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: 

Higher Certificate in Public Relations Practice 
SAQA QUAL ID QUALIFICATION TITLE
122887  Higher Certificate in Public Relations Practice 
ORIGINATOR
Boston City Campus (Pty) Ltd formerly Boston City Campus and Business College (Pty) Ltd 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Higher Certificate  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 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered  EXCO 0527/24  2024-10-03  2027-10-03 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-10-03   2031-10-03  

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 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. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    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. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    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. 
    		•

    EXIT LEVEL OUTCOMES 
    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 
    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. 
    		•

    INTERNATIONAL COMPARABILITY 
    Several public relations-related qualifications are available at higher education institutions internationally, offered across a range of levels, including certificate qualifications. Many of the qualifications focus on Introduction to Public Relations, Public Relations and the Media, Digital Communication, and Work Integrated Learning, offering a combination of theoretical and practical learning.

    Country: Botswana.
    Institution name: London College of International Business Studies.
    Qualification title: Certificate Level 5 in Business Public Relations.
    Duration: One year.
    Credits: 124.

    Entry requirements:
  • A Certificate IV, NCQF level 4 (General Education or TVET).
    Or
  • Certificate III, NCQF level 3 (General Education or TVET) with Recognition of prior learning to at least 40 credits at NCQF level 4.

    Purpose/Overview:
    The qualification is offered to anyone who is interested in the Field of Business, Commerce and Management irrespective of any disability, learning difficulty, record of criminal conviction, age, gender, ethnic background, parental education or contextual data. The enrollment process is fair and equitable and applies equally to all individuals.

    Course structure:
    Modules:
  • Finance and Accounting.
  • Introduction to Public Relations Botswana, comparable to Introduction to Public Relations Practice.
  • Introduction to Information Communications Technology Botswana, comparable to Strategic Communication.
  • Public Relations and the Media.
  • Integrated Marketing Communications.
  • Public Relations and Corporate Communication Botswana.
  • Media Management Botswana.

    Similarities:
  • The London College of International Business Studies (LCIBS) and the South African (SA) qualification are both offered over a year.
  • Both qualifications accept learners who have completed an equivalence of Certificate IV, NCQF Level 4 and Senior Certificate at NQF Level 5.
  • Both qualifications share similar modules such as Introduction to Public Relations, Strategic Communication and Public Relations and the Media.

    Differences:
  • The LCIBS qualification includes marketing, and business in its curriculum, focusing mainly on public relations-related modules.

    Country: Canada.
    Institution name: University of Regina.
    Qualification title: Certificate in Public Relations.
    Duration: One year.

    Entry requirement:
    Purpose/Rationale:
    Learners will learn the foundations of public relations, how to prepare a communication plan to reach the target market and develop writing and communication skills to expertly promote their organisation. Practical learning experiences and the opportunity to meet and learn from other public relations professionals will set them apart in the job market and give them hands-on training from industry experts.

    Course structure:
    Modules:
  • Foundations of Public Relations, comparable to Introduction to Public Relations Practice.
  • Writing & Editing for Public Relations.
  • Strategic Communication Planning.
  • Communication Tools & Techniques, comparable to Fundamentals of Communication.
  • Research & Evaluation: Measuring Effectiveness and Success.
  • Media Relations.
  • Organizational Communications in Public Relations.
  • Social Responsibility and Ethics.
  • Public Relations Trends and Special Topics.

    Similarities:
  • The University of Regina (UR) and the South Africa (SA) are both offered over one year.
  • The UR learners will learn the foundations of public relations, how to prepare a communication plan to reach the target market and develop writing and communication skills to expertly promote their organisation.
  • Similarly, the SA qualification has been designed to provide learners with a foundational understanding of public relations practice, enabling them to assume junior roles in the workplace.
  • Both qualifications share similar modules such as Social Responsibility and Ethics, Media Law and Ethics, Introduction to Public Relations and Fundamentals of Communication. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
  • Higher Certificate in Communications Practices, NQF Level 6.
  • Higher Certificate in Public Relations and Communication, NQF Level 6.
  • Higher Certificate in Marketing and Communication, NQF Level 5.
  • Higher Certificate in Social Media and Communication, NQF Level 5.

    Vertical Articulation:
  • Diploma in Public Relations, NQF Level 6.
  • Diploma in Digital Marketing, NQF Level 6.
  • Diploma in Business Management, NQF Level 6.
  • Diploma in Public Relations and Communication, NQF Level 6.

    Diagonal Articulation:
  • Higher Occupational Certificate: Information and Communication Technology: Business Development Consultant, NQF Level 5. 
    		•

    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.
     
    1. Boston City Campus (Pty) Ltd formerly Boston City Campus and Business College (Pty) Ltd 


    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.