This notice contains the titles, fields, sub-fields, NQF levels, credits, and purpose of the qualification.
Copies may also be obtained from the Directorate for Standards Setting and Development at the SAQA offices, Hatfield Forum West, 1067 Arcadia Street, Hatfield, Pretoria.
Comment on the qualification should reach SAQA at the address below than 6 July 2006.
Public Relation Officers.
Community development workers.
(at basic level).
Campaigners (at participation level).
Marketers and distributors of government services and products.
Members of civil society involved in Public Service-related communication, such as social workers, health workers, lawyers, volunteers, interns.
and formulate communication needs.
Contributeto development of communication tools.
Communicate and disseminate information on government policy and services effectively, using a variety media and tools.
democratic system of government, it is vital that there be clear and open communication channels behnrben the Public Service and different publics. This is an entry level qualification to provide a mechanism for recognitionof those who are able to engage in a variety of ways to meet the information needs of publicsand promote the image ofgovernment.
Carry out the national, provincial and local communication strategies, externally and/or internally.
A Further Education and Training Certificate (FFTC).
This qualification can be achieved wholly or in part through recognition of prior learning in terms of the defined exit level outcomes andlor individual unit standards.
Evidence can be presented in various ways, including international andlor previous local qualifications, products, reports, testimonials mentioning functions performed, work records, portfolios, videos of practice and performance records.
All such evidence will be judged in accordance with the generat principles of assessment described above and the requirements for integrated assessment.
A Further Education and Training Certificate (FETC) or working experience at the level of NQF 4.
Candidates are required to achieve 15 credits for the Fundamentat unit standards.
Candidates must achieve all 85 core credits.
Candidates must achieve at least 20 credits of their choice from the available 66 elective credits.
Apply media principles and practices.
Demonstrate knowledge of human rights and democratic governance.
Demonstrate understanding of marketing.
Identifying and solving problems in which responses indicate that responsible decisions using critical and creative thinking have been made.
Working effectively with others as a member of a team, group, organisation or community.
Organising and managing oneself and one's activities responsibly and effectively.
Collecting, analysing, organising and critically evaluating information.
Communicating effectively using visual, mathematical and/or language skins in the modes of oralhrvrittan persuasion.
Using science and technology effectively and critically, showing responsibility towards the environment and health of others.
solving contexts do not exist in isolation.
Reflecting on and exploring a variety of strategies to learn more effectively.
Participating as responsible citizens in the life of local, national and global communities.
Being culturally and aesthetically sensitive across a range of social contexts.
Exploring education and career opportunities; and developing entrepreneurial opportunities.
Activities are carried out in line with strategic objectives and organisational policy.
Page 2 out in a manner that promotes government image.
Government communication processes are applied using appropriate mechanisms and products and in line with given protocols and principles.
Assessments identify the effect of communication in relation to the intended purposes of the communication.
Media and community relations are developed, monitored and maintained in a manner that communicates government information effectively.
Government communication campaigns and communication activities are implemented and coordinated according to communications are carried out using appropriate media in line with established media and practices.
Common journalistic techniques are employed effectively in the development and implementation of government communications.
Key concepts of human rights and democracy are explained in terms of their application in society.
Marketing communication is defined in terms of itsnature, role and history.
Marketing communications are explained in terms of ethical, social, cultural and legal issues.
Assistance is provided related to marketing functions.
Assessment is totake place according to thedetailed 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 mtext of everyday public communication activities, dealing with divergent and random demands related to publb communications.
Assessors should note that the evidence of integration could well be presented by learners when being assassed against the unit standards -thus there should not necessarily be separate assessments for each unit standard and then further assessment for integration. Welt designed assessments, including formative and summative, should make it possibleio gain evidence against each unit standard while at the same time gaining evidence of integration.
initial assessment activities should focus on gathering evidence in terms of the exit level outcomes 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 specific outcomes.
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-playsare used, there should be supporting evldence to prove that +he candidate is able to perform in the realsituation.
assessments should be conducted in accordance with the following universally accepted principles of assessment fair and manageable methods that are integrated into real work-related or learning situations.
Judge evidence on the basis of its validity, currency, authenticity and sufficiency.
Ensure assessment processes are systematic, open and consistent.
revealed that there were no international qualifications that focus primarily on Public Service Communications.
The search of internationally comparable qualifications leqd to the NZQA National Diploma in Marketing with an elective strand in public relations.
informed by many of the unit standards contained in this NZQA, qualification, and the unit standards am hence comparable.
Apply communication processes, and assess communication effects for public relations programmes.
Formulate and coordinate public relations communications.
Formulate and produce communication strategies for public relations programmes and activities.
Review and evaluate public relations programmes and services.
Research print and electronic sources for journalism.
Demonstrate knowledge of media ethiics.
Analyse and apply principles of communication process theory.
Identify the role and functions of the New Zealand public relations induse.
Establish social, ethical, legal, and regulatory parameters for public relations aCfiVhhS.
Plan and manage public relations programmes.
Establish, develop, and manage public relations media retationships.
Direct and coordinate research of public relations issues and activities.
Collaborate in a group to deliver an oral presentation.
Present information orally to an audience.
The search identified qualifications in New Zealand that have a broader focus on public sector senhS, and comparisons were carried out in relation to these qualifications.
This qualification is for people seeking a career or employment in the is also relevant in the wider public sector, particularly in those agencies and organisations who are providing services to the public on behalf of the governmentThe qualification recognises the generic skills, knowledge, understandings, attitudes and values expected of a competent role holder in a wide range of contexts in the Public Service and the wider public sector. This qualification may be complemented by competencies related to the specific role (for example Business Administration) andlor Competencies relevant to the specific organisation (for example Inland Revenue). As well as recognising competencies in relationto the public sector context, this qualification also identifies information technology, communications, writing, and service delivery competencies.
This qualification is for people who are employed in the public sector as field or community advisors. People employed in these roles undertake a wide variety of tasks in diverse contexts for a significant number of public sector agencies. The qualification recognises that in addition to the agency specific knowledge and understanding, advisors require 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 retation to government funding and policy or project work; facilitating meetings and workshops; and giving presentations.7he compulsory 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.
People with this qualification could also move into areas of study related to qualifications in Marketing, Public Relations, Diplomacy, Journalism. Drama and Arts, Advertising, and Audio VisuaVBroadcasting.
Providers offering teaming towards this qualification or the component unit standards must be accredited by the appropriate ETQA.
Moderation of assessment will be overseen by the appropriate ETQA according to moderation principles andthe agreed ETQA procedures.
Registered assessors must have a relevant qualification at NQF level 6 or equivalent andlor be a subject matter expert inthis learning area.
line means that the qualificationis not based on Unit Standards.
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