Communication Studies and Languages, publishes the following qualification for public comment.
This notice contains the titles, fields, subfields, NQF levels, credits, and purpose of the qualification.
Government communication analysts and policy developers.
Media liaison officers/press secretaries.
Government communication advisors.
Public Relations officers.
Communication content developers and copywriters.
of multi-media communication products.
Elected office bearers.
Recipients of this qualification are able to initiate, design, develop, manage, implement, monitor and evaluate public service communication strategies, processes and products.
In a democratic system of government, it is vital that there be clear and open communication channels between the Public Service and different publics. This qualification will provide a mechanism for recognition of those who are able to engage in a variety of ways to meet the information needs of publics, provide leadership in government communication and promote the image of government.
Develop, manage, implement and act as custodians of communication strategies within a government framework..
Facilitate joint planning and implementation of communication projects.
Identify, develop and oversee government information campaigns and products.
This qualification can be achieved wholly or in part through recognition of prior learning In terms of the defined exit level outcomes and/or individual unit standards.
Evidence can be presented in various ways, including international andlor previous locat reports, testimonials mentioning functions performed, work records, portfolios, videos of practice and performance records.
All such evidence wilt be judged inaccordance with the general principles of assessment described above and the requirements for integrated assessment.
The National Certificate Public Service Communications (Level 5)is not an entry requirement for this qualification. However, those who hold the level 5qualification will receive credits for part of this qualification.
Core all 87 core credits.
Elective at least 30 credits from any of the available 68 elective credits.
Develop and establish Public Service communication. ,2.
Provide leadership in Public Service communication.
Demonstrate knowledge of and apply principles and practices in the media.
Demonstrate understanding of and apply human rights practices and democratic governance.
Analyse marketing information and practices..
and solving problems in which responses indicate that responsible decisions using critical and creative thinking have been made.
and managing oneself and one's activities responsibly and effectively.
Communicating effectively using visual, mathematical and/or language skills in the modes of oral/written persuasion.
on and exploring a variety of strategies to barn more effectively.
Participatingas responsible citizens in the life of local, national and global communities.
culturally and aesthetically sensitive across a range of social contexts.
Materials, products and policies are developed to meet Public Service Communication objectives.
Relationships are developed and maintained so as to facilitate ease of communication.
Relationships are developed and maintained with the media and communities in a way that promotes the policies and image of government.
Resources, personnel and activities are utilised and led'jn a coherent and effective manner in dynamic and random situations.
Management of resources is effective and in line with strategic planning.
Evaluations of the methods and effects of communications identify strengths and weaknesses Of communications, and provide recommendations for future practices.
Data is accessed, processed, adapted and used from a wide range of texts in a manner that informs and communicates the required message.
Media principles and practices are applied in all activities related to government communication.
Media techniques used are appropriate for the audience and context.
Principles and practices related to democratic governance are integrated into all communication practices.
Concepts related to human rights and democracy are explained in terms of their origin and relevance to South African Society and Public Service communications.
Principles of marketing are applied in the development and leadership of communication activities.
Analysis of marketing information contributes to the effective development and implementation of communication programmes and processes.
Assessment is to take place according to the detailed specifications indicated in the unit standards associated with each exit level outcome. Over and above the achievement of the specified unit standards, evidence of integration will be required as per the broad assessment criteria specified above, all Within the context of everyday public communication activities, dealing with divergent and random demands related to public communications.
Assessors should note that the evidence of integration could well be presented by learners when being assessed against the unit standards -thus there should not necessarily be separate assessments for each unit standard and then further assessment for integration. Well designed assessments, including formative and summative, should make it possible to gain evidence against eachunit standard while at the same time gaining evidence of integration.
The initial assessment activities should focus on gathering evidence m terms of the exit level outoomes and the main outcomes expressed in the titles of the unit standards to ensure assessment is integrated rather than fragmented. Where assessment at title level is unmanageable, then the assessment can focus on each specific outcome, or groups of specifc outcomes. Take special note of the need for integrated assessment.
Evidence must be gathered across the entire range specified in each unit standard, as applicable. Assessment activities should be as close to the real performance as possible, and where simulations or role-plays are used, there should be supporting evidence to prove that the candidate is able to perform h the real situation.
Use appropriate, fair and manageable methods that are integrated into real work-related or learning situations.
Judge evidence on the basis of itsvalidity, currency, authenticity and sufficiency.
An extensive search for qualifications and learning programmes related to public service communications was carried out in Botswana, Egypt, England, Scotland, Ireland, New Zealand and Australia.
The search for internationally comparable quatifications lead to the NZQA National Dipioma in Marketing with an elective strand in public relations. The South African Public Service Communications Qualifications were informed by many of the unit standards contained in this NZQA, qualification, and the unit standards am hence comparable.
11604 Formulate and coordinate public relations communications.
10355 Identify and advocate news for publication or broadcast.
10356 Research print and electronic sources for journalism.
10376 Demonstrate knowledge of media ethics.
Identify the role and functions of the New Zealand public relations industry.
Establish social, ethical, legal, and regulatory parameters for public relations activities.
Establish, develop, and manage pubtic relations media relationships.
9674 Facilitate a group andlor team to gather ideas and information.
9692 Present information orally to an audience.
The search identified qualifications in New Zealand that have a broader focus on public sector services, and were carried out in relation to these qualifications. Despite the lack of comparable qualifications internationally, there remains a definite need in the South African context for qualifications that areaimed at those involved specifically in communications within the public service, and the competencies around communication and related competencies. The area of public service communications is a most important and growing one within the South African context.
This the public sector as field or community advisors.
The qualification recognises that in addition to the agency specific knowledge and understanding, advisors mquire a range of skills to perform activities that are relatively standard across the agencies. These include: liaising with community or business groups or individuals; interpreting and translating Government policy to users; providing advice and support in relation to government funding and policy or project work; facilitating meetings and workshops; and giving presentations.
Thecompulsory section is designed to reflect the key theme of advisors work, which is to provide an interface between government policy and community action. Holders of this qualification are able to demonstrate a high level of understanding of the roles of the individuals and public servants in community development as required by the New Zealand Public Service Code of Conduct. The elective section allows advisors to select the most appropriate complimentary skills for their position.
An understanding of the public sector ethical context is a key component of developing future leaders, and this competency is reflected inthe qualification. The importance of interpersonal communication skills in team leadership and facilitation is also reflected.
is part of a series of leadership qualifications planned for the public sector. It shares credits with and may lead on from the National Certificate in First Line Management (Level 4) Ref: 06491 although the structure of the qualifications differ. Candidates who do not already hold that qualification will complete its requirements as part of this qualification.
Drama and Arts, Advertising, and Audio VisuaVBroadcasting.