Course # / Title / Credit: MBU 3720.01/Public Relations In The Music Industry/3 Hours

Semester:  Spring 2007

Class Location:  IHSB 111

Instructor:  Sarita Stewart

Contacts:   615-661-0271/stewartsm@mail.belmont.edu

Office Hours:  Available to meet upon appointment

Meeting Time(s):  TR 11 am – 12:15 pm

Final Exam:  None

 

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 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 in regard to an artist activity  3)  Compile and present the different components of a press kit  4)  Critique, compare and rate various artist websites  5)  Plan and execute a public relations plan around an artist or event 

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 publicity plan execution of their assigned class project.  The presentation and paper should involve a discussion and assessment of the group’s real time experiences and the lessons learned from the overall publicity 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. Attendance:  Each student is expected to attend all of the class meetings for the best possible learning experience.  Absence is permitted only in cases of family illness, family emergencies or other legitimate causes.  A class signup sheet will be handed out at the first of each class period and attendance taken. 

 

 

 

Course Requirements (continued): 

 

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

 

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 10% 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 participation on your assigned team project.

 

Individual Project:  Web Research

 

Each student is required to explore three artist websites and rate each site from a public relations viewpoint.  Your report should include:  1.  The web address of each site.  2.  Your overall impression of the site.  3.  What links are provided, such as record labels, booking agents, etc.  4.  Discuss how effective the website is from an overall publicity standpoint.  Due 3/22.

 

Group Project:  Students will be placed into groups of five students each, for a total of seven groups. 

 

Each group will be responsible for planning and executing a strategic public relations plan around an artist or event.  This should include a press kit, artist bios and a publicity plan around each event.  Instructor will assign each group the responsibility of handling a showcase, songwriter night, individual artist or special event.    Each group will make a class presentation outlining the strategies and planning techniques behind each event.   The group should also include an assessment of strengths and weaknesses involved in each project.  Presentations will take place the weeks of 4/17 – 4/24.  The group can turn in the press kit associated with this project at the time of their presentation or on the final paper due date.   Paper outlining your group strategy will serve as your final for this class and will be due on the last day of class on May 1.    

 

Extra credit:  Student can attend any live musical performance.  The student will write a review of the show a possibility of five extra points towards their final grade. 

 

The concert review should address four specific areas:

 

1.  Assessment of artist performance

2.  Assessment of the performance venue (sound quality issues, etc.)

3.  Audience reaction to the performance

4.  Overall concert assessment of the concert   

 

The review should be double-spaced, and one to two pages in length.  500 – 600 words, typed, double-spaced and include the date and location of the show.  No late or handwritten papers will be accepted.  Extra paper papers will be accepted throughout the course of the term.  Final day that extra credit papers are due to instructor is 4/19.  

 

 

 

 

 

4. Testing

 

The midterm will be the only formal test given and will be presented as a take-home essay test.  Midterm will be handed out in class on 2/20 following the midterm in-class review.  Midterm questions are usually taken from the assigned readings as well as class lectures and discussions.  All works used in the midterm should be cited, and no work taken directly from outside sources.  All midterms should be typed and should be in a format that the student feels represents their best work.  Midterm will be due at the first of class on 2/27.  Any midterms turned in after this deadline will be assessed late points unless previous arrangements are made with the instructor.

 

The group project paper serves as a final exam for this class.  Details will be outlined in a separate handout.   

 

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                     10%

Mid-Term                                  20%

Web Research                           20%

Belmont Event presentation        25%

Belmont Event project paper       25%

Final Grade                              100%

 

6. Class Schedule:  

 

Week    Date                 Topics                                                  Reading assignment

 

1          1/11                  Class Introduction                                  Introduction

                       

2          1/16                  Defining the Role Of a Publicist               Chapters 1 – 2

            1/18                   NO CLASS                                          Afterword

 

3          1/23                  Imaging of An Artist

             1/25                   The Art of the Photograph       

 

4          1/30                  Creating a press kit/press clips               Chapter 3

             2/1                   Artist biographies                                   Supplement

 

5           2/6                   Artist biographies

             2/8                   Press releases                                      Chapter 4, Supplement                          

6.         2/13                  Press releases

            2/15                  Publicity Plans                                      Supplement

 

           

 

 

 

 

 

 

Class Schedule (continued)

 

Week    Date                 Topics                                                  Reading assignment

 

7          2/20                    Midterm Review                                   Midterm handout

            2/22                    Media Relations                                   Class speaker

 

8          2/27                  Media Planning                                      Chapters 5, 7, 8

             3/1                   Tour press                                             Appendix

Creating Newsworthy Publicity

Sources and Services for Publicists        Midterm due 2/27

 

9          3/6 – 3/8           SPRING BREAK                      

 

10         3/13 – 3/15        Publicity and the Internet                        Chapter 9

                                    Online Publicity Strategies                       Appendix

                                    Emerging digital technologies                                 

                                         

11         3/20                  Publicity and the Broadcast Media          Chapter 6

             3/22                 Hands on Media Training                        Web Research due on 3/22

                                               

12          3/27 – 3/29       Crisis Control                                         Supplement                              

                                    Handling Controversy

                                    Solving Problems

 

13         4/3                    Press Conferences                                Supplement                              

            4/5                    EASTER BREAK

 

14         4/10 – 4/12        Special events                                       Supplement

                                       Case study                                        

                                          

15         4/17 – 4/19        Group presentations                               Outline due prior to presentation 

                                                                                                        Extra credit due by 4/19

                       

16         4/24  – 4/26       Group presentations                               Outline due prior to presentation

                                   

17         5/1                    Last day of class                                   Project Papers Due