Date of Award

Spring 5-16-2019

Degree Type


Degree Name

MA Public Relations


Communication and the Arts


Kristen Koehler, Ed.D.

Committee Member

Renee Robinson, Ph.D.

Committee Member

Ruth Tsuria, Ph.D.


earned media, publicity, PESO Model, pop music, emerging artists, case study


Publicists play a significant role in achieving the short-term and long-term career goals of emerging pop music artists. Therefore, this study researches earned media within the pop music industry through a case study that analyzes the publicity strategies used by the teams of three successful pop music artists. This study finds that publicity is a cost-effective solution to the problems of declining music sales and the need to stand out in a saturated industry, and it provides seven best practices that are supported by industry professionals for publicists to use when creating campaigns that generate awareness and establish reputation.