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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Public Relations 
SAQA QUAL ID QUALIFICATION TITLE
97597  Diploma in Public Relations 
ORIGINATOR
University 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
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:
Qualifying learners can work as Public Relations practitioners and create and maintain mutually beneficial relationships:
  • In a variety of organisational contexts.
  • In a social and ethically responsible manner.
  • Using Public Relations tools and principles strategically.

    Learners acquiring this qualification will have skills, knowledge and experience to:
  • Solve problems in a professional communication context by working in a team and individually.
  • Manage administration, including financial administration.
  • Provide organisational support in a communications environment.
  • Exercise ethical conduct, values and professionalism when dealing with clients.

    Qualifying learners can therefore contribute to effective organisational communication and the quality of communication in the public and private spheres.

    Rationale:
    Communication plays an increasingly important role throughout society. There is a growing need for communication professionals who are competent in the Public Relations tasks of formulating communication messages, dealing with the media and moderating stakeholder relationships.

    This diploma addresses a significant demand in the industry for qualified Public Relations practitioners. Research completed prior to the design and development of this qualification indicated the widespread need in industry for the specific components of this qualification. This qualification will establish minimum standards and contribute to quality service provision throughout the industry. The diploma includes outcomes that expand on the learner's value system, and will therefore contribute to assist members of communities, through the harmonisation of relationships between civil society, industry, state and private organisations.

    This qualification is meant to prepare qualifying learners for practice as Public Relations Practitioners in different sectors of the economy. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    All admission through RPL must be in accordance with the principles laid down in the institutional RPL Policy.

    This qualification can be achieved in part (50%) through recognition of prior learning.

    The RPL office can supply full details of processes and procedures relating to the assessment and accreditation of learning from prior experiences. Evidence can be presented in a variety of forms, including international or previous local qualifications, reports, testimonials mentioning functions performed, work records, portfolios, videos of practice and performance records.

    All such evidence should be judged according to the general principles of assessment described in the notes to assessors. Lecturers will act as assessors for RPL purposes.

    Entry Requirements:
    Learners are required to have the following in order to be considered for admission:
  • National Senior Certificate (NSC) allowing entry to Diploma studies.
    Or
  • Senior Certificate passed (SC) with or without endorsement.
    Or
  • National Certificate Vocational (NCV) allowing entry to Diploma studies. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of compulsory modules at NQF Levels 5, 6 and 7 totalling 360 Credits.

    Modules at NQF Level 5, totalling 132 Credits:
  • Introduction to Communication, 12 Credits.
  • Communication in the Organisation, 12 Credits.
  • Introduction to Public Relations, 12 Credits.
  • Stakeholder Relationships, 12 Credits.
  • The Public Relations Programme, 12 Credits.
  • EUC1501 - End-User Computing I (Theory), 12 Credits.
  • EUP1501 - Ethical Information And Communication Technologies For Development Solutions, 12 Credits.
  • ENN1504 - Practising Workplace English, 12 Credits.
  • Writing for Public Relations (1), 12 Credits.
  • Understanding the Media, 12 Credits.
  • CML1501 - Communication Law, 12 Credits.

    Modules at NQF Level 6, totalling 168 Credits:
  • Communicating in a Global Context, 12 Credits.
  • Organisational Dynamics, 12 Credits.
  • Communication Theory, 12 Credits.
  • Public Relations Research, 12 Credits.
  • The Applied Public Relations Programme, 12 Credits.
  • BSA1602 - Business Administration IB, 12 Credits.
  • Image and Identity, 12 Credits.
  • Proficiency in English II: Creative Writing for Business and the Professions, 12 Credits.
  • Writing for Public Relations (2), 12 Credits.
  • Media Liaison, 12 Credits.
  • Production - Analogue, 12 Credits.
  • Production - Digital, 12 Credits.
  • PLC2602 - Politics and Public Policy, 12 Credits.
  • PYC2604 - Community Psychology in Re-Imagining Community, 12 Credits.

    Modules at NQF Level 7, totalling 60 Credits:
  • Public Relations in Industry, 12 Credits.
  • Strategic Planning and Advisement, 12 Credits.
  • Publicity, 12 Credits.
  • Work Integrated Learning (WIL), 12 Credits.
  • Issues Management and Social Responsibility, 12 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Develop Public Relations strategies in support of organisational objectives.
    2. Develop media relations in order to maximise Public Relations opportunities.
    3. Manage all aspects of a variety of Public Relations projects for the attainment of organisational goals.
    4. Communicate in a variety of formats in the Public Relation environment.
    5. Appreciate ethical dimensions of public relations exercise. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Appropriate communication tools to communicate public relations planning and organisational objectives are used.
  • Public Relations audits are conducted.
  • Correct and effective Public Relations methodologies are applied.
  • Stakeholder relationships to ensure alignment with organisational communication objectives are promoted.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • The role of media in public relations is explained.
  • Characteristics of print and electronic media in order to distinguish between the two categories are appraised.
  • The roles and functions of different people in the media are explained.
  • Media monitoring reports are clearly written.
  • A media conference plan is developed.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Campaigns are designed and implemented according to the acceptable Public Relations formula.
  • Sponsorships, donations and social investment programmes to create positive relationships with the community within which the organisation operates are initiated and managed.
  • Business acumen when managing Public Relations projects is demonstrated.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • A high standard that contributes to a positive organisational image through writing is reflected.
  • English language skills are at a high level of competence is demonstrated.
  • Appropriate and relevant production techniques in public relations communication with internal and external stakeholders are utilised.
  • New Media technology is effectively utilised in an appropriate manner according to the needs of the target audience/s.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Strengths, weaknesses, opportunities and threats of a given multinational organisation in order to determine communication implications in a given scenario are identified.
  • Discussions about the ethical role of public relations practitioners in industry are conducted.
  • Accountability towards the decisions taken in various contexts is accepted.
  • The ethical responsibility of public relations management is appreciated.

    Integrated Assessment:
    The different modes of delivery of the qualification have appropriate policies and procedures for internal assessment; internal and external moderation; monitoring of learner progress; explicitness, validity and reliability of assessment practices; recording of assessment results; settling of disputes the rigour and security of the assessment system.

    Formative assessment will consist of the following:
  • Essay type questions.
  • Practical tasks to be executed.
  • Participating in blocks and group discussions.
  • Peer evaluations.

    Summative assessment will be non-venue based in the form of portfolios. The formative assessments will contribute 60% to the final mark and summative assessments 40%. 
    		•

    INTERNATIONAL COMPARABILITY 
    A university in Australia offers a Diploma in Business (Public Relations). The qualification covers topics relating to project work, digital media, PR campaigns and strategy, copywriting and producing effective presentations. Learners are taught how to conduct market research, analyse consumer behaviour for specific markets, and effectively use Information Technology tools available to public relations practitioners.

    The Public Relation Institute in Ireland offers a Diploma in Public Relation. The aim of the qualification is:
  • To enable learners to develop a critical understanding and expertise in the academic and professional bases of public relations, and their applications.
  • To provide a structured curriculum which provides learners with the foundation knowledge upon which they will build that detailed understanding.
  • To allow learners to become proficient in the writing of a range of material common in the practice of public relations.
  • To develop the ability of learners to undertake themselves credible and comprehensive public relations strategies.
  • To equip learners with the knowledge and skills which will enhance their prospects for employment or continuing professional development.

    Conclusion:
    The purposes of the two qualifications cited in this comparability study compare favourably with the purpose of this qualification in terms of the competencies learners develop thus making it comparable with cognate international qualifications. 
    		•

    ARTICULATION OPTIONS 
    This qualification articulates horizontally with the following:
  • Diploma in Tourism Management and Public Relations, at NQF Level 6.

    Vertical articulation is possible with the following qualification:
  • Bachelor of Arts in Public Relations, at NQF Level 7. 
    		•

    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. University of South Africa 


    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.