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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Public Relations 
SAQA QUAL ID QUALIFICATION TITLE
88523  Diploma in Public Relations 
ORIGINATOR
The Independent Institute of Education (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
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
2028-06-30   2033-06-30  

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 purpose of the Diploma: Public Relations is to equip learners with the skills required to enter the workplace, either as self-employed individuals or within an existing organisation, in areas such as:
  • Public relations.
  • Various areas of communication.
  • Diverse public relations writing genres.
  • Business practice and management.
  • Law.
  • Strategic planning.
  • Project management.
  • Marketing communication.

    This qualification exposes the learner to the integration of the fields within the public relations discipline. This integrated approach provides learners with insight into the relevance of public relations as a strategic communication tool.

    The qualification provides learners with the skills needed to co-ordinate and manage the broad spectrum of public relations in a professional manner, at both a technical and managerial level. In addition, learners are exposed to the principles of strategic communication, thus obtaining a basic understanding of public relations as a strategic communication tool.

    Rationale:
    This qualification considers professional practice within the public relations sector as a key area to ensure that those in the communication environment and particularly specialising in public relations are trained and skilled to contribute to the communication sector within South Africa. It allows for the development of skills in aspects of public relations as well as the broader social context and aims to provide qualifying learners with the appropriate knowledge, skills and ability to pursue or further their careers in the public relations sector within several related specialised fields.

    This qualification will provide the required communication skills and knowledge that modern businesses now demand for new employees entering the workplace, by combining public relations skills with business practice. This qualification aims to prepare the learner to take up a position in any modern business or office, which requires a high level of communication competence to serve the needs of a communication-driven organisation. The qualifying learner will be able to communicate effectively, both verbally and non-verbally, to contribute to service delivery, and to manage the public relations of an organisation.

    Apart from an essential communication, practical writing, media and public relations skills set, learners will gain the basic business skills needed to enter the workplace confidently and competitively. Learners will be prepared to take up positions such as:
  • Public Relations Practitioner.
  • Public Relations Consultant.
  • Communication Officer.
  • Accounts assistant.
  • Events coordinator. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learner is:
  • Competent in the language of instruction (English) and the theoretical and practical knowledge and understanding accomplished at NQF Level 4.


    Recognition of Prior Learning:
    Learners can achieve this qualification in part or wholly through Recognition of Prior Learning. This Recognition of Prior Learning may:
  • Grant learners credits towards the modules/subjects contained in this qualification.
  • Grant learners credits towards the achievement of the qualification as a whole.
  • Grant learners who do not meet the minimum requirements for admission access to the qualification.

    All Recognition of Prior Learning (RPL) submissions are subject to Recognition of Prior Learning Policy and the Academic Credit and Qualifications Completion Policy. All Recognition of Prior Learning submissions are centralised at the National Offices of each educational brand and sent to the Registrar and the Academic Head of Programme at the Central Office for evaluation.

    Access to the Qualification:
    Admission requirements for this qualification are:
  • A National Senior Certificate with a minimum of 30% in English (as the language of teaching and learning or first additional language) and a rating of 3 (40-49%) or better in four or more recognised National Senior Certificate 20-Credit subjects.
  • A Senior Certificate (issues prior to 2008) with English (as the language of teaching and learning or first additional language).
  • A National Certificate (Vocational) with a minimum of 50% in English (as the language of teaching and learning or first additional language) and in two or more fundamental subjects as well as 60% in three compulsory vocational subjects.

    Learners who do not meet the minimum admission requirements may apply for admission through the Recognition of Prior Learning (RPL) process. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification comprises 29 modules across NQF Levels 5, 6 and 7. All the Modules are compulsory. The qualification Credits total 360.

    Modules at NQF Level 5:
  • Introduction to Personal Computing, 5 Credits.
  • Business Communication, 10 Credits.
  • Communication Science 1, 15 Credits.
  • Public Relations 1A, 10 Credits.
  • The Practice of Public Relations 1A, 13 Credits.
  • Public Relations 1B, 10 Credits.
  • Introduction to Publishing, 6 Credits.
  • Introduction to Project Management, 9 Credits.
  • Business Management 1A, 11 Credits.
  • Marketing Communication 1, 16 Credits.
  • Business Management 1B, 11 Credits.

    Total Credits at NQF Level 5:116.

    Modules at NQF Level 6:
  • The Practice of Public Relations 1B, 13 Credits.
  • Work Integrated Learning, 12 Credits.
  • Public Relations 2A, 10 Credits.
  • The Practice of Public Relations 2A, 13 Credits.
  • Law for Public Relations, 10 Credits.
  • Communication Science 2, 15 Credits.
  • Public Relations 2B, 10 Credits.
  • The Practice of Public Relations 2B, 13 Credits.
  • Work Integrated Learning, 14 Credits.
  • Business Management 2A, 18 Credits.
  • Business Management 2B, 18 Credits.

    Total Credits at NQF Level 6: 146.

    Modules at NQF Level 7:
  • Public Relations 3A, 10 Credits.
  • The Practice of Public Relations 3A, 13 Credits.
  • Work Integrated Learning, 15 Credits.
  • Strategic Communication, 17 Credits.
  • Public Relations 3B, 10 Credits.
  • The Practice of Public Relations 3B, 13 Credits.
  • Communication Science 3, 20 Credits.

    Total Credits at NQF Level 7: 98. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Present and communicate information reliably, coherently, and appropriately in a variety of genres used in public relations contexts.
    2. Apply the fundamental principles, techniques, and functions of public relations in a variety of familiar and unfamiliar contexts.
    3. Explain several relevant specialisation areas in the public relations context.
    4. Apply a range of basic research methods to resolve problems or initiate change within a public relations context.
    5. Integrate public relations strategies with other functions within the organisation.
    6. Demonstrate knowledge of international and local trends in the public relations context.
    7. Explain and implement management and project management functions to a business enterprise/organisation. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Use a personal computer and associated relevant software packages to present information in a public relations environment.
  • Describe the importance of effective communication for a business.
  • Communicate information effectively and professionally in a reliable and coherent format using professional business communication discourse and formats.
  • Explain and apply different communication technologies and the criteria for the selection of an appropriate communication technology in a specific communication context.
  • Evaluate various viewpoints about communication and compare them to each other and to own views.
  • Use different communication contexts for a variety of purposes.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Describe and use the various tools used in the execution of public relations.
  • Demonstrate knowledge of public relations planning and special events in the public relations context.
  • Explain the role and contribution public relations makes in an organisation.
  • Explain and employ the principles and practices of public relations in an organisation.
  • Explain and apply the techniques and functions of Public Relations in an organisation.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explain the specialisation areas of public relations.
  • Demonstrate knowledge of public opinion and research in public relations.
  • Describe public relations as a management function in an organisation.
  • Examine campaign management in a public relations context.
  • Implement a budgeting process and explain basic finance in the public relations context.
  • Explain foundational marketing and marketing communication concepts for an organisation.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Use a selection of basic research skills to carry out research.
  • Evaluate research on a given topic and present own research plan or results for evaluation by others.
  • Demonstrate proof-reading and copy-editing skills in a practical environment.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Explain the interaction between public relations and other functional departments in an organisation.
  • Explain and apply a strategic communication tool to a public relations scenario.
  • Explain and apply integrated public relations programmes to an organisation.
  • Apply basic public relations activities to case studies.
  • Describe basic communication law as it applies to public relations.
  • Explain and apply foundational marketing and marketing communication concepts in a public relations context.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Identify and explain international media trends impacting on public relations.
  • Identify and explain local media trends affecting public relations in an organisation.
  • Explain social media and its relationship to public relations.
  • Explain the impact of social media on the public relations sector.
  • Write in an informative and persuasive manner using offline and online mediums.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Describe the development of a management theory for a business/organisation.
  • Examine the management processes of planning, organising, leading and controlling.
  • Examine business management activities and functions used to maintain a business enterprise.
  • Explain and implement the principles of management in various business contexts.
    > Range of principles of management may include, but are not limited to: Role, functions, activities, processes and characteristics.
  • Explain and apply the different phases of project management to a public relations project. 
    		•

    INTERNATIONAL COMPARABILITY 
    This Diploma in Public Relations was compared to qualifications in public relations in higher education institutions in:
  • The United Kingdom.
  • Canada.
  • New Zealand.
  • Australia.

    A direct comparison of the title, Exit Level Outcomes and Assessment Criteria was undertaken with each qualification. It seems that many of the international qualifications have the same themes and purposes as this qualification. For example, locally the module we call Public Relations covers areas such as crisis communication, public relations planning, among others, while the overseas institutions seem to offer these as individual modules. However, the core theory and themes are comparable if not structured in the same way.

    The United Kingdom: The London College of International Business Studies (LIBS): Diploma in Public Relations & Marketing Communications

    Areas Covered:
  • Media Relations.
  • Public Relations Promotions & Sponsorships.
  • Corporate Public Relations & Corporate Social Responsibility.
  • Crisis Management.
  • Public Affairs.
  • Event Management & Fund Raising.
  • Public Relations Planning.
  • Oral Communication for Business.
  • Business Writing.
  • Sales Techniques.
  • Negotiation Techniques.
  • Principles of Management.
  • Principles of Marketing.
  • Sales Promotion & Direct Marketing.
  • Advertising & Media Studies.
  • International Marketing.
  • Service and Business-to-Business Marketing.
  • eMarketing.
  • Marketing Management.
  • Job Search Strategies & Techniques.

    The London College of International Business Studies (LIBS), an independent college accredited by the British Accreditation Council (BAC) for independent further and higher education, overlaps with the Independent Institute of Education (IIE) Diploma in Public Relations (Dip PR) where the purpose of the LIBS qualification is related to knowledge, skills and techniques for working in public relations.

    Canada: Kwantlen Polytechnic University: Public Relations: Diploma.

    Modules:
  • Writing, Reading and Thinking: An Introduction.
  • Public Relations Writing.
  • Public Relations Research.
  • Computer Skills I.
  • Public Relations Practice.
  • Visual Design with Computers.
  • Media Relations.
  • Writing for Newspapers and Features.
  • Visual Presentations.
  • Computer Skills II.
  • Issues Management & Crisis Response.
  • Writing for Corporate Communications.
  • Event Planning and Sponsorship.
  • Computer Skills III.
  • Introduction to Fundraising & Development.
  • Public Relations Advertising.
  • Event Production and Management.
  • Organisational Communications.
  • Public Relations Consulting.
  • Public Relations Work Experience.
  • Ethics of Communication.

    The Diploma offered at Kwantlen Polytechnic University is similar to the IIE Diploma in Public Relations in terms of content and duration. Like the IIE Diploma in Public Relations, this Diploma explores the media and journalism sector and its importance in relation to public relations. Furthermore, this course also looks at communication theory and practice, which aligns with IIE Diploma in Public Relations communication science and public relations practice modules (particularly years 1 and 2). Kwantlen's Diploma also focuses on writing skills and abilities and learners need to take an English module to help improve their language ability, similar to the business communication module in the IIE Diploma in Public Relations. The areas within the Kwantlen qualification linked specifically to public relations show similarity in areas such as, planning, management, internal communication, management within public relations, event management.

    This qualification also has a module that covers the law and ethics linked to public relations, which similarly aligns with the law for public relations module in the IIE Diploma in Public Relations. In addition, the Kwantlen qualification requires learners to work with NGOs, fulfilling public relations functions. IIE's work integrated learning (experiential learning) module at second year level does this. The Kwantlen qualification does offer more advanced computer skills and design. However, the IIE qualification has a module in publishing working with Adobe InDesign. There is also an introduction to personal computing.

    New Zealand: Open Polytechnic, Diploma in Public Relations and Communication Management.

    The courses include:
    Business Ethics.
    Intercultural Communication.
    Reputation Management.
    Public Sector Communication.
    Writing for Specific Purposes.
    Communication Management.
    Global Communication.
    Writing for the Web.

    The Open Polytechnic has a Level 6 Diploma and compares favourably to the IIE Diploma in Public Relations, namely, the Diploma in Public Relations and Communication Management. Because the IIE Diploma in Public Relations has communication up to the 3rd year level, it also covers communication management within the communication modules. This qualification has many areas of similarity, such as the writing aspect covered in practice of public relations in The IIE Diploma in Public Relations qualification. The Open Polytechnic's modules, writing for the web and writing for specific purposes, are similar to the IIE's module practice of public relations, particularly at the second and third year level of the practice of public relations modules.

    The major difference in this qualification is that the Open Polytechnic examines public sector communication within the New Zealand and Australian framework so that both commercial and public sector are covered.

    Australia: Deakin University: Graduate Diploma of Public Relations.
  • Online Public Relations and Communication.
  • New Ventures in Creative Enterprise.
  • Public Relations Theory and Practice.
  • Advertising Theory and Practice.
  • Public Policy Analysis.
  • Public Affairs and Opinion Formation.
  • Law Media and Communication.
  • Public Relations Campaigns.
  • Public Relations Writing and Tactics.
  • Marketing Communication.
  • New Activism, Communication and Citizenship.
  • Research Methods for Contemporary Society.

    Deakin University has a diploma in public relations in which, although the level of the outcomes in some cases seems more advanced, the subject areas and themes compare favourably with IIE Diploma in Public Relations. As with the IIE Diploma in Public Relations, the Deakin Diploma covers public relations theory and practice. Writing also plays a role in the Deakin Diploma in Public Relations writing and tactics and this is covered in IIE Diploma in Public Relations practice of public relations modules from 1st to 3rd years. Both qualifications have a module in marketing communication and law related to public relations and media.

    The Deakin Diploma includes public policy and citizenship, which the IIE Diploma in Public Relations does not. The IIE offers foundational research in public relations 2 and 3 and the Deakin Diploma's research is slightly more advanced. Again this is not seen as problematic. Public relations management is covered in both qualifications, as is campaigns.

    In conclusion we can see that the content of the IIE Diploma in Public Relations is in line with international practices but with the addition of locally relevant material. The approach of balancing theory and practice is also vital to the success of learners, as is reflected with international practices. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
    This qualification articulates horizontally with:
  • Diploma: Commerce: Marketing Management, Level 6
  • Diploma: Communications Management, Level 6.

    Vertical Articulation:
    This qualification articulates vertically with the Bachelor of Arts: Corporate Communication, Level 7. 
    		•

    MODERATION OPTIONS 
  • The Independent Institute of Education ensures the quality of its qualifications through a stringent process of internal and external control as set out in their Assessment Policy. The role of internal moderation is to ensure that assessments are conducted appropriately and fairly and are a valid indication of a learner's performance.
  • Feedback on internal moderation is provided to respective lecturers and academic staff across the campuses through a moderation report.
  • External Examiners/External Moderators will be appointed to examine the exit level subjects of a qualification. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Assessors and moderators should hold a qualification at least one level higher than the qualification being assessed or moderated. Moderators are also required to have more than two years teaching experience. Assessors with less than two years' experience have their assessment work moderated by a peer. 

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

    NOTES 
    This qualification replaces Learning Programme 88523, "Diploma: Public Relations", Level 6, 408 credits. 

    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. The Independent Institute of Education (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.