COURSE SYLLABUS
Course Title: Public Relations In
The Music Industry
Course #: MBU 3720.02 Credits:
3 Hours Fall 2005
Class Location: MC209A
Meeting Times: MWF
Instructor: Sarita M. Stewart
Phone: 615-661-0271 Email:
sarita@fidumanagement.com
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.
Course objectives: As a
result of this course, the student should be able to explain those activities
conducted by a music business publicist.
A major portion of this course will involve the student researching and writing
an artist bio/press kit and publicity plan.
GOALS OF THE
The following objectives will
be applied toward course completion:
·
To provide a
personalized, career-oriented and practical education that emphasizes
leadership, innovation, private enterprise and entrepreneurship.
·
To equip students
with the tools to think critically and communicate effectively, accept
responsibility, make successful decisions and prosper in diverse work
environments.
·
To emphasize
quality classroom instruction within the parameters of ethical Christian
principals.
Honor Code: As a member of the
“I will not give or receive
aid during examinations. I will not give
or receive false or impermissible aid in course work in the preparations 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 type of academic fraud.
Furthermore, I will uphold my responsibility to see that others abide by
the spirit and honor of this Honor Code.
Course Requirements:
1.
Attendance:
It is my recommendation that you attend all of the class meetings for
the best learning experience. Makeup
work is at the discretion of the instructor. Absence is permitted only in cases
of family illness, family emergencies or other legitimate causes. For a complete explanation of the attendance
policy see The
2.
Class Materials:
“Guerrilla Publicity”
(Levinson, Frishman & Lublin,
“The Publicity Handbook” (David R. Yale,
McGraw-Hill) Optional
3. PREPARED ASSIGNMENTS
Artist Bio:
Each student is required to
write a biography on an aspiring musical artist following the six-step outline
presented in class. You should not write
a bio on yourself, but may write the bio on a friend who is an aspiring artist.
You are encouraged to research many
other bios to compare structure and presentation styles. The quality of your bio will have a direct
correlation to the research and preparation you do before writing the bio. You are encouraged to utilize the services of
the
Press Kit: You will include the above bio and add the
additional elements per our class discussion of this subject. You are NOT expected to spend more than a
couple of dollars on this section of the project. Due 11/18.
Publicity Plan: Each student will be required to develop a
media plan for an artist for a record release and/or tour schedule. This will include media, pitch points and
press releases. Due
11/18.
Speech:
Each student is required to
read a book about a musical artist and prepare a speech with specific attention
given to the role of public relations in their career. The name of the book and artist must be
emailed to the Professor on or before Monday, October 10. If another student has already chosen that
artist you will receive a return email notifying you that you will need to
submit another book or artist. The focus
of the speech should be on the imaging of the artist and the role of the media
in building the career of the artist.
The 3 – 5 minute speech should be delivered in an extemporaneous style
following the INFORMATIVE SPEECH MODEL.
Note cards may be used by the student while giving the speech. The speech will be graded on both content and
presentation. Students are required
to submit a speech outline in class on 10/31. A sample outline of the speech and a copy of
the critique grading sheet used for the speech will be available from the
Professor at a later date.
Web Research:
Each student is required to explore
five artist websites and rate each site.
You are required to email your findings to the Professor by Wednesday,
October 5. Your email should
include: 1. The web address of each site. 2.
Your overall impression of the site.
3. How effective the site is for
publicity. 4. What links are provided, such as record
labels, booking agents, etc. We will discuss your findings in class on
Friday, October 7.
Concert Review:
Each student is required to
attend a live musical performance and write a review of the show. The review should address the three areas of
1. the artist performance, 2. the venue and 3. the audience reaction to the performance. It is recommended that you take notes during
the performance to assist you in writing the review. The review should be 500 – 600 words, typed,
double-spaced and include the date and location of the show. Review is due by 11/28.
4. TESTING
Testing will be a midterm and
a final, in addition to the possibility of pop quizzes, based on class
information and outside assignments.
Additional
The Professor may choose to
assign additional reading. Articles may
be placed on reserve in the Library or web articles assigned and each student
will be responsible for the reading.
Test questions may be taken from the assigned reading.
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 15%
Final Exam 20%
Artist Bio/Press Kit 10%
Publicity Plan 10%
Research Speech 15%
Web Research 10%
Concert Review 5%
Class Attendance 5%
Final Grade 100%
6. Class Schedule:
Week Date Topics
Reading assignment
1 8/24-26 Class
Introduction
Defining the Role Of a
Publicist
2 8/29
– 9/2 Imaging of an artist Chapters
1 – 6
Guerrilla Publicity
3 9/5 – 9/9 Monday, September 6 – Labor Day Chapter 12
Creating a press kit/press clips Selecting
your artists and
Preparing the bio website reviews
4 9/12
– 9/16 Media Planning Chapters 7-8, 10-11
Media Relations Chapters 13 –
14
Understanding the Media Chapter 22
5 9/19
– 9/23 Creating Newsworthy
Publicity
6 9/26
– 9/30 Writing
for the Print Media Chapters
9, 12
Newspaper and Magazine Publicity
Press Releases
7 10/3
– 10/7 Publicity
and the Internet Chapter 27
Online Publicity Strategies Chapters
29-31
Discuss Artist Web sites Web
Research due on 10/5
8 10/10
– 10/14 MID-TERM
on Monday, October 10 Book/Artist
name due 10/10
The Art of the Publicity
Photograph to Professor by email
FALL BREAK on Friday, October 14
9 10/17
– 10/21 Publicity and the Broadcast
Media Chapters 15 -19
Working Effectively with
Broadcasters
Media
Training
10 10/24 – 10/28 Tour Press
Created Events
11 10/31
– 11/4 SPEECHES Speech
Outlines due 10/31
12 11/7 – 11/11
Speeches continued if needed
(Nov. 7) Chapter 32
Press Conferences
Artists on the upward move
13 11/14
– 11/18 Crisis
Control Chapters 25-26
Handling
Controversy Artist bio/press
kit/publicity
Solving Problems plans due 11/18
14 11/21- 11/25 Sources and Services for Publicists Chapter
28
THANKSGIVING BREAK 11/23 – 11/25
15 11/28
– 12/2 Electronic Press Kits Chapter
33
Discuss
Concert Reviews Concert Reviews due 11/28
16 12/5 Last day of class
Review for Final
FINAL EXAM: FRIDAY, DECEMBER 9 at
ACCOMODATION OF
DISABILITIES
In compliance with Section
504 of the Rehabilitation Act and the Americans with Disabilities Act,