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Course # / Title: |
MBU 3720.01/PUBLIC RELATIONS IN THE MUSIC INDUSTRY |
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Course Credit Hours: |
3 Hours |
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Semester: |
Fall 2008 |
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Instructor: |
Sarita Stewart, B.S. Business Administration; MBA |
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Instructor Contacts: |
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Instructor Office Hours: |
Office: Massey 247; M 1 pm – 3 pm, 5 pm – 6 pm; T 10 am – 2 pm; W 2 pm – 3 pm; by appointment |
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Class Location: |
Massey 109 |
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Meeting Time(s): |
MWF 9 am – 9:50 am |
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Final Exam: |
Monday, December 15, 2008 |
Course Description: This course deals with press releases, press kits, press parties, artist kits, news for radio and T.V., and other areas which related to the printed page as public relations support for the artist, company and product.
Course Outcomes: At the end of this course, each student be able to demonstrate the following: 1) Write effective story hooks 2) Understand artist image and its importance in relation to press and public relations 3) Write an artist biography and fact sheet 4) Write and critique a press release 5) Critique and compare the press components of two artist websites 6) Research and evaluate the publicity and strategy techniques of chosen celebrity during the course of the semester 7) Build an electronic press kit for use in an artist’s website 8) Work within a group to prepare and present a publicity plan around a recording artist upon release of a new album.
Performance Tasks: During this course, the student will be able to demonstrate their understanding and execution of the various public relations methodologies and processes through various individual and group assignments. The main conduit by which the student’s performance will be evaluated is through the construction of original written works based on the assimilation of knowledge gained from lectures, readings, in-class and external class activities.
Assessment Tools: During this course, outcomes mastery will be evaluated by written responses comprising original short form and long form essays. Instructor will take into account various components and understandings of the topic in relation to the public relations tools under discussion.
Testing & Assignments:
Testing: (20%) The Artist Website Compare/Contrast assignment serves as a substitute for the midterm. This assignment is due at the beginning of class on Monday, October 13. This assignment represents 15% of each student’s overall grade.
There will be an in-class final on Monday, December 15 at 8 am. Exam is final and will be graded on a traditional scale of 0 to 100%. This exam represents 5% of the overall class grade.
Assignments: (45%) A variety of individual and group assignments designed to demonstrate competence are due on the assigned dates given in class and listed on Blackboard. Assignments are due at the start of the class period, unless alternate arrangements have been made with the instructor. Both late and handwritten papers will be assessed a penalty. All assignments will be returned to the students graded with comments. Points will be deducted for late assignments. Assignments are expected to be typed and turned in via “hard copy.” It is your responsibility to print, staple and turn in your assignment. NO EMAILS WILL BE ACCEPTED.
Students are expected to keep up with all assignment due dates, and not being present at the time of a class assignment is not considered an excuse for a late completion. No assignments will be accepted after the final course grade has been turned into the registrar unless previous arrangements are made with the instructor.
Assignments include:
Story Hooks #1: (5%) Each student will write a pitch sheet of story hooks, based on the materials presented by the instructor. The assignment will be handed out in class on 9/5 and is due at the start of class on 9/12.
Artist Image Paper #2: (10%) 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 9/22. The paper will be due on 9/29 at the beginning of class.
Website Compare/Contrast Paper #3: (15%) 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 10/1. The paper is due at the beginning of class on 10/13. This paper serves as a substitute for the class midterm.
Artist Biography and Fact Sheet #4: (10%) Each student will turn in a 2 page (maximum) typed artist biography and 1 page (maximum) artist fact sheet. The assignment will be handed out in class on 10/10 and both parts of this assignment are due at the beginning of class on 10/22.
Press Release #5: (10%) Each student will have the opportunity to write a press release. The assignment will be passed out in class on 10/22 and is due at the beginning of class on 10/31.
Celebrity Updates: (10%) Each student will follow the publicity trail of an entertainment celebrity during the course of the semester. The student will file three blogs detailing the various activities that the celebrity is involved in during the course of the semester. These updates include a research and evaluation component. Assignment will be handed out in class on 9/3 with update due dates listed.
Group Project: Students will be placed into groups of five students each, for a total of six groups. More details on this project will be handed out in the early part of the semester. The following elements are to be incorporated as part of the overall project:
Group Website Project: (15%) Each group is to compile the traditional elements of an electronic press kit into an artist’s website. Each group will write a paper that details their experience in the update or creation of the website. The paper is due at the beginning of class on 11/21.
Group Publicity Plan: (5%): Each group will be responsible for planning and executing a strategic public relations plan around an artist or event. The group will write a publicity plan that incorporates their unique ideas on how to most effectively promote this up and coming act to a targeted audience base.
Group Presentation: (10%) The main focus of this exercise is to present the ideas around the publicity plan and website. Each group will make a presentation to class and label executives the week of 12/1. More details to follow during the course of the class.
Class Participation: (5%) While class participation is note an “assignment,” it is a very important element of your overall grade. It is recommended that each student come prepared to discuss the various class topics highlighted for the day.
Class Participation 5%
Story Hooks 5%
Artist Image Paper 10%
Website Compare/Contrast 15%
Artist Biography 10%
Press Release 10%
Celebrity Updates 10%
Website Project 15%
Group Publicity Plan 5%
Group Presentation 10%
Final Exam 5%
Final Grade 100%
COURSE & CLASSROOM POLICIES:
Attendance & Participation:
Class attendance follows university policy as stated in the current Undergraduate Bulletin. Class participation is expected, including outside classroom activities; attendance and absence will be noted. 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, illness or other legitimate causes. 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 signup sheet.
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.
Materials: Full Frontal PR (Laermer)
Instructor will post all lectures on Blackboard following presentation. Handouts and other supplemental materials will be passed out during the course of the semester.
Grade Evaluation: As per CEMB policy, the grade assignment scale for this course is:
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Grade |
Percent (GPA) |
Grade |
Percent (GPA) |
Final grades below 70% will not apply to the major. |
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A |
94 (4.0) |
D+ |
67 |
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A- |
90 (3.7) |
D |
64 |
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B+ |
87 (3.3) |
D- |
60 |
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B |
84 (3.0) |
F |
<60 |
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B- |
80 (2.7) |
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C+ |
77 (2.3) |
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C |
74 (2.0) |
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C- |
70 (1.7) |
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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.
Class Schedule: (Subject to change at instructor’s discretion)
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Week |
Date |
Topics |
Reading Assignment |
Assignments due |
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1 |
8/27/08 |
Class Introduction |
Introduction |
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8/29/08 |
The Publicist |
Chapter 1, Afterword |
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2 |
9/1/08 |
LABOR DAY – NO CLASS |
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9/3/08 |
Publicist/Class Speaker |
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9/5/08 |
Media Relations |
Chapter 2 |
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3 |
9/8/08 |
Media Relations |
Celebrity Blog #1 |
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9/10/08 |
Class Speaker |
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9/12/08 |
Media Planning |
Chapters 5, 7, 8 |
Story Hooks #1 |
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4 |
9/15/08 |
Media Planning |
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9/17/08 |
Publicity Plans |
Handouts |
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9/19/08 |
Publicity Plans |
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5 |
9/22/08 |
Artist Imaging |
Handouts |
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9/24/08 |
Artist Imaging |
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9/26/08 |
Traditional Press Kits |
Chapter 3 |
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6 |
9/29/08 |
Traditional Press Kits |
Artist Image #2 |
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10/1/08 |
Digital Media |
Chapter 9 |
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10/3/08 |
Digital Media |
Celebrity Blog #2 |
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7 |
10/6/08 |
NO CLASS – FALL BREAK |
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10/8/08 |
NO CLASS – FALL BREAK |
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10/10/08 |
Artist Biography |
Handouts |
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8 |
10/13/08 |
Artist Biography |
Website C/C #3 |
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10/15/08 |
Artist Biography |
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10/17/08 |
Artist Biography |
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9 |
10/20/08 |
Class Speaker |
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10/22/08 |
Press Releases |
Handouts |
Artist Biography #4 |
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10/24/08 |
Press Releases |
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10 |
10/27/08 |
Press Releases |
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10/29/08 |
Controversy/Crisis Control |
Handouts |
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10/31/08 |
Controversy/Crisis Control |
Press Releases #5 |
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11 |
11/3/08 |
Controversy/Crisis Control |
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11/5/08 |
Controversy/Crisis Control |
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11/7/08 |
Broadcast Media |
Chapter 6 |
Celebrity Blog #3 |
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12 |
11/10/08 |
Broadcast Media |
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11/12/08 |
Broadcast Media |
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11/14/08 |
Broadcast Media |
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13 |
11/17/08 |
Press Conferences |
Handouts |
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11/19/08 |
Press Conferences |
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11/21/08 |
Special Events |
Handouts |
Website Project due |
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14 |
11/24/08 |
Special Events |
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11/26/08 |
NO CLASS – THANKSGIVING BREAK |
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11/28/08 |
NO CLASS – THANKSGIVING BREAK |
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15 |
12/1/08 |
Case Study |
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12/3/08 |
Group Presentations |
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Publicity Plan due |
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12/5/08 |
Group Presentations |
Publicity Plan due |
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16 |
12/8/08 |
Last Day of Class |
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