Course # / Title / Credit: MBU 3720.02/Public Relations In The Music Industry/3 Hours

Instructor:  Sarita Stewart

Semester:  Fall 2007

Class Location:  Massey Center 200A

Contacts:   615-460-6517/stewartsm@mail.belmont.edu

Office Hours:   T/R 9 am – 11 am; 1:30 pm – 3:30 pm; Other times available via appointment.

Meeting Time(s):  M/W  3:30 pm – 4:45 pm

Final Exam:  Monday, December 10 at 5 pm

 

Educational Objectives of the Mike Curb College of Entertainment & Music: 1) To provide a personalized, career-oriented and practical education that emphasizes leadership, innovation, private enterprise and entrepreneurship. 2) To equip students with the tools to think critically, communicate effectively, accept responsibility, make successful decisions, and prosper in diverse work environments. 3) To emphasize quality classroom instruction within the parameters of ethical Christian principles.

 

Course Description:  The course deals with press kits, press releases, radio and television publicity, tour press, press events and other areas that comprise an effective public relations campaign for the artist, company and product.  The public relations fundamentals presented focus primarily on the music industry.

 

Learning Outcomes: By the end of this course, each student be able to demonstrate the following:  1) Be able to write an artist biography 2)  Be able to write a press release  3)  Critique, compare and rate various artist websites  3)  Compile and present the different components of a press kit    5)  Build an electronic press kit for use in an artist website. 

Performance Criteria: Student will demonstrate their understanding of the public relations processes and tools through their class presentation and final paper.  The goal of both projects is to detail the use of the various public relations methodology used during the goal setting, activities and execution of this class project.  The presentation and paper should involve a discussion and assessment of the group’s experiences and the lessons learned from this publicity “hands-on” experience.    

 

Honor Code: It is the responsibility of each student to abide by the Belmont University Honor Code. “In affirmation of the Belmont University Statement of Values, I pledge that I will not give or receive aid during examinations; I will not give or receive false or impermissible aid in course work, in the preparation of reports, or in any other type of work that is to be used by the instructor as the basis of my grade; I will not engage in any form of academic fraud. Furthermore, I will uphold my responsibility to see to it that others abide by the spirit and letter of this Honor Pledge.”

 

Accommodation of Disabilities: In compliance with Section 504 of the Rehabilitation Act and the Americans with Disabilities Act, Belmont University will provide reasonable accommodation of all medically documented disabilities.  If you have a disability and would like the university to provide reasonable accommodations of the disability during this course, please notify the Office of the Dean of Students located in Beaman Student Life Center (460-6407) as soon as possible.

 

 

 

 

 

 

 

Course Requirements:

 

1. Class Attendance: 

 

Attendance is critical during the duration of this course, due to the nature of the class assignments incorporated throughout the semester.  Each student is expected to attend all of the class meetings for the best possible learning experience.  Every lecture will cover material necessary to a thorough understanding of the concepts.

 

This course follows the attendance policies as stated in the current Belmont University Bulletin.  If you miss more than eight classes, you may be involuntarily dropped from the course with a grade of “WF.”  Absences are considered excused if the instructor is given prior notice, and for reasons such as family emergencies, extremely sick, etc.  Additional accepted excuses are official university sanctioned events with an excuse from the Provost’s Office.  Attendance will be taken each class period through the use of a class sign-in sheet.

 

2. Materials: Full Frontal PR (Laermer) (Required)

                    The Long Tail (Anderson) (Optional)

 

The instructor may choose to assign additional readings.  The majority of these extra class readings will be distributed to the class on a regular basis and used as a base for class discussions. 

 

3. Assignments:

 

Class participation:  While class participation is not an “assignment,” it is very important element of your grade in that it accounts for 5% of your overall grade.  It is recommended that each student come prepared to discuss the various class topics highlighted for the day.  Class participation is composed of several different elements, including regular class attendance, participation in class discussions and strong group participation on the final project.

 

Publicity Paper #1: Each student will turn in a 1 page typed paper (maximum) on a viable public relations firm to be handed out in class on 8/27.  The paper will be due at the beginning of class on 9/5.

 

Artist Imaging Essay #2:  Each student will turn in a 3 page typed paper (maximum) on the topic of artist imaging.  Assignment will be handed out in class on 9/12.  The paper will be due on 9/24  at the beginning of class. 

 

Website Compare/Contrast Paper #3:  Each student will turn in a 4 page paper (maximum) that explores and contrasts two websites from a public relations viewpoint.  Assignment will be passed out and discussed in class on 9/24.   This paper will serve as your midterm for this class.  The paper is due at the beginning of class on 10/1.

 

Artist Biography #4:  Each student will turn in a 2 page (maximum) typed artist biography.  The class will get the opportunity to interview an artist and put together a biography following the interview.  The assignment will be handed out in class on 10/1 and is due at the beginning of class on 10/15.

 

Press Release #5:  Instructor will provide each student with a sample of a badly written press release.  Each student will have the opportunity to rewrite the press release.  The assignment will be passed out in class on 10/15 and is due at the beginning of class on 10/22.

 

 

 

 

Course Requirements, continued:

 

Website Project #6:  Students will be placed into teams of two to three students each.  Each team is to build an original website that incorporates an electronic press kit for an artist.  Instructor will hand out assignment in class on 9/19.  The website link will be due to the instructor at the conclusion of class on 11/28 unless alternate arrangements are made.    

 

Final Paper and Presentation:  Each team will write a group paper around their experience in putting together an electronic press kit for an artist.  The best papers will incorporate both the theory and hands on experience gained during the class.  It will also be important to provide a publicity plan and pitch strategies to help the artist continue to build their profile.  More details on this project will be handed out mid-semester.  The presentations will take place in class on 11/26 and 11/28.  The paper is due the final day of class on 12/3.   

 

Extra Credit:  Student can attend any live musical performance during the semester.  The student will write a review of the show a possibility of three extra points towards their final grade.  More details will be handed out at the beginning of the semester.  Typed paper is due by 11/14. 

 

All written work is due in a “hard copy” format at the beginning of each class meeting, unless alternate arrangements have been made with the instructor.  Papers are expected to be typed and in a format that represents your best work.  Late papers will be assessed a penalty.  These assignments will also be covered in class and posted on Blackboard as well.

 

4. Testing

 

The Website Contrast and Compare Paper will serve as a substitute for the midterm.  The paper is due at the beginning of class on 10/1.  

 

The final exam is scheduled for Monday, December 10 at 5 pm.  Material for the final test will be taken from a variety of sources, including assigned readings, discussions, assigned and all other materials presented.  Exams will consist of a variety of question types including multiple choice, true/false, short answer, matching, or essay questions.  Exam grade is final and will be graded on a traditional scale of 0 to 100%.

  

5. Basis of grade evaluation:

 

Grading Scale:

(97–100) = A+      (87-89) = B+    (77-79) = C+    (67-69) = D+

(93– 96)  =  A       (83-86) = B       (73-76) = C      (63-66) = D

(92–90)  = A-        (80-82) = B-     (70-72) = C-     (60-62) = D-

 

Grading:

Class Participation                                   5%

PR Company Research #1                        5%

Artist Imaging Essay #2                         10%

Website Compare/Contrast #3    15%

Artist Biography #4                                 10%

Press Release #5                                    5%

Website Project #6                                 15%

Project Presentation                               10%

Project Paper                                       15%

Final Exam                                               10%

Final Grade                                                      100%

 

 

 

 

 

6. Class Schedule: (Subject to change at instructor’s discretion)

 

Week    Date                 Topics                                                  Reading assignment

 

1          8/22                  Class Introduction                                  Introduction

                                                           

2          8/27                  A Publicist’s Role                                  Chapter 1, Afterword     

             8/29                 Media Relations                                    Chapter 2

                                     

3                      9/3                   NO CLASS – LABOR DAY   

                        9/5                   Media Planning                                      Chapters 5, 7, 8

              

4                      9/10                 In-class speaker                                                 

                        9/12                 Artist Imaging                                        Handouts

 

5         9/17                              Artist Imaging                                                                 

            9/19                              Creating Press Kits                                Chapter 3

                                   

6         9/24                  Publicity & The Internet                          Chapter 9/Assignment #2 due

                        9/26                  Artist Biographies                                  Handouts

 

7                      10/1                  Artist Biographies                                 Assignment #3 due

                        10/3                              Artist Biographies/Artist Interview                         

           

8                      10/8                  Press Releases                                     Chapter 4                                   

                        10/10                Press Releases

           

9                      10/15               Press Releases                                    Assignment #4 due         

                        10/17                Publicity Plans/Other PR Tools

                       

10        10/22                In-class speaker                                    Assignment #5 due

10/24                            Controversy/Crisis Control         

                                       

11         10/29                Crisis Control Case Study                       

                        10/31                Publicity and the Broadcast Media          Chapter 6

                                                           

12         11/5                  Hands On Media Training 

11/7                  Press conferences                                  

            

13         11/12                Special Events

11/14                International Press                                 Extra credit due

 

14         11/19                Case Study                              

                        11/21                NO CLASS – THANKSGIVING BREAK

 

15         11/26                Class Presentations                               Outline due prior to presentation

                        11/28                Class Presentations                               Assignment #6 due

                       

16         12/3                  Last Day of Class                                  Final Paper due

 

 

Final Exam:  Monday, December 10 at 5 pm