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iRubric: News Release Assessment (worth 25 points rubric

iRubric: News Release Assessment (worth 25 points rubric

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News Release Assessment (worth 25 points 
News Release Assessment (worth 50 pts)
This is a rubric for assessing news releases for an undergrad public relations course.
Rubric Code: VX5BX93
By DrJDeTore
Ready to use
Public Rubric
Subject: Communication  
Type: Writing  
Grade Levels: Undergraduate

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  EXPERT 100% WOW!

5 pts

MASTERED 85% GOOD

4 pts

MASTERY NOT YET REACHED

3 pts

POOR / OMITTED

0 pts

Organization & Structure
40 %

EXPERT 100% WOW!

*Structure & Organization of the release is clear and easy to follow.
*Inverted pyramid format used appropriately.
* Paragraph transitions are present and logical and maintain the flow of thought throughout the paper.
*Sentences are short (no more than 25 words, usually).
*Paragraphs are short (no more than three sentences).
*All info selected is appropriate.
MASTERED 85% GOOD

*Structure & Organization of the release is easy to follow.
*Inverted pyramid format used somewhat.
* Paragraphs are short.
* Mostly appropriate info selected.
MASTERY NOT YET REACHED

*Structure & Organization and structure detract from the message of the writer.
*Inverted pyramid format used somewhat.
* Paragraphs are disjointed and lack transition of thoughts.
*Sentences are choppy (too short) or wordy (too long).
* Some inappropriate information.
POOR / OMITTED

Too many errors to note, no inverted pyramid; uses language that is too casual or too formal; makes editorial comments in a news release; sentences are too long.
*Inappropriate info
*Will create a PR problem.
Headline & Slug
20 %

EXPERT 100% WOW!

*Headline is catchy; makes reader want to jump right into story.
* Distills the essence of the news point of a story.
*Is positive and specific.
*Contains strong, active verbs and short, simple words.
*Hometown slanted
MASTERED 85% GOOD

*Headline entices reader to go on to the lead to determine if the story is worth reading.
*Contains strong, active verbs and short, simple words.
*Hometown slanted.
MASTERY NOT YET REACHED

*Headline is mechanical.
*Headline is either too long or too short.
*Headline is vague (leaves reader wondering what the story is about).
*Misses hometown slant
POOR / OMITTED

Missing.
Format
10 %

Logo, Contact info, release date, Headline, Datetline, Body, Quotes, Boilerplate, Closing
EXPERT 100% WOW!

*Correctly uses specified format including logo, contact information, release date, dateline, body, quotes, and closing are all formatted correctly.
MASTERED 85% GOOD

*Release follows designated format guidelines almost perfectly but missing one of the formatting points.
MASTERY NOT YET REACHED

*Release lacks the designated format.
*Misses more than two of the formatting points.
POOR / OMITTED

No release format
Lead
20 %

EXPERT 100% WOW!

*Draws in the reader; makes reader want to read more.
*Is focused, short and memorable (one to three sentences max).
*Covers the most important of the 5Ws.
*Local angle addressed.
MASTERED 85% GOOD

*Covers several of the 5Ws.
*Lead is adequate; reader is not drawn in immediately.
*Local angle addressed.
MASTERY NOT YET REACHED

*Lead is cluttered or flabby.
*Lead exceeds three sentences.
*Lead is ho-hum; reader is not drawn in at all.
*Lead sounds mechanical (fill-in-the-blank).
*Unclear.
POOR / OMITTED

Spelling error in the lead; uninspired; too long;
AP Style & Grammar
10 %

EXPERT 100% WOW!

*AP Style followed wonderfully!
*No more than one AP Style error.
*Rules of grammar, usage, and punctuation are followed; spelling is correct.
*Language is clear and precise; excellent sentence structure.
MASTERED 85% GOOD

*AP Style followed somewhat.
*Two or three AP Style errors.
*Contains one or two grammatical, punctuation and no spelling errors.
*Language is clear; good sentence structure.
MASTERY NOT YET REACHED

*AP Style not followed.
*Four or five AP Style errors.
*Contains three or four grammatical, punctuation and no spelling errors.
*Language frequently unclear; no sentence structure.
POOR / OMITTED

*AP Style not followed.
*Six or more AP Style errors.
*Contains six or more grammatical, punctuation and spelling errors.
*Language frequently unclear; no sentence structure.



Keywords:
  • news release journalism public relations



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