|
Course #/Title: |
MBU 3720.01/PUBLIC RELATIONS IN THE MUSIC INDUSTRY |
|
Semester: |
SPRING 2008 |
|
Instructor: |
Sarita Stewart |
|
Instructor Contacts: |
|
|
Instructor Office Hours: |
M 11 am – 3 pm; T 11 am – 12 noon; W 12 pm – 3 pm; by appointment |
|
Course Credit: |
3 Hours |
|
Class Location: |
Massey 200A |
|
Meeting Time(s): |
T/R 3:30 pm – 4:45 pm |
|
Final Exam: |
Thursday, May 1 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: 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.
Learning Outcomes: By 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 the public relations field 3) Be able to write an artist biography 4) Be able to write a press release 5) Critique, compare and rate various artist websites 6) Compile and present the different components of a press kit 7) Build an electronic press kit for use in an artist website.
Performance Criteria: Student will demonstrate their understanding and execution of the various public relations methodologies and processes through the various individual and group assignments.
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 instructor may choose to assign additional readings. All additional readings and handouts will be posted on Blackboard.
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. The class participation grade is composed of several different elements, including including regular class attendance, as well as participation in class discussions and the group website project.
Assignments: A combination of individual and group assignments will be given relating to class material and are due on the assigned dates given in class and listed on Blackboard. Assignments are due at the start of the class period. 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” unless alternative arrangements are made with the instructor. It is your responsibility to print 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.
Story Hooks #1: Each student will turn in a 1 page typed paper (maximum) of story hooks, based on materials presented by the instructor. Assignment will be handed out in class on 1/22 and is due on 1/29 at the beginning of class.
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 1/29. The paper will be due on 2/7 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 2/7. This paper effectively serves as your midterm for this class. The paper is due at the beginning of class on 2/19.
Artist Biography #4: Each student will turn in a 2 page (maximum) typed artist biography. The assignment will be handed out in class on 2/19 and is due at the beginning of class on 2/28.
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 and critique the press release. The assignment will be passed out in class on 3/4 and is due at the beginning of class on 3/13.
Celebrity Updates 1-5: Each student will follow the publicity trail of an assigned entertainment celebrity during the course of the semester. The student will keep a running blog of the various activities that the celebrity is involved in during the course of the semester. More details to follow in class on 1/15.
Group Website Project: Students will be placed into teams of two to three students each. Each team is to compile 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. More details on this project will be handed out mid-semester. The paper is due at the beginning of class on 4/15.
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 2/19.
The final exam is scheduled for Thursday, May 1 at 5 pm. 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%
Story Hooks #1 5%
Artist Imaging #2 10%
Website Compare/Contrast #3 15%
Artist Biography #4 10%
Press Release #5 10%
Celebrity Update Blogs 1-5 10%
Group Website Project 25%
Final Exam 10%
Final Grade 100%
6. Class Schedule: (Subject to change at instructor’s discretion)
Week Date Topics Reading assignment
1 1/10 Class Introduction Introduction
2 1/15 The Publicist Chapter 1
1/17 The Publicist Afterword
3 1/22 Media Relations Chapters 2, 5/Celebrity Update #1 due
1/24 Media Relations Chapters 7, 8
4 1/29 Artist Imaging Handouts/Assignment #1 due
1/31 Artist Imaging Handouts
5 2/5 Traditional Press Kits Chapter 3
2/7 Electronic Press Kits Chapter 9/Assignment #2 due
6 2/12 In-class speaker Handouts
2/14 Artist Biographies Celebrity Update #2 due
7 2/19 Artist Biographies Handouts/Assignment #3 due
2/21 Artist Biographies
8 2/26 Case study
2/28 Press Releases Assignment #4 due
9 3/4 Press Releases Chapter 4
3/6 Press Releases Celebrity Update #3 due
6. Class Schedule: (Subject to change at instructor’s discretion)
Week Date Topics Reading assignment
10 3/11 Publicity Plans Handouts
3/13 Publicity Plans Assignment #5 due
11 3/18 Case study
3/20 NO CLASS – EASTER BREAK
12 3/25 – 3/27 NO CLASS – SPRING BREAK
13 4/1 Controversy/Crisis Control Handouts
4/3 Controversy/Crisis Control Celebrity Update #4 due
14 4/8 Controversy/Crisis Control
4/10 In-class speaker
15 4/15 Publicity and the Broadcast Media Chapter 6/Website Paper due
4/17 Publicity and the Broadcast Media
16 4/22 Press conferences Celebrity Update #5 due
4/24 Special events
17 4/29 Last Day of Class