not get. This qualification provides learners with specialised training to meet the needs in the dynamic field. This qualification targets learner who wish to undertake public relations administration, costing and financing for public relations, public relations management and planning as well as basic end-user computing.

It also aims at developing the learners' analytical and business skills by providing learners with the opportunity to explore, in particular, the methodology and strategies used in the Public Relations industry. The qualification is relevant to the needs of commerce and industry and at the same time satisfy the requirement for Higher Education qualifications (as articulated by the Council on Higher Education). Learners are trained to handle cutting edge technology and modern trends in the industry.

Moreover, the qualification aims to train the learner to be globally competitive. The skills and expertise taught make institution qualified learner marketable. The unemployment rate in South Africa is one of the highest yet, and this qualification aims to alleviate this deplorable yet undeniable fact. Qualifying learners will be able to access a variety of jobs within the field, such as public relations officer, media officer, media liaison/communicator, digital communicator, event organiser, client services representative, social media coordinator and public relations assistant.

Recognition of Prior Learning (RPL)

Learners can apply for admission through the Recognition of Prior Learning (RPL) process. At this institution, RPL can be used:

• By those seeking admission into the institution.
• To obtain access to learning qualifications.
• To obtain credits towards a qualification.
• To obtain advanced standing for a qualification.

In RPL processes designed to grant access, an RPL application is evaluated against the entry requirements of the qualification. Learners seeking access to higher education who do not hold a National Senior Certificate with the appropriate exemption may be considered for the RPL route but must meet the minimum age requirements as specified by and for the sector.

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 (NC(V)), Level 4 granting access to Diploma Studies.

Or

• Senior Certificate, NQF Level 4.

This qualification comprises of compulsory modules at NQF Level 6 totalling 340 Credits.

Compulsory Modules, 300 Credits

• Public Relations, 20 Credits.
• Media Studies, 20 Credits.
• Communication Science, 20 Credits.
• Language: English, 15 Credits.
• Social Psychology, 15 Credits.
• Introduction to Word, 15 Credits.
• Public Relations II, 20 Credits.
• Media Studies II, 20 Credits.
• Communication Science II, 20 Credits.
• Law for Public Relations, 15 Credits.
• Marketing and Advertising, 5 Credits.
• Business Studies, 5 Credits.
• Videology, 15 Credits.
• Public Relation III, 30 Credits.
• Communications Science III, 30 Credits.
• Work Integrated Learning, 60 Credits.

Elective Modules, 15 Credits (Choose one)

• Language: IsiXhosa, 15 Credits.
• Language: Afrikaans, 15 Credits.

1. Discuss the development and influences of management and communication style in the context of modern work environments.
2. Draw on a range of communication skills to contribute to effective decision-making that ensures sustained growth of the enterprise, industry and local community.
3. Effectively use specified modes of accessing and communicating information to promote communication in businesses.
4. Illustrate and describe how management systems are interdependent on other organisational systems and sub-systems.
5. Integrate entrepreneurial and strategic techniques to generate feasible business ideas with external factors.
6. Identify, assess and formulate effective solutions that integrate theories of management and public relations to business problems.

Associated Assessment Criteria for Exit Level Outcome 1

• Analyse and evaluate the impact of the workplace on the duty of each role player in terms of contemporary career paths.
• Analyse the implications of communication theory.
• Identify and discuss significant influences on management and communication styles and consumer behaviour.
• Solve the specified ranges of unfamiliar public relations problems.

Associated Assessment Criteria for Exit Level Outcome 2

• Develop a strategy for the implementation of good human relationships.
• Describe the concepts and practice of recruitment, selection, induction, training and development, remuneration and termination of employment and the dynamics of organisational behaviour.
• Apply on-the-job coaching skills.
• Apply specified accounting and costing principles and generally accepted accounting principles that are correctly used to contribute to effective decision-making and sustainability of the enterprise.
• Demonstrate the ability to identify issues in the external environment and how these impact on business operations.
• Demonstrate the ability to prioritise activities and assign tasks.
• Correctly apply problem-solving, and decision-making approaches an identified range of different situations.
• Evaluate critical components for effective customer care and quality management.

Associated Assessment Criteria for Exit Level Outcome 3

• Be sensitive to cultural, gender, religious.
• Explain ethnic issues and apply to the communication process within the professional business environment.
• Utilise appropriate social skills to maximise human interaction and communication within the business environment.
• Use selected software packages to generate reports, recommendations and specified business information of a financial, textual and visual nature.
• Describe and implement in limited context techniques to coordinate individual efforts toward shared outcomes.
• Use appropriately selected and correctly utilised communication techniques to communicate effectively both orally and in writing with identified audiences.

Associated Assessment Criteria for Exit Level Outcome 4

• Describe the components of the management system.
• Identify and explain related systems.
• Analyse relationships between management systems with specific emphasis on the information system and accounting system.
• Techniques for the management of change are correctly interpreted and reported.

Associated Assessment Criteria for Exit Level Outcome 5

• Identify and analyse opportunities for business development and competitive advantage.
• Demonstrate an understanding of entrepreneurial opportunities.
• Demonstrate a practical understanding of business analysis of specified organisations that take cognisance of its policy, culture and operational strength and incorporates a range of management theory.

Associated Assessment Criteria for Exit Level Outcome 6

• Explain the formulation of strategy within a given context.
• Collect, analyse and assemble information relating to specific public relations circumstances and economic contexts.
• Analyse the use of appropriate tools and models within specified public relation situations.
• Assess a specific range of communication skills and leadership concepts and select the most appropriate to assist in a given situation.
• Demonstrate the ability to recommend revisions in current practices within the context of changing consumer profiles and business conditions.
• Apply communication methods and techniques appropriately to projects, case studies and complex problems.

Integrated Assessment

Assessment will be on the following basis

Formative Assessment

• Continuous learning progress assessment via tasks, tutorials, practical and online assessment.
• Performance assessment task on an integrated variety of knowledge, skills and values.

Summative Assessment

• Written examination on theoretical/academic component of learning.
• Research project.
• Portfolio assignments.
• Six (6) months of Work-Integrated Learning (WIL).