SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE:

Further Education and Training Certificate: Public Relations Practice

SAQA QUAL ID	QUALIFICATION TITLE
48875	Further Education and Training Certificate: Public Relations Practice
ORIGINATOR
SGB Public Relations Management and Practices
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
Was SERVICES until Last Date for Achievement			OQSF - Occupational Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Further Ed and Training Cert	Field 03 - Business, Commerce and Management Studies		Public Relations
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	141	Level 4	NQF Level 04	Regular-Unit Stds Based
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 0160/05	2007-07-17	2009-09-09
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2010-09-09		2013-09-09

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 qualification is replaced by:

Qual ID	Qualification Title	Pre-2009 NQF Level	NQF Level	Min Credits	Replacement Status
71729	Further Education and Training Certificate: Public Relations Practice	Level 4	NQF Level 04	136	Complete

PURPOSE AND RATIONALE OF THE QUALIFICATION

The FETC in Public Relations Practice: Level 4 will benefit persons who perform some aspects of the core Public Relations practices at a basic level, by providing learners with insights, knowledge and skills that will enable them to achieve levels of proficiency to effectively integrate those practices into business or organisational practice.

The Certificate will enable persons, who are already fulfilling some support role in PR or communications practice, but without formal qualification, to obtain recognition for their skills, competence and experience.

The Certificate is the first Qualification for people who wish to pursue a career in the Public Relations or related fields and who wish to progress along a learning pathway in the field, which ends with a Qualification at NQF Level 7. It will provide opportunities for them to demonstrate their ability to participate in areas of PR, which require basic application of technical skills and will give them a fundamental understanding of key terms, rules, concepts and principles related to this field.

The qualifying learner will:

Be able to use writing skills to produce professional business communiqués in print and electronic form

Understand the functions of the media and their requirements and use the media to gain publicity for their organisation

Perform administrative and support duties related to various types of PR events and activities

Handle consumer queries and complaints and edit, code and capture data.

Perform administrative and support duties related to marketing, market research and promotions.

Understand a selected business environment and the nature of marketing

Explain communication theory and practice

Work along with others as a project team member

Measure and improve single factor productivity at a workstation

In achieving the above, all learners would acquire a range of fundamental, core and elective competencies in the areas of Public Relations, Communications Management Practice, Human Resources, Communication, Consulting and Business Practice and Ethics.

Rationale for the qualification

Public Relations is a function performed, either on a full-time basis through appointed Public Relations Practitioners or on a part-time basis by other employees or members together with their other duties, in every organisation either commercial or non-commercial. Public Relations is also a function performed informally to a lesser or greater degree by every employee of an organisation and member of a non-commercial organisation such as a club, non-profit-making organisation, NGO, etc. Many Public Relations practitioners are not formally trained for the job, nor did they apply to be appointed as Public Relations practitioners but happen to have assumed responsibility for Public Relations more by accident than by design. They perform these Public Relations duties without the necessary background knowledge or development of the relevant skills.

The FETC in Public Relations Practice: Level 4 is designed to meet the needs of all employees who perform Public Relations functions either on a full-time or part-time basis, as it will improve their ability to perform these functions and give them a wider, over-all perspective of the sector. It is particularly applicable to those employees who have become Public Relations practitioners through changed job descriptions and roles.

This Qualification is also for learners performing an informal Public Relations function as it would serve to give them a better idea of the important role they play in advancing the image of their organisation as well as improving their ability to perform Public Relations functions. It is a generic Qualification suited to Public Relations practitioners in any business or commercial sector as well as in the non-commercial sector.

The FETC in Public Relations Practice: Level 4 is the first step for learners who:

Wish to begin on a course of life-long learning in Public Relations.

Were previously disadvantaged or who were unable to complete their schooling and were therefore denied access to Further Education and Training.

Have worked as Public Relations practitioners either on a full-time or part-time basis but have no formal Qualifications in their area of specialisation.

Are contracted in a learnership agreement in Public Relations.

Have recently been appointed to perform Public Relations functions either on a full-time or part-time basis.

Have not yet acquired the skills and competencies required for learning in Public Relations at NQF level 5.

This Qualification has been developed by relevant stakeholders to provide the Public Relations professions sector and, indeed, all sectors with proficient and qualified entry level Public Relations Practitioners.

The FETC in Public Relations Practice: Level 4 will also:

Set minimum, national standards of practice in Public Relations

Build individual capacity in this specialised profession

Address Public Relations Industry specific employment requirements

Enhance professional competence on a national level.

The FETC in Public Relations Practice: Level 4 should produce knowledgeable, multi-skilled Public Relations employees who are able to contribute to an improved image for their organisation. It should provide the means for current workers to receive recognition of prior learning, to upgrade their skills and achieve a nationally recognised Qualification.

This Qualification would be particularly useful to learners in the following job roles:

Information Officer

Client Liaison Officer

Communication Assistant

Office Administrator

PR Assistant.

This Certificate will provide the youth and the unemployed with workplace learning opportunities and give them valuable knowledge and skills which will make them more employable and also enable them to work on their own in the Public Relations field, thereby helping to alleviate the unemployment situation in the country.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Learners accessing this qualification are assumed to be competent in:

Communication at NQF Level 3 in two South African languages

Mathematical Literacy at NQF Level 3

Computer Literacy at NQF Level 3

Recognition of prior learning (RPL)

This qualification can be achieved wholly or in part through the Recognition of Prior Learning.

RPL is particularly relevant for the recognition of knowledge and skills acquired over many years in the workplace for those already employed but who have no formal qualification. RPL will allow those persons to accumulate credits against Unit Standards in this Qualification for what they already know and can do.

The way in which prior learning will be assessed and/or determined will be agreed to jointly by the assessor and the learner in question. Use could be made of on-the-job tasks, the submission of a portfolio of evidence and summative assessment tools such as a written test. The techniques and tools that would be used for assessment of learners who have accessed the Qualification would be applicable to those wishing to undergo an RPL exercise.

The emphasis in RPL must be to give the learner every opportunity to demonstrate competence in the Specific Outcomes of the Unit Standards and the Exit Level Outcomes of the Qualification.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

The Qualification consists of a Fundamental, a Core and an Elective Component.

To be awarded the Qualification, learners are required to obtain a minimum of 141 credits as detailed below.

Fundamental Component:

The Fundamental Component consists of Unit Standards in:

Mathematical Literacy at NQF Level 4 to the value of 16 credits.

Communication at NQF Level 4 in a First South African Language to the value of 20 credits.

Communication in a Second South African Language at NQF Level 4 to the value of 20 credits.

This means the following Unit Standards in Communication:

ID 12154: Apply comprehension skills to engage oral text in a business environment, NQF Level 4, 5 credits.

ID 8974: Engage in sustained oral communication and evaluate spoken texts, NQF Level 4, 5 credits.

ID 8975: Read analyse and respond to variety of texts, NQF Level 4, 5 credits.

ID 8976: Write for a wide range of contexts, NQF Level 4, 5 credits.

Have to be handled twice, once for a first South African language and once for a second South African language. Therefore learners have to be proficient in two South African languages at NQF Level 4 in Communication.

All Unit Standards in the Fundamental Component are compulsory.

Core Component:

The Core Component consists of Unit Standards to the value of 69 credits all of which are compulsory.

Elective Component:

The Elective Component consists of Unit Standards to the value of 45 credits. Learners are to choose Unit Standards to the minimum of 16 credits. Learners may choose any registered Unit Standard which contributes to the improvement of their work performance or in which they have a particular interest following the approval of the relevant ETQA.

EXIT LEVEL OUTCOMES

1. Use written and oral communication skills to liaise with the internal and external publics of the organisation.
2. Perform administrative duties for organisational programmes and campaigns designed to gain publicity for the organisation.
3. Handle client queries and complaints.
4. Demonstrate an understanding of the nature and role of Public Relations.
5. Demonstrate an understanding of a selected business environment.
6. Plan a Public Relations event.
7. Use Mathematical Literacy effectively.
8. Perform basic account handling functions.
9. Explain the nature of marketing.
10. Measure the efficiency with which resources are deployed by measuring and improving productivity at a workstation.
11. Understand the nature of ethics, how it relates to the workplace and the need for ethical behaviour particularly by Public Relations Practitioners.

ASSOCIATED ASSESSMENT CRITERIA

The appropriate register, language and tone are used with due regard for the client, the organisation and prevailing protocol

Invitations to functions and meetings, letters, reports, a variety of public relations publications, menus and function task lists that suit the occasion and the organisation are drawn up according to prevailing protocol, client needs and organisational practice.

Professional editing symbols are used to ensure professional and accurate communiqués when editing and/or proof reading internal documents

The functions of the media are explained indicating how these can be utilised to gain publicity for the organisation

An effective telephone manner is utilised that will create a favourable image of the organisation and promote good relations with clients

2.

Administrative duties, related to media liaison, publicity campaigns, corporate identity programmes and CSI programmes, are performed within specified timeframes and to specified quality levels

Administrative duties related to marketing, market research and promotions are performed within specified timeframes and to specified quality levels

Administrative duties related to exhibitions, open-days, conferences, seminars and special functions are performed within specified timeframes and to specified quality levels

3.

The information to be obtained from the client is listed according to organisational policy and procedure

Clients are handled in a manner which improves or upholds the image of the organisation and which makes the client feel important to the organisation

The correct steps to follow when the learner cannot supply the necessary information are known and followed correctly.

4.

The purpose of public relations for an organisation will be understood so that its potential use can be identified on an on-going basis to improve/maintain the image and reputation of an organisation

Public relations actions are recommended, planned and implemented that suit the objectives of the organisation.

5.

The functioning of a business organisation is explained in writing

General business objectives related to the organisation can be described in a brief, written summary

6.

The necessary information is gathered to ensure the event meets the needs and expectations of the client

Task lists, menus, invitations, etc are compiled that meet client and organisational requirements

The services of suppliers and assistant staff to be on duty at the function are procured according to organisational policy and procedures

Guests are invited, met and accommodated in terms of the correct protocol

Necessary logistical arrangements are made according to organisational procedures

Reports on progress are made to the client at agreed times

The event is evaluated on completion to ensure that future events are equally or more effective in meeting the client's purpose.

7.

Problems relating to public relations are solved using mathematical concepts and calculations

Elementary calculations related to the Public Relations function are performed correctly.

8.

Invoices and receipts are filled out correctly

Money receipted is handled correctly according to organisational policy and procedures

Any query related to an account is handled promptly or forwarded to an appropriate individual within the organisation

9.

The components of the marketing environment and the nature of, and approaches to, market segmentation in the organisation are clarified in writing

The target market of the organisation is identified and the ways in which the marketing communication process can be used to reach them are identified within a marketing campaign

10.

Productivity targets are established and reviewed in conjunction with senior management

Factors hindering high levels of productivity are identified so as to enable corrective measures to be taken

Measures to improve productivity are identified and implemented timeously and in accordance with organisational procedures.

11.

The way in which a code of conduct for the organisation in general and for the Public Relations Practitioner is derived from ethical considerations is understood and an explanation given orally

The behaviour of the learner is professional and in accordance with the code of conduct applicable to him/her.

The consequences for an organisation of unethical behaviour by its staff is understood and explained in writing

Integrated Assessment

The qualification and its associated assessment criteria have been designed so that assessment is fully integrated into the body of the learning. The learner must, in an authentic setting:

Demonstrate competence by means of the practical application of the embedded knowledge in a manner that meets the required performance standards,

Illustrate a clear understanding of the concepts, theory and principles that underpin the practical action taken by means of explanation or examination.

The emphasis throughout the qualification is a continuous formative mode of assessment. Much of this is achieved in "sites of application" and involves a range of assessment tools, which will include a degree of self and peer assessment. The nature of the required learning programmes will make a single summative assessment virtually impossible (as this would be impractical were it to attempt to cover all elective options). It does not discount, however, a number of appropriate assessments being planned at specific times, by assessor and learner jointly, throughout the learning process.

As a result of a range of ongoing assessment approaches in terms of testing and evaluating the fundamental, practical and reflexive competence of the learner, a skills matrix should be produced. This will clearly indicate not only the knowledge gaps and skills deficits of the individual, but also highlight the learner's strengths and weaknesses related to the other elements of applied competence, namely:

Information processing and the power of analysis

Problem solving and a decision making capacity

Communication skills

Appropriate training interventions will therefore become apparent.

The assessment process is capable of being applied to RPL, subject to the rules and criteria of the relevant ETQA.

INTERNATIONAL COMPARABILITY

The information sourced for this benchmarking exercise, was drawn from the internet.

In order to evaluate the standard of the Qualification, it was compared with Qualifications and training offered by major role players in training and education of Public Relations and Communications Practitioners globally. The comparative study done revealed that Public Relations in other countries is linked to the Business Marketing learning field whereas in South Africa it is usually linked with Communication studies. In some cases, in South Africa, it is regarded as an independent field of study in its own right.

This Qualification compares favourably with the following international Qualifications:

The National Certificate in Business Marketing: Level 4 (New Zealand)

The Certificate in Public Relations: Level 4 (Australia)

The Undergraduate Degree in Public Relations (USA) - accredited by the Accrediting Council on Education in Journalism and Mass Communications.

ARTICULATION OPTIONS

The Qualification will be able to provide access to any qualification that involves Public Relations and Communication. The Fundamental Component should provide the learner with access to any Qualification at NQF Level 5, subject to the admission requirements of the provider.

This Qualification articulates horizontally with the following qualifications:

National Certificate in Business Administration: Level 4

National Certificate in Public Administration: Level 4

National Certificate in Public Relations: Secretarial: Level 4

National Certificate: Executive Secretary: Public Relations: Level 4

National Certificate in Customer Management: Level 4

National Certificate in Marketing Communications: Level 4

National Certificate in Marketing Management: Level 4

National Certificate in Marketing Research: Level 4

It articulates vertically with the following Qualifications:

National Diploma: Tourism Public Relations: Level 5.

National Certificate Public Relations Management: Level 5.

National Diploma in Marketing Communications: Level 5.

National Diploma in Customer Management: Level 5.

National Diploma in Marketing Communications: Level 5.

National Diploma in Marketing Management: Level 5.

National Diploma in Marketing Research: Level 5.

Bachelor of Marketing Communications: Level 6.

MODERATION OPTIONS

The following apply:

Anyone assessing a learner, or moderating the assessment of a learner, against this qualification must be registered as an assessor with the relevant ETQA, or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.

Any institution offering learning that will enable the achievement of this qualification must be accredited as a provider with the relevant ETQA.

Assessment and moderation of assessment will be overseen by the relevant ETQA according to the policies and guidelines for assessment and moderation of that ETQA, in terms of agreements reached around assessment and moderation between various ETQAs (including professional bodies), and in terms of the moderation guideline detailed immediately below.

Moderation must include both internal and external moderation of assessments at all exit points of the qualification, unless ETQA policies specify otherwise. Moderation should also encompass achievement of the competence described both in individual Unit Standards as well as the integrated competence described in the qualification.

Anyone wishing to be assessed against this qualification may apply to be assessed by any assessment agency, assessor or provider institution that is accredited by the relevant ETQA.

The options as listed above provide the opportunity to ensure that assessment and moderation can be transparent and affordable. Iteration of the process, and continued review and maintenance of this qualification will ensure development of the NQF and this framework in particular.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

Assessors should:

Be in possession of a public relations, communication or marketing qualification at NQF Level 5 or higher

Be registered as an assessor with the relevant ETQA.

NOTES

This Qualification has been replaced by qualification 71729, which is "Further Education and Training Coertificate: Public Relations Practice", NQF Level 4, 136 Credits.

UNIT STANDARDS:

	ID	UNIT STANDARD TITLE	PRE-2009 NQF LEVEL	NQF LEVEL	CREDITS
Core	7790	Process incoming and outgoing telephone calls	Level 3	NQF Level 03	3
Core	110296	Adhere to professional conduct and business ethics in a Public Relations and Communication environment	Level 4	NQF Level 04	4
Core	115413	Apply communication theory and practice	Level 4	NQF Level 04	5
Core	110295	Arrange a Public Relations / Communication event	Level 4	NQF Level 04	5
Core	115409	Assist with tasks related to marketing, market research and promotions	Level 4	NQF Level 04	7
Core	115415	Assist with the implementation of corporate identity and corporate image programmes	Level 4	NQF Level 04	5
Core	10018	Deal with brand, product and service promotions	Level 4	NQF Level 04	4
Core	14357	Demonstrate an understanding of a selected business environment	Level 4	NQF Level 04	10
Core	10031	Edit, Code and Capture data	Level 4	NQF Level 04	5
Core	10024	Liaise with a range of customers of a business	Level 4	NQF Level 04	4
Core	115410	Perform support duties related to various types of PR events	Level 4	NQF Level 04	8
Core	115414	Perform support functions for media liaison, publicity campaigns and corporate social investment programmes	Level 4	NQF Level 04	9
Fundamental	12154	Apply comprehension skills to engage oral texts in a business environment	Level 4	NQF Level 04	5
Fundamental	9015	Apply knowledge of statistics and probability to critically interrogate and effectively communicate findings on life related problems	Level 4	NQF Level 04	6
Fundamental	8974	Engage in sustained oral communication and evaluate spoken texts	Level 4	NQF Level 04	5
Fundamental	8975	Read analyse and respond to a variety of texts	Level 4	NQF Level 04	5
Fundamental	9016	Represent analyse and calculate shape and motion in 2-and 3-dimensional space in different contexts	Level 4	NQF Level 04	4
Fundamental	7468	Use mathematics to investigate and monitor the financial aspects of personal, business, national and international issues	Level 4	NQF Level 04	6
Fundamental	8976	Write for a wide range of contexts	Level 4	NQF Level 04	5
Elective	10039	Carry out marketing administration within agreed parameters	Level 4	NQF Level 04	10
Elective	10016	Demonstrate an understanding of product positioning	Level 4	NQF Level 04	4
Elective	114878	Identify and measure the factors that influence productivity	Level 4	NQF Level 04	10
Elective	114880	Measure and improve single factor productivity at a work station	Level 4	NQF Level 04	8
Elective	114736	Record business financial transactions	Level 4	NQF Level 04	5
Elective	10135	Work as a project team member	Level 4	NQF Level 04	8

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement.

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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.

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