Course # / Title:

MBU 3720.01/PUBLIC RELATIONS IN THE MUSIC INDUSTRY

Course Credit Hours:

3 Hours  

Semester:

Summer 1 2008  

Instructor:

Sarita Stewart, B.S. Business Administration; MBA

Instructor Contacts:

(615) 460-6517/stewartsm@mail.belmont.edu

Instructor Office Hours:

Office:  Massey 247; available by appointment/after class 

Class Location:

Massey 414

Meeting Time(s):

MTWRF 11:30 am – 1:15 pm

Final Exam:

Wednesday, July 2, 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)  Be able to work and understanding the process of working with 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 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:  The Country Music Hall of Fame assignment will serve as a substitute for the midterm.  This assignment is due at the beginning of class on Wednesday, June 18.  This assignment represents 15% of each student’s overall grade. 

 

There will be an in-class final on Wednesday, July 2 during regular class time.  Exam is final and will be graded on a traditional scale of 0 to 100%.  This exam represents 10% of the overall class grade.

 

Assignments:  A combination of individual 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: Each student will write a pitch sheet of story hooks, based on the Computer vs. Banjo project.  The assignment will be handed out in class on June 3 and is due at the start of class on June 5.  

 

CMA Paper:  Each student will turn in a 3 page typed paper (maximum) on the topic of publicity and how it ties into the bigger scope involving individual music artists, record labels and the country music genre. Assignment will be handed out in class on 6/5.  The paper will be due on 6/11 at the beginning of class. 

 

CMHF Paper:  Each student will turn in a 3 page typed paper (maximum) reflecting on the class visit to the Country Music Hall of Fame.  A discussion of artist image and how it is incorporated into the legendary careers of the various artists as displayed at the museum will be the focus of this paper.  Assignment will be handed out in class on 6/12.  The paper will be due on 6/18 at the beginning of class.  This assignment also serves as a substitute for the class midterm.

 

Artist Biography and Fact Sheet:  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 6/16 and both parts of this assignment are due at the beginning of class on 6/23. 

 

Press Release:  Each student will have the opportunity to write a press release based around the Computer vs. Banjo project.  The assignment will be passed out in class on 6/19 and is due at the beginning of class on 6/27.

 

Celebrity Updates:  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.  These updates will also include a research and evaluation component.  Assignment will be handed out in class on June 3.  Update #1 is due on 6/9 and Update #2 is due on 6/25.

 

Website Compare/Contrast Paper:  Each student will turn in a 5 page paper (maximum) that explores and contrasts two websites from a public relations viewpoint.  Assignment will be passed out and discussed in class on 6/19.   The paper is due at the beginning of class on 6/30.

 

Final Exam:  The final exam will be in-class final that involves a written evaluation of all aspects of public relations tools are discussed in class.  

 

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.  Both late and handwritten papers will be assessed a penalty. 

 

Grading:

Class Participation                                   5%

Story Hooks                                            5%

CMA Paper                                           10%

Artist Biography                                     10%

Artist Fact Sheet                                     5%

CMHF Paper                                         15%

Press Release                                       10%

Celebrity Updates (5% each)                   10%

Website Compare/Contrast                     20%

Final Exam                                               10%

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 six 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.  Roll will be taken at the beginning of class. 

 

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.  Class participation represents 5% of each individual student’s grade. 

 

Materials:  There is no official textbook for this class.  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: 

 

Grade

Percent (GPA)

Grade

Percent (GPA)

Final grades below 70 % will not apply to the major.

A

94 (4.0)

D+

67

 

A-

90 (3.7)

D

64

 

B+

87 (3.3)

D-

60

 

B

84 (3.0)

F

< 60

 

B-

80 (2.7)

 

 

 

C+

77 (2.3)

 

 

 

C

74 (2.0)

 

 

 

C-

70 (1.7)

 

 

 

 

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)

 

Week    Date                 Topics                                                  Reading assignment

 

1          6/2                    Class Introduction/The Publicist             

             6/3                   Class Speaker/Media Relations                

             6/4                   Branding/Copyright Issues                      AMA Meeting - Maggianos

             6/5                   Media Planning/Publicity Plans               Handouts/Story Hooks due

             6/6                   Structured Class Activity #1                  

 

2          6/9                    Traditional/Digital Press Kits                   Celebrity Update #1 due

            6/10                  Traditional/Digital Press Kits                  

             6/11                 Artist Image                                          Handouts/CMA Paper due

             6/12                 Artist Image                             

             6/13                 Structured Class Activity #2                   Country Music Hall of Fame

 

 

 

 

 

 

 

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

 

Week    Date                 Topics                                                  Reading assignment

 

3          6/16                  Artist biographies                                   Handouts

             6/17                 Artist biographies                                  

            6/18                  Class Speaker                                       CMHF Paper due

                        6/19                  Press Releases                                     Handouts

             6/20                 Structured Class Activity #3                  

 

4          6/23                    Press Releases                                               Handouts/Artist Biography due

            6/24                  Crisis Control/Controversy                     

            6/25                  Crisis Control Case Study                       Celebrity Update #2 due

            6/26                  Broadcast Media                                   

            6/27                  Broadcast Media                                    Press Releases due

 

5          6/30                  Event Planning                                      Website Compare/Contrast due             

            7/1                    Event Planning                                     

            7/2                    FINAL EXAM                                        In-class final