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: 

Manage media relations 
SAQA US ID UNIT STANDARD TITLE
336017  Manage media relations 
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 
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 across a multitude of sectors, but was specifically developed for the Public Relations sector. The learner credited with this Unit Standard will be able to determine the media suitable for specific target audiences and describe the systems which should be put in place for briefing the media. Learners will also be able to explain the activities that promote mutual understanding and relationships between the parties and to supply information to the media in the format that best suits their needs. Further learners will also be able to evaluate media coverage in terms of effectiveness.

Learners credited with this unit standard will be able to:
  • Identify appropriate media to suit the target audience.
  • Develop and manage mechanisms for interacting with the media.
  • Respond to media queries.
  • Evaluate media coverage. 

  • 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. 

  • UNIT STANDARD RANGE 
    The term media refers to press, broadcast, magazines, electronic and on-line and encompasses, print, graphic, computer and telecommunications in the public and private sector. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Identify appropriate media to suit the target audience. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A description is given of how demographics influences the analysis of target audiences. 

    ASSESSMENT CRITERION 2 
    The types of media are analysed to determine suitability for a specific target audiences. 

    ASSESSMENT CRITERION 3 
    A description is given of the effect of inappropriate/inaccurate use of media for a specific target audiences. 

    SPECIFIC OUTCOME 2 
    Develop and manage mechanisms for interacting with the media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Media contacts are identified which are relevant to the particular organisation or project. 

    ASSESSMENT CRITERION 2 
    A protocol for interaction is establish for each media contact. 

    ASSESSMENT CRITERION 3 
    Systems are established for the briefing of the media. 
    ASSESSMENT CRITERION RANGE 
    Briefing includes but are not limited to media conferences, media releases, interviews and special briefing sessions.
     

    ASSESSMENT CRITERION 4 
    A description is given of the activities that promote mutual understanding and positive relationships with the media. 

    SPECIFIC OUTCOME 3 
    Respond to media queries. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The media query is analysed in order to determine the nature of the query and the information required. 

    ASSESSMENT CRITERION 2 
    The collected information is analysed for appropriateness in terms of the query. 

    ASSESSMENT CRITERION 3 
    The collected information is consolidated for response to the query. 

    ASSESSMENT CRITERION 4 
    The consolidated information is supplied to the media a format that best suits the media. 

    ASSESSMENT CRITERION 5 
    Media deadlines are met so as to ensure relevancy of the issue. 

    SPECIFIC OUTCOME 4 
    Evaluate media coverage. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Media coverage is measured using media monitoring services or internal systems. 

    ASSESSMENT CRITERION 2 
    Media coverage is evaluated in terms of effectiveness. 

    ASSESSMENT CRITERION 3 
    Corrective action is taken where inaccurate coverage has occurred. 
    ASSESSMENT CRITERION RANGE 
    Inaccurate coverage includes non-factual information, distortions and omissions.
     

    ASSESSMENT CRITERION 4 
    The results of analyses of all relevant media coverage are distributed to relevant stakeholders through the appropriate reporting mechanisms. 


    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 
    N/A 

    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:
  • Identifying appropriate media to suit the target audience.
  • Developing and managing mechanisms for interacting with the media.
  • Responding to media queries.
  • Evaluating media coverage. 

  • UNIT STANDARD CCFO WORKING 
    Working effectively with others as a member of a team, group, organisation, and community during:
  • The identification of appropriate media to suit the target audience.
  • The development and management of mechanisms for interacting with the media.
  • The response to media queries. 

  • UNIT STANDARD CCFO ORGANISING 
    Organising and managing oneself and one's activities responsibly and effectively when:
  • Identifying appropriate media to suit the target audience.
  • Developing and managing mechanisms for interacting with the media.
  • Responding to media queries.
  • Evaluating media coverage. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communicating effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion when:
  • Identifying appropriate media to suit the target audience.
  • Developing and managing mechanisms for interacting with the media.
  • Responding to media queries.
  • Evaluating media coverage. 

  • UNIT STANDARD CCFO SCIENCE 
    Using science and technology effectively and critically, showing responsibility towards the environment and health of others when:
  • Developing and managing mechanisms for interacting with the media.
  • Responding to media queries.
  • Evaluating media coverage. 

  • 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
    Elective  73129   National Diploma: Public Relations Practice  Level 5  NQF Level 05  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.