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. |
SOUTH AFRICAN QUALIFICATIONS AUTHORITY |
REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE: |
National Diploma: Public Relations Practice |
SAQA QUAL ID | QUALIFICATION TITLE | |||
73129 | National Diploma: Public Relations Practice | |||
ORIGINATOR | ||||
Task Team - Public Relations | ||||
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY | NQF SUB-FRAMEWORK | |||
SERVICES - Services Sector Education and Training Authority | OQSF - Occupational Qualifications Sub-framework | |||
QUALIFICATION TYPE | FIELD | SUBFIELD | ||
National Diploma | Field 03 - Business, Commerce and Management Studies | Public Relations | ||
ABET BAND | MINIMUM CREDITS | PRE-2009 NQF LEVEL | NQF LEVEL | QUAL CLASS |
Undefined | 245 | Level 5 | NQF Level 05 | Regular-Unit Stds Based |
REGISTRATION STATUS | SAQA DECISION NUMBER | REGISTRATION START DATE | REGISTRATION END DATE | |
Passed the End Date - Status was "Reregistered" |
SAQA 9999/99 | 2018-07-01 | 2023-06-30 | |
LAST DATE FOR ENROLMENT | LAST DATE FOR ACHIEVEMENT | |||
2025-06-30 | 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 qualification does not replace any other qualification and is not replaced by any other qualification. |
PURPOSE AND RATIONALE OF THE QUALIFICATION |
Purpose:
Public Relations provides a service for the organisation by helping to give the public and the media a better and complete understanding of the company. The main goal of a Public Relations department is to enhance the reputation of the organisation both internally and externally. Public Relations gives an organisation or individual exposure to their audiences. This Qualification is intended to develop the skills and knowledge required by a person who wishes to pursue a career as a manager, assistant manager or private consultant in a Public Relations department and practice as a Public Relations Officer. The function of such a person is to manage those tasks and activities that would lead to effective service delivery in a Public Relations office, section or department. Learners achieving this Qualification will be able to conduct Public Relations related tasks such as: Learners credited with this qualification will be able to: Rationale: This Qualification will meet the needs of the Public Relations sector by providing training standards against which Public Relations Officers can be trained. This Qualification meets the needs of society by providing learners who are competent in the tasks required of them as managers, assistant managers or private consultants of a Public Relations department or projects thus contributing to the overall improvement of the public perception of the organisation both internally and externally. This Qualification is the second of a series of Qualifications in Public Relations Practice. This Qualification and further work-place based experience will provide the learner possible access to further learning opportunities in Public Relations at NQF Level 6. The typical learner might: This Qualification will provide learning at a post school level and gives a solid grounding in both the knowledge and practical elements underpinning the main concepts in the field of Public Relations. |
LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING |
It is assumed that the learner has the following knowledge and skills:
Recognition of Prior Learning: This Qualification makes the Recognition of Prior Learning possible, if the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this Marketing Qualification. Recognition of Prior Learning will be done by means of an Integrated Assessment as mentioned in the previous paragraph. This Recognition of Prior Learning may allow: All recognition of Prior Learning is subject to quality assurance by the relevant accredited Education, Training, Quality, and Assurance Body and is conducted by a registered workplace assessor. Because the standards are only core and fundamental, these standards may have been acquired in a range of economic sectors and these will be recognizes as appropriate. Access to the Qualification: There is an open access to this qualification for learners who have successfully completed: |
RECOGNISE PREVIOUS LEARNING? |
Y |
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 245 credits as detailed below. Fundamental Component: The Fundamental Component consists of Unit Standards to the value of 24 credits all of which are compulsory. Core Component: The Core Component consists of Unit Standards to the value of 204 credits all of which are compulsory. Elective Component: The Elective Component consists of a number of specialisations each with its own set of Unit Standards. Learners are to choose a specialisation area and then complete Unit Standards totalling a minimum of 17 credits from the Unit Standards listed under that specialisation. The specialisation areas are: Consulting (60 Credits): Media Co-ordination (19 Credits): Generalist (34 Credits): Additional specialisations for other sectors in which Public Relations are applicable and may be added to this Qualification once they are finalised. |
EXIT LEVEL OUTCOMES |
1. Communicate within the public relations environment.
2. Manage individual and organisational activities. 3. Manage public relations tasks and projects. 4. Apply integrated communication. Critical Cross-Field Outcomes: This Qualification promotes, in particular, the following Critical Cross-Field Outcomes: Identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made when: Working effectively with others as a member of a team, group, organisation, and community during: Organising and managing oneself and one's activities responsibly and effectively when: Communicate effectively using visual, mathematical and/or language in the modes of oral and/or written persuasion when: Collecting, analysing, organising and critically evaluating information to better understand and explain: Using science and technology effectively and critically, showing responsibility towards the environment and health of others when: Demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation when: |
ASSOCIATED ASSESSMENT CRITERIA |
Associated Assessment Criteria for Exit Level Outcome 1:
1.1 Research is conducted in order to collect and analyse information for public relations material. 1.2 Public relations material is produced taking into consideration intellectual property and copyright practices. 1.3 Writing, proofreading, editing and publishing skills are applied in the production of public relations material. 1.4 Public relations material is presented to stakeholders and/or the media. Associated Assessment Criteria for Exit Level Outcome 2: 2.1 Project management practices are applied in individual and organisational activities. 2.2 Public relations project activities and objectives are negotiated with stakeholders. 2.3 Resource planning is conducted for public relations related activities. 2.4 Labour relation legislation is applied during public relations activities. Associated Assessment Criteria for Exit Level Outcome 3: 3.1 Internal and external public relations programmes are developed for implementation by the organisation. 3.2 Corporate social programmes are identified and evaluated for uptake by the organisations. 3.3 Target markets are analysed so as to ensure the best positioning of the organisation in terms of branding and image. 3.4 The relationship with the media is managed so as to ensure the best positioning of the organisation in terms of media coverage and public perception. 3.5 Organisational crises management plans are implemented so as to protect the interests of the organisation. Associated Assessment Criteria for Exit Level Outcome 4: 4.1 An understanding is demonstrated of public relations as an entity of integrated marketing communications and its application within the organisation. 4.2 An integrated marketing communication strategy is developed for the organisation taking into account other organisational stakeholders. 4.3 Communication management systems and activities are managed in an integrated means. 4.4 Relationships with internal and external stakeholders are established and maintained following communication practices and protocols. Integrated Assessment: Because assessment practices must be open, transparent, fair, valid, and reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the Qualification. Learning, teaching and assessment are inextricably linked. Whenever possible, the assessment of knowledge, skills, attitudes and values shown in the unit standards should be integrated. A variety of methods must be used in assessment and tools and activities must be appropriate to the context in which the learner is working. Where it is not possible to assess the learner in the workplace or on-the-job, simulations, case studies, role-plays and other similar techniques should be used to provide a context appropriate to the assessment. The term 'Integrated Assessment' implies that theoretical and practical components should be assessed together. During integrated assessments the assessor should make use of formative and summative assessment methods and assess combinations of practical, applied, foundational and reflective competencies. Assessors and moderators should make use of a range of formative and summative assessment methods. Assessors should assess and give credit for the evidence of learning that has already been acquired through formal, informal and non-formal learning and work experience. Assessment should ensure that all Specific Outcomes, Essential Embedded Knowledge and Critical Cross-Field Outcomes are assessed. The assessment of the Critical Cross-Field Outcomes should be integrated with the assessment of Specific Outcomes and Essential Embedded Knowledge. |
INTERNATIONAL COMPARABILITY |
Best Practice:
Pinnacle, an internationally based provider in the field of Public Relations, was identified by the Task Team Public Relations as applying best practice training in the field of Public Relations. Further the following institutions in the following countries were identified by the Task Team Public Relations as providers that apply best practice in Public Relations training: International: Pinnacle is an international Public Relations training company with training centres in London, Brussels and Dubai. The Specialist Public Relations Programme is one of the programmes presented and the following aspects are covered in this programme: Findings: All of the above mentioned aspects are contained in the National Diploma: Public Relations Practice, Level 5 except aspects to do with preparing spokespeople. India: The Indian Institute for Mass Communications situated in New Delhi presents a Post Graduate Diploma in Advertising and Public Relations. The diploma contains the following subjects: Findings: All of the above mentioned aspects are inherent in the National Diploma: Public Relations Practice, NQF Level 5. Further the National Diploma: Public Relations Practice, NQF Level 5 makes provisional business management and project management competencies which are not contained in the above mentioned diploma. The United Kingdom: The Charted Institute of Public Relations is situated in London and provides training opportunities in Public Relations. The following courses are offered which appear to be at the same level as the National Diploma: Public Relations Practice, NQF Level 5. Advanced Certificate Course: Diploma Course: Findings: Together the two courses contain all of the above mentioned aspects in the National Diploma: Public Relations Practice, NQF Level 5 except aspects to do with organisational cultural change. Further the National Diploma: Public Relations Practice, NQF Level 5 makes provisional for project management competencies which are not contained in the above mentioned programme. United States of America: The University of Washington Extension offers various extra curricular courses in Public Relations. The following courses are offered which appear to be at the same level as the National Diploma: Public Relations Practice, NQF Level 5. Intermediate Public Relations: Advanced Public Relations: Findings: All of the above mentioned aspects are inherent in the National Diploma: Public Relations Practice, NQF Level 5. Further the National Diploma: Public Relations Practice, NQF Level 5 makes provisional for project management competencies which are not contained in the above mentioned programme. Canada: McMaster University of Ontario offers a set of short courses in public relations. Together the short courses appear to be similar to the National Diploma: Public Relations Practice, NQF Level 5. The following make up the set of short courses: Findings: All of the above mentioned aspects are inherent in the National Diploma: Public Relations Practice, NQF Level 5. Further the National Diploma: Public Relations Practice, NQF Level 5 makes provisional for project management competencies which are not contained in the above mentioned programme. Langara College in Vancouver offers a Certificate Programme in Public Relations. The programme contains the following subjects: Findings: All of the above mentioned aspects are inherent in the National Diploma: Public Relations Practice, NQF Level 5. Further the National Diploma: Public Relations Practice, NQF Level 5 makes provisional for project management competencies which are not contained in the above mentioned programme. Conclusion: All the programmes and courses compared in this International Comparability compare favourably to the National Diploma: Public Relations Practice, NQF Level 5 in terms of learning content. It was however found that the National Diploma: Public Relations Practice, NQF Level 5 generally contained additional learning in the form of project management. |
ARTICULATION OPTIONS |
This Qualification lends itself to both vertical and horizontal articulation possibilities.
Horizontal articulation is possible with the following Qualifications: Vertical articulation is possible with the following qualifications: |
MODERATION OPTIONS |
CRITERIA FOR THE REGISTRATION OF ASSESSORS |
For an applicant to register as an assessor, the applicant needs:
|
REREGISTRATION HISTORY |
As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015. |
NOTES |
As per the SAQA decision to re-register all provider-based qualifications on the National Qualifications Framework that meet the criteria for re-registration, this qualification has been re-registered from 1 July 2018. As per the SAQA decision to re-register all provider-based qualifications on the National Qualifications Framework that meet the criteria for re-registration, this qualification has been re-registered from 1 July 2018. N/A |
UNIT STANDARDS: |
ID | UNIT STANDARD TITLE | PRE-2009 NQF LEVEL | NQF LEVEL | CREDITS | |
Core | 252203 | Demonstrate an understanding of the target market | Level 4 | NQF Level 04 | 4 |
Core | 335959 | Develop and maintain a contact database | Level 4 | NQF Level 04 | 5 |
Core | 242840 | Make oral presentations | Level 4 | NQF Level 04 | 2 |
Core | 242839 | Research content for a presentation | Level 4 | NQF Level 04 | 2 |
Core | 252446 | Acquire copyright permissions | Level 5 | Level TBA: Pre-2009 was L5 | 10 |
Core | 252042 | Apply the principles of ethics to improve organisational culture | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Core | 255678 | Collect and analyse information for research purpose | Level 5 | Level TBA: Pre-2009 was L5 | 15 |
Core | 335956 | Conduct desktop publishing | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Core | 335955 | Demonstrate an understanding of integrated marketing communication | Level 5 | Level TBA: Pre-2009 was L5 | 10 |
Core | 114278 | Demonstrate and apply an understanding of the Labour Relations Act (Act 66 of 1995) | Level 5 | Level TBA: Pre-2009 was L5 | 12 |
Core | 335958 | Develop an integrated marketing communication campaign | Level 5 | Level TBA: Pre-2009 was L5 | 10 |
Core | 115828 | Develop, implement and monitor promotional strategies | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Core | 242727 | Display versatile use of the voice for performance | Level 5 | Level TBA: Pre-2009 was L5 | 10 |
Core | 252449 | Identify intellectual property and materials | Level 5 | Level TBA: Pre-2009 was L5 | 15 |
Core | 335963 | Implement a corporate social programme | Level 5 | Level TBA: Pre-2009 was L5 | 10 |
Core | 335961 | Implement a crisis communication management plan | Level 5 | Level TBA: Pre-2009 was L5 | 7 |
Core | 114226 | Interpret and manage conflicts within the workplace | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Core | 110360 | Interview for a variety of journalistic purposes | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Core | 243818 | Negotiate agreements in simple to moderately complex situations | Level 5 | Level TBA: Pre-2009 was L5 | 4 |
Core | 335996 | Plan a public relations programme | Level 5 | Level TBA: Pre-2009 was L5 | 12 |
Core | 335960 | Prepare a research brief | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Core | 252038 | Prepare and manage a budget | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Core | 252443 | Propose tactics for protecting intellectual property | Level 5 | Level TBA: Pre-2009 was L5 | 15 |
Core | 251963 | Utilise communication and information management systems | Level 5 | Level TBA: Pre-2009 was L5 | 10 |
Core | 115081 | Write technical text within a specific field | Level 6 | Level TBA: Pre-2009 was L6 | 10 |
Fundamental | 252044 | Apply the principles of knowledge management | Level 5 | Level TBA: Pre-2009 was L5 | 6 |
Fundamental | 117539 | Assess the quality of written text | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Fundamental | 252022 | Develop, implement and evaluate a project plan | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Fundamental | 115790 | Write and present for a wide range of purposes, audiences and contexts | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Elective | 243611 | Develop plans to manage sponsorship for a recreation programme | Level 4 | NQF Level 04 | 4 |
Elective | 114596 | Research the viability of new venture ideas/opportunities | Level 4 | NQF Level 04 | 5 |
Elective | 119171 | Analyse and make decisions for the development and selection of a specific consulting model | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Elective | 252023 | Apply financial practices and ratio analysis | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Elective | 336019 | Demonstrate an understanding of financial/investor relations | Level 5 | Level TBA: Pre-2009 was L5 | 4 |
Elective | 336018 | Demonstrate an understanding of public affairs | Level 5 | Level TBA: Pre-2009 was L5 | 7 |
Elective | 336020 | Demonstrate an understanding of the application of mass communication | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Elective | 115394 | Develop a consulting service ethic | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Elective | 119173 | Develop and maintain effective working relationship with clients | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Elective | 115403 | Know the client within a consulting contract | Level 5 | Level TBA: Pre-2009 was L5 | 6 |
Elective | 336017 | Manage media relations | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Elective | 119175 | Participate in the clarification of issues regarding a consulting engagement | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Elective | 336021 | Plan and organise a media conference | Level 5 | Level TBA: Pre-2009 was L5 | 6 |
Elective | 335954 | Prepare employee communication materials | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Elective | 115406 | Provide administrative support within a consulting context | Level 5 | Level TBA: Pre-2009 was L5 | 5 |
Elective | 119084 | Research and provide after sales service of the consulting engagement | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
Elective | 117515 | Tender for projects | Level 5 | Level TBA: Pre-2009 was L5 | 7 |
Elective | 115404 | Understand the business of consulting | Level 5 | Level TBA: Pre-2009 was L5 | 8 |
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. |
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. |