Public Relations Courses In UJ
Public Relations Courses In UJ, The purpose of this qualification is intended to develop in a student the competence to plan, apply and monitor public relations and communication activities in a variety of contexts.
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
Employee Branding
Employment Branding
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