Higher Certificate in Public Relations Practice

Purpose

The Higher Certificate in Public Relations Practice qualification has been designed to provide learners with a foundational understanding of public relations practice, enabling them to assume junior roles in the workplace. Learners are required to have knowledge literacy in the realm of public relations practice, exhibit digital literacy, demonstrate adept problem-solving capabilities, uphold ethical and professional conduct within the field of public relations, and effectively generate and communicate information.

The overarching aim of this qualification is to cultivate graduates who possess an introductory comprehension of essential knowledge domains crucial to the public relations discipline, including but not limited to:

• The evolution of public relations as a disciplinary field.
• The fundamentals of public relations theory and practice.
• The complexities of modern communication.
• The literacies required for effective communication.
• The fundamentals of business management; and
• The computer literacy skills required for operating in the modern world.

Upon completion of the qualification, qualifying learners will be able to

• Demonstrate a fundamental understanding of key public relations practice concepts, theories, and principles.
• Formulate creative communication using written words, sounds or images for public consumption.
• Demonstrate an ability to apply public relations and communication principles to real-life scenarios.
• Demonstrate an understanding of business principles to enable better integration of public relations functions within a business.

Rationale

This qualification aligns with the overarching mission of the institution to provide quality and relevant education to all learners.

The Africa Public Relations Association has highlighted in their 2023 Public Relations & Communications Association report that there is a need for the following skills within the public relations field: strategic thinking and planning, social media relations, crisis issues management, community and stakeholder relations, copywriting, and editing media relations. These competencies are critical pillars for navigating the dynamic challenges posed by the fourth and fifth industrial revolutions, both on a global and regional scale.

With a dedicated commitment to addressing the prevailing market demands, this qualification diligently nurtures and instils important skills in its graduates, effectively preparing them to thrive in the contemporary field of public relations. The qualification's primary objective centres on bridging the present skills gap within the public relations field.

The qualification ensures that graduates can readily access entry-level opportunities within the expansive public relations and communications sphere. Additionally, it serves as a stepping stone for those who aspire to pursue further higher education through public relations-related degrees and diplomas, facilitating further educational advancement.

This qualification aligns with the institution's vision which is to enhance, uplift and continuously improve the quality of education and training in Southern Africa". In South Africa, the accessibility of Higher Certificate qualifications across various disciplines affords graduates the means to secure employment and broadens the availability of higher education to those who may face constraints in enrolling for diploma or degree programs. In this regard, the Higher Certificate in Public Relations Practice plays an integral part in transforming the higher education landscape in the field of public relations practice.

Recognition of Prior Learning (RPL)

RPL for access

Learners need to be able to demonstrate their prior learning either through evaluation/verification and/or assessment. Each application will be considered on a case-by-case basis and learners will enter into discussion with the RPL advisor to determine the requirements for the RPL assessment/portfolio of evidence.

Although learners are rigorously assessed, as per the principles of RPL, there is no guarantee that a learner will gain admittance into a qualification or receive exemptions from modules.

While making provision for RPL, the institution is adhering to the guidelines set by the CHE (CHE, 2016), and only 10 % of a cohort will be allowed admittance to a qualification on an RPL basis.

All RPL applications will be adjudicated by the Academic Committee and Registrar: Administration. The outcome of the applications will be communicated to learners in writing (via email).

Entry Requirements

The minimum entry requirement for this qualification is

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

Or

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

Or

• Senior Certificate, without endorsement.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 5 totalling 124 Credits.

Compulsory Modules, NQF Level 5, 124 Credits

• Academic Literacy, 14 credits.
• Computer Literacy (Intro to PC, Windows, Word, Outlook, PowerPoint Excel), 16 credits.
• Introduction to Public Relations Practice, 20 credits.
• Fundamentals of Communication, 14 credits.
• Strategic Communication, 14 credits.
• Digital Public Relations Practice, 20 credits.
• Media Law and Ethics, 12 credits.
• Public Relations Portfolio, 14 credits.

1. Demonstrate a fundamental understanding of key public relations practice concepts, theories, and principles.
2. Formulate creative communication using written words, sounds or images for public consumption.
3. Demonstrate an ability to apply public relations and communication principles to real-life scenarios.
4. Demonstrate an understanding of business principles to enable better integration of public relations functions within a business.
5. Demonstrate proficiency in using various digital and social media platforms for communication in public relations practice.

Associated Assessment Criteria for Exit Level Outcomes 1

• Discuss the development of public relations as an evolving discipline.
• Examine the principles and theories that are fundamental to public relations.
• Consider the ethical and legal implications relevant to the field of public relations.
• Explain the importance of public relations for organisations.
• Identify key stakeholders and audiences relevant to public relations campaigns.

Associated Assessment Criteria for Exit Level Outcomes 2

• Determine if communication is suitable for the intended audience, purpose, and context.
• Utilise creative thinking skills to produce unique and engaging communication.
• Consider the creative elements within communication, including visuals, and whether they enhance communication.
• Assess whether communication will capture and maintain the attention of the intended audience.
• Examine the quality of the language used in communication and conduct editing where appropriate.

Associated Assessment Criteria for Exit Level Outcomes 3

• Compose effective communication in response to problem-based scenarios.
• Identify communication challenges and public relations issues within given real-life scenarios.
• Develop creative and strategic solutions to address public relations problems.
• Create basic public relations plans that align with a target audience and organisational goals.

Associated Assessment Criteria for Exit Level Outcomes 4

• Describe the role, nature and importance of operations management in a business.
• Explain the importance of financial management in a business.
• Examine the role and importance of public relations in business organisations.
• Discuss the importance of managing the reputation of a business.
• Explain corporate social responsibility and consider its importance for public relations practice.

Associated Assessment Criteria for Exit Level Outcomes 5

• Integrate public relations practices with digital and social communication.
• Utilise computer literacy skills in order to be efficient in communication and related public relations activities.
• Examine the importance of social media in the digital age.
• Consider the benefits and challenges of professional branding for social media.
• Determine the best practices for diversity, equity, and inclusion on social media.

INTEGRATED ASSESSMENT

While the institutional policy provides the broad parameters for assessment and moderation practices, there are several factors peculiar to the specific requirements of the qualification that inform how we think about and design our qualifications, including the choice of assessment strategies (i.e., the specific number, configuration, weighting and combination of assessment events as the means by which learning outcomes are assessed), the assessment typologies (i.e., the general category/type of assessment, e.g., summative, formative, ipsative, diagnostic, etc., selected as the assessment strategy), and assessment modalities (i.e., the particular type of instrument by which learners are assessed, e.g., examination, research essay, discussion forum, etc.) used in each module.

The selection of assessment strategies and typologies attempts to connect meaning-making with the demands of the distance learner and the requirements of the academic field, especially when the qualification leads to a professional designation.

The Institution employs a range of assessment modalities, including

• Examinations.
• Assignments.
• Research essays.
• Self-assessments.
• Portfolios.
• Reflective journals.
• Continuous assessments.
• Integrated assessments.

The assessment strategy includes the following configuration and combination of weighted assessment typologies

One formative assessment will count fifty percent (50%) towards the overall mark. One (1) summative assessment will count fifty percent (50%).

Two formative assessments will count thirty percent (30%), and fifteen percent (15%) each, towards the overall mark. Summative assessment will count sixty percent (60%), and summative assessment two will count ten percent (10%) towards the overall mark.

Two formative assessments will count fifty percent (50%) and twenty-five percent (25%) each towards the overall mark. One summative assessment will count fifty percent (50%) towards the overall mark.

The implementation of this assessment strategy is carefully monitored, and quality assured by Academic and Quality Managers (AQMs) responsible for overseeing all assessment development undertaken by the educators assigned to individual modules for the qualification.