Choose one of the global brand crises described in Chapters 21 and 23 to discuss the importance of crisis communication in such a complex situation for a company. Consider how global crisis communication differs from a regional crisis response. What commu

COM 657: Short Paper Rubric

Overview: Six short papers are assigned in this course to facilitate the understanding and application of communication crisis concepts, as well as their significance for effective public relations for individuals and organizations. The papers provide an opportunity for students to apply professional research and effective writing skills to explore key topics in crisis communication. Format: Short paper assignments must follow these formatting guidelines: double spacing, 12-point Times New Roman font, one-inch margins, and APA-style citations. Short papers are expected to be two to four pages in length (not including title pages, abstracts, or references).

Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value

Integration of Crisis Communication

Concepts

Meets “Proficient” criteria and demonstrates comprehensive exploration of topic-related crisis communication issues and ideas before accepting or forming an opinion or conclusion

Demonstrates moderate exploration of topic-related crisis communication issues and ideas before accepting or forming an opinion or conclusion

Demonstrates minimal exploration of topic-related crisis communication issues and ideas before accepting or forming an opinion or conclusion

Does not demonstrate exploration of topic-related crisis communication issues and ideas before accepting or forming an opinion or conclusion

25

Ethical Reasoning Meets “Proficient” criteria and demonstrates a comprehensive consideration of ethical values and the social context of communications challenges, and recognizes ethical issues and dilemmas for organizations in crisis

Considers ethical values and the social context of communications challenges, and recognizes ethical issues and dilemmas for organizations in crisis

Attempts to consider ethical values and the social context of communications challenges and recognize ethical issues and dilemmas for organizations in crisis

Is not able to consider ethical values and the social context of communications challenges or recognize ethical issues and dilemmas for organizations in crisis

25

Inquiry and Analysis Meets “Proficient” criteria and uses scholarly and media resources effectively to support perspectives presented

Uses some scholarly and media resources effectively to support perspectives presented

Uses few scholarly and media resources effectively to support perspectives presented

Does not incorporate scholarly or media resources that reflect depth and breadth of research

25

Articulation of Response

Meets “Proficient” criteria, and submission is free of errors related to citations, grammar, spelling, syntax, and organization, and writing style is professional and fluent

Submission has few errors related to citations, grammar, spelling, syntax, and organization, and writing has a logical and clear flow

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

25

Earned Total: 100%