In a recent assignment for my public relations management class, I had to pretend that I am a PR associate at Columbia Records where I was given the task of helping to plan for the May 24 release of Torches, the debut album from Foster the People. Foster the people is an indie band from LA that formed in 2009 and has since enjoyed a growing underground popularity, fueled by the blogosphere, college radio, music critics, and touring small clubs across the U.S.

The assignment was as follows:
An appearance on “Late Night with Jimmy Fallon” is booked for the night of May 24, in line with the CD release.  Posing a potential problem, however, is the fact that their biggest hit is about an isolated youth who fantasizes about using his father’s gun on other kids.  In fact, you have been assigned to this project because your company received a warning from Mothers Against Gun Violence that they plan to picket the Fallon show.

Below, I have posted my brief recommendation to the company as how to handle the complications. You will see the overall goal, a couple of objectives and some strategies on how to best fulfill those objectives.

Recommendation Re: Foster the People

Goal   

The main goal of what needs to be achieved is an overall feel from the public that the members of the band do not condone violent behavior. It needs to be made clear that not only do they not approve of egregious violence but also they especially don’t approve of the actions that are described in their hit song.

Objective #1

To make clear to the audiences of blogs, college radio stations, music critics and small music clubs that they don’t necessarily agree with or condone the actions taken place in their hit song.

Strategy

  1. Prior to the appearance on Late Night with Jimmy Fallon, the members of the band must go on college radio stations and talk to the listener.
  2. Prior to the appearance on Late Night with Jimmy Fallon, the members of the band or one of their representatives must contact major news outlets to explain what was stated in the objective. That way, when groups protest, the journalists will already have statements ready from the band.

Objective #2

To show the members of Mothers Against Gun Violence that the members of the band are sincere in what they say in the goal and objective #1.

Strategy

  1. The band can host an event or have a special place at their next performance where people can donate to a charity or cause that is related to anti-violence.
  2. The band can also choose to match donations.

Messages to Media

  1. Music is an art just like photography, painting and sculpture. Even though some forms of art and what they depict aren’t agreed with, it does not mean that it’s voice must be held back.
  2. The point of art is to make people stop and feel what is going on. That’s what we’re doing with our music. Though we don’t condone what is heard, if art doesn’t make people feel something different, then what is the point of making art at all

Credit: Some of the description of the assignment and it’s ideas belong to David Porges, PR Management professor and U.S. Regional Operations & Pacific Southwest Leader of Community Involvement for Deloitte Services LP.