Advanced Diploma in Public Relations and Communication

Associated Assessment Criteria for Exit Level Outcome 1:

• Apply public relations activities focusing on planning, implementing, and evaluating targeted communication for the organization.
• Analyze organizational goals and design written and oral communication activities to achieve specified goals.
• Develop and implement stakeholder engagement strategies to achieve mutual understanding and the organization's communication objectives.
• Design and apply strategies to evaluate the effectiveness of the campaign in demonstrating that the identified objectives were achieved.

Associated Assessment Criteria for Exit Level Outcome 2:

• Demonstrate adherence to style guides and comply with ethical and legal standards related to intellectual property, plagiarism, and confidentiality of information when compiling communication content.
• Apply the correct writing style to different communication channels such as print and broadcast media, web content, digital communications, or social media applications.
• Compile communication content according to specified deadlines.
• Modify organizational content and behavior to ensure the tone and style are appropriate to engage stakeholders in various public relations activities.
• Implement and apply strategies and tools to build and maintain professional relationships including:
  • Communicating professionally and ethically with stakeholders
  • Managing contact lists
  • Investigating benefits, resources, and opportunities for the organization in diverse media and communication platforms.

Associated Assessment Criteria for Exit Level Outcome 3:

• Explain the different steps and processes involved in applying public relations and communication techniques.
• Identify the trends affecting professionalism, ethics, and developments in the public relations and communication industry and apply critically to a range of different case studies.
• Describe the steps involved in effective public relations and communications campaigns.
• Identify, explain, and critically apply the concept of public relations and communication in the media and business landscape.

Associated Assessment Criteria for Exit Level Outcome 4:

• Conduct research to identify key stakeholders and apply results to guide the planning of public relations activities.
• Demonstrate collaboration on project management teams to develop clear, measurable communication objectives and budgets for public relations and communication strategies.
• Select and execute public relations and communication strategies and tactics in various contexts, justifying with reference to public relations theory and practice.
• Evaluate the impact of public relations and communication strategies against the objectives and metrics identified in the stakeholder management process.
• Display proficiency in selecting current and emerging technologies that enhance the relationship management process.

Integrated Assessment:

Integrated Assessment forms part of continuous assessment at the institution and takes the form of an appropriate mix of both formative and summative assessment methods.

• Formative assessment is aimed at enhancing learning and provides learners with an opportunity to reflect critically on their own learning and to improve their own levels of personal accountability and time management.
• Summative assessment will take place at the end of a section of work/quarter or semester and is aimed at assessing learners' attainment against the Exit Level Outcomes of the qualification and module(s).

In this qualification, formative assessment tasks may include:

• Problem-solving individual and/or group assignments and projects
• Case studies
• Portfolio development
• Class discussions
• Quizzes
• Field trip reports
• Poster design

Summative assessments may include:

• Written tests
• Project reports
• Portfolios

The summative assessment in this qualification will be in the form of an applied research project incorporating applied theoretical and practical work.

Integrated Assessment cuts across a number of subjects/modules of a qualification and is aimed at the holistic development of learners. It contributes to learners' personal and professional development in the field of study in terms of foundational, practical, and reflexive competence.

Integrated assessment at NQF Level 7 will involve project reports, a portfolio of evidence, and an oral presentation related to the needs and requirements of the industry.