BELMONT UNIVERSITY

MIKE CURB COLLEGE OF ENTERTAINMENT AND MUSIC BUSINESS

COURSE SYLLABUS

 

Course Title:  Public Relations In The Music Industry

Course #:  MBU 3720.01    Credits:  3 Hours      Spring 2006

Class Location:   MC204

Meeting Times:  TR 11 am – 12:15 pm

 

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 MIKE CURB  COLLEGE OF ENTERTAINMENT AND MUSIC BUSINESS

 

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 Belmont community, students, faculty, staff and administrators are all responsible for ensuring that their experiences will be free of behaviors which will compromise value.  In order to uphold academic integrity, the university has adopted an Honor System.  Students and faculty will work together to establish the optimal conditions for honorable academic work.  The following is the Student Honor pledge that guides academic behavior:

 

“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 Belmont University Bulletin.  

 

2.       Class Materials: 

                   “Guerrilla Publicity” (Levinson, Frishman & Lublin, Adams Media) Required

                   "Full Frontal PR" (Laermer, Bloomberg)  Optional

 

3.      PREPARED ASSIGNMENTS

 

Students will be placed into groups of five students each, for a total of seven groups. 

 

Web Research: (Individual project)

Each student is required to explore three artist websites and rate each site.  You are required to turn in findings to the Professor by Thursday, March 16 .   Your report 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 that day in class.  Due 3/16

 

Group Project:  Each group will be responsible for planning and executing a strategic public relations plan around a Belmont event.  This should include a press kit, artist bios and a publicity plan around each event.  Instructor will assign each group the responsibility of handling a showcase, songwriter night, seminar or an Audio Engineering Society (AES) event.    Each group will make a class presentation outlining the strategies and planning techniques behind each event.   The group should also include an assessment of strengths and weaknesses involved in each project.  Paper outlining your group strategy will serve as your final for this class and will be due on 5/2. 

 

4.  TESTING

The midterm will be the only formal test given.  The Belmont Event group paper will serve as a final for the class.  Midterm will take place in class on 2/28.

 

Additional Reading: 

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                                 20%

Web Research                          20%

Belmont Event Press kits           10%

Belmont Event presentation        15%

Belmont Event project paper      25%

Final Grade                               100%

 

6.  Class Schedule:

Week   Date                 Topics                                                  Reading assignment

 

1          1/12                  Class Introduction

 

2          1/17 – 1/19        Defining the Role Of a Publicist             Chapters 1 - 6

NO CLASS on 1/19/06                         

                                     

3          1/24 – 1/26        Defining the Role Of a Publicist            

                                       Imaging Of An Artist

 

4          1/31 – 2/2         Creating a press kit/press clips               Chapter 12

                                    Preparing the bio                                                   

 

5          2/7 – 2/9           Media Planning                                     Chapters 7-8, 10-11

                                                 Media Relations                                   Chapters 13 – 14, 19

 

6          2/14 – 2/16        Understanding the Media                       Chapter 22

Creating Newsworthy Publicity

 

7          2/21 – 2/23        Writing for the Print Media                    Chapters 9, 12, 28

                                     Newspaper and Magazine Publicity

                                    Press Releases

Sources and Services for Publicists  

 

8          2/28 – 3/2         MIDTERM – 2/28

                                    The Art of the Publicity Photograph       

           

9          3/7 – 3/9           SPRING BREAK

 

10         3/14 – 3/16        Publicity and the Internet                      Chapter 27 - 31

                                    Online Publicity Strategies                      Chapter 33

                                    Electronic Press Kits                              

                                    Artist Website Discussion                      Web Research due on 3/16

 

11         3/21 – 3/23        Publicity and the Broadcast Media          Chapters 15 -19

                                                Working Effectively with Broadcasters

                                                Media Training

 

 

 

 

Class Schedule, continued

 

 

12          3/28 – 3/30       Crisis Control                                        Chapters 25 - 26

                                    Handling Controversy

                                    Solving Problems

 

13         4/4 – 4/6           Press Conferences                                Chapter 32

                                    Special Events                          

                                           

14         4/11 – 4/13        Tour Press                                           Chapter 32

                                    EASTER BREAK  - 4/13

 

15         4/18 – 4/20        Group presentations                               Outline due prior to presentation                                                           

16         4/25 – 4/27        Group presentations                               Outline due prior to presentation

                                   

17         5/2                    Last day of class                                   Belmont Event Papers Due

                                                 

 

ACCOMODATION 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 Tammye Tanksley, Director of Counseling & Development in the Office of the Dean of Students (460-6407) as soon as possible.