Coming up with a Public Relations plan.?

[LOL]

I've been doing a lot of reading about PR however I can't seem to apply them.

Say the university is launching a new BA degree in Music management and production in 2 years

and I need to develop a PR plan. Where do I start? Who could be the stakeholders? What should be my objectives? How do I meet those objectives?

and on crisis management how do I deal with some famous musician criticizing the university saying that "you cannot teach success' in the business?

I've been reading and reading all night I just can't seem to find anything applicable. For products it's easy but for a new degree in a university? How does that work? Just need a very basic input.