Week 4 Assignment – Strategic Communications Plan Outline
CriteriaRatingsPts
Focus: Describe the challenge or opportunity of the communication (16%). <0ce9da78-4982-4fac-add5-8eef03bb0ddc>
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20 to >17.99 pts
Exemplary
Describes the challenge or opportunity with details, the problem the business/idea solves, and addresses why this topic is professionally important or relevant. <3184c34e-50bf-4f60-9682-40f0d9e8695e>17.99 to >15.99 pts
Competent
Describes an entire challenge or opportunity and/or provides information on why this topic is professionally important or relevant. <1f93d065-2712-4b63-9f5a-116d99f5db2c>15.99 to >13.99 pts
Needs Improvement
Describes part of the challenge or opportunity and/or provides incomplete information on why this topic is professionally important or relevant. <96bc714e-43e0-4e1e-bc4f-95b8e1404203>13.99 to >0 pts
Unacceptable
Does not describe, or incompletely describes, the challenge or opportunity. Does not provide information on why this topic is professionally important or relevant.
Focus: The goal or outcomes of the strategic communications plan are clear, concise, and actionable (12%).
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15 to >13.49 pts
Exemplary
The goal or outcomes of the strategic communications plan are clear, concise, and actionable.
Competent
The goal or outcomes of the strategic communication are clear and concise, but not actionable. <5165abfe-ca55-4a31-885e-f1a6e43d6087>11.99 to >10.49 pts
Needs Improvement
The goal or outcomes of the strategic communications plan are not clear, concise, or actionable. <72feda97-4d23-4060-9f7e-5678646ca5e5>10.49 to >0 pts
Unacceptable
Does not describe, or incompletely describes the goal or outcome of the strategic communication. <522a0fa6-3a03-44de-a4ed-434bc51d9ed6>15 / 15 pts
Audience: Analyze the target audience (12%).
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15 to >13.49 pts
Exemplary
Audience analysis describes the characteristics, motivations, and expertise of the target audience, drawing highly relevant conclusions. Identifies both elements of the tone to be used to convey the message. <1ee1f950-1560-4f03-a02d-8b9f821d692e>13.49 to >11.99 pts
Competent
The goal or outcomes of the strategic communication are clear and concise but not actionable. Audience analysis considers two of the following: characteristics, motivations, and expertise of the audience, drawing mostly relevant conclusions. Identifies both elements of the tone to be used to convey the message. <25c81078-b611-4f91-a232-acf535fa2d28>11.99 to >10.49 pts
Needs Improvement
Audience analysis lacks key details necessary to make the communication effective for the target audience, includes some relevant conclusions about the audience, the characteristics, motivations, and expertise of the audience. Identifies only one element of the tone to be used to convey the message. <898a524b-ad2a-4467-a60a-a90192b26abd>10.49 to >0 pts
Unacceptable
Audience analysis draws irrelevant conclusions about the audience, or does not address the characteristics, motivations, and expertise of the audience. Does not identify the tone to be used to convey the message.
Key Message: Draft a key message that is clear, concise, and logical to the target audience (12%). <83a9f2e2-f99a-4644-8004-b631a99156b7>
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15 to >13.49 pts
Exemplary
The key message is clear, concise, and logical. It is precisely targeted to a specific audience. The tone is well-aligned with the goals and needs of the audience. <58e9a8f4-d714-400b-8048-50d2f199d3d1>13.49 to >11.99 pts
Competent
The key message is clear, concise, and logical. It is targeted to the audience and the tone is aligned with the goals and needs of the audience.
Needs Improvement
The key message is fairly clear, concise, and logical. It is not targeted to interest the audience and the tone aligns somewhat with the goals and needs of the audience.
Unacceptable
The key message is unclear, illogical, or both. The tone does not align with the goals and needs of the audience. <0a0b9fcd-e3f7-4a4e-8a83-5db8717845c3>15 / 15 pts
Style and Channel Selection: Determine communication style (tell, sell, consult, and/or join) and channel selection with rationale (12%). <197d2cf9-60f4-4a01-bebd-6a1c975510e9>
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15 to >13.49 pts
Exemplary
The communication style (tell, sell, consult, and/or join) and communication channels are appropriate for the context. The rationale for the style and channel selections explains the chosen method of delivery adequately. <9c0cb8f3-c082-4bc3-a5c6-33db3c7a2a16>13.49 to >11.99 pts
Competent
The communication identifies the communication style (tell, sell, consult, and/or join) and communication channels. <0db54696-844b-4572-b3eb-6dc8c8dc95d6>11.99 to >10.49 pts
Needs Improvement
The communication does not identify, or incompletely identifies, the communication style (tell, sell, consult, and/or join) and/or communication channels, while failing to provide a rationale for the style and channel selections. <1065c923-aef9-427b-9488-19f85c3849e5>10.49 to >0 pts
Unacceptable
Does not identify, or incompletely identifies, the communication style (tell, sell, consult, and/or join) and/or communication channel. <3781bca3-6455-4205-851f-ae22fdf6d79b>15 / 15 pts
Supporting Points and Sources: Provide supporting points and five sources (12%). <91025fc1-a55f-4c0d-9867-b282cf7c37f5>
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15 to >13.49 pts
Exemplary
The communication provides three or four points, reasons, or justifications that clearly support the key message and lists five entirely relevant sources to be used to support the message.
Competent
The communication provides three or four points, reasons, or justifications that support the key message sufficiently, and lists 4–5 mostly relevant sources to be used to support the message.
Needs Improvement
The communication provides three or four points, reasons, or justifications that support the key message to some degree, but this support is incomplete and does not list relevant sources to be used to support the message.
Unacceptable
The communication does not provide three or four points, reasons, or justifications to support the key message, and does not list sources to be used to support the message. <6cfeea97-9189-4ac8-8067-f11c4008504f>15 / 15 pts
Audience Action Request: Request an audience action (12%).
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15 to >13.49 pts
Exemplary
The request made of the audience is clear, concise, and easily actionable, including a strong action verb. <32056a06-bdde-474a-b209-031e788929e0>13.49 to >11.99 pts
Competent
The request made of the audience is clear and actionable, including a strong action verb. <39c78cb2-6f02-40ad-ad38-3b499e2a1185>11.99 to >10.49 pts
Needs Improvement
The request made of the audience is evident, but is not stated clearly and succinctly. It is not actionable.
Unacceptable
The request made of the audience is unclear, or the action cannot be taken based on the communication.
Produce writing that is clear, well-organized, and applies appropriate SWS style. Writing contains accurate grammar, mechanics, and spelling (12%). <993d3663-41b0-4bf0-aa2c-15cc4c2aa24f>
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15 to >13.49 pts
Exemplary
Produced writing that is clear, well-organized, and applies appropriate SWS style. Writing contains accurate grammar, mechanics, and spelling. There are minor errors (4–5) but they do not impact the ability of the reader to understand the writing. <009dec66-c649-4e05-aff4-5fb81a3bebe7>13.49 to >11.99 pts
Competent
Produced writing that attempts to be clear, well-organized, and applies appropriate SWS style. Writing contains some errors in grammar, mechanics, and spelling. Overall, errors are moderate (6–7) and have some impact ability of the reader to understand the writing. <48c7231b-43f2-4487-9242-747658934154>11.99 to >10.49 pts
Needs Improvement
Writing has noticeable issues with clarity, organization, and the application of SWS style. Errors in grammar, mechanics, and spelling detract from readability. Overall, errors are major (8–9) and have definite impact on the ability of the reader to understand the writing. <9b525ea5-2745-4622-b30f-91913a3f695f>10.49 to >0 pts
Unacceptable
Writing lacks clarity, organization, or does not apply SWS style. There are significant issues with grammar, mechanics, and spelling. Overall, errors are significant (10 or more) and the reader will have difficulty understanding the writing.
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