Milestone One Rubric
Overview The final project for this course is to complete a Media Assessment. This will require you to conduct a full analysis of media surrounding a specific sport team or organization of your choice. You will examine the following facets of public relations (PR) related to your selected team/organization:
Television, radio, and blog coverage
Reinvented PR campaigns
Use of social networking (at least Twitter and Facebook)
Management of scandals or issues (as applicable) You will also provide a critique of each PR facet and provide recommendations for your selected team/organization.
To successfully complete this project, you will be expected to apply what you have learned in this course and should include several of the following course objectives:
1. Examine and discuss public relations and its role in the formulation of the marketing mix 2. Analyze the role and impact of media and technology on the public relations function 3. Describe the structure of various media entities, including print, broadcast, and internet 4. Identify and discuss the importance of ethics, market research, consumer behavior, advertising, sales management, sponsorships, and strategic
management as related to the sport media 5. Analyze the relationship between sport and all areas of communication (journalism, developmental communications, telecommunications, audio-visual
communications, mass communications, sports information, public relations, and community relations)
Main Elements Milestone One: Prepare a detailed outline (minimum three pages) of the following information about your selected team/organization. You do not have
to fully address all of these aspects when you submit Milestone One. If you have questions or need guidance from your instructor on some of these points, make sure to include targeted questions within your Milestone One submission. This is due in Module Four.
Introduce your selected team/organization. Explain its current state, current trends, and future concerns or opportunities.
o Media Assessment Conduct a media assessment that includes all PR facets listed in the Overview section of this document. When discussing each of these facets, make sure to note examples with dates and times. Each facet should be a section within your document. Some sections may be longer or shorter, depending on your selected team/organization.
Critique the effectiveness of the PR and media professionals employed by your selected team/organization. Note what has been done well but more importantly, give specific suggestions on where this organization could have handled a situation differently or improved its media exposure in terms of quantity or quality.
Milestone Two: The final version of your Media Assessment should be 10-12 pages long (not including title page or references) and is due in Module Seven.
Milestone Deliverables Due in Module Grading
One Submit your Media Assessment Outline. Four Milestone One Rubric
Two Complete and submit the final version of your Media Assessment.
Seven Media Assessment Rubric
Rubric Requirements of submission: Written components of projects must follow these formatting guidelines when applicable: double spacing, 12-point Times New Roman font, one- inch margins, and discipline-appropriate citations.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Main Elements Includes almost all of the main elements and requirements and cites multiple examples to illustrate each element
Includes most of the main elements and requirements and cites many examples to illustrate each element
Includes some of the main elements and requirements
Does not include any of the main elements and requirements
Inquiry and Analysis
Explores multiple issues through extensive collection and in-depth analysis of evidence to make informed conclusions
Explores some issues through collection and in-depth analysis of evidence to make informed conclusions
Explores minimal issues through collection and analysis of evidence to make informed conclusions
Does not explore issues through collection and analysis of evidence and does not make informed conclusions
Integration and Application
All of the course concepts are correctly applied
Most of the course concepts are correctly applied
Some of the course concepts are correctly applied
Does not correctly apply any of the course concepts
Critical Thinking Demonstrates comprehensive exploration of issues and ideas before accepting or forming an opinion or conclusion
Demonstrates moderate exploration of issues and ideas before accepting or forming an opinion or conclusion
Demonstrates minimal exploration of issues and ideas before accepting or forming an opinion or conclusion
Does not demonstrate exploration of issues and ideas before accepting or forming an opinion or conclusion
Research Incorporates many scholarly resources effectively that reflect depth and breadth of research
Incorporates some scholarly resources effectively that reflect depth and breadth of research
Incorporates very few scholarly resources that reflect depth and breadth of research
Does not incorporate scholarly resources that reflect depth and breadth of research
No errors related to organization, grammar and style, and citations
Minor errors related to organization, grammar and style, and citations
Some errors related to organization, grammar and style, and citations
Major errors related to organization, grammar and style, and citations
Earned Total 100%