UNIVERSITY OF CAPE TOWN

PUBLIC RELATIONS

In collaboration with leaders in online education, GetSmarter.

Duration

10 weeks, excluding
orientation

Effort

7 hours per week,
entirely online

Learning Format

Weekly modules,
flexible learning

ON COMPLETION OF THIS COURSE, YOU’LL WALK AWAY WITH:

1

An understanding of how to strategically manage a brand, business, or individual’s reputation among its key stakeholders and media within the context of a changing communications landscape.

2

The knowledge to be able to define customers’ expectations and put crisis management plans into place.

3

Practical tools for creating messages that resonate across channels that help control image and audience perception, and drive influence.

4

Validation of your public relations competencies, in the form of a certificate of completion from Africa’s leading university.1

1 QS Top Universities (Jun, 2020).

COURSE CURRICULUM

Module 1 Introduction to Public Relations
Get an introduction to public relations and its purpose in a company’s broader marketing strategy, as well as PR career paths and planning.

Module 2 Managing Relationships With Stakeholders
Study the different stakeholder types in public relations, and explore how these roles influence an organisation.

Module 3 Content Creation and Management
Acquire the practical writing skills required to communicate effectively on traditional and online media channels.

Module 4 Building Valuable Relationships
Discover how to manage relationships with various media professionals.

Module 5 Online Public Relations (Web PR)
Gain insight into public relations and the internet, and the tools that can be used for Web PR.

Module 6 Public Relations and Social Media
Explore how social media channels can be used as PR tools as part of an integrated approach to public relations.

Module 7 Public Relations Activities and Events
Investigate the importance of traditional PR promotional activities, including launches, events and activations.

Module 8 Crisis and Reputation Management
Examine the vital role that crisis and brand management crisis and brand management plays in public relations.

Module 9 Measuring, Tracking, and Evaluating Public Relations Activities
Learn how to implement a successful public relations campaign measurement plan.

Module 10 Creating a Public Relations Plan (PR Plan)
Identify the different elements involved in creating a public relations plan.

COURSE CONVENOR

Nqobile Bundwini

Marketing Lecturer, Researcher, and PhD Candidate, School of Management Studies, UCT

Nqobile is a marketing lecturer, researcher, and PhD candidate at the University of Cape Town’s School of Management Studies. She holds a Master of Commerce degree from UCT, and currently lectures consumer behaviour and contemporary marketing Issues at the undergraduate and postgraduate levels, respectively. She currently serves as a module developer for the Independent Institute of Education (IIE), for the retail marketing management course to be taught at Vega, Varsity College, and Rosebank College. At the IIE, she also serves as a programme advisor for the postgraduate diploma in digital business. She is a supervisor of postgraduate research, and has published academic and industry research papers in the marketing and social research fields. She has served as a research project manager and consultant on research projects at the Red Cross Memorial Children’s Hospital, PSL Research Group, and ikapadata. Her current research focuses are religious marketing, the cannabis industry, brand building, and consumer behaviour. She has presented her research internationally in Australia and Michigan, and has served as a panellist at stakeholder engagements on the South African cannabis economy. She lends her academic expertise to radio and documentary platforms in her free time, as well as consulting with aspiring academics to achieve their greatest academic potential. Nqobile is a committed educator and believes in equipping her students with the tools they need to develop autonomy which, she believes, translates into freedom.

AN ONLINE EDUCATION THAT SETS YOU APART

This UCT online short course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:

usp-slot-one

Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time

usp-slot-two

Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step

usp-slot-three

Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones

GET MORE INFORMATION

Want to know more?
Enter your information below to learn more about the UCT Public Relations (PR) online short course, including receiving the course prospectus, from GetSmarter.

* Required Field

Please enter your first name

Please enter your last name

Please enter a valid email address

Yes, I want to receive more information about the UCT Public Relations (PR) online short course. Contact me by:

Email: *

Please select an option

Phone: *

Please select an option

Please provide a valid phone number

Please select highest level of education

Please select years of work experience

Email me about the educational programmes that GetSmarter (a brand of 2U, Inc.) and the 2U family of companies offer with multiple institutions.

Please select an option

By consenting to receive communications, you agree to the use of your data as described in our privacy policy. You may opt out of receiving communications at any time.