education
Spin Class
Public relations pro George Dassinger teaches the art of creating buzz
C
lass is in session in Room
118 at William Paterson
University’s newly con-
structed University Hall,
but it’s a class like no
other. Led by veteran
public relations executive George
Dassinger, “Media Use in the Music
& Entertainment Industry” provides
students with hands-on experience in
publicity, marketing and promotion
— that is, in literally getting the word
out about a person, project and/or
event.
Dassinger’s two dozen students
gather in Wayne once a week for two
hours during the semester, which
began in January and form a sponta-
neous PR team. Together, they meet
the client, determine the best story to
tell and how to tell it, then reach out
to the media in an effort to generate
magazine, newspaper and blog fea-
tures, as well as radio, podcast and
television segments. During a recent
semester, Dassinger and his students
“represented” acclaimed rock and roll
photographer Mark Weiss. But more
on that in a moment. First, some
history.
Back in the late 1990s, Dr.
Stephen Marcone, head of the Music
Studies Program at WPU, invited
Dassinger to Wayne to teach what
would emerge as his music and
entertainment-oriented PR/market-
ing class. That first year, Dassinger’s
class promoted a race that was
celebrating its 25th anniversary on
Memorial Day. The client initially
envisioned an all-too-obvious red,
white and blue theme. Dassinger and
the class pointed out that the color
silver screams “25th anniversary.”
24
MAY 2018 WAYNE MAGAZINE
And so everything – shirts, balloons,
again later when he was vice
even the cars provided on site by
president of information services
sponsor BMW — got the gray and
at Elektra Records.
silver treatment, with resounding suc-
So, what was the class’s mission
cess. Another year, the class tackled
on behalf of Weiss? “Number one,
a band called Scout as their proj-
Mark had a book coming out at the
ect. The band, using a pseudonym,
end of the year,” Dassinger says.
appeared on The Sopranos for 15
“The other goal was to sell his pho-
seconds. Dassinger’s students landed
tos. They used to sell on street cor-
stories about the musi-
ners down in the Village
cians, who were credited
for $25, and they now
as Scout, in The New
go for anywhere from
York Times, TV Guide,
$500 to $2,000. So, we
The Record and other
arranged a gallery show-
publications.
ing at William Paterson.”
“I always look for
Some of Dassinger’s
someone successful, with
students have moved
a story that has a happy
on to careers in PR and
ending,” Dassinger says.
marketing. He proudly
“Then, after doing the
rattles off a few names,
class a few times, I real-
including Chris Roslan,
ized that the way to do
president of the New
it was for the students to 2001
York City firm Roslan
be as hands-on as possi-
and Campion. Rob
ble, for them to represent
Fusari, another for-
a real client each time,
mer student, went on
and to approach it just
to become a Grammy
the way a PR firm does.”
Award-winning pro-
And that brings us
ducer and songwriter
to Mark Weiss, known
who has collaborated
to many as Mark
with Destiny’s Child,
“Weissguy” Weiss.
Lady Gaga and others.
He’s photographed the
Dassinger also runs his
tours of everyone from
own PR firm, Dassinger
GEORGE DASSINGER
Steven Tyler and The
Creative Service, which
Rolling Stones to Madonna and
represents The Persuasions. His
Ozzy Osbourne. His photos grace
current class has been working on
the covers of albums by Twisted
a memorial concert for the group’s
Sister, Bon Jovi and Slayer, as well
Jimmy Hayes, who passed away a
as Gwen Stefani’s single, “The Sweet
year ago; the show will be held at
Escape.” Dassinger and Weiss go
The Cutting Room in New York
back decades, with Dassinger having
City on Thursday, May 17, and will
hired him during his time as an editor
feature The Persuasions and special
at the music magazine Spectrum, and
guests. ■
“I ALWAYS LOOK
FOR SOMEONE
SUCCESSFUL, WITH
A STORY THAT HAS
A HAPPY ENDING.”
MICHELE
WRITTEN BY IAN SPELLING