Final Quiz/Reading Project
Read the “The New Rules of Beauty PR,” by The Business of Fashion, and answer the following questions.
According to the article, how are the rules of PR changing? (10 pts)
a.
b.
Jaquie Tractenburg designed a new in-office experience for editors and are the new ways of working with editors and marketers? (5 pts) (15)
a.
What changes has Alison Broad made to her business and why? (15 pts) (30)
a.
b.
c.
According to Brod, why is agenda setting so important today? (5 pts) 35
a.
According to Parr, how did her focus on clean brands affect her own business? (5 pts) (40)
a.
Why does Parr think magazine coverage for beauty brands isn’t worth the work? (15 pts) (55)
a.
b.
c.
Now that publicists are handling community management, interacting directly with consumers instead of with editors, how have their responsibilities changed? (5 pts) (60)
a.
How does Tractenberg describe “social listening.” (You can use her exact quote) (5 pts) (65)
a.
What is the purpose of Beauty U (5 pts) (70)
a.
How does Balkan define “advocacy”? (5) (75)
a.
What were the steps that lead to Pat McGrath’s successful launch of Gold 001? (25) 100
a.
b.
c.
d.
e.