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Short Learning Programme
on
Corporate Public Relations
Corporate institutions, public and private organisations require communication specialists who are able to sustain their industry in a manner acceptable to their employers and the general public. As technology and the internet continues to evolve the communications landscape, businesses and brands are increasingly relying on professionals with modern public relations skills to control their public image in a largely uncontrollable space

Purpose of the course:

The primary objective of the course is to provide learners with skills and competencies to promote and manage a company’s public image, brand and relationships with stakeholders within the context of the changing modern communications landscape and walk away with the ability to construct a complete PR plan for any organisation or business. Leaners will be able to communicate effectively with their audiences, and prepare public relations and communications messages in the appropriate style, apply appropriate technology to the creation and dissemination of messages and plan, initiate and complete a specific Public Relations or Communications Campaign.

Admission requirements:

Learning assumed to be in place: 
Basic knowledge in Public Relations

Course outcomes and assessment criteria :

Course outcomes and the associated assessment criteria: 

Study Unit

Outcomes

Assessment Criteria

  After completion of this course, participants will: Participant will be assessed on the following criteria:

MODULE 1  (US 336018):

DEMONSTRATE AN UNDERSTANDING OF PUBLIC AFFAIRS 

At the end of the learning cycle the learners will demonstrate knowledge and understanding of:

  • Explain the need for public affairs.
  • Nature and techniques of public affairs.
  • Governmental structures and how they relate to public affairs

 

1. Explain the need for public affairs.
  • ASSESSMENT CRITERION 1 
    • Explain the organisational need for public affairs.
  •  ASSESSMENT CRITERION 2 
    • Discuss the various types of government relations programmes in relation to citizen participation and regulatory programmes. 
  • ASSESSMENT CRITERION 3 
    • Analyse the public affairs policy of the organisation for adherence to the social investment programme
2. Describe the nature and techniques of public affairs
  • ASSESSMENT CRITERION 1 
    • Practice and analyse the different types of public affairs programmes from a given range
  • ASSESSMENT CRITERION 2 
    • Explain the aim of implementing public affairs programmes
  • ASSESSMENT CRITERION 3 
    • Describe the various techniques used in public affairs to select public affairs programmes
  • ASSESSMENT CRITERION 4 
    • Define the identification of the target publics for a public affairs programme
  • ASSESSMENT CRITERION 5
    • State various media activities for a public affairs programme

 

3. Describe the governmental structures relating to public affairs
  • ASSESSMENT CRITERION 1 
    • Define the structures within the South African Government in terms of the formulation of public affairs strategy
  • ASSESSMENT CRITERION 2 
    • Describe the legislative and executive authorities in terms of the formulation of public affairs strategy
  • ASSESSMENT CRITERION 3 
    • Label the differences between national, provincial and local government in terms of the implementation of public affairs programmes. 
  • ASSESSMENT CRITERION 4 
    • Pronounce is given of the communication structures in government in relation to the implementation of a public affairs programmes
4. Develop the programme message
  • ASSESSMENT CRITERION 1 
    • Develop a key message to communicate the objectives of the programme
  • ASSESSMENT CRITERION 2 
    • Design specific messages to suit each target audience in terms of the objectives of the programme
  • ASSESSMENT CRITERION 3 
    • Adopt an approach to deliver the message in a way that matches the nature of the topic and target audience
  • ASSESSMENT CRITERION 4 
    • Analyse mediums and methods for appropriateness in reaching the identified target audiences

MODULE 2  (US 335996):

PLAN A PUBLIC RELATIONS PROGRAMME 

At the end of the learning cycle the learners will demonstrate knowledge and understanding of:

  • Analyse the situation.
  • Set specific objectives for the public relations programme.
  • Analyse the target audience.
  • Develop the programme message.
  • Plan the evaluation of the programme
1. Analyse the situation
  • ASSESSMENT CRITERION 1
    • Conduct research is so as to gain insight into the situation
  • ASSESSMENT CRITERION 2 
    • Analyse the nature of the situation to determine if it can be addressed through a public relations campaign
  • ASSESSMENT CRITERION 3 
    • Describe situations referred to which are not relevant to public relations
2. Set specific objectives for the public relations programme
  • ASSESSMENT CRITERION 1 
    • Formulate realistic and measurable objectives in line with organisational policies and procedures and to facilitate evaluation of the programme
  • ASSESSMENT CRITERION 2 
    • Express objectives for the programme to be compatible with the overall objectives of the organisation which ensure uniformity and attainability
  • ASSESSMENT CRITERION 3 
    • Formulate objectives with specific time allocations and measurable goals
  • ASSESSMENT CRITERION 4 
    • Establish a budget for the programme to meet the specific objectives
  • ASSESSMENT CRITERION 5 
    • Plan activities for the programme against the set objectives
3. Analyse the target audience
  • ASSESSMENT CRITERION 1
    • Conduct surveys among potential target audiences to establish perceptions. 
  • ASSESSMENT CRITERION 2 
    • Analyse the demographics of the target audiences are in line with the objectives of the public relations programme
  • ASSESSMENT CRITERION 3 
    • Prioritise the target audience in terms of their relevance to the project
  • ASSESSMENT CRITERION 4 
    • Give priority to the target audiences in terms of their relevance to the project
4. Develop the programme message
  • ASSESSMENT CRITERION 1 
    • Identify evaluation tools for use to establish the effectiveness of the programme during and after its implementation
  • ASSESSMENT CRITERION 2
    • Draw up an evaluation programme which evaluates the effectiveness of the programme
5. Plan the evaluation of the programme
  • ASSESSMENT CRITERION 1 
    • Identify evaluation tools for use to establish the effectiveness of the programme during and after its implementation
  • ASSESSMENT CRITERION 2 
    • Draw up an evaluation programme which evaluates the effectiveness of the programme
  • ASSESSMENT CRITERION 3
    • Communication the results in the plan

MODULE 3  (US 256074):

CO-ORDINATE AN EVENT

At the end of the learning cycle the learners will demonstrate knowledge and understanding of:

  • Event planning
  • Process event registrations
  • Monitor event registrations
  • Conduct events registrations
1. Process registrations according to operational requirements and standards.
  • ASSESSMENT CRITERION 1 
    • Describe the standard operational procedures followed for the processing of registrations as it applies to the organisational standards and requirements
  • ASSESSMENT CRITERION 2 
    • Set up a database according to the requirements for a specific meeting/event
  • ASSESSMENT CRITERION 3
    • Process registrations in accordance with agreed procedures and timelines
2.Monitor registrations according to operational requirements and standards
  • ASSESSMENT CRITERION 1 
    • Explain and monitor the procedure to the number registrations is as it applies to colleagues/clients

      And or suppliers needs

  • ASSESSMENT CRITERION 2 
    • Explain the procedure to improve the subscription of delegates  in accordance with instructions
  • ASSESSMENT CRITERION 3 
    • Maintain registration details within designated timelines as per organisational requirements
3. Conduct Events registration
  • ASSESSMENT CRITERION 1 
    • Explain registration preparation in terms of the operational requirements and timelines
  • ASSESSMENT CRITERION 2 
    • Describe the procedure to issue documents and other materials to registered delegates/guests in accordance with requirements of the specific meeting/event
  • ASSESSMENT CRITERION 3 
    • Conduct events arrival/registration administration as it applies to operational standards and requirements

MODULE 4  (US 335954):

PREPARE EMPLOYEE COMMUNICATION MATERIALS 

At the end of the learning cycle the learners will demonstrate knowledge and understanding of:

  • Source and edit features and pictures for inclusion in an employee newsletter.
  • Arrange the layout and flow of articles.

Prepare employee newsletters for distribution

1.Source and edit features and pictures for inclusion in an employee newsletter
  • ASSESSMENT CRITERION 1 
    • Identify sources of features from within the organisation
  • ASSESSMENT CRITERION 2 
    • Pinpoint newsworthy items for their value to the newsletter
  • ASSESSMENT CRITERION 3 
    • Edit or write features are to match the style of the newsletter in terms of grammar and audience comprehension
  • ASSESSMENT CRITERION 4 
    • Collect pictures relevant to the features from employees or sourced from stock libraries
2.Arrange the layout and flow of articles
  • ASSESSMENT CRITERION 1 
    • Place features into a logical order to make the newsletter follow a theme according to their applicability to the organisation
  • ASSESSMENT CRITERION 2 
    • Create page envelopes to describe the contents and specific layout of each page in the newsletter
  • ASSESSMENT CRITERION 3 
    • Place features and pictures in the newsletter using desktop publishing principles and software
3. Prepare employee newsletters for distribution
  • ASSESSMENT CRITERION 1 
    • Proof-read completed layouts for errors and layout inconsistencies
  • ASSESSMENT CRITERION 2
    • Correct errors using industry-accepted copy-edit symbols and marks
  • ASSESSMENT CRITERION 3 
    • Prepare layouts for print or electronic distribution in accordance with organisational requirements
  • ASSESSMENT CRITERION 4
    • Implement the distribution plan in accordance with distribution strategy and time frames

MODULE 5  (US 336017):

MANAGE MEDIA RELATIONS 

At the end of the learning cycle the learners will demonstrate knowledge and understanding of:

  • Identify appropriate media
  • Target audience.
  • Mechanisms for interacting with the media.
  • Respond to media queries.
  • Evaluate media coverage
1. Identify appropriate media to suit the target audience
  • ASSESSMENT CRITERION 1 
    • Describe demographics that influences the analysis of target audiences. 
  • ASSESSMENT CRITERION 2
    • Analyse the types of media to determine suitability for a specific target audiences
  • ASSESSMENT CRITERION 3 
    • Explain the effect of inappropriate/inaccurate use of media for a specific target audiences
2. Develop and manage mechanisms for interacting with the media
  • ASSESSMENT CRITERION 1
    • Identify media contacts which are relevant to the particular organisation or project
  • ASSESSMENT CRITERION 2
    • Establish a protocol for interaction for each media contact
  • ASSESSMENT CRITERION 3 
    • Start systems for the briefing of the media
  • ASSESSMENT CRITERION 4 
    • Define the activities that promote mutual understanding and positive relationships with the media
3. Respond to media queries
  • ASSESSMENT CRITERION 1 
    • Analyse the media query in order to determine the nature of the query and the information required
  • ASSESSMENT CRITERION 2
    • Analyse the collected information for appropriateness in terms of the query
  • ASSESSMENT CRITERION 3 
    • Consolidate the collected information for response to the query
  • ASSESSMENT CRITERION 4 
    • Consolidate and supply information to the media in a format that best suits the media
  • ASSESSMENT CRITERION 5 
    • Meet media deadlines so as to ensure relevancy of the issue
4. Evaluate media coverage
  • ASSESSMENT CRITERION 1 
    • Measure media coverage using media monitoring services or internal systems
  • ASSESSMENT CRITERION 2 
    • Evaluate media coverage in terms of effectiveness
  • ASSESSMENT CRITERION 3 
    • Take corrective action where inaccurate coverage has occurred
  • ASSESSMENT CRITERION 4 
    • Distribute the results of analyses of all relevant media coverage to relevant stakeholders through the appropriate reporting mechanisms

 

Assessment: 
Formative and Summative
Method of assessment: 
Summative: • Examination/ Case studies Formative: • Class tests/Assignments

Additional information

L04 100 1
Mode of delivery: 
Contact
Target group: 
Public Relations officers and people who are interested in the field of Corporate Public Relations.
Contact us
Name: 
UCE
E-mail: 
Telephone number: 
018 285 2821