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:

Diploma: Public Relations

SAQA QUAL ID	QUALIFICATION TITLE
58339	Diploma: Public Relations
ORIGINATOR
General SGB 03
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
The individual Primary or Delegated Quality Assurance Functionary for each Learning Programme recorded against this qualification is shown in the table at the end of this report.			SFAP - Sub-framework Assignment Pending
QUALIFICATION TYPE	FIELD		SUBFIELD
Advanced Certificate	Field 03 - Business, Commerce and Management Studies		Public Relations
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	240	Level 5	NQF Level 06	Regular-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 9900/00	2018-07-01	2023-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2023-06-30		2025-06-30

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 main function of a Public Relations Officer is to promote a positive image of a company and its products or services. A public relations division should, therefore, be responsible for a company's communication strategy and aim to establish and foster an understanding between an organisation and its employees as well as between an organisation and the public. The components of public relations include corporate communication and marketing communication. The responsibilities of a public relations practitioner could include assisting in the drafting of speeches, arranging interviews, overseeing company archives, responding to requests for information and handling special events such as product launches and other corporate functions. The programme aims to equip qualifying learners with the knowledge and practical skills required to perform effectively in a public relations role as well as with an appropriate knowledge base as preparation for further learning.

Rationale

The programme provides a different and needed model of higher education in this discipline, some of its characteristics being:

As well as providing the students with a solid grounding in the academic theory underpinning the main concepts of the field of public relations, the curriculum includes a substantial practical experience, culminating in an industry internship which forms part of the final year curriculum.

Also included in the curriculum are a range of more generalised modules, such as an introduction to business management and computer skills, which are regarded as essential to competent functioning in today's business environment.

Coupled with the curriculum model described above, the classes are small and thus the resulting staff : student ratio makes it possible for students to receive individual and specialised attention.

The result is a well-rounded graduate who, on successful completion of the curriculum, has the option either of entering the world of work immediately, or of continuing with further study in the field of communications and public relations.

Further, the Programme contributes to regional and national goals in a variety of ways, including:

Broadening access to and success in higher education through flexible entry and fixed exit standards and through the inclusion of academic support components;

Recognition of multiple exit points;

Inclusion of certain generic competencies;

Encouragement of social responsibility;

Ensuring that students will be employable on graduation, but, at the same time, will have the knowledge base to continue with further learning.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

A Matriculation (Grade 12) certificate, or equivalent qualification, is the minimum requirement for admission.

Recognition of Prior Learning:

Prior learning is recognised in the following ways:

A student, who has completed a specific module/subject, may apply for credit for that module/subject;

A student, who has completed the equivalent of a specific module/subject either at the institution or at another recognised higher education institution, may apply for exemption from that module/subject;

In the case of a practically orientated module/subject, a student who is able to demonstrate appropriate competence may be granted exemption from that module/subject.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

The BA (Applied Public Relations) programme is offered as a 3-year degree programme with 2 lower level exit points as follows:

A student who successfully completes Level 1 of the curriculum, and who exits from the programme at that point, will be awarded a Certificate in Public Relations.

A student who successfully completes Levels 1 and 2 of the curriculum, and who exits from the programme at that point, will be awarded a Diploma in Public Relations.

It is important to note that the Public Relations Programme is structured in such a way that, as well as constituting Levels 1 and 2 of the degree programme, the curricula for the Certificate and Diploma constitute genuine stand-alone qualifications.

It should also be noted that a student who registers for the Public Relations Programme will receive only one qualification, that is the highest level qualification for which he/she has completed the requirements.

EXIT LEVEL OUTCOMES

Exit-level outcomes are divided into generic competencies, fundamental competencies and those core to the Public Relations Programme, as follows:

Generic competencies

The ability to work as a member of a team.

The ability to collect, analyse and present information.

A knowledge of the use of technology.

The ability to use technology and other methods of presentation for communication purposes.

The ability to identify and suggest possible solutions to a problem.

The ability to organise work requirements so as to meet set deadlines.

Fundamental competencies

Introduction to Business Management

An understanding of the relationship between a business and its environment.

An understanding of the different functions of an enterprise.

An understanding of the necessary requirements for starting and managing a small business.

Computer Skills

A sound knowledge of the theory of and practical skills in Microsoft Windows, Microsoft Word, Microsoft Excel and Microsoft PowerPoint.

Marketing I

A sound knowledge of the theoretical aspects underlying the marketing environment, market segmentation, product, distribution, price, promotion and marketing strategy.

Social Psychology

An overview of social-psychological theories and some general psychological theories.

An understanding of the relevance of social psychology in an everyday environment.

An understanding of social phenomena such as prejudice, discrimination, aggression and group dynamics.

English for PR I

Critical organised thinking skills.

Careful reading skills.

Effective composition skills.

A basic knowledge of English literature.

English II

The ability to use a clear, effective and thoughtful prose style.

Improved reading comprehension and critical ability.

Media Law

A thorough knowledge of the sources of South African law, the classification of South African law, the structure and working of the South African judicial system, media law and democracy (freedom of expression), defamation law and copyright law.

Advertising & Sales Promotion

A sound knowledge of the basic principles of advertising, sales promotion and public relations.

Business Ethics

An understanding of the role of ethics in decision-making in business, including ethics related to corporate responsibility, affirmative action, AIDS, sexual harassment and retrenchment.

Research Methodology

An overview and understanding of core business and management research techniques, including both qualitative and quantitative methods.

Core competencies

Communication Science I

An understanding of the basic theories of communication.

A firm foundation in all aspects of communication in society and organisations.

The ability to apply the theory of communication science to practical examples.

Public Relations I

An understanding of the scope and ethics of public relations, and the development and practice of public relations.

An understanding of the role of research in public relations.

An understanding of the relationship between public relations and marketing, advertising and personal selling.

An understanding of the role of communication in public relations.

The ability to plan a public relations programme for events such as exhibitions, trade fairs, conferences, seminars and open days, and for features such as corporate image and identity, corporate social investment and sponsorship.

An understanding of the role of the media (print, electronic, television, video and audio-visual media) in public relations.

Media Studies I

The ability to differentiate between public relations and journalism.

The ability to combine public relations, journalism and media studies.

A knowledge of the basics of print media and electronic media.

Essential journalistic skills such as interviewing, writing and design.

Communication Science IIA

An understanding of communication as a science.

The ability to apply all theories to practical examples.

An understanding of theoretical concepts of journal articles.

Communication Science IIB

An understanding of the principles of public speaking, with particular reference to persuasive situations.

The ability to apply the principles of public speaking by delivering a short speech.

Public Relations IIA

An overview of the development of public relations.

A knowledge of the various models of public relations.

The ability to implement public relations as a management function.

The ability to organise a public relations department.

The ability to plan the development of a corporate image.

An understanding of crisis communication.

An overview of financial public relations.

Research skills in relation to public relations.

A sense of social responsibility.

Public Relations IIB

A sound knowledge and understanding of the functions of a public relations practitioner up to middle management level.

A sound knowledge and understanding of media management, special events, crisis management, public relations and leadership.

Media Studies II

The ability to start up and manage an in-house publication such as a house journal, a brochure or a pamphlet, including skills in copy editing, layout, photography, and optimising the readability of publications.

Communication Science III

An advanced knowledge of communication theory with specific reference to the South African context.

The ability to apply theory to case studies and practical examples.

Public Relations III

A sound knowledge and understanding of the theory underpinning public relations practice.

The ability to apply communication theories in a South African context.

A knowledge of the role of public relations in the South African government.

An understanding of the impact of on-line technology in public relations.

Media Studies III

The ability to create a web page for an organisation, including layout, editing and updating.

The ability to write for a web site.

The ability to understand non-verbal communication such as lighting and colour.

The ability to analyse the media critically.

Public Relations Practice

An understanding of the relationship between theory and practice, developed by working in an organisation and applying academic knowledge to practice in a real world context.

Research Project

The ability to apply theory to a selected case study by carrying out a sound research process.

ASSOCIATED ASSESSMENT CRITERIA

Generic competencies

Group projects and assignments.

Tests, assignments and examinations.

Class and Project presentations.

Case-study based tests, assignments and examinations.

Deadlines set for various assessment components.

Fundamental competencies

Tests, assignments and examinations.

Core competencies

Tests, assignments and examinations.

Integrated Assessment:

The institution practices an integrated system of assessment, in terms of which students are assessed on an ongoing basis. Students are required to complete class tests, assignments (including practical work and projects) and examinations, the results of which count towards the final mark for each module. The components of the final mark are determined separately for each module.

INTERNATIONAL COMPARABILITY

To our knowledge, this programme has not been assessed internationally. However, given that:

The curriculum incorporates the latest trends and practices in the discipline;

Well-qualified academics and industry practitioners act as external examiners and moderators of the programme;

There is no reason to doubt that the quality and content of the programme would meet international standards.

ARTICULATION OPTIONS

With regard to vertical articulation, a student who wishes to proceed to postgraduate studies at another higher education institution, having completed the programme, should be able to do so based on the knowledge and skills acquired during the course of the programme, provided, of course, that his/her academic performance has been of the required standard.

In terms of horizontal articulation:

A student who transfers to another programme within the institution will be given credit for relevant modules successfully completed towards the programme;

Students who, having completed certain modules in the programme and wish to transfer to another tertiary level institution, are able to apply successfully for exemption from relevant modules on the basis of modules passed at the institution.

One of the objectives of our rigorous external moderation and examination procedure, and of our ongoing interaction with academic staff of other tertiary level institutions, is to ensure that the content and standard of our curriculum is such that our students will have the opportunity for both vertical and horizontal articulation.

MODERATION OPTIONS

All final assessments at all levels of the curriculum are moderated by academic staff of public higher education institutions or by appropriately qualified industry practitioners.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

N/A

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015.

NOTES

As per the SAQA decision to re-register all provider-based qualifications on the National Qualifications Framework that meet the criteria for re-registration, this qualification has been re-registered from 1 July 2018. As per the SAQA decision to re-register all provider-based qualifications on the National Qualifications Framework that meet the criteria for re-registration, this qualification has been re-registered from 1 July 2018. This qualification has been derived from a provider-based qualification, in order to record Learning Programmes against it.

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

LP ID	Learning Programme Title	Originator	Pre-2009 NQF Level	NQF Level	Min Credits	Learning Prog End Date	Quality Assurance Functionary	NQF Sub-Framework
61697	Diploma: Public Relations	Anchorlite College	Level 5	Level N/A: Pre-2009 was L5	248	2018-12-31	CHE	HEQSF
63609	Diploma: Public Relations	Ed-u City Campus	Level 5	Level N/A: Pre-2009 was L5	253	2018-12-31	CHE	HEQSF
48820	Diploma: Public Relations	Eduvos (Pty) Ltd (previously known as Midrand Graduate Institute and later to Pearson Institute of Higher Education)	Level 5	Level N/A: Pre-2009 was L5	274	2018-12-31	CHE	HEQSF
58694	Diploma: Public Relations	The Independent Institute of Education (Pty) Ltd	Level 6	NQF Level 06	408	2012-07-01	CHE	HEQSF

PROVIDERS CURRENTLY ACCREDITED TO OFFER THESE LEARNING PROGRAMMES:

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.

LP ID	Learning Programme Title	Accredited Provider
61697	Diploma: Public Relations	Anchorlite College
63609	Diploma: Public Relations	Ed-u City Campus
58694	Diploma: Public Relations	The Independent Institute of Education (Pty) Ltd