Study Unit
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Outcomes
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Assessment Criteria
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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:
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Explain the need for public affairs.
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Nature and techniques of public affairs.
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Governmental structures and how they relate to public affairs
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1. Explain the need for public affairs. |
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ASSESSMENT CRITERION 1
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Explain the organisational need for public affairs.
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ASSESSMENT CRITERION 2
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Discuss the various types of government relations programmes in relation to citizen participation and regulatory programmes.
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ASSESSMENT CRITERION 3
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Analyse the public affairs policy of the organisation for adherence to the social investment programme
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2. Describe the nature and techniques of public affairs |
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ASSESSMENT CRITERION 1
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Practice and analyse the different types of public affairs programmes from a given range
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ASSESSMENT CRITERION 2
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Explain the aim of implementing public affairs programmes
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ASSESSMENT CRITERION 3
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Describe the various techniques used in public affairs to select public affairs programmes
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ASSESSMENT CRITERION 4
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Define the identification of the target publics for a public affairs programme
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ASSESSMENT CRITERION 5
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State various media activities for a public affairs programme
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3. Describe the governmental structures relating to public affairs |
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ASSESSMENT CRITERION 1
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Define the structures within the South African Government in terms of the formulation of public affairs strategy
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ASSESSMENT CRITERION 2
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Describe the legislative and executive authorities in terms of the formulation of public affairs strategy
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ASSESSMENT CRITERION 3
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Label the differences between national, provincial and local government in terms of the implementation of public affairs programmes.
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ASSESSMENT CRITERION 4
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Pronounce is given of the communication structures in government in relation to the implementation of a public affairs programmes
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4. Develop the programme message |
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ASSESSMENT CRITERION 1
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Develop a key message to communicate the objectives of the programme
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ASSESSMENT CRITERION 2
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Design specific messages to suit each target audience in terms of the objectives of the programme
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ASSESSMENT CRITERION 3
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Adopt an approach to deliver the message in a way that matches the nature of the topic and target audience
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ASSESSMENT CRITERION 4
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Analyse mediums and methods for appropriateness in reaching the identified target audiences
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MODULE 2 (US 335996):
PLAN A PUBLIC RELATIONS PROGRAMME
At the end of the learning cycle the learners will demonstrate knowledge and understanding of:
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Analyse the situation.
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Set specific objectives for the public relations programme.
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Analyse the target audience.
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Develop the programme message.
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Plan the evaluation of the programme
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1. Analyse the situation |
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ASSESSMENT CRITERION 1
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Conduct research is so as to gain insight into the situation
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ASSESSMENT CRITERION 2
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Analyse the nature of the situation to determine if it can be addressed through a public relations campaign
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ASSESSMENT CRITERION 3
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Describe situations referred to which are not relevant to public relations
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2. Set specific objectives for the public relations programme |
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ASSESSMENT CRITERION 1
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Formulate realistic and measurable objectives in line with organisational policies and procedures and to facilitate evaluation of the programme
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ASSESSMENT CRITERION 2
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Express objectives for the programme to be compatible with the overall objectives of the organisation which ensure uniformity and attainability
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ASSESSMENT CRITERION 3
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Formulate objectives with specific time allocations and measurable goals
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ASSESSMENT CRITERION 4
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Establish a budget for the programme to meet the specific objectives
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ASSESSMENT CRITERION 5
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Plan activities for the programme against the set objectives
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3. Analyse the target audience |
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ASSESSMENT CRITERION 1
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Conduct surveys among potential target audiences to establish perceptions.
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ASSESSMENT CRITERION 2
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Analyse the demographics of the target audiences are in line with the objectives of the public relations programme
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ASSESSMENT CRITERION 3
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Prioritise the target audience in terms of their relevance to the project
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ASSESSMENT CRITERION 4
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Give priority to the target audiences in terms of their relevance to the project
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4. Develop the programme message |
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ASSESSMENT CRITERION 1
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Identify evaluation tools for use to establish the effectiveness of the programme during and after its implementation
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ASSESSMENT CRITERION 2
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Draw up an evaluation programme which evaluates the effectiveness of the programme
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5. Plan the evaluation of the programme |
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ASSESSMENT CRITERION 1
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Identify evaluation tools for use to establish the effectiveness of the programme during and after its implementation
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ASSESSMENT CRITERION 2
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Draw up an evaluation programme which evaluates the effectiveness of the programme
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ASSESSMENT CRITERION 3
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Communication the results in the plan
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MODULE 3 (US 256074):
CO-ORDINATE AN EVENT
At the end of the learning cycle the learners will demonstrate knowledge and understanding of:
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Event planning
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Process event registrations
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Monitor event registrations
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Conduct events registrations
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1. Process registrations according to operational requirements and standards. |
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ASSESSMENT CRITERION 1
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Describe the standard operational procedures followed for the processing of registrations as it applies to the organisational standards and requirements
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ASSESSMENT CRITERION 2
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Set up a database according to the requirements for a specific meeting/event
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ASSESSMENT CRITERION 3
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Process registrations in accordance with agreed procedures and timelines
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2.Monitor registrations according to operational requirements and standards |
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ASSESSMENT CRITERION 1
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ASSESSMENT CRITERION 2
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Explain the procedure to improve the subscription of delegates in accordance with instructions
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ASSESSMENT CRITERION 3
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Maintain registration details within designated timelines as per organisational requirements
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3. Conduct Events registration |
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ASSESSMENT CRITERION 1
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Explain registration preparation in terms of the operational requirements and timelines
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ASSESSMENT CRITERION 2
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Describe the procedure to issue documents and other materials to registered delegates/guests in accordance with requirements of the specific meeting/event
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ASSESSMENT CRITERION 3
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Conduct events arrival/registration administration as it applies to operational standards and requirements
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MODULE 4 (US 335954):
PREPARE EMPLOYEE COMMUNICATION MATERIALS
At the end of the learning cycle the learners will demonstrate knowledge and understanding of:
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Source and edit features and pictures for inclusion in an employee newsletter.
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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 |
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ASSESSMENT CRITERION 1
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Identify sources of features from within the organisation
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ASSESSMENT CRITERION 2
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Pinpoint newsworthy items for their value to the newsletter
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ASSESSMENT CRITERION 3
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Edit or write features are to match the style of the newsletter in terms of grammar and audience comprehension
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ASSESSMENT CRITERION 4
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Collect pictures relevant to the features from employees or sourced from stock libraries
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2.Arrange the layout and flow of articles |
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ASSESSMENT CRITERION 1
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Place features into a logical order to make the newsletter follow a theme according to their applicability to the organisation
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ASSESSMENT CRITERION 2
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Create page envelopes to describe the contents and specific layout of each page in the newsletter
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ASSESSMENT CRITERION 3
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Place features and pictures in the newsletter using desktop publishing principles and software
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3. Prepare employee newsletters for distribution |
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ASSESSMENT CRITERION 1
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Proof-read completed layouts for errors and layout inconsistencies
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ASSESSMENT CRITERION 2
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Correct errors using industry-accepted copy-edit symbols and marks
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ASSESSMENT CRITERION 3
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Prepare layouts for print or electronic distribution in accordance with organisational requirements
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ASSESSMENT CRITERION 4
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Implement the distribution plan in accordance with distribution strategy and time frames
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MODULE 5 (US 336017):
MANAGE MEDIA RELATIONS
At the end of the learning cycle the learners will demonstrate knowledge and understanding of:
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Identify appropriate media
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Target audience.
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Mechanisms for interacting with the media.
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Respond to media queries.
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Evaluate media coverage
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1. Identify appropriate media to suit the target audience |
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ASSESSMENT CRITERION 1
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Describe demographics that influences the analysis of target audiences.
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ASSESSMENT CRITERION 2
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Analyse the types of media to determine suitability for a specific target audiences
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ASSESSMENT CRITERION 3
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Explain the effect of inappropriate/inaccurate use of media for a specific target audiences
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2. Develop and manage mechanisms for interacting with the media |
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ASSESSMENT CRITERION 1
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Identify media contacts which are relevant to the particular organisation or project
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ASSESSMENT CRITERION 2
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Establish a protocol for interaction for each media contact
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ASSESSMENT CRITERION 3
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Start systems for the briefing of the media
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ASSESSMENT CRITERION 4
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Define the activities that promote mutual understanding and positive relationships with the media
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3. Respond to media queries |
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ASSESSMENT CRITERION 1
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Analyse the media query in order to determine the nature of the query and the information required
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ASSESSMENT CRITERION 2
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Analyse the collected information for appropriateness in terms of the query
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ASSESSMENT CRITERION 3
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Consolidate the collected information for response to the query
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ASSESSMENT CRITERION 4
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Consolidate and supply information to the media in a format that best suits the media
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ASSESSMENT CRITERION 5
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Meet media deadlines so as to ensure relevancy of the issue
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4. Evaluate media coverage |
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ASSESSMENT CRITERION 1
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Measure media coverage using media monitoring services or internal systems
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ASSESSMENT CRITERION 2
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Evaluate media coverage in terms of effectiveness
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ASSESSMENT CRITERION 3
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Take corrective action where inaccurate coverage has occurred
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ASSESSMENT CRITERION 4
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Distribute the results of analyses of all relevant media coverage to relevant stakeholders through the appropriate reporting mechanisms
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