SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Plan a public relations programme 
SAQA US ID UNIT STANDARD TITLE
335996  Plan a public relations programme 
ORIGINATOR
Task Team - Public Relations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Public Relations 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  12 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This Unit Standard is intended for learners within the Public Relations sector. The learner credited with this Unit Standard is able to analyse a situation and plan a Public Relations programme for the organisation/client by setting realistic and measurable objectives within a set resources. The learners will also be able to develop and communicate the key message to the programme as well as select the medium and methods most suitable.

Learners credited with this unit standard will be able to:
  • Analyse the situation.
  • Set specific objectives for the public relations programme.
  • Analyse the target audience.
  • Develop the programme message.
  • Plan the evaluation of the programme. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learner has the following knowledge and skills:
  • Communication at NQF Level 4.
  • Mathematical Literacy at NQF Level 4. 

  • UNIT STANDARD RANGE 
    The public relations programme may be implemented in any given industry. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Analyse the situation. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Research is conducted so as to gain insight into the situation. 

    ASSESSMENT CRITERION 2 
    The nature of the situation is analysed to determine if it can be addressed through a public relations campaign. 

    ASSESSMENT CRITERION 3 
    A description is given of how situations are referred which are not relevant to public relations. 

    SPECIFIC OUTCOME 2 
    Set specific objectives for the public relations programme. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Realistic and measurable objectives are formulated in line with organisational policies and procedures and to facilitate evaluation of the programme. 

    ASSESSMENT CRITERION 2 
    Objectives for the programme are formulated to be compatible with the overall objectives of the organisation and which ensure uniformity and attainability. 

    ASSESSMENT CRITERION 3 
    Objectives are formulated with specific time allocations and measurable goals. 

    ASSESSMENT CRITERION 4 
    A budget for the programme is established to meet the specific objectives. 

    ASSESSMENT CRITERION 5 
    Activities for the programme are planned against the set objectives. 
    ASSESSMENT CRITERION RANGE 
    Activities include but are not limited to check-lists, deadlines, responsibilities, activities and cost.
     

    SPECIFIC OUTCOME 3 
    Analyse the target audience. 
    OUTCOME RANGE 
    Target audience may include but is not limited to programme stakeholders. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Surveys are conducted among potential target audiences to establish perceptions. 

    ASSESSMENT CRITERION 2 
    The demographics of the target audiences are analysed in line with the objectives of the public relations programme. 

    ASSESSMENT CRITERION 3 
    The target audiences are prioritised in terms of their relevance to the project. 

    ASSESSMENT CRITERION 4 
    The target audiences are prioritised in terms of their relevance to the project. 

    SPECIFIC OUTCOME 4 
    Develop the programme message. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A key message is developed to communicate the objectives of the programme. 

    ASSESSMENT CRITERION 2 
    Specific messages are developed to suit each target audience in terms of the objectives of the programme. 

    ASSESSMENT CRITERION 3 
    An approach is adopted to deliver the message in a way that matches the nature of the topic and target audience. 

    ASSESSMENT CRITERION 4 
    Mediums and methods are analysed for appropriateness in reaching the identified target audiences. 

    SPECIFIC OUTCOME 5 
    Plan the evaluation of the programme. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Evaluation tools are identified for use to establish the effectiveness of the programme during and after its implementation. 

    ASSESSMENT CRITERION 2 
    An evaluation programme is drawn up which evaluates the effectiveness of the programme. 

    ASSESSMENT CRITERION 3 
    Communication of the results is contained in the plan. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this Unit Standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA, or an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Anyone assessing a learner against this Unit Standard must be registered as an assessor with the relevant ETQA or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this Unit Standard or assessing this Unit Standard must be accredited as a provider with the relevant ETQA or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Communication tools.
  • Functional grammar.
  • Costing and budgeting.
  • Research methods. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made when:
  • Analysing the situation.
  • Setting specific objectives for the public relations programme.
  • Analysing the target audience.
  • Developing the programme message.
  • Planning the evaluation of the programme. 

  • UNIT STANDARD CCFO WORKING 
    Working effectively with others as a member of a team, group, organisation, and community during:
  • The analysis of the situation.
  • The setting of specific objectives for the public relations programme.
  • The analysis of the target audience.
  • The developing of the programme message.
  • The planning of the evaluation of the programme. 

  • UNIT STANDARD CCFO ORGANISING 
    Organising and managing oneself and one's activities responsibly and effectively when:
  • Analysing the situation.
  • Setting specific objectives for the public relations programme.
  • Analysing the target audience.
  • Developing the programme message.
  • Planning the evaluation of the programme. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communicating effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion when:
  • Analysing the situation.
  • Setting specific objectives for the public relations programme.
  • Analysing the target audience.
  • Developing the programme message.
  • Planning the evaluation of the programme. 

  • UNIT STANDARD CCFO SCIENCE 
    Using science and technology effectively and critically, showing responsibility towards the environment and health of others when:
  • Analysing the situation.
  • Setting specific objectives for the public relations programme.
  • Analysing the target audience.
  • Developing the programme message.
  • Planning the evaluation of the programme. 

  • UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  73129   National Diploma: Public Relations Practice  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Elective  79626   Further Education and Training Certificate: Commercial Property and Facilities Management  Level 4  NQF Level 04  Reregistered  2023-06-30  SERVICES 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.