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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Public Relations Management 
SAQA QUAL ID QUALIFICATION TITLE
101160  Diploma in Public Relations Management 
ORIGINATOR
Vaal University of Technology 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Diploma (Min 360)  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 06  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2027-06-30   2029-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The intended purpose of this qualification is to give the successful learner a professional, vocational and sound understanding of the general theoretical principles and their applications in the field of Public Relations Management.

Rationale:
  • This qualification is intended to develop learners' competence to plan, execute public relations and communications activities. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL).
    The Institutional Recognition of Prior Learning (RPL) policy and procedures are followed. Learners who do not meet entry requirements can apply for access to the qualification through RPL against a module, or part/full qualification for learning obtained through formal, informal and non-formal learning. Learners need to submit a Portfolio of Evidence which will be internally assessed. Credits may be awarded based on the assessment results and learners have the opportunity to appeal against the assessment result where credits were not awarded.

    Entry Requirements:
    The minimum requirement is:
  • National Senior Certificate National Qualifications Framework (NQF) Level 4. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification comprises of compulsory modules at NQF Level 5 and 6 totalling at 369 Credits.

    Compulsory Modules, Level 5, 169 Credits:
  • Accounting Skills 1.2, 12 Credits.
  • Business Studies, 6 Credits.
  • Accounting Skills 1.1, 12 Credits.
  • Applied Communication Skills 1.2, 8 Credits.
  • Information and Communication Technology(ICT) Skills 1, 10 Credits.
  • Media Studies 1.2, 12 Credits.
  • Advanced ICT Skills for Public Relations, 6 Credits.
  • Public Relations 1.1, 12 Credits.
  • Applied Communication Skills 1.1, 8 Credits.
  • Media Studies 1.1, 12 Credits.
  • Public Relations 1.2, 12 Credits.
  • Communication Science 1.2, 12 Credits.
  • Communication Science 1.1, 12 Credits.
  • Law for Public Relations 1.2, 7 Credits.
  • Law for Public Relations 1.1, 7 Credits.
  • Integrated Brand Communication, 7 Credits.
  • Photography, 7 Credits.
  • Videology, 7 Credits.

    Compulsory Modules, Level 6, 200 Credits:
  • Applied Communication Skills 2.1, 8 Credits.
  • Applied Communication Skills 2.2, 8 Credits.
  • Communication Science 2.2, 12 Credits.
  • Communication Science 2.1, 12 Credits.
  • Media Studies 2.2, 12 Credits.
  • Public Relations 2.2, 12 Credits.
  • Media Studies 2.1, 12 Credits.
  • Public Relations 2.1, 12 Credits.
  • Work Integrated Learning (PR), 60 Credits.
  • Communication Science 3.1, 13 Credits.
  • Communication Science 3.2, 13 Credits.
  • Public Relations 3.2, 13 Credits.
  • Public Relations 3.1, 13 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Execute specialised public relations activities.
    2. Produce communication media for public relations context.
    3. Use theory to shape the broader context in which a public relations practitioner functions.
    4. Use administration and leadership qualities as a public relations professional. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Plan and execute the seven steps of the public relations qualification including specialized budget activities.
  • Address problems in corporate, consultancy, public sector and non-profit contexts.
  • Apply the principles of budgetary control.
  • Assess a given situation, plan and implement strategies to communicate with all stakeholders.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Analyse, produce and review articles and identify trends in the field of public relations.
  • Plan, produce and control placement of corporate advertising.
  • Apply all modern media techniques.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Demonstrate how the various communication theories affect the practice of public relations.
  • Apply knowledge related to concepts and trends affecting the profession.
  • Apply proactive interventions to address changes in economic, political and social issues.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Execute interdepartmental functions in an organization on a day-to-day basis.
  • Apply the principles of project management within the public relations context.
  • Apply professional people skills.
  • Demonstrate participative management techniques.

    Integrated Assessment.
    Both formative and summative assessments are integral components of all modules within the qualification and have application to both traditional summative and continuous assessment, ensuring overall applied competence. All teaching and learning activities in the qualification are aligned to the assessment approach of the individual modules indicating a constructive alignment approach in the design of the qualification. The assessment activities form an integral part of the teaching and learning process and are systematically and purposefully used to generate data for grading. Timely feedback provided to learners forms part of the assessment strategy of the institution and is used to inform teaching and learning and to improve the curriculum. Learning outcomes in all modules give an indication as to what will be assessed in the module and thus ensures constructive alignment of the modules within the qualification. 
    		•

    INTERNATIONAL COMPARABILITY 
    There are similar international qualifications, but individual institutions have unique offerings which may/may not articulate with this qualification entirely. There is undoubtedly synergy in courses with variations ranging from slight to extreme synergy-depending on the institution. 

    ARTICULATION OPTIONS 
    This allows qualification for horizontal and vertical articulation:
  • Diploma in Public Relations and Communication, Level 6.
  • Diploma in Tourism Management, Level 6.

    Vertical Articulation:
  • Advanced Diploma in Public Relations Management, Level 7. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced qualification.
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    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.
     
    1. Vaal University of Technology 


    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.