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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of communication theory and practice in public relations 
SAQA US ID UNIT STANDARD TITLE
335834  Demonstrate an understanding of communication theory and practice in public relations 
ORIGINATOR
Task Team - Public Relations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Public Relations 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 4  NQF Level 04  10 
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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
115413  Apply communication theory and practice  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
This Unit Standard is intended for learners within the public relations sub-field who work or wish to work in a public relations office, section or department. This Unit Standard meets the needs of the sub-field and of the society by providing competent public relations assistants who by, understanding communication theory and practice, contribute to the public relations effort of the organisation. The learner successfully completing this Unit Standard will gain essential knowledge of and practical exposure to the application of communication theory and practice in the public relations environment.

Learners credited with this unit standard will be able to:
  • Demonstrate an understanding of the communication model in an organisational context.
  • Describe the systems and stakeholder theories in public relations practice.
  • Describe mass media and its use in practice. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learner has the following knowledge and skills:
  • Communication at NQF Level 3. 

  • UNIT STANDARD RANGE 
    Communication is a term used to refer to any dynamic information-sharing process. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding of the communication model in an organisational context. 
    OUTCOME RANGE 
    Communication model refers to internal and external communication. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The concept of communication is defined in a public relations context. 

    ASSESSMENT CRITERION 2 
    An explanation is given of the application of a communication model in an organisation. 

    ASSESSMENT CRITERION 3 
    An outline is given of internal organisational communication channels. 

    ASSESSMENT CRITERION 4 
    Communication channels are identified of external stakeholders. 

    SPECIFIC OUTCOME 2 
    Describe the systems and stakeholder theories in public relations practice. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A description is given of the systems theory with specific reference to the open systems approach to public relations and communication. 

    ASSESSMENT CRITERION 2 
    A description is given of the application of the systems theory in a practical scenario. 

    ASSESSMENT CRITERION 3 
    A description is given of the stakeholder theory in terms of its relevance to public relations and communication. 

    ASSESSMENT CRITERION 4 
    A description is given of the professional responsibility approach to public relations practice. 

    ASSESSMENT CRITERION 5 
    A description is given of the application of stakeholder theory in a practical scenario. 

    SPECIFIC OUTCOME 3 
    Describe mass media and its use in practice. 
    OUTCOME RANGE 
    Mass media may include but is not limited to broadcast, electronic and print media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    An explanation is given of the functions of the mass media in terms of their practical application. 

    ASSESSMENT CRITERION 2 
    The different media are identified that make up the mass media. 

    ASSESSMENT CRITERION 3 
    An awareness is demonstrated of media trends applicable to the public relations environment. 

    ASSESSMENT CRITERION 4 
    An explanation is given of the advantages and disadvantages of the different media. 

    ASSESSMENT CRITERION 5 
    Media is identified which is appropriate for different campaigns/events. 

    ASSESSMENT CRITERION 6 
    An explanation is given of information contained in a media kit. 
    ASSESSMENT CRITERION RANGE 
    Media kits may include but not limited:
  • To newspapers and magazine articles, flyers, advertisements, videos, CDs, DVDs, presentations, radio broadcasts, news releases and captioned photographs.
     


  • UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this Unit Standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA, or an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Anyone assessing a learner against this Unit Standard 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 achievement of this Unit Standard or assessing this Unit Standard must be accredited as a provider with the relevant ETQA or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    Communication concepts pertaining to public relations. 

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    This unit standard promotes, in particular, the following Critical Cross-Field Outcomes:

    Collecting, analysing, organising and critically evaluating information to better understand and explain:
  • The communication model in an organisational context.
  • The systems and stakeholder theories in public relations practice.
  • Mass media and its use in practice. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation when:
  • Demonstrating an understanding of the communication model in an organisational context.
  • Describing the systems and stakeholder theories in public relations practice.
  • Describing mass media and its use in practice. 

  • 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 
    This unit standard replaces unit standard 115413, "Apply communication theory and practice", Level 4, 3 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  71729   Further Education and Training Certificate: Public Relations Practice  Level 4  NQF Level 04  Reregistered  2023-06-30  SERVICES 


    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.