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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Conduct media relations in animal welfare 
SAQA US ID UNIT STANDARD TITLE
261585  Conduct media relations in animal welfare 
ORIGINATOR
Task Team - Animal Protection Standards 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 01 - Agriculture and Nature Conservation Nature Conservation 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

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 unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
Animal protection inspectors have to handle pro-active and reactive contact with the media as routine aspects of their duties. A basic knowledge and understanding of media relations is a huge advantage when handling these aspects of welfare work.

This unit standard addresses these needs, and learners credited with it will be able to:
  • Define the term "media".
  • Compile a basic media statement.
  • Conduct a basic interview with the media.
  • Draw up a basic media/publicity plan. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
  • Communication at NQF Level 4. 

  • UNIT STANDARD RANGE 
    N/A 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define the term "media". 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The term "media" is explained in accordance with generally accepted definitions. 

    ASSESSMENT CRITERION 2 
    The purpose of the media is described in terms of their functions and responsibilities. 

    SPECIFIC OUTCOME 2 
    Compile a basic media statement. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Suitable issues that should be reported in the media are identified and justified in terms of newsworthiness. 
    ASSESSMENT CRITERION RANGE 
    Includes but not limited to rescues, prosecutions, pro-active work, emergencies and disasters.
     

    ASSESSMENT CRITERION 2 
    Ways in which to describe these issues are explained in terms of accepted media reporting formats. 

    ASSESSMENT CRITERION 3 
    Applicable ways of communicating the information are identified from available methods. 

    ASSESSMENT CRITERION 4 
    A topic is formulated from available information. 

    ASSESSMENT CRITERION 5 
    The media statement is structured according to organisational standards. 

    SPECIFIC OUTCOME 3 
    Conduct a basic interview with the media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Types of interview are defined in terms of their purpose and method. 

    ASSESSMENT CRITERION 2 
    Ways in which the differing types of interviews can be handled are outlined in accordance with standard practices. 

    ASSESSMENT CRITERION 3 
    Applicable methods are outlined that could be used to reduce stress and increase confidence. 

    SPECIFIC OUTCOME 4 
    Draw up a basic media/publicity plan. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Required activities are listed and scheduled according to their content and context. 

    ASSESSMENT CRITERION 2 
    Time-frames involved are realistic and suited to the activities. 

    ASSESSMENT CRITERION 3 
    The most suitable media for specified activities are identified from a list of available media. 

    ASSESSMENT CRITERION 4 
    The media plan is drawn up to suit the needs of all parties. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Assessment of this unit standard should be contextual and practical.
  • Assessors and moderators must be registered with the relevant accredited ETQA.
  • Assessors should be in possession of a relevant qualification that is at least one level higher than the level of this unit standard or have at least 5 years relevant practical experience.
  • Training providers must be accredited by a relevant ETQA.
  • Assessment should include both formative and summative assessment. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Knowledge of the purpose of the media, and its various forms.
  • Knowledge of issues that can be publicised.
  • Knowledge of how to prepare a media statement.
  • Knowledge of how to prepare a media/publicity plan. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems using critical and creative thinking when making decisions on how to approach a forthcoming interview with the media. 

    UNIT STANDARD CCFO ORGANISING 
    Organising and managing oneself and one's activities responsibly and effectively when dealing with representatives of the media. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information when preparing to talk or write to the media. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when explaining the various aspects of the media and how it can be used. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems when considering the possible consequences of talking or writing to the media. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

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

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  65229   Further Education and Training Certificate: Animal Protection  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2012-06-30  LG SETA 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    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.