SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Apply communication theory and practice 
SAQA US ID UNIT STANDARD TITLE
115413  Apply communication theory and practice 
ORIGINATOR
SGB Public Relations Management and Practices 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Public Relations 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 4  NQF Level 04  5 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2007-07-17  2009-09-09  SAQA 0160/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2010-09-09   2013-09-09  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard is replaced by: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
335834  Demonstrate an understanding of communication theory and practice in public relations  Level 4  NQF Level 04  10   

PURPOSE OF THE UNIT STANDARD 
This Unit Standard is intended for individuals who need an introduction to communication theory and practice.

The qualifying learner is capable of:
  • Understanding communication within a process model.
  • Explaining the functions of the mass media.
  • Identifying the advantages and disadvantages of the mass media.
  • Using the mass media in communication practice. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners are competent in Communication at NQF Level 3, or equivalent. 

    UNIT STANDARD RANGE 
    These are given under each Specific Outcome where necessary. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Understand communication within a process model. 
    OUTCOME RANGE 
    Verbal to written; from individual to collective. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Communication is defined and an explanation is given of what is involved in the Communication process. 

    ASSESSMENT CRITERION 2 
    Messages are formulated to meet communication objectives. 

    ASSESSMENT CRITERION 3 
    Messages are distributed through communication channels according to organisational communication procedures and policy. 
    ASSESSMENT CRITERION RANGE 
    Channels determined by stakeholder groups.
     

    ASSESSMENT CRITERION 4 
    Receivers' understanding is verified against the objective of the communication exercise. 

    ASSESSMENT CRITERION 5 
    Feedback requirements are understood against communication process objectives. 

    ASSESSMENT CRITERION 6 
    Messages are modified to meet original communication objective, if necessary. 

    SPECIFIC OUTCOME 2 
    Explain the functions of the mass media. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Mass communication and the functions of mass communication are defined and explained by means of examples. 

    ASSESSMENT CRITERION 2 
    The different media that go to make up the mass media are identified and listed in tabular form indicting who the target market would be for each medium. 

    ASSESSMENT CRITERION 3 
    The advantages and disadvantages of the different media are identified and explained using practical examples that relate to a specific public relations organisation/campaign. 

    SPECIFIC OUTCOME 3 
    Identify the advantages and disadvantages of the mass media. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The advantages and disadvantages of the different media are identified and explained using practical examples that relate to a specific public relations organisation/campaign. 

    ASSESSMENT CRITERION 2 
    The possibilities and limitations of each media form are analysed and an indication given of type of public relations campaign each is most suited to. 

    SPECIFIC OUTCOME 4 
    Use the mass media in communication practice. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The various media that could be used for a particular publicity/public relations campaign are identified and their potential to enhance the campaign is explained in tabular form with examples. 

    ASSESSMENT CRITERION 2 
    Promotional material for a publicity/public relations campaign is produced using the correct format, language and register applicable to the medium and the target audience. 
    ASSESSMENT CRITERION RANGE 
    Promotional material includes but is not limited to: newspaper and magazine articles, flyers, advertisements, media kits, videos, presentations, radio broadcasts.
     


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Assessors must be registered as an Assessor with the relevant ETQA, or with an ETQA that has a Memorandum of Understanding with the relevant ETQA
  • Moderators must be registered as assessors with the relevant ETQA, or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Training providers must be accredited by the relevant ETQA. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • The communication process.
  • Functions, advantages and disadvantages of the mass media. 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others as a member of a team, group organization, community when drawing up promotional material for a publicity campaign. 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage oneself and one's activities responsibly and effectively when drawing up promotional material for a publicity campaign. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organize and critically evaluate information when determining the advantages and disadvantages of the various media and identifying which are suitable for a particular campaign. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively using visual, mathematical and/or language skills in the modes of oral and/or written presentation when writing reports and drawing up tables as well as when designing promotional material. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology effectively and critically, showing responsibility towards the environment and the health of others when using computers, the internet and photocopiers to design promotional material. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems by recognizing that problem-solving contexts do not exist in isolation when seeing that unless the correct media is used and unless the correct language and register are used a publicity campaign will be ineffective. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    UNIT STANDARD NOTES 
    This unit standard has been replaced by unit standard 335834, which is " Demonstrate an understanding of communication theory and practice in public relatiotions", Level 4, 10 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  48875   Further Education and Training Certificate: Public Relations Practice  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered"     		 2009-09-09  Was SERVICES until Last Date for Achievement 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.