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iRubric: Media Advisory Assessment (25 pts) rubric

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Media Advisory Assessment (25 pts) Media Advisory Assessment This is a rubric for assessing the media advisory for an undergrad public relations course. Rubric Code: V54845 By bnixon Ready to use Public Rubric Subject: Communication Type: Writing Grade Levels: Undergraduate

Criterion
	EXPERT 100% WOW! 25 pts	MASTERED 85% GOOD 21 pts	MASTERY NOT YET REACHED 19 pts	POOR / OMITTED 0 pts
Contact Information 10 %	EXPERT 100% WOW! Your usual contact info (with two ways for media to reach you) appears prominently on the advisory	MASTERED 85% GOOD	MASTERY NOT YET REACHED Contact information is included, but the media advisory is not on the organization's letterhead	POOR / OMITTED No contact info
Headline 10 %	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.	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.	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).	POOR / OMITTED No headline
Opening Paragraph 50 %	EXPERT 100% WOW! Brief opening paragraph outlining story/video/photo ideas provides clear and convincing rationale for the chosen media to cover your event.	MASTERED 85% GOOD Adequate rationale in the opening paragraph	MASTERY NOT YET REACHED Weak rationale in the opening paragraph	POOR / OMITTED No rationale in the opening paragraph
5 W’s and the H 30 %	EXPERT 100% WOW! 5 W’s and the H (all that make sense for you) provide all the necessary information for the media to decide whether to cover the event -- at a glance	MASTERED 85% GOOD 5 W’s and the H (all that make sense for you) appear, though it takes a while to read through them to determine whether the event is worth covering	MASTERY NOT YET REACHED One or more of the critical 5 W’s or the H is missing	POOR / OMITTED Media advisory not written in 5 W's and the H format