Rubric: Public Service Announcement

Use the rubric below to add specific comments to the PSAs and to guide the creation of your original PSA.

Persuasive Writing RUBRIC: Public Service Announcement

	4 - Exceeds	3 - Meets	2 – Approaches	1 - Initiates	0-      Little to no Evidence
Focus: (Taking a clear stand)	PSA takes a clear stand on a local and specific issue related to health in Washington Heights. Extremely clear target audience. Message is fully developed and effectively responds to the prompt. Ideas are clearly developed to support message	PSA takes a stand on a local and specific issue related to health in Washington Heights.  Clear target audience. Message adequately responds to the prompt. Ideas are adequately developed to support message	PSA may or may not take a clear stand. May or may not be local, specific, and/or related to health in Washington Heights. Aware of target audience. Message partially responds to the prompt. Ideas have some development to support, but may be inconsistent	PSA may or may not take a clear stand.  Not local, specific, or related to health in Washington Heights.  Target audience unclear. Message does not clearly respond to prompt. Ideas are not developed to support message.	PSA is not focused.  Message not local, specific, or related to health in Washington Heights. No target audience. Unclear and not developed
Evidence and Explanation (interpretation)	Writer uses a large amount (6 or more pieces) of relevant, specific, and accurate evidence to support argument. Includes a variety of evidence such as facts, statistics, expert opinions, definitions, anecdotes and/or examples. Excellent job choosing quotes that best defend the message.  The writer only uses the most important part of the evidence.	Writer uses (3-5 pieces) relevant, specific and accurate evidence to support argument. Includes some variety of evidence such as facts, statistics, expert opinions, definitions, anecdotes, and/or examples. Good job choosing quotes that defend message.  The writer only uses most important part of the evidence	Writer some (3 or fewer pieces) relevant and specific evidence to support argument. Accuracy of evidence may be questionable.  Includes little variety of evidence Quotes defend message but may include too much or too little evidence.	Writer uses evidence but may not be relevant or specific.  Accuracy of evidence is in question.  Evidence not varied. Quotes do not clearly defend message.	Writer does not use evidence to support arguments.  Quotes do not clearly defend thesis or supporting reasons.
Structure and Organization (communication)	PSA has a clear beginning, middle, and end that develops a well-focused message.   Engages the audience with a hook, develops the PSA with well-timed text and media evidence, and concludes the PSA with a clear and relevant call to action.  Audience feels engaged for entire PSA.  60-90 seconds long	PSA has a beginning, middle, and end that develops a focused message.   Engages the audience with a hook, develops the PSA with well-timed text and media evidence, and concludes the PSA with a relevant call to action.  Audience feels engaged for most of PSA.  30-90 seconds long	PSA has a beginning, middle, and end, but one part may be too long or short.   Develops the message with text and media evidence, but evidence may or may not be well-timed. Concludes the PSA with a call to action.  Audience feels engaged for parts of the PSA.  30-90 seconds long	PSA is missing a beginning, middle, and/or end. Message seems underdeveloped.  May be poorly timed or sparse.  Call to action is somewhat unclear.  Audience engaged for only parts of PSA.  Not 30-90 sec long	PSA has no organizing structure.  Does not consider timing. Call to action is missing or unclear.
Author's Craft: Elements of Persuasion	Witing effectively utilizes and varies persuasive writing techniques to convey meaning including building credibility of writer (ethos), appealing to emotions, values, and beliefs of audience (pathos), and using logic and reason (logos) to construct argument. PSA is very convincing!	Writing utilizes and has some variety of persuasive writing techniques to convey meaning including building credibility of writer (ethos), appealing to emotions, values, and beliefs of audience (pathos), and/or using logic and reason (logos) to construct argument. PSA is convincing.	Writing utilizes some persuasive writing technique, but may  be missing one major element (ethos, pathos, or logos).  PSA is somewhat convincing.	Writing is missing major element of persuasion (ethos, pathos, or logos).  PSA is not very convincing.	Writing does not consider persuasive writing technique (ethos,pathos, logos) PSA is not convincing.
Artistic Presentation / Film elements (communication)	Presentation is artistically designed and uses digital format to present information in a unique and meaningful way.  Uses film elements (including soundtrack, images, camera shots, etc) in an original way.  Extremely attractive and engaging!	Presentation is artistically designed and uses digital format to present information in a  meaningful way.  Uses film elements (including soundtrack, images, camera shots, etc) in an original way.  Attractive and engaging.	Presentation is somewhat artistically designed and uses digital format to present information.  Uses some film elements (including soundtrack, images, camera shots, etc) to communicate.  Presentation could be improved.	Presentation is missing artistic elements and design.  May or may not use film elements to communicate.  Presentation needs improvement	Presentation is not in digital format.  Missing some/all film elements to communicate.
Research (research packet)	Writer gathers a variety of relevant and accurate information from three or more credible sources.  Research is well-organized and clearly cited (title, author, URL). Information is collected using direct quotation and paraphrasing.  PSA reflects well-investigated topic.	Writer gathers a variety of relevant and accurate information from three credible sources.  Research is organized and cited (title, author, URL). Information is collected using direct quotation and paraphrasing.  PSA reflects an investigated topic.	Writer gathers some relevant and accurate information from two or more sources. Some sources may not be credible.  Research is somewhat organized and mostly cited (title, author, URL). Information may or may not be collected using direct quotation and paraphrasing.  PSA may or may not reflect well-investigated topic.	Writer gathers information, but may not be relevant or accurate.  Some or all sources may not be credible.  Research is not clearly organized and lacks citation.  PSA does not reflect well-researched topic.	Little or no information gathered in research packet
Grammar/ Conventions,  (precision/accuracy)	No misspelled words and no grammatical errors;	Few misspelled word and/or grammatical errors; but none that impede with understanding	Some misspelled words and grammatical errors.  At least one error interferes with understanding	Several misspelled words and/or grammatical errors.   Difficult to understand because many mistakes	Many misspelled words and/or grammatical errors.  Writing is not credible because so many mistakes