Diploma in Communication Management and Public Relations

​Programme code: D7002Q
​SAQA ID: 84628
​HEQF level: 6
​Credits: 408

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.

First Year

Second Year

Third Year

Semester modules

Public Relations 1A&1B

Public Relations 2A&2B

Public Relations 3A&3B

6

Communication Management 

1A&1B

Communication Management 

2A&2B

Communication Management 

3A&3B

6

Media 1A&1B

Media 2A&2B

Media 3A

5

 

Professional Writing Skills 1A&1B

 

 

2

*Professional

Practice 1

*Professional Practice 2

*Professional Practice 3

6

African Insights (online)

 

 

 

10 semester modules

8 semester modules

7 semester modules

25

 

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