Public Relations Courses In UJ

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