Courses and Requirements – Human Sciences

Public Relations

Faculty of Human Sciences

Department: Hospitality and Tourism

Diploma: Public Relations Management

B Tech Degree: Public Relations Management

Advanced Diploma: Public Relations Management

Postgraduate Diploma: Public Relations Management

1.1 Admission Requirements: NSCA

Compulsory subjects		Age exemption: Applicants of mature age (23 with grade 12) who do not meet the entry requirements must submit proof of permanent employment in industry , working in an area related to the field of the intended study.
English	5
Other Language	4
Mathematical Literacy	4 or
Mathematics	3
Remaining 3 Subjects (min. of 3 each subject)

Matric certificate must indicate admission to Diploma/B-degree

Requirements: SC

A minimum rating of E (40-49%) for HG and D (50-59%) for SG subjects. English and Mathematics are compulsory. A total of 24 on the Swedish scale are required.

Requirements: N3-N6

A completed N6 in an appropriate field of study. Exemption may be awarded for equivalent subjects scored (50-59%) with a 60% similarity in content.

Requirements: NASCA/NCV (4)

To register and complete the Foundation programme in the specific discipline with VUT, subject to the admission requirements for the Foundation programme for this specific discipline.

Requirements: International qualifications

All international qualifications will be evaluated by the International Office based on the Swedish scale.

Requirements: Transfers

Applications from students to transfer from other institutions will be dealt with in terms of the Recognition of Prior Learning and Continuation of Studies policies of VUT.

Curriculum

National Certificate (First year):

Communication Science I, Public Relations I, Media Studies I, Business Studies, Information Administration for PR, English, Afrikaans or South Sotho.

National Higher Certificate (Second year):

Communication Science II, Public Relations II, Media Studies II, Marketing and Advertising, Videology, Law for Public Relations, Social Psychology, English.

National Diploma (Third year):

Communication Science III and Public Relations III.

Six months practical training plus three contact sessions per semester.

B Tech: Public Relations Management

60% average for a completed ND in Public Relations Management or equivalent qualification in a Public Relations related field with no less than 300 credits for theory.

Subjects include:

Communication Science IV, Public Relations IV, Media Studies III, Research Methodology and Management Practice IV.

Advanced Diploma: Public Relations

An average of 60% for major subjects, level 1-3, (excluding WIL) of a completed ND/Diploma with at least 360 credits in the related field.

Postgraduate Diploma in Public Relations Management

65% average for a completed Advanced Diploma/BTech or equivalent qualification in the related discipline. 65% average for Research Methodology on NQF 7.

Core Syllabi

First Year:

Communication Science I

Introduction to forms of communication, communication models, understanding the concept of communication, verbal and non-verbal communication and Information & Communication technology.

Public Relations I

The nature of public relations, public relations techniques, functions and public relations programmes.

Media Studies I

Introduction to the mass media in South Africa and news reporting.

Business Studies

The introduction of management as a science, examining the operation of the business enterprise, the interplay between the enterprise and its environment as well as the critical role of the business enterprise in providing for the needs of society.

Information Administration for PR

The mastering of typing techniques and skills to do PowerPoint presentations.

Applied Communication

English for everyday usage within the professional situation, e.g. letters, reports, meeting procedure, press releases and non-verbal communication.

Afrikaans

The theory of the communication process, reports, public speaking, meeting procedure, correspondence and the oral use of language.

South Sotho

Oral use of the language, vocabulary, dialogue and group discussions as well as written communication.

French

Oral use of the language, vocabulary, dialogue and group discussions, as well as basic written communication.

Second Year:

Communication Science II

The student is introduced to the mass media, its functions and effects, political and persuasive communication and Information and Communication Technology in Politics.

Public Relations II

Public relations budgets and costs, public relations in the different sectors advanced, a public relations programme and research.

Media Studies II

Writing and layout of newsletters, desktop publishing and photography.

Videology

Aspects involving the production of videos and visual communication are studied. The student is introduced to the usage of the electronic media.

Law for Public Relations

Introduction to Media Law, the Bill of Basic Human Rights, Contract Law and Labour Law.

Marketing and Advertising

Introduction to modern views on marketing and the elements of marketing communication.

Social Psychology

It gives insight into one’s own behaviour as well as the behaviour of others. Introduces ways in which you can form and maintain positive interpersonal relationships and it draws attention to the socio-cultural diversity of this country and emphasizes the need for mutual respect and tolerance.

Third Year:

Communication Science III

The student is introduced to intercultural communication and strategic communication within the organisation.

Public Relations III

Public relations techniques and strategies, relationships with the media and employees, issues management, environmental scanning and advanced case studies.

Work Integrated Learning

Students will need to complete a six month work integrated learning programme.

Fourth Year: (B Tech: PR Management)

Communication Science IV

Theoretical perspectives, intergroup relations and negotiations, development communication, social change. A mini-thesis on a specialised area of communication has to be submitted.

Public Relations IV

Theoretical context of Public Relations, international public relations, political and sociological assessment and strategies for Public Relations, environmental and community issues, advanced studies of specialised Public Relations.

Media Studies III

The role of mass media in society, theoretical perspectives on media, advanced layout and design and writing for the internet.

Management Practice IV

Modern perspectives on management, decision making and problem solving, strategic management, entrepreneurship, project management and change management.

Research Methodology

Sampling, types of investigations, variance, data collection and analysis. The research process, research problem, literature study, practical application.

Fifth year: Advanced Diploma: PR Management

Dissertation

The functions of a Public Relations Practitioner

The PRP should be equipped to be a link between the organisation and the stakeholders; be able to communicate effectively with the internal and external public, liaise with the press and other media; compile and edit press releases, bulletins, journals, brochures; organise a variety of functions and be responsible for the corporate image of an organisation.

Career Opportunities

Can be employed as a Public Relations Practitioner by commerce and industry, central, provincial and local government, tertiary and other educational institutions, the news media, PR consultancies and non-government organisations.

4.1 Professional Status

Member of the Public Relations Institute of South Africa (PRISA).