Higher Certificate in Public Relations and Communication

Purpose

This qualification is designed to enhance the employability of learners by equipping them with basic public relations and communication knowledge and skills, which will enable them to occupy entry-level/junior or support positions in both the private and the public sectors. Upon completion of the qualification, learners will be equipped with the appropriate knowledge and skills to work in the public relations and communication (or related) field as junior public relations and communications assistants and practitioners. More specifically, learners will be able to:

• Apply key concepts, terms and principles within the field of public relations and communication.
• Identify public relations and communication related problems in the workplace and offer appropriate solutions.
• Apply basic ethics and professionalism in a public relations and communication context.
• Communicate professional and practical information, both in writing and verbally, using appropriate technology, language, structure and style required by the public relations and communication discipline.

When designing the qualification, care was taken to ensure that the eight modules in the qualification were coherently planned, in terms of content, credits, purpose and outcomes, and that they were aligned to the needs of industry and the economy. The qualification was also designed to facilitate vertical articulation into the Diploma in Management Sciences, specialising in Public Relations and Communication Management.

Rationale

Public relations and the associated field of communication is an important area of study because it plays an essential role in many organisations. The related skills within the field such as writing, speaking, social media networking and establishing relationships with key audiences are important to any organisation, and thus qualifying learners are prepared with real-world skills. Public relations and communication is a creative field of study that provides learners with the tools not only for innovation, but also for entrepreneurship.

According to the National Development Plan (NDP), not only is education the critical enabler for economic development and growth in South Africa, but it also defines learners' identities; enables them to take control of their lives and raise healthy families, and plays a meaningful role in the broader development of society. In the above regard, the fundamental modules in this qualification address the need for general knowledge and skills required in the workplace and the core modules address the need for foundational knowledge and skills in the field of Public Relations and Communication.

In addition, many learners seeking admission to the Diploma qualification are not accepted because they do not meet the minimum admission requirements, and financial considerations may preclude a significant number of learners from studying full-time for a three-year qualification. Thus, by offering this qualification, access to higher education is broadened, and the employment prospects of the qualifying learners are improved.

Recognition of Prior Learning (RPL)

The institution has an RPL policy in place that allows learners access to higher education by recognising their prior learning (completed qualifications, short courses and work experience). The learners are required to complete a RPL application document. Accompanying the RPL application must be certified copies of all previous qualifications and a comprehensive portfolio reflecting extensive work-based learning.

Once the institution's RPL coordinator has deemed the RPL application as being complete, the portfolio will be sent to the relevant academic department for evaluation. The department's RPL committee assesses the learner's portfolio thoroughly against the relevant Exit Level Outcomes, and credits/exemption may be granted for modules in the qualification, and/or admission may be granted into the qualification.

Entry Requirements

The minimum entry requirement for this qualification is

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

Or

• Senior Certificate, without endorsement.

Or

• National Certificate Vocational, NQF Level 4, granting access to Higher Certificate studies.

This qualification consists of the following compulsory modules at Level 5 totalling 120 Credits.

Compulsory Modules, 120 Credits

• Financial Literacy, 12 Credits.
• Introduction to Technology, 12 Credits.
• Cornerstone 101, 12 Credits.
• Business Communication and Information Literacy, 16 Credits.
• Introduction to Public Relations and Communication, 20 Credits.
• Introduction to Public Relations and Media, 16 Credits.
• Event Management, 16 Credits.
• Fundamentals of Writing for Media, 16 Credits.

1. Apply the key concepts, terms and principles within the field of public relations and communication.
2. Identify public relations and communication related problems in the workplace and offer appropriate solutions.
3. Apply basic ethics and professionalism in a public relations and communication context.
4. Communicate professional and practical information, both in writing and verbally, using appropriate technology, language, structure and style required by the public relations and communication discipline.

Associated Assessment Criteria for Exit Level Outcome 1

• Discuss foundational public relations concepts and tools.
• Explain basic communication terms and principles.
• Examine the relationship between public relations and communication.
• Apply the various public relations and communication techniques.

Associated Assessment Criteria for Exit Level Outcome 2

• Demonstrate foundational knowledge of business practices within the public relations and communication sector.
• Identify and analyse basic conflict issues relating to the workplace.
• Display a basic understanding of how to deal with workplace problems.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain the public relations professional code of conduct.
• Explain ethical and legal guidelines for the public relations and communication practitioner.
• Discuss basic ethical dilemmas within the public relations and communication environment.
• Apply fundamental public relations and communication ethics and principles to case studies.

Associated Assessment Criteria for Exit Level Outcome 4

• Discuss barriers to effective written and verbal communication.
• Examine various communication channels used to communicate with a range of audiences.
• Identify and apply the key elements of an effective presentation.
• Effectively use technology for communication purposes.

Integrated Assessment

The institution Assessment Policy defines an integrated assessment as one that makes use of a 'holistic' approach, in that the tasks combine the assessment of a variety of different skills at the same time; and/or assess a number of outcomes together; and/or assess a number of assessment criteria together; and/or use a combination of assessment methods and instruments; and/or acquire evidence from other sources, for example, portfolios, journals, logbooks, and supervisor reports.

A wide range of Formative and Summative Assessment tools may be used to assess combinations of practical, applied, and reflective competencies, and they include:

• Individual or group written assignments.
• Individual or group written integrated assignments.
• Written tests.
• Oral presentations.
• Projects.
• Open-book reflection paper.

Summative Assessments will be administered to make a judgement about achievement and to provide "snapshot" information about a learner's level of competence at a given time. For the discipline-specific modules, the respective module descriptors outline which assessments are formative and which assessments are summative.