Advanced Diploma in Public Relations Management
Business, Commerce and Management Studies - Public Relations
Purpose and Rationale
Qualification Summary
Purpose
The purpose of this qualification is to equip learners with the skills needed to communicate strategically in a professional setting. It aims to enhance learners' confidence in communication, team collaboration, and cross-cultural communication as Public Relations (PR)/Communications specialists. The qualification is designed for current and aspiring specialists seeking to advance their expertise for career development. By focusing on a strategic PR approach and integrated multimedia communications, learners will gain knowledge in strategic communication, crisis management, events, and campaigning. The qualification is intended to cultivate critical thinking, understanding of complex industry issues, professionalism, and research skills within the PR/Communications Management field.
Rationale
With the phasing out of the current Bachelor of Technology (BTech) Public Relations Management qualification, the Advanced and Postgraduate Diplomas are essential for progression and articulation purposes. This Advanced Diploma in Public Relations responds to industry demands and aims to dispel misconceptions about PR. The growing influence of social media underscores the need for specialized PR/communication professionals. As one of the niche qualifications available in South Africa, the program meets industry needs and provides opportunities for learners to engage in research, addressing a significant gap in the South African context. Through consultation with stakeholders and benchmarking against national and international institutions, the inclusion of a research component was deemed crucial to prepare learners for Postgraduate studies. Graduates of this program will be well-equipped to pursue further studies in Public Relations Management at the postgraduate, masters, and doctoral levels. The qualification also aims to prepare learners for the fast-paced nature of modern PR work, including multimedia technologies, social media engagement, and effective communication strategies.
Outcomes
- Demonstrate knowledge and understanding of public relations management and apply these to members or leaders in a diverse team and to manage Public Relations (PR) campaigns and projects.
- Apply necessary media and public relations research skills.
- Monitor and identify relevant media to communicate with different stakeholders.
- Synthesise and integrate communication strategy and policy into the overall business strategy.
- Communicate effectively.
- Interpret and communicate through images/pictures.
- Use research in PR and Communications and use research methods to assess communication plans.
- Comply with international standard of code of ethics in the field of PR and Communications management.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Demonstrate integrated knowledge and understanding of public relations management theory and practice to manage Public Relations (PR) teams campaigns, projects, organisations, and community to achieve set goals.
Associated Assessment Criteria for Exit Level Outcome 2:
- Identify, select and apply appropriate media and public relations research skills to inform PR management strategies, processes, and policies.
Associated Assessment Criteria for Exit Level Outcome 3:
- Explore, monitor, and identify relevant media, techniques, and appropriate technologies to communicate with different stakeholders on a PR management level.
Associated Assessment Criteria for Exit Level Outcome 4:
- Integrate theoretical knowledge and specialized skills to synthesize communication strategy and policy into an overall business strategy.
Associated Assessment Criteria for Exit Level Outcome 5:
- Exhibit diverse skills (e.g. techniques, software applications, trends, appropriate technologies) to facilitate effective communication on various platforms.
Associated Assessment Criteria for Exit Level Outcome 6:
- Interpret and engage in PR communication practices through images/pictures to convey a message which transcends spoken language.
Associated Assessment Criteria for Exit Level Outcome 7:
- Conduct research in PR management.
Associated Assessment Criteria for Exit Level Outcome 8:
- Implement and comply with international standards, the code of ethics, and professionalism in the field of PR management.
Integrated Assessment:
Formative assessments will include but not be limited to tests and assignments. Assessment of modules in the qualification will be in accordance with the assessment policy of the institution. The learning guides for the modules contain the module outcomes and assessment criteria which must be satisfied in order to be successful. The lecturer will make use of summative, formal and informal assessment strategies to develop the learners' competence in this qualification. Informal assessments typically include discussions, quizzes, feedback sessions, and peer assessments, among others. Formal assessments include class tests, presentations, assignments, reports, and case studies. Summative assessments will typically include semester tests. The assessment weightings are determined in accordance with the institution's assessment policy; learners are allowed a second examination opportunity, regardless of their results in the main examination (first opportunity). All assessments are at the NQF level 7. There is no WIL component.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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