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 THAT HAS PASSED THE END DATE: 

Bachelor: Public Relations Management 
SAQA QUAL ID QUALIFICATION TITLE
36044  Bachelor: Public Relations Management 
ORIGINATOR
Graduate Academy of South Africa 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National First Degree  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  361  Level 6  Level TBA: Pre-2009 was L6  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Registered" 		 SAQA 0249/03  2003-08-13  2006-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2007-06-30   2012-06-30  

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 
  • The learner will be able to manage public relations of an organisation, whether a business, public service or non-profit organisation.
  • Learners will be able to communicate and negotiate directly and independently with colleagues, media representatives and external publics.
  • The learner will also be able to identify public relations risks and opportunities.
  • Advise on possible action.
  • Implement projects to establish and sustain relationships with publics and positive corporate image.

    Rationale

    Public Relations is a communication science. It creates and changes perceptions and beliefs. If applied to minimise risk and maximise relationship building, it will make meaningful impact on the organisations success This qualification has been developed for public relations managers to apply leadership and management skills to enable them to manage relations with publics, but also to enable them to implement a creative corporate identity. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
  • An understanding of the responsibility to correctly communicate to both internal and external audiences by utilising a variety of communication techniques, eg mass media.
  • The ability to plan and implement public relations media communication.
  • Manage events and projects.
  • Manage public relations.

    The NQF5b, Diploma in Public Relations Management, would serve as a confirmation of this competency.

    Recognition of prior learning

    In the case of appropriate prior learning or experience, learners can apply to be assessed in up to 40% of complete outcomes. Learners will have to proof competence in the outcomes indicated by them. The assessment of these learners will also be externally moderated to ensure academic quality and credibility. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    N/A 

    EXIT LEVEL OUTCOMES 
    1. Apply the acquired knowledge, skills and values in an integrated, practical, industry-based project.
    2. Start-up a small business.
    3. Prepare, implement, manage and control budgets.
    4. Managing public relations in an ethically correct and responsible manner.
    5. Manage relations with the public.

    Applicable Critical Outcomes

    Problem solving refer to specific outcomes: 1, 3, 4 and 5.
    Team work refer to specific outcomes: 1, 2, and 5.
    Self organisation and -management refer to specific outcomes: 1, 2, 3 and 4.
    Information evaluation refer to specific outcomes: 1, 2, 3, 4 and 5.
    Communication refer to specific outcomes: 1, 2, 3 and 5.
    Use of science and technology refer to specific outcomes: 1, 3 and 5.
    Inter-related systems refer to specific outcomes: 1, 2, 4 and 5.
    Learner and societal development refer to specific outcomes: 1, 2 and 4. 

    ASSOCIATED ASSESSMENT CRITERIA 
    1.
    1.1 Interact with industry representatives professionally.
    1.2 Apply knowledge, skills and values innovatively.
    1.3 Compile a industry-based project report.

    2.
    2.1 Generate business ideas.
    2.2 Research feasibility of a business idea.
    2.3 Do comprehensive market research.
    2.4 Produce a professional business plan.

    3.
    3.1 Analysis of financial statements.
    3.2 Make long-term investment decisions.
    3.3 Make long-term financing decisions.
    3.4 Make short-term financial decisions.

    4.
    4.1 Membership of professional bodies
    4.2 Communicate with public.

    5.
    5.1 Identify and plan for potential risks.
    5.2 Manage internal communication.
    5.3 Manage external communication.
    5.4 Communicate with official bodies.

    Intergrated Assessment

    The assessment methods are unique to the different outcomes. Theory tests focus on the knowledge of learners, while the practical assignments focus on the demonstration of skills. Therefore, the two assessment methods cannot be separated as the one complements the other in ensuring that the purpose of the qualification was achieved.

    Theory and practice are integrated in the following ways:
    Theory: Tests and an externally moderated final examination.
    Practice: Projects and assignments, case studies, portfolios containing proof of learning progress. 

    INTERNATIONAL COMPARABILITY 
    This qualification is on par with similar international qualifications. However, it is focused on the South African business environment, legislation and the need to develop entrepreneurship.

    The qualification is in line with the educational objectives of the Public Relations Institute of South Africa (PRISA), a member of the International Public Relations Institute. 

    ARTICULATION OPTIONS 
    Vertical articulation:

    The completion of this degree provides vertical access to the Honours Degree in Public Relations Management at public higher education institutions.
    The vertical articulation will be subject to the internal selection policies of individual public higher educations institutions as well as individual learners` academic performance.

    Horizontal articulation:

    The completion of this degree provides horizontal access to other qualifications in commerce offered by the institution, namely Diploma/Degree in Tourism Management and
    Diploma/Degree in Marketing Management.
    The horizontal articulation is subject to the completion of outstanding electives. This will be assessed on an individual basis after consultation with the learner. 

    MODERATION OPTIONS 
    Moderation includes both internal and external moderation.

    All assignments and tests are internally moderated.
    Appointed public higher education institution, professional association or industry representative does external moderation. All industry-based projects, portfolios and final examination are moderated externally. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Appointment of external moderators is subject to the approval of the institution`s Academic Board.

    Assessors have to meet any three of the following criteria:
  • Assessors have to have 5 (five) years industry experience.
  • Assessors have to prove that credible and appropriate academic qualifications have been met.
  • Assessors have to have a credible MBA or appropriate Doctorate degree.
  • Assessors have to be a member of an appropriate professional body, eg PRISA; and
  • Assessors have to be in appropriate employment of a South African public higher education institution. 
    		•

    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.