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The aim of the qualification is to develop in the student the competency to plan, apply, implement and evaluate public relations and communication management practices in a variety of business and social contexts.

Media 1A

Content:

• Introduction to media

• Basic media relations

• News values

• Stakeholders and changing societal trends

• The traditional and digital media landscape

Purpose:

To equip the student to critically analyse the use of traditional and digital media in public relations

Media 1B

Content:

• Writing and editing for traditional and digital media platforms;

• Design and lay-out for traditional digital media platforms

• Content management for traditional and digital media platforms

Purpose:

To equip students to write and produce media content for traditional and digital media platforms.

Media 2A

Content:

• Contemporary media theories

• Media relations

• Media design and production

Purpose:

• To equip the student to produce media and manage media relations

Media 2B

Content

• Comparison of different media platforms

• Media evaluation and research tools

• Development of a PR media plan

Purpose:

To equip the student with the media knowledge to select appropriate Marketing PR platforms

Media 3A

Content:

• Media regulations

• Media ethics

• Media governance

• Statutory governance

• Shifts in media ownership and control

• Disintermediation

Purpose:

To provide the student with an understanding of the regulatory context and its impact on media governance.

Professional Practice 1

Content:

• Understanding what is required for professional competence in the Public Relations role – Knowledge component, skills component & attitude component

• Public Relations roles

• Professional competence

• Professional credibility

Purpose:

To develop the student as a credible professional public relations practitioner

Professional Practice 2

Content:

• Communication in developing contexts

• Development of Public Relations skills through stakeholder engagement

• Stakeholder engagement activities

• Active citizenship

• Community projects

• Community research

• Project Management

Purpose:

To equip the student to engage in dialogue with stakeholder communities in the execution of Public Relations activities or programmes

Professional Practice 3

Content:

• Professional exposure in a work context

Purpose:

To equip the student to demonstrate professional competence in business contexts

Public Relations 1A

Content:

• Define key concepts in Public Relations

• History and development of Public Relations

• Current approaches to Public Relations

Purpose:

To introduce the student to the principles and practice of Public Relations

Public Relations 1B

Content:

• A systems approach to Public Relations practice

• Socio-cultural, political, economic, technological and global contexts of practice

Purpose:

• To provide the student with an understanding of the environmental contexts in which Public Relations is practiced

Public Relations 2A

Content:

• Public Relations research

• Translating research findings into Public Relations strategies

• Developing and executing a Public Relations strategy

• Monitoring and evaluating a Public Relations strategy

Purpose:

To equip the student to plan and execute a Public Relations strategy

Public Relations 2B

Content:

• Corporate Branding

• Public Opinion

• Issues Management

• Reputation Management

• Crisis Management

• Internal Branding

o Employee Branding

o Employment Branding

o Employee Engagement

Purpose:

To provide the student with an understanding of the process and importance of Corporate Branding

Public Relations 3A

Content:

• Stakeholder Engagement

• Reflective paradigm

• Stakeholder theory

• Corporate Social Responsiveness

• Sustainable Public Relations practice

• Public Relations in developing contexts

Purpose:

To provide the student with an understanding of what constitutes sustainable Public Relations in developing contexts

Public Relations 3B

Content:

• Global Public Relations Practices

• Professional practice in various global contexts

• Intercultural Communication theories

• Multi-national communication strategies

• Public Relations practice in an African context

Purpose:

To introduce the student to professional communication practice in global contexts

Communication Management 1A

Content:

• Nature of an organisation

• Organisational functions

• Organisation structures

• The nature of organisation –environment relationship

Purpose:

To introduce the student to the concept of what an organisation is, and how it functions.

Communication Management 1B

Content:

Levels of communication in organisations:

• Intra-personal communication

• Interpersonal communication

• Group Communication

• Intercultural communication

• Scope of organisational communication

Purpose:

To introduce the student to the levels and scope of communication processes in organisations

Communication Management 2A

Content:

• Functions of organisational communication

• Communication structures

• Communication flow

• Communication culture and climate

• Network organisations

Purpose:

To introduce the student to principles of communication management

Communication Management 2B

Content:

• Theories of organisational communication

• Implications for communication management

• Decision making

• Conflict Resolution

Purpose:

To provide the student with an understanding of the implications of various organisational communication approaches for managing communication

Communication Management 3A

Content:

• People management

• Leadership and communication

• Change management

Purpose:

To provide the student with an understanding of various leadership and communication styles for managing people and organisational change

Communication Management 3B

Content:

• Managing PR in different business contexts

• New professional contexts

• Agency management

• Understanding business processes

• PR Practitioner as entrepreneur

Purpose:

To develop student’s ability to manage Public Relations in various professional business contexts