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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: |
Summer 1 2009 |
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Instructor: |
Sarita Stewart, B.S. Business Administration; MBA |
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Instructor Contacts: |
(615) 460-6517/sarita.stewart@belmont.edu |
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Instructor Office Hours: |
Office: Massey 247; available by appointment/after class |
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Class Location: |
Massey 200A |
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Meeting Time(s): |
MTWRF 11:30 am – 1:15 pm |
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Final Exam: |
Thursday, July 9, 2009 |
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) Be able to critique and write a press release 5) Research and evaluate the publicity and strategy techniques of chosen celebrity during the course of the semester 6) Prepare a media strategy based around an artist-oriented event 7) Build and/or compile a traditional press kit 8) Assess, evaluate and prepare a media strategy around a public relations crisis.
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 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. Students will also give short, informal oral summary reports to the class about the various publicity activities around their entertainment celebrity. Instructor will take into account various components and understandings of the topic in relation to the public relations tools under discussion.
Testing & Assignments:
A combination of individual assignments as well as an in-class final exam will be given relating to class material and are due on the assigned dates given in class and listed on Blackboard. Assignments are expected to be typed and turned in via “hard copy” at the beginning of each class meeting unless alternative arrangements are made with the instructor. It is your responsibility to type, staple and turn in your assignment. NO EMAILS OR HANDWRITTEN ASSIGNMENTS 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. Late papers will be assessed a penalty. No assignments will be accepted after the final course grade has been turned into the registrar unless previous arrangements are made with the instructor. All assignments will be returned to the student graded with comments.
Testing & Assignments (continued)
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1. Celebrity Updates |
10 % |
Each student will follow the publicity trail of an entertainment celebrity during the semester. The student will turn in two celebrity blogs as well as present two short in-class reports about their artist’s press activities. (4 segments at 2.5 points each) |
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2. Story Hooks |
5% |
Each student will prepare a pitch sheet of story hooks, based on materials presented by instructor. |
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3. CMA Festival Paper |
10 % |
A four-page paper that discusses the student’s CMA Festival experience and how it ties into the bigger issues of publicity, including individual music artists, record labels and music genre. |
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4. Press Release |
10% |
Students will be given a badly written press release based around an artist event. The release will be rewritten within proper structure and content standards. |
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5. Publicity Plan |
10% |
A publicity plan will be prepared, based around the story hooks and press release assignments. The plan shall encompass a broad based media release around an artist event. |
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6. Musicians Hall of Fame Paper |
15% |
A four-page paper based around the class visit to the Musicians Hall of Fame. The paper will focus on image and how it is incorporated into the legendary careers of the musicians featured at the museum. |
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7. Artist Biography/Fact Sheet |
15% |
Each student will have the opportunity to write an artist biography and fact sheet based on materials provided by the instructor. |
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8. Press Kit |
10 % |
Each student will have the opportunity to build a complete traditional press kit around the artist of their choice utilizing the tools discussed during the course of the class. |
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9. Final Exam |
10 % |
The in-class final exam on Thursday, July 9 will focus on the subject of crisis controversy as well as other publicity issues. It will be graded on a traditional scale of 0 – 100%. |
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10. Class Participation |
5% |
While class participation is not an “assignment” it is very important element of your overall grade. It is recommended that each student come to class prepared to discuss the various class topics highlighted for the day. |
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Final Grade |
100 % |
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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 25% of summer class meetings (6 class meetings), 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 each class through the use of a class signup sheet.
Attendance & Participation (continued)
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:
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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 |
6/8/09 |
Class Intro/The Publicist |
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6/9/09 |
Media Relations |
Handouts |
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6/10/09 |
Media Planning |
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6/11/09 |
Media Planning |
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6/12/09 |
CMA FESTIVAL |
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Celebrity Blog #1/BB |
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2 |
6/15/09 |
Press Releases |
Handouts |
Story Hooks #1 |
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6/16/09 |
Press Releases |
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6/17/09 |
Press Releases |
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6/18/09 |
Publicity Plans |
Handouts |
CMA Festival Paper due |
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6/19/09 |
Publicity Plans |
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3 |
6/22/09 |
Artist Image |
Handouts |
Press Releases due |
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6/23/09 |
Traditional/Digital Press Kits |
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6/24/09 |
Traditional/Digital Press Kits |
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6/25/09 |
Artist Biographies |
Handouts |
Publicity Plans due |
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6/26/09 |
Musicians Hall of Fame |
Celebrity Blog #2/BB |
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4 |
6/29/09 |
Artist Biographies |
MHF Paper due |
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6/30/09 |
Artist Biographies |
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7/1/09 |
Event Planning |
Handouts |
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7/2/09 |
Event Planning |
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Artist Biographies due |
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7/3/09 |
NO CLASS/JULY 4 HOLIDAY |
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5 |
7/6/09 |
Crisis Control/Controversy |
Press Kits due |
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7/7/09 |
Crisis Control/Controversy |
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7/8/09 |
Broadcast Media |
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7/9/09 |
Last Day of Class |
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In-class final |
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