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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Postgraduate Diploma in Public Relations Management 
SAQA QUAL ID QUALIFICATION TITLE
120164  Postgraduate Diploma in Public Relations Management 
ORIGINATOR
Vaal University of Technology 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Postgraduate Diploma  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 08  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0638/26  2026-02-02  2029-02-02 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2030-02-02   2033-02-02  

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:
The Postgraduate Diploma in Public Relations Management is designed with the purpose to facilitate learners in learning how to strategically communicate with stakeholders and implement and apply knowledge strategically within a professional setting. The qualification provides a critical analysis of the principles and practices of Public Relations Management and media, communication, policies, financial knowledge, audience measurement and international relations in a national and global context.

The qualification design is uniquely structured to address the niche areas such as managing online media, strategic communication, project management, financial public relations, reputation management, audience measurement, international relations, and analysing the political economy of media.

Qualifying learners would most likely find themselves fulfilling supervisory or managerial roles within the public relations sector.

This qualification will develop learners' ability to think both analytically and critically to solve high-level problems and to produce reasoned arguments encompassing the complex and constantly changing themes and debates within the fields of media, communication, and public relations.

This qualification will equip learners with skills and competencies that would contribute to the political, social, and economic aspects of the country. Application and evaluation of existing knowledge are key in this qualification and focus on a specialised area of public relations and communications. The main purpose of the qualification is to enhance professional and personal development and encourage a culture of lifelong learning within the field.

Qualifying learners will attain the ability to interpret and report back on financial statements, critically analyse, and predict media landscapes, conduct media placing and make informed decisions about reputation management.

Rationale:
The rationale of the qualification is informed by the need to cope with the changing industry needs and markets and to prepare learners for the 4IR. This qualification focuses on equipping learners with integrated advanced public relations knowledge, and problem-solving skills in strategic communication. Concerning online communication, project management, the political economy of media, reputation management, audience measurement, international relations, and research.

This qualification aims to prepare learners to become strategic communications practitioners, and managers to lead different projects in government institutions, non-profit organisations, and the private sector.

The core element of the Postgraduate Diploma in Public Relations Management rationale is to offer learners a competitive advantage in the global skills environment. As part of the portfolio-based assessment, the learners will engage with local NGOs, municipalities, and private organisations to the benefit of the local communities. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
The institution has an approved Recognition of Prior Learning (RPL) policy which is applicable with regards to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications. RPL may be applied for access, credits from modules and credits for or towards the qualification.

RPL for access:
  • Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
  • To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations should they be allowed entrance into the qualification.

    RPL for exemption of modules:
  • Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

    RPL for credit:
  • Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
  • Credit shall be appropriate to the context in which it is awarded and accepted.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • Advanced Diploma in Public Relations Management, NQF Level 7.
    Or
  • Bachelor in Media and Communications, NQF Level 7. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at National Qualifications Framework Level 8 totalling 120 Credits.

    Compulsory Modules, Level 8, 120 Credits:
  • Strategic Communication Management, 35 Credits.
  • Media studies in Public Relations Management, 35 Credits.
  • Advanced Project Management, 20 Credits.
  • Research Project in Public Relations Management, 30 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Implement effective and creative public relations campaigns through traditional and social media platforms.
    2. Apply relevant communication strategies, principles, and procedures ethically and responsibly.
    3. Analyse different media landscapes for purposes of media planning and media placing, by utilising a variety of techniques, and resources, through predicting and modelling.
    4. Communicate, interpret, critique, and apply contemporary public relations strategies for corporate brand building and reputation management in an ethical manner to relevant stakeholders.
    5. Manage and respond to the interpretation of public relations issues in government, private and NGOs', by enforcing relevant policies.
    6. Demonstrate the comprehension of public relations functions to lead and productively participate in individual and group projects to achieve intended strategic objectives.
    7. Identify a public relations problem and apply the relevant methodologies to make conclusions and relevant recommendations regarding a specific media, public relations, or communication-related issue. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Gather appropriate and relevant data to address the problem.
  • Analyse the data and structure it into relevant information.
  • Analyse public relations-related challenges and advise on possible solutions.
  • Apply relevant communication strategies, principles, and procedures to address a public relations challenge.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Develop strategies to launch a campaign.
  • Implement strategies aligned with public relations principles.
  • Consider and adhere to the ethics and practices of public relations.
  • Create, design, and implement effective and creative public relations campaigns using integrating public relations principles and approaches.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Analyse different media landscapes.
  • Utilise a variety of techniques, and resources, through predicting and modelling.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Communicate public relations matters in a professional manner.
  • Interpret data and resources into relevant information.
  • Critique and apply public relations strategies for corporate brand building and reputation management.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Apply relevant policies in public relations practices.
  • Adhere to policies and code of conduct relevant to PR management.
  • Manage and respond to public relations issues in government, private and NGOs', by enforcing relevant policies.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Conduct individual research.
  • Work as a team member and take accountability for tasks assigned to his/her role in the team.
  • Share knowledge with team members for the purpose of completing an assignment or project and creating new knowledge in the sector.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Identify a public relations problem, conducting research, data collecting, synthesising, and reporting on the problem.

    Integrated Assessment:
    Assessment 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 to pass.

    All the modules are excessively assessed, both internally and externally. These assessments may include but are not limited to:
  • Review by an external panel, industry experts, peer reviews, and lecturer evaluations.
  • The research project in public relations management is particularly assessed by external moderator(s) where learners present their projects aligned with the associated assessment criteria and exit-level outcomes of the qualification.
  • Learners will be assessed on their research proposal (oral and written) and the final report (written). An external moderator is needed for the final research reports.
  • External moderators will be used to verify the standard of the summative assessments. These moderators will have the necessary qualifications, as outlined in the institution's assessment policy, and are appointed on a contract basis.

    Summative assessment (CASS) will be a portfolio of evidence. Summative assessments are done during and on completion of the modules. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Australia
    Institution: Deakin University (DU), Melbourne
    Qualification title: Graduate Diploma of Public Relations
    Level: AQF Level 8
    Duration: 1 year full-time or part-time equivalent

    Entry requirements:
  • Bachelor's degree in any discipline.
    Or
  • Graduate Certificate in any discipline.
    Or
  • at least two years of relevant work experience (or part-time equivalent).

    Modules:
  • Public Relations Campaigns
  • Public Relations Writing and Tactics
  • Marketing Communication
  • Reputation management
  • Public relations theory and practice
  • Communication and Creative Arts

    Recognition of Prior Learning (RPL):
    The institution aims to provide learners with credits for approved prior study or informal learning which exceeds the normal entrance requirements for the qualification and is within the constraints of the course regulations.

    Similarities:
  • Both the DU and SA qualifications are offered in one year, with the same entry requirements.
  • Both the DU and SA qualifications are at the same level (the SA qualification is at NQF Level 8, and the DU qualification is at AQF Level 8).
  • Prospective learners can access both the DU and SA qualifications through RPL.

    Country: Hong Kong
    Institution: HKU School of Professional and Continuing Education.
    Qualification Title: Postgraduate Diploma in Public Relations and Corporate Communication
    QF Level: Level 6
    Duration: 1 year and 6 months
    This qualification aims to help learners keep abreast of the contemporary concepts and practices of public relations and corporate communication.

    With the multidisciplinary curriculum, learners are exposed to up-to-date knowledge of strategic planning, skills of influencing stakeholders, the know-how of managing crisis and reputation, as well as the many various communication challenges any for-profit, non-profit or government organization is facing today.

    The qualification is designed for:
  • Public Relations Executive, Managers, Senior Management
  • Business owners
  • Sales, Management, Marketing, IT Executives and Managers who are multi-tasking in various function lines of NGO, Public Utilities and Government
  • Anyone responsible for developing and/or implementing Public Relations and Corporate Communication strategies for their organizations
  • Anyone looking to pursue a career in Public Relations and Corporate Communication.

    On completion of the qualification, qualifying learners should be able to:
  • Evaluate the PR and Corporate Communication theories, principles and practice, their importance and their impact on stakeholders and society. (Similar to ELO 1 in the SA qualification)
  • Create, design, and implement effective and creative PR and Corporate Communication programmes and campaigns through traditional and digital media. (Similar to ELO 2 in the SA qualification)
  • Conduct relevant research independently in the area of strategic planning.
  • Develop and apply diagnostic, practical, and creative communication skills, in particular writing skills, in support of the internal and external communication needs and tasks of an organization.
  • Interpret, critique, and apply the contemporary perspectives for corporate and product brand building and reputation management concepts in the digital economy.
  • Evaluate the concepts and practice in the area of crisis and reputation management.
  • Defend the interpretation, relations and communications associated with the government, public utilities, private and NGOs in public affairs issues, and effect positive change through public policies and community engagement.

    Modules:
  • Contemporary Public Relations
  • Contemporary Corporate Communication
  • Advanced Writing for Corporate Communication
  • Media Relations Management (Similar to the Media Studies in Public Relations Management in the SA qualification)
  • Integrated Digital branding
  • Crisis and Reputation Management
  • Strategic Communication (Similar to the Media Studies in Strategic Communication Management in the SA qualification)

    Differences:
  • The Hong Kong (HK) qualification is offered in one year and six months, whereas the South African (SA) qualification is offered in one year.
  • The HK qualification is at QF Level 6, and the SA qualification is at NQF Level 8. 
    		•

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both vertical and horizontal articulation.

    Horizontal Articulation:
  • Bachelor Honours of Communication Management, NQF Level 8.
  • Postgraduate Diploma in Media Studies, NQF Level 8.

    Vertical Articulation:
  • Master of Arts in Media studies, NQF Level 9. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    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.
     
    1. Vaal University of Technology 


    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.