Criteria sheet – Program Proposal

Group Name/Agency:

Criteria

Fail (1-3)
The assignment requirements
Pass (4-5)
Demonstrates a basic
Credit (6-7)
Demonstrates a solid
Distinction (8-9)
Demonstrates a very good
High Distinction (10)
Demonstrates an excellent
have not been met. understanding of the assignment understanding of the understanding of the understanding of the
with significant gaps. assignment with some gaps. assignment with minor gaps. assignment.

STRATEGIC PLANNING
Executive Summary—a No executive summary. Executive summary Executive summary is Executive summary is Executive summary is
compelling and complete provides an overview with quite sound. Some very good. Some minor excellent- complete and
summary of the proposal. important gaps as noted. gaps/quality issues as issues as noted. compelling.
noted.
The Problem—summarises the The public relations The public relations The public relations A very good summary of Excellent summary of
major public relations problem is not defined, is problem is described with problem is soundly the public relations the public relations
problem/challenge/ opportunity very unclear or significant oversights. summarised. Some gaps problem. Mostly problem.
incorrectly specifies a There is an evident lack of or inconsistencies as comprehensive, complete Comprehensive.
different and unrelated understanding leading to noted. and clear. Minor issues as Complete. Clear. Could
problem. gaps in the summary. noted. not be improved.
Research (includes Evaluation No research is evident. Research is mentioned Appropriate research is Effective research is Excellent research plan is
research) —Research briefly in design, proposed for the design, proposed for the design, proposed.
recommended to ensure that the implementation or implementation and implementation and
strategic communication evaluation, but is not evaluation of the evaluation of the
approach is evidence-based clearly connected with the program. Some issues as program. Minor issues as
proposed program. noted. noted.
Stakeholders—the proposal The element has not A passable effort. A sound effort. Some Very good. Stakeholders Excellent. A
must have a clearly articulated been specified. Significant development is issues as noted, for are well explained. Goal is sophisticated
goal, specific & measurable required (e.g. stakeholders example, some gaps in articulated with clarity. understanding of
objectives, clearly identified have not been segmented). understanding of Minor issues as noted. stakeholders is
stakeholders stakeholders is evident. demonstrated.


Plan on a Page—a summary of There is no Plan-on-a- The plan-on-a-page is The plan-on-a-page is The plan-on-a-page is Excellent plan-on-a-page
the above (goal, objectives, page. included but is articulated with some mostly effective, that effectively captures
target stakeholders, key underdeveloped in clarity. Some gaps or complete and clear. a well-designed
messages, strategy, tactics, and important ways. inconsistencies as noted. Minor issues as noted. program.
evalution)

ACTION PLAN
Communication strategies—how Strategies have not been Strategies are specified but A good start. Strategies Very clear statements of Excellent statements of
communication will be used to specified. are underdeveloped in articulated are sound communication strategy communication strategy
achieve the goal. important ways as noted. with some gaps as noted. that fit the challenge and underpinning the
the proposed program. proposed program.
Theme and key messages—a Theme and key messages The theme and key The theme and key The theme and key Excellent theme and key
robust “campaignable” theme have not been included. messages are included but messages are included. messages are mostly messages.
together with at least three (3) are underdeveloped in Some gaps or effective, complete and
key messages and supporting important ways. inconsistencies are clear. Minor issues as
facts. evident as noted. noted.

Tactics—the specific tools and Tactics have not been Tactics are specified but A good start. Tactics Tactics selected are a very An excellent program
tactics to be applied (events, specified. are not aligned with or listed are a sound fit but good fit for the program. design at the tactical
news releases, meetings, website adequate for the program. there are gaps as noted. Demonstrates very good level.
content, social media tactics) understanding.

Examples of Tactics—samples of No examples provided Samples provided a Samples provided are Samples provided are Samples provided are
communication tactics such as a minimally developed. adequate in number and creative, complete and excellent and couple be
draft news release about an quality. demonstrate effort and used with minor
event or sample email invitation effect. development.
to alumni.

WRITING QUALITY/FORMAT
Writing quality—Spelling, More than five (5) Three (3) to five (5) spelling Mostly well-written with Overall coherent and No errors evident.
grammar, style, coherence. spelling or grammatical or grammatical errors per a few significant well-written. Very minor Excellent writing.
errors per page that page reducing readability inconsistencies or other writing quality issues as
substantially interfered and coherence of quality issues as noted. noted.
with readability and description.
coherence. A rewrite is
required.
Format— including title page, Does not meet specified Format requirements Most format Almost all format All format requirements
table of contents, references and word limit. Format inconsistently/incompletely requirements met with requirements met. met.
appendices including samples requirements either applied (no page numbers, one or two exceptions as
and additional resources. missing or substantially no required headings and noted.
Pagination, word limit, content incomplete (no page sub-headings, too long or
organisation and application of numbers, no required short).
headings and sub-headings. headings and sub-
headings).
Referencing—In text and list of In-text citations and/or Some in-text citations List of references mostly Almost all referencing All referencing
references (APA style). list of references either and/or list of references complete and most in- requirements met. requirements met.
missing or substantially missing or incomplete. text citations correct.
incomplete.
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