Skip Navigation LinksUndergraduate---Public-Relations--Communication Diploma: Public Relations & Communication

Diploma: Public Relations & Communication

Skip Navigation LinksHome Faculties Faculty of Humanities School of Communication Diploma: Public Relations & Communication


Diploma: Public Relations & Communication

Programme code: D7002QSAQA ID: 84628HEQF level: 6Credits: 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 YearSecond YearThird YearSemester modules
Public Relations 1A&1BPublic Relations 2A&2BPublic Relations 3A&3B6

Communication Management

1A&1B

Communication Management

2A&2B

Communication Management

3A&3B

6
Media 1A&1BMedia 2A&2BMedia 3A

5

 

Professional Writing Skills 1A&1B  2

*Professional

Practice 1

*Professional Practice 2*Professional Practice 36
African Insights (online)   
10 semester modules8 semester modules7 semester modules25

 

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