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

Semester:  Summer 2007

Class Location:  IHSB 140

Instructor:  Sarita Stewart

Contacts:   615-477-6258/stewartsm@mail.belmont.edu

Office Hours:  Available to meet upon appointment

Meeting Time(s):  TR 11:30 am – 1:15 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)  Build a traditional and online press kit 5)  Be able to adequately assess, evaluate and strategize a plan incorporating various public relations elements instrumental to building an artist’s career.

Performance Criteria: Student will demonstrate their understanding of the public relations processes and tools through the use of written papers and a team project.  The goal is to utilize various public relations theories and methodologies in the execution of the “hands on” class projects.  The final paper should involve a discussion and assessment of the experiences and the lessons learned from the publicity project.    

 

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.  Roll will be taken at the beginning of class.

 

 

 

 

 

 

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 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 participation on your team project.

 

Individual Paper #1: Each student will turn in a 3 page typed paper (maximum) on a topic to be handed out in class on 6/7.  The paper will be due on 6/11 at the beginning of class.

 

Artist Imaging Essay:  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 6/11.  The paper will be due on 6/18 at the beginning of class.  The paper will serve as a substitute for your midterm.

 

Artist Biography:  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 an biography following the interview.  The assignment will be handed out in class on 6/18 and due on 6/22.

 

Press Release:  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 6/20 and is due on 6/25.

 

Website Project:  Students will be placed into teams of two students each.  Each team will build an electronic press kit for an artist.  Instructor will hand out assignment in class on 6/12.  The website link will be due to the instructor on 7/3. 

 

Final Paper:  Each student will have the opportunity to write either an individual paper or a team paper (your choice) around their experience in putting together a press kit around an artist.  The best papers will incorporate both the theory and hands on experience gained during the class, as well as provide a strategy as to as how the artist can continue to better build their profile independently.  The assignment will be handed out in class on 6/12.  The paper is due the final day of class on 7/5.  This paper serves as a substitute for the class final.

 

All written work is due 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. 

 

4. Testing

 

The Artist Imaging Paper will serve as a substitute for the midterm.  The Final Paper encompassing an overall plan around an artist will serve as the class final.

 

 

 

 

 

 

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%

Individual Paper #1                    15%

Artist Imaging Essay                  15%

Artist Biography                         10%

Press Release                           10%

Website Project                         20%

Project Paper                            25%                             

Final Grade                              100%

 

6. Class Schedule:  

 

Week    Date                 Topics                                                  Reading assignment

 

1          6/4                    Class Introduction/A Publicist’s Role       Introduction, Chapter 1

             6/5                   Media Relations                                      Chapter 2

             6/6                   Media Planning                                      Chapters 4, 5, 8

             6/7                   Noteworthy Publicity/Tour Press             Afterword, Appendix

             6/8                   Structured Class Activity #1

 

2          6/11                  Artist Imaging                                        Individual Paper due

            6/12                  Press Kits                                             Chapter 3

             6/13                 Publicity and the Internet                        Chapter 9

             6/14                 Artist biographies                                   Supplement

             6/15                 Structured Class Activity #2

 

3          6/18                  Artist biographies                                   Artist Imaging Paper due

             6/19                 Press releases                                      Chapter 4

            6/20                  Press releases                                      Supplement

                        6/21                  Publicity Plans                                     

             6/22                 Structured Class Activity #3                   Artist Biography due

 

4          6/25                    Crisis Control/Controversy                    Press Release due

            6/26                  Publicity and the Broadcast Media          Chapters 6, 7

            6/27                  Hands on Media Training                       

            6/28                  Case Study

            6/29                  Structured Class Activity #4                              

 

5          7/2                    Press Conferences                                Website Project due                  

            7/3                    Special events                                       Supplement

             7/4                   INDEPENDENCE DAY                           NO CLASS

             7/5                   Last day of class                                   Final Paper due