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|SOUTH AFRICAN QUALIFICATIONS AUTHORITY|
|Further Education and Training Certificate: Public Relations Practice|
|SAQA QUAL ID||QUALIFICATION TITLE|
|71729||Further Education and Training Certificate: Public Relations Practice|
|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|
|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||136||Level 4||NQF Level 04||Regular-Unit Stds Based|
|REGISTRATION STATUS||SAQA DECISION NUMBER||REGISTRATION START DATE||REGISTRATION END DATE|
|LAST DATE FOR ENROLMENT||LAST DATE FOR ACHIEVEMENT|
|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 replaces:
|Qual ID||Qualification Title||Pre-2009 NQF Level||NQF Level||Min Credits||Replacement Status|
|48875||Further Education and Training Certificate: Public Relations Practice||Level 4||NQF Level 04||141|
|PURPOSE AND RATIONALE OF THE QUALIFICATION|
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 using topics of public interest and news items that do not require direct payment.
This Qualifications is intended to develop the skills and knowledge required by a person who wishes to pursue a career in a public relations office, section or department as a Public Relations Assistant. The function of such a person is to assist the Public Relations Officer in the performance of those tasks and activities that would lead to effective service delivery in a public relations office, section or department. Public relations assistant will be required to:
Learners achieving this Qualification will be able to occupy positions such as:
Recipients of this qualification will be able to:
This Qualification will meet the needs of the public relations sector by providing training standards against which public relations assistant officers can be trained. This Qualification meets the needs of society by providing learners who are competent in the tasks required of them in a public relations office, section or department thus contributing to the overall improvement of the public perception of the organisation both internally and externally.
This Qualification is entry level learning into public relations practice. This Qualification and further work-place experience will provide the learner access to further learning opportunities in public relations at NQF Levels 5 and 6.
The typical learner will either already be assisting in a public relations environment without having received any formal training, or is likely to be a person who has been identified and selected from other organisational departments as having the potential to assist in the public relations office, or young adult school leavers interested in a career in 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, keeping in mind the "Learning Assumed to be in Place".
|RECOGNISE PREVIOUS LEARNING?|
|To be awarded the Qualification learners are required to obtain a minimum of 136 Credits as detailed below.
The Fundamental Component consists of Unit Standards in:
It is compulsory therefore for learners to do Communication in two different South African languages, one at NQF Level 4 and the other at NQF Level 3.
All Unit Standards in the Fundamental Component are compulsory.
The Core Component consists of Unit Standards to the value of 64 Credits all of which are compulsory.
The Elective Component consists of individual Unit Standards from which the learner must choose Unit Standards totalling a minimum of 16 Credits.
|EXIT LEVEL OUTCOMES|
|1. Demonstrate an understanding of the nature and role of public relations.
2. Perform a range of clerical and administrative tasks for public relations practice.
3. Perform a support role for specific public relations practices.
Critical Cross-Field Outcomes:
This qualification promotes, in particular, the following Critical Cross-Field Outcomes:
1. Identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made when:
2. Working effectively with others as a member of a team, group, organisation, and community during:
3. Organising and managing oneself and one's activities responsibly and effectively when:
4. Communicate effectively using visual, mathematical and/or language in the modes of oral and/or written persuasion when:
5. Collecting, analysing, organising and critically evaluating information to better understand and explain:
6. Using science and technology effectively and critically, showing responsibility towards the environment and health of others when:
7. 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 A description is given of the public relations industry in terms of the international and national public relations environment.
1.2 An explanation is given of the purpose of public relations for an organisation in terms of its potential use to improve/maintain the image and reputation of an organisation.
1.3 An explanation is given of the functions of the various internal and external role players of an organisation with regards to public relations.
Associated Assessment Criteria for Exit Level Outcome 2:
2.1 Administrative duties related to media liaison, publicity campaigns, corporate identity and community social investment programmes are carried out within specific time-frames and standards.
2.2 Public relations data is collected, collated and used in terms of all public relations activities and functions.
2.3 Queries related to public relations activities and functions are handled in accordance with policies, procedures and protocols.
Associated Assessment Criteria for Exit Level Outcome 3:
3.1 Public relations actions are implemented that suit the objectives of the organisation.
3.2 Logistical arrangements for public relations activities and functions are carried out within specific time-frames.
3.3 Basic account handling activities are performed in accordance with organisational policies and procedures.
3.4 Documents and literature used/issued by the organisation are checked and edited to ensure professional and accurate communiqués.
3.5 Communication techniques are utilised that will create a favourable image of the organisation and promote good relations with the public.
3.6 Clients are handled in a manner which upholds or improves the image of the organisation.
3.7 Professional conduct and business ethics requirements are explained in terms of the public relations industry.
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.
Assessment of the communication, language, literacy and numeracy should be conducted in conjunction with other aspects and should use authentic public relations sector contexts wherever possible.
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.
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:
Pinnacle is a international public relations training company with training centres in London, Brussels and Dubai. Introduction to Public Relations is one of the programmes presented and entails two broad areas namely Advertising and Public Relations. The following aspects are covered in this programme:
All of the above mentioned aspects are inherent in the Further Education and Training Certificate: Public Relations Practice except aspects to do with advertising, media and media liaison. Further the Further Education and Training Certificate: Public Relations Practice makes provisional for the following competencies which are not contained in the above mentioned programme:
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:
All of the above mentioned subjects are inherent in the Further Education and Training Certificate: Public Relations Practice except subjects to do with marketing and advertising. These two subjects are covered in other NQF Qualifications. Further the Further Education and Training Certificate: Public Relations Practice makes provisional for the following competencies which are not contained in the above mentioned Diploma:
The London School of Public Relations is situated in London but also has training centres in Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Georgia, Kazakhstan Macedonia, Malaysia, Poland, Russia, Serbia, Slovenia, Syria and Turkey. The School offers a Diploma Course in Public Relations. The syllabus of the course is as follows:
All of the above mentioned aspects are inherent in the Further Education and Training Certificate: Public Relations Practice except aspects to do with media relations and planning public relations. These will be covered in the NQF Level 5 programme.
The Charted Institute of Public Relations is situated in London and provides training opportunities in Public Relations. The Institute presents a Foundation Award in Public Relations which contains the following subjects:
All of the above mentioned subjects are inherent in the Further Education and Training Certificate: Public Relations Practice. Further the Further Education and Training Certificate: Public Relations Practice makes provisional for the following 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 courses titles and content are as follows.
Public Relations Practices and Functions:
Public Relations Writing:
Public Relations Tools and Techniques:
Public Relations Strategy:
Public Relations Practice:
All of the above mentioned courses and their content are inherent in the Further Education and Training Certificate: Public Relations Practice except the course in Media Relations.
A majority of the programmes and courses compared in this International Comparability compare favourably to the Further Education and Training Certificate: Public Relations Practice in terms of learning content. It was however found that the Further Education and Training Certificate: Public Relations Practice generally contained additional learning such as customer care and personal and team skills.
|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:
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.
|CRITERIA FOR THE REGISTRATION OF ASSESSORS|
|For an applicant to register as an assessor, the applicant needs:
|As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015.|
|This Qualification replaces Qualification 48875, "Further Education and Training Certificate: Public Relations Practice", NQF Level 4, 141 Credits.|
|ID||UNIT STANDARD TITLE||PRE-2009 NQF LEVEL||NQF LEVEL||CREDITS|
|Core||335835||Adhere to professional conduct and business ethics||Level 4||NQF Level 04||4|
|Core||246740||Care for customers||Level 4||NQF Level 04||3|
|Core||335839||Conduct tasks related to marketing, market research and promotions||Level 4||NQF Level 04||6|
|Core||14357||Demonstrate an understanding of a selected business environment||Level 4||NQF Level 04||10|
|Core||335834||Demonstrate an understanding of communication theory and practice in public relations||Level 4||NQF Level 04||10|
|Core||335838||Demonstrate an understanding of corporate identity||Level 4||NQF Level 04||4|
|Core||252190||Edit, code and capture data||Level 4||NQF Level 04||5|
|Core||116594||Function in a team||Level 4||NQF Level 04||4|
|Core||252218||Liaise with a range of customers of a business||Level 4||NQF Level 04||4|
|Core||335837||Perform support functions for corporate social investment programmes||Level 4||NQF Level 04||5|
|Core||335836||Prepare business documents||Level 4||NQF Level 04||4|
|Core||242811||Prioritise time and work for self and team||Level 4||NQF Level 04||5|
|Fundamental||119472||Accommodate audience and context needs in oral/signed communication||Level 3||NQF Level 03||5|
|Fundamental||119457||Interpret and use information from texts||Level 3||NQF Level 03||5|
|Fundamental||119467||Use language and communication in occupational learning programmes||Level 3||NQF Level 03||5|
|Fundamental||119465||Write/present/sign texts for a range of communicative contexts||Level 3||NQF Level 03||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||119462||Engage in sustained oral/signed communication and evaluate spoken/signed texts||Level 4||NQF Level 04||5|
|Fundamental||119469||Read/view, 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||119471||Use language and communication in occupational learning programmes||Level 4||NQF Level 04||5|
|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||119459||Write/present/sign for a wide range of contexts||Level 4||NQF Level 04||5|
|Elective||252213||Carry out marketing administration within agreed parameters||Level 4||NQF Level 04||6|
|Elective||261157||Conduct events support services within specific event genres||Level 4||NQF Level 04||10|
|Elective||252202||Deal with brand, product and service promotions||Level 4||NQF Level 04||4|
|Elective||252206||Demonstrate an understanding of product positioning||Level 4||NQF Level 04||4|
|Elective||115208||Establish the basic principles of fundraising||Level 4||NQF Level 04||5|
|Elective||260177||Function in the events industry||Level 4||NQF Level 04||8|
|Elective||243614||Manage a simple event or community recreation programme||Level 4||NQF Level 04||12|
|Elective||115209||Participate in the development of a strategic plan for fundraising||Level 4||NQF Level 04||12|
|Elective||260179||Provide logistical support for an event||Level 4||NQF Level 04||3|
|Elective||256094||Provide operational support for a minor event||Level 4||NQF Level 04||5|
|Elective||114736||Record business financial transactions||Level 4||NQF Level 04||5|
|Elective||260178||Relate diversity to customer service||Level 4||NQF Level 04||5|
|Elective||120379||Work as a project team member||Level 4||NQF Level 04||8|
|LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:|
|When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced qualification.
|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.