MTSU RIM Class Advanced Cyber PR Dove Awards Case Study


In the Fall 2011 semester, Professor Charlie B. Dahan of the Recording Industry department (RIM) at Middle Tennessee State University partnered with Ariel Hyatt (Ariel Publicity) and created a course entitled Cyber PR®.  The Cyber PR® process marks the intersection of social media with engaged behavior, PR, direct to fan strategies and online marketing.  The students us ‘Music Success in Nine Weeks’ by Ariel Hyatt and ‘Musicians Roadmap to Facebook and Twitter’ by Ariel Hyatt, Carla Lynne Hall and Stefan Malliet as their textbooks.

Upon completion of the course, the student may sit for the two hour Cyber PR® Certification (CPRC) exam.  The certification alerts potential future employers that these students possess experience and solid fundamental understanding of Cyber PR®.

The course’s popularity led RIM to add a second Cyber PR® section and an Advanced  Cyber PR® class (RIM 4820) for the Spring and Fall 2012 semesters.

The advanced course contained five students from the inaugural class and seven students with social media and PR experience.  The students were tasked with designing, analyzing and implementing the Cyber PR® for The Gospel Music Association’s Dove Awards on April 19, 2012.  Next Big Sound and Topspin Media donated free PRO accounts to aid in their marketing and analysis.

The following is a link to the 48 page Case Study detailing the analysis, marketing and promotion of the 2012 Dove Awards.

Complete Dove Awards Cyber PR Case Study PDF

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