iRubric: Press Release rubric

*Headline has nothing to do with the story
*Lead has nothing to do with the story

*Headline is either too long or too short
*Headline is vague
*Lead is cluttered
*Reader is not drawn in at all

*Headline entices reader to go to the lead to see if the story is worth reading
*Contains strong, active verbs and short, simple words
*Reader not drawn in immediately

*Headline is catchy;
*It makes the reader want to continue to the story;
*Is positive and specific
*Uses strong, active verbs and short, simple words
*Draws in the reader - makes reader want to read more
*Is focused, short and memorable

*Structure & organization are not evident
*Paragraphs are disjointed and lack transition of thoughts

*Structure & organization detract from the message of the writer
*Paragraphs are disjointed and lack transition of thoughts
*Sentences are choppy (too short) or wordy (too long)
*Inverted pyramid format not used

*Structure & organization of the story is easy to follow
*Paragraph transitions are presented and maintain the flow throughout the story
*Inverted pyramid format used somewhat

*Structure & organization of the story is clear and easy to follow
*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
*Inverted pyramid format applied

*Ineffective lead
*Inappropriate content
*Page number not included
*Media contact info not included
*Did not use client's letterhead
*No ### at end

*Release lacks the designated format
*Ineffective lead
*Media contact info is not included
*Did not use client's letterhead
*Page number not included
*No ### at end
*Content is questionable

*Release follows designated format guidelines
*Lead is effective
*Used client's letterhead
*Media contact info included, but not placed correctly
*Page number included
*### at end
*Content is, for the majority, appropriate

*Release follows designated format guidelines
*Effective lead
*Profile is the appropriate length as described for the assignment
*Used client's letterhead
*Media contact info included & placed correctly
*Page number included
*### at end
*Content is appropriate