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 QUALIFICATION: 

Advanced Diploma in Public Relations and Communication 
SAQA QUAL ID QUALIFICATION TITLE
110852  Advanced Diploma in Public Relations and Communication 
ORIGINATOR
Cape Peninsula 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
Advanced Diploma  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2019-08-08  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

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 qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The public relations and communication industry is constantly evolving and with continuous developments in information and communication technology, demands that Public Relations and Communication professionals revise its techniques and practices. This qualification will adequately prepare learners with both theoretical and analytical abilities for public relations. The exposure to explorative and professional research will prepare learners for Postgraduate study, also deepening of their knowledge and understanding of Public Relations and Communication theories, methodologies and practices. The qualification will provide specialised technical skills, together with appropriate National Qualifications Framework (NQF) Level 7 professionally oriented conceptual and contextual skills, and preparatory academic proficiencies for candidates to articulate into professionally focused postgraduate study in media. To this end, the curriculum seeks to educate learners to be professionally, theoretically and technologically adept to an a level in terms of current industry standard practices, to be employable on the basis of more specialised disciplinary knowledge which they can apply successfully, to be socially responsive, and to be innovative within the confines of industry practices.

Rationale:
The Advanced Diploma in Public Relations and Communication is aimed at providing entry into the profession. In keeping with the purpose, nature and characteristics of an Advanced Diploma as described in the Higher Education Qualification Sub Framework (HEQSF) (2013) this qualification is occupational in nature with a focus on applied knowledge within the field of specialisation. The qualification is an extension of the knowledge, skills and capabilities of the Diploma in Public Relations and Communication at NQF Level 6 yet with emphasis on the deepening of knowledge, broadening of scope of areas such as public relations, communication, media and business and application of specialised knowledge and skills.

Since the Advanced Diploma is a pivotal qualification in the progression route for learners to postgraduate qualifications, emphasis is placed on integrating theory and practice within the professional requirements of the field of study and workplace. Learners will also be exposed to practice-based applied research projects to enhance their understanding of workplace demands.

This qualification is suitable for continuing professional development; as graduates may apply for professional recognition to the professional body PRISA (Public Relations and Communications Institute of Southern Africa). 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
In keeping with national policy frameworks and the institution's mission and vision, including lifelong learning, widening of access is promoted through Recognition of Prior Learning, especially for people with working experience and knowledge in the field of Public Relations and its associated communication fields who wish to gain professional recognition or progress in their academic studies. Recognition of Prior Learning (RPL) is a process of identifying the knowledge and skills of an applicant against a qualification or part thereof. The process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and/or formal learning. The RPL process is multi-dimensional and multi-contextual in nature, aimed at the individual needs of applicants and is handled in accordance with an institutional RPL policy by a unit dedicated to this activity. The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the RPL candidate to meet institutional requirements. An appeal procedure is also in place to accommodate queries.

Entry Requirements:
The minimum entry requirement for this qualification is:
  • Diploma in Public Relations and Communication, NQF Level 6.
  • National Diploma in Public Relations Management, NQF Level 6. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at National Qualifications Framework (NQF) Level 7 totalling 120 Credits.

    Compulsory Modules, 120 Credits:
  • Public Relations Management, 30 Credits.
  • Communication Management, 30 Credits.
  • Applied Media, 30 Credits.
  • Business Project Management, 30 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Strategically manage an organisation's relationships with its diverse stakeholders and develop a strategic public relations and communication campaign to facilitate the process in line with organisational objectives.
    2. Create and manage public relations and communication media content that is appropriate to the channel of communication and aligned to achieving specific organisational objectives.
    3. Explore the ideologies and challenges in designing, developing, implementing and evaluating public relations and communication strategies and campaigns for specific organisational objectives.
    4. Coordinate and contribute to the planning, development and implementation of various public relations and communication project management activities. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Apply public relations activities that focus on planning, implementing and evaluating targeted communication for the organisation.
  • Analyse organisational goals and design written and oral communication activities to achieve specified goals.
  • Develop and implement stakeholder engagement strategies to achieve mutual understanding and achieve the organisations communication objectives.
  • Design and apply strategies to evaluate the effectiveness of the campaign in demonstrating that the identified objectives were achieved.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Demonstrate adherence to style guides and comply with ethical and legal standards related to intellectual property, plagiarism and confidentiality of information when compiling communication content.
  • Apply the correct writing style to different communication channels such as print and broadcast media, web content, digital communications or social media applications.
  • Compile communication content according to specified deadlines.
  • Modify organisational content and behaviour to ensure the tone and style is appropriate to engage stakeholders in a range of public relations activities such as interviews, internal and media briefings, news conferences, exhibitions, special events and other stakeholder engagement activities.
  • Implement and apply strategies and tools to build and maintain professional relationships including: communicating professionally and ethically with stakeholders; managing contact lists; and investigating benefits, resources and opportunities for the organisation in the diverse media and communication platforms.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explain the different steps and process involved in applying public relations and communication techniques.
  • Identify the trends affecting professionalism, ethics and developments in the public relations and communication industry and apply critically to a range of different case studies.
  • Describe the steps involved for effective public relations and communications campaigns.
  • Identify, explain and critically apply the concept of public relations and communication in the media and business landscape.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Conduct research to identify key stakeholders and apply results to guide the planning of public relations activities.
  • Demonstrate collaboration on project management teams to develop clear, measurable, communication objectives and budgets for public relations and communication strategies.
  • Select and execute public relations and communication strategies and tactics, in various contexts, and justify with reference to public relations theory and practice.
  • Evaluate the impact of public relations and communication strategies against the objectives and metrics identified in the stakeholder management process.
  • Display proficiency in selecting current and emerging technologies that enhance the relationship management process.

    Integrated Assessment:
    Integrated Assessment forms part of continuous assessment at the institution and takes the form of an appropriate mix of both formative and summative assessment methods.

    Formative assessment is aimed at enhancing learning and provides learners with an opportunity to reflect critically on their own learning and to improve their own levels of personal accountability and time management. Formative assessment usually consists of a variety of assessment tasks relevant to the field of study. In this qualification it will consist of a variety of tasks such as problem-solving individual and/or group assignments and projects, case studies, portfolio development, class discussions, quizzes, field trip reports and poster design.

    Summative assessment will take place at the end of a section of work/quarter or semester and is aimed at assessing learners' attainment against the Exit Level Outcomes of the qualification and module(s). Summative assessments are internally and externally moderated based on institutional policy and requirements. Summative assessments usually consist of a variety of formal assessment tasks relevant to the field of study, including written tests, project reports and portfolios. The summative assessment will be in the form of an applied research project which will incorporate applied theoretical and practical work.

    Integrated Assessment cuts across a number of subjects/modules of a qualification and is aimed at the holistic development of learners and contributes to learners' personal and professional development in the field of study in terms of foundational, practical and reflexive competence. Integrated assessment in this qualification will take place at National Qualifications Framework (NQF) Level 7 and learners will be assessed holistically by means of project reports, a portfolio of evidence and an oral presentation related to the needs and requirements of industry. 
    		•

    INTERNATIONAL COMPARABILITY 
    National and international benchmarking was conducted to determine the extent to which this qualification and subject structures compare with similar offerings at similar institutions. The international benchmarking exercise was conducted in terms of institutional requirements and guidelines which included the following: determining the scope of the benchmarking exercise; the selection of a variety of reputable Higher Education (HE) institutions internationally (and nationally); the selection of comparable qualifications and aspects from these qualifications; analysis and evaluation of the qualification design of the selected qualifications; conclusions and recommendations for curriculum renewal at the institution.

    The academic department conducted an international benchmarking exercise that included the following higher education institutions who are members of International Public Relations Association (IPRA):
  • Humber Polytechnic (Canada).

    Qualification: Advanced Diploma of Public Relations.
    Overview and similarity:
    Humber's Public Relations advanced diploma qualification offers similar content to this qualification. The Canadian institution offering provides hands-on training and develops skills in professional media writing, strategic communication planning, presentation, social and digital media content development, social media analytics, and media relations - which are similar to this qualification.

    Royal Melbourne Institute of Technology (Australia).
    Qualification: Advanced Diploma of Business (Public Relations).
    Overview and similarity:
    This Advanced Diploma is a highly regarded qualification in the public relations industry and includes learning modules similar to this qualification. Modules focussing on communication strategies, public relations campaigns, media strategies, and business management are all aligned to the Advanced Diploma in Public Relations and Communications. Qualifying learners will emerge with skills and knowledge necessary to begin a career in the public relations industry, similarly to those studying this qualification. Industry consultation for this qualification was also sought, similarly to this qualification.

    University of Central Lancashire (United Kingdom).
    Qualification: Bachelor of Arts (Honours) Public Relations.
    Overview and similarity:
    The qualification focusses on the development of public relations campaigns and communication strategies, similarly to this qualification. The development of critical thinkers and applied learning is fundamental in the approach of both qualifications.

    California State University (United States of America).
    Qualification: Journalism, Public Relations Specialisation, B.A.
    Overview and similarity:
    The qualification focuses on equipping Journalism professionals but with a specialisation of Public Relations. This qualification is different to the focus of qualification in that the major focus is Journalistic expression but the common area of storytelling and perception management is found in both. The US qualification allows for specialisation in PR with the focus on strategic communication and public relations campaigns, which aligns to this qualification. 
    		•

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both vertical and horizontal articulation.

    Horizontal Articulation:
  • Advanced Diploma in Marketing, Level 7.
  • Advanced Diploma in Journalism, Level 7.
  • Advanced Diploma in Film and Video, Level 7.

    Vertical Articulation:
  • Postgraduate Diploma in Public Relations, Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS 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.
     
    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.