This is an analytic rubric. The column on the left shows the dimension that is being measured in the student’s performance. The levels across the top row indicate the performance level in the dimensions. Occasionally all dimensions and performance levels are exemplified by multiple students in a single recording.
Demonstrates an understanding of press release format.
Demonstrates creativity and critical thinking skills.
Communicates using correct conventions of spelling, grammar, and sentence structure. Demonstrates clarity of expression.
Demonstrates clarity of purpose and applies knowledge of press release writing to a specific task.
o Ineffective lead
o Media contact info not included
o No ### at end
o Font and/or formatting not professional
o Release lacks the designated format
o Ineffective lead
o Media contact info is not included
o No ### at end
o Font and/or formatting is not entirely professional
o Release follows designated formatting guidelines
o Lead is mostly effective
o Media contact info included but not well placed
o ### at end
o Font/for-matting is professional
o Release follows designated formatting guidelines
o Effective lead
o Profile is the appropriate length as described for the assignment
o Media contact info included and placed correctly
o ### at end
o Font/formatting is professional and allows key points to be seen easily
o Headline has nothing to do with the story or is missing
o Lead has nothing to do with the story
o Event sounds dull, uninteresting
o Headline is either too long or too short
o Headline is vague
o Lead is cluttered
o Reader is not drawn in at all and not compelled to attend the event
o Headline entices reader to go to the lead to see if the story is worth reading
o Contains strong, active verbs and short, simple words
o Reader not drawn in immediately
o Headline is catchy and makes the reader want to continue reading
o Is positive and specific
o Uses strong, active verbs and short, simple words
o Draws in the reader and makes reader want to attend the event
o Is focused, short, and memorable
o Grammatical/
mechanical errors obscure meaning
o Language is frequently unclear; no sentence structure
o Structure and organization are not evident
o Paragraphs are disjointed and lack transition of thoughts
o Incorrect spelling of names or titles
o Inaccurate contact information
o Grammatical/
mechanical errors are distracting
o Language is frequently unclear; no sentence structure
o Structure and organization detract from the message of the writer
o Paragraphs are disjointed and lack transition of thoughts
o Sentences are choppy (too short) or wordy (too long)
o Incorrect spelling of names or titles
o Inaccurate contact information
o Structure and organization of the story is easy to follow
o Paragraph transitions present maintain the flow throughout the story
o Correct spelling of names or titles
o Correct contact information
o Structure and organization of the story is clear and easy to follow
o Paragraph transitions are present and logical and maintain the flow of thought throughout the story
o Sentences are short (no more than 20 words, usually)
o Paragraphs are short
o Reader is left wondering why release was written
o Critical event information inconsistent or absent
o Release holds no interest or value
o Some interest in the event generated
o Release holds little interest or value
o Event information is unclear or incomplete
o Significant interest in the event generated
o Event seems interesting and valuable
o Event information is clear and complete
o Extreme amount of interest in the event generated
o Release is interesting and valuable
o Event information easy to identify, complete
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