University of Cape Town
Public Relations (PR)
Become an effective communications professional in the digital age.
Starting soon
Start date
30 May 2024
Enroll by 24 May 2024
Course duration
10 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
7–10 hours per week
Self-paced learning online
Course overview
The estimated global value of the public relations market by 2022.
MarketWatch (Aug, 2019).
The percentage of African businesses who believe PR consultants must increasingly prove their direct contribution to meeting business goals.
AMEC (2019).
Duration: 10 weeks (excluding orientation)
The evolution of social and online media channels has caused a visible shift in the way we consume traditional media. As the communications landscape continues to change, businesses and brands must turn to public relations (PR) professionals to help control their public image in order to positively impact their bottom line.
Want to be recognised as a tactical and pre-emptive PR manager? The Public Relations online short course from the University of Cape Town (UCT) offers the perfect opportunity to enhance or launch your career in PR, by exploring the latest techniques and tactics for effective PR practice in a digital age. Over ten weeks, you’ll learn to create your own PR plan, and gain the confidence to build strong public relationships and communication strategies.
Is this course for you?
If you’re a new or aspiring PR practitioner looking to update your current skill set and enhance your career, this course will provide you with insights to help you grow in your field. Additionally, the course offers those wanting to break into the PR industry with foundational knowledge, practical skills, and validation from Africa’s leading university in the form of a certificate of completion.1
1 QS Top Universities (2021).Course overview
Introduction
Duration: 10 weeks (excluding orientation)
The evolution of social and online media channels has caused a visible shift in the way we consume traditional media. As the communications landscape continues to change, businesses and brands must turn to public relations (PR) professionals to help control their public image in order to positively impact their bottom line.
Want to be recognised as a tactical and pre-emptive PR manager? The Public Relations online short course from the University of Cape Town (UCT) offers the perfect opportunity to enhance or launch your career in PR, by exploring the latest techniques and tactics for effective PR practice in a digital age. Over ten weeks, you’ll learn to create your own PR plan, and gain the confidence to build strong public relationships and communication strategies.
Is this course for you?
If you’re a new or aspiring PR practitioner looking to update your current skill set and enhance your career, this course will provide you with insights to help you grow in your field. Additionally, the course offers those wanting to break into the PR industry with foundational knowledge, practical skills, and validation from Africa’s leading university in the form of a certificate of completion.1
1 QS Top Universities (2021).What will set you apart
The confidence to build strong public relationships and strategic communication plans.
The ability to tactically manage a brand, business, or individual’s reputation among key stakeholders.
An understanding of customer expectations and how to plan for crisis management.
The tools to create messages that resonate across channels to control audience perception and drive influence. 
A road map for building influential relationships with stakeholders and the media.Course curriculum
Orientation module
Welcome to your Online Campus
Module 1
Introduction to public relations
Module 2
Managing relationships with stakeholders
Module 3
Content creation and management
Module 4
Building valuable relationships
Module 5
Online public relations (Web PR)
Module 6
Public relations and social media
Module 7
Public relations activities and events
Module 8
Crisis and reputation management
Module 9
Measuring, tracking, and evaluating public relations activities
Module 10
Creating a public relations plan (PR plan)
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Course Convenor
Nqobile Bundwini
Marketing Lecturer, Researcher, and PhD Candidate, School of Management Studies, UCT
About the certificate
Acquire the knowledge and techniques to establish robust public relationships and earn an official certificate of completion from the University of Cape Town.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
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Want to know more?
Why choose GetSmarter?
GetSmarter operates as edX's partner for premium online short course products from the world's leading universities and institutions. With edX, we leverage our people, technology, and resources to power your education and your potential.
We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Read more about GetSmarter here and edX here.
Find out more about GetSmarter’s approach to digital learning, course design, and online delivery here.
Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please see the list of university partner login pages here.
Financing options
We've recently partnered with financial services firm, FeverTree, to offer you another convenient way to finance your short course education. Find out how you can apply for a short-term loan below.
How do I apply?
- You have the option of applying for a full course-cost loan agreement with FeverTree (South African citizens and short courses only)
- FeverTree works with GetSmarter to ensure your studies are financed right away, giving you the chance to join the soonest presentation
- You can find out if you pre-qualify in seconds. Send an SMS with your “Name*Surname*ID Number*Gross Salary” to 30082
- FeverTree’s application process is simple and quick – expect a 15-minute turnaround to find out if you’ve been successful with your loan application
- Even if you aren’t successful in your FeverTree application, you’ll still be eligible for the payment plan options with GetSmarter
