InstructionsIn Module One, you chose a press release to work with throughout the term that matched your master’s concentration or your interests.Using that same press release, create the script for video that is between 30 and 60 seconds in length. Be sure to consider the purpose and goals of the video, resources required, and what outcomes should be expected (such as increasing goodwill, crisis management, or increasing sales). Craft a compelling narrative that incorporates the key elements of the press release that relate to the general public.Think about telling an engaging story in 30 or 60 seconds, and time out how long the dialog, shots, and narration take to complete. Note that you are not actually making a video. Ensure that your script contains technical direction regarding shot choice, camera angles, and camera movement.The video should be targeted to the general public, not professionals.During the final project submission for this course, you will be asked to defend your choices with regards to ethical considerations, application of communication theory, and effective message delivery, so be sure to take a few notes about your design choices at this time.GUIDELINES ATTACHEDResources Attached and BelowA Glossary Of Screenwriting Terms & Filmmaking DefinitionsThis resource provides you with some basic camera directions that can be incorporated into the dual-column video script you will submit for Milestone Three.Video: Top Ten Tips for a Great Corporate Video (5:41)This video reviews 10 tips for creating corporate videos; the same techniques can be used for nonprofit or other organizations. Note the emphasis on narrative and messaging, including the call to action close.
com_610_milestone_three_guidelines_and_rubric.pdf
com_610_final_project_guidelines_and_rubric.pdf
dual_column_video_script_template__1_.docx
knowledge_transfer_revisiting.pdf
narrative_entertainment_progra.pdf
Unformatted Attachment Preview
COM 610 Final Project Milestone Three: Video Pitch Guidelines and Rubric
Overview: In Module One, you chose a press release that matched your master’s concentration or your interests to work with throughout the term. Using that
same press release, now convert the information into a script for a video aimed at a consumer audience, focusing on the relevant elements of the message as
they relate to this audience. Please note that you are not actually making a video. You may incorporate storyboarding but you must provide the complete script
for a 30-second to one-minute video. Include the dialog and any shot choices/camera angles that you want to specify.
The video should be targeted to the public, not professionals.
When creating your video pitch:
A. Incorporate the important elements of the story told in the press release appropriate for the given audience.
B. Apply key ethical considerations of the field of public relations. For example, key ethical considerations when developing this visual is ensuring
accessibility to a wide range of audiences by providing a transcript.
C. Apply relevant communication theory (such as the rhetorical approach discussed in your textbook) appropriate for the medium and the given
audience.
D. Employ appropriate best practices in the field to ensure your proposed video is effective in delivering its message for the medium and the given
audience.
During the final project submission for this course, you will be asked to defend your choices with regards to ethical considerations, application of communication
theory, and effective message delivery, so be sure to take a few notes about your design choices at this time.
Guidelines for Submission: Your script should be for a 30- to 60-second video. Ensure that your script contains technical direction regarding shot choice, camera
angles, and camera movement. Use the dual-column script template to complete this assignment and submit as a Word document.
Critical Elements
Exemplary (100%)
Video Pitch: Important Meets “Proficient” criteria and
Elements
incorporation of story elements
demonstrates an astute ability to
discern important story elements
to include for the given audience
Proficient (90%)
Incorporates the important
elements of the story told in the
press release appropriate for the
given audience
Needs Improvement (70%)
Incorporates the important
elements of the story told in the
press release, but incorporation
of story elements is cursory,
contains inaccuracies, or is not
appropriate for the given
audience
Not Evident (0%)
Does not incorporate the
important elements of the story
told in the press release
Value
25
Video Pitch: Key Ethical Meets “Proficient” criteria and
Considerations
response demonstrates a
sophisticated awareness of the
different ethical considerations
appropriate for the medium and
the audience
Video Pitch:
Meets “Proficient” criteria and
Communication Theory demonstrates a sophisticated
awareness of communication
theory and its application
regarding the medium and the
given audience
Video Pitch: Message Meets “Proficient” criteria and
Best Practices
demonstrates a sophisticated
awareness of best practices for
message delivery effectiveness
and its application regarding the
medium and the given audience
Articulation of
Response
Applies key ethical considerations
of the field of public relations
appropriate for the medium and
the given audience
Applies relevant communication
theory appropriate for the
medium and the given audience
Employs appropriate best
practices in the field to ensure
the proposed video is effective in
delivering its message for the
medium and the given audience
Submission is free of errors
Submission has no major errors
related to citations, grammar,
related to citations, grammar,
spelling, syntax, and organization spelling, syntax, or organization
and is presented in a professional
and easy-to-read format
Applies key ethical considerations
of the field of public relations,
but application is cursory,
contains inaccuracies, or is not
appropriate for the medium or
the given audience
Applies relevant communication
theory but application is cursory,
contains inaccuracies, or is not
appropriate for the medium or
the given audience
Does not apply key ethical
considerations of the field of
public relations
25
Does not apply relevant
communication theory
25
Employs best practices in the
field to ensure the proposed
video is effective in delivering its
message for the medium and the
given audience, but employment
of best practices is cursory,
contains inaccuracies, or is not
appropriate for the medium or
the given audience
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Does not employ best practices in
the field to ensure the proposed
video is effective in delivering its
message for the medium and the
given audience
20
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Total
5
100%
COM 610 Final Project Guidelines and Rubric
Overview
It is increasingly important that media consumers and creators be fluent visual communicators, as communication today is visu al communication. Think about
how you consume media: Do you read a book on how to hang a picture, or do you watch a YouTube video illustrating the steps? How do you share your life
with your family and friends? Is it through email, or through pictures on Facebook and Instagram?
A fluent visual communicator’s power comes with significant social responsibility. As a communications professional, you are held to a higher standard of
ethics, as the activities of this profession touch the lives of millions of people around the globe and shape cultural norms. As a communications professional
today, you will be expected to develop, create, and distribute audience-appropriate messages through a variety of mediums. Instead of writing a speech for
your company president to deliver to employees, you will be asked to write copy for and produce a video pitch message that will be delivered online. Instead of
sending a press release to journalists to announce your organization’s news, you will now be expected to synthesize the information into polished visual
communication pieces to be used “as-is” by journalists and on social media sites.
This project will provide you with an opportunity to create original visual communication developments used most often by tod ay’s professionals as well as
practice the justification required to secure organization buy-in of your developments. You will be provided with a real press release used by an organization and
will transform the information present in the document into visual communication developments for three distinct audiences.
This project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final project will be submitted in Module Ten.
This assessment will address the following course outcomes:





Incorporate important contextual elements of public relations situations for properly conveying information to the given audience
Apply ethical considerations to visual communication pieces appropriate to the medium, the audience, and the ethical standards of the field
Apply communication theories appropriate to the medium and the audience in developed visual communication pieces
Employ best practices for effective message delivery appropriate to the medium and the audience in the development of visual communication pieces
Defend personal design decisions regarding developed visual communications using evidence-based research
Prompt
Imagine that you are working in the communications department of a successful organization. You have just been assigned the t ask of designing and creating the
visual communication pieces that are needed to disseminate the news contained in an important press release from your company. For this task, management
wants a visual communications toolkit containing an infographic, a presentation, and a video pitch, prepared for given audiences. The infographic will be
developed for a journalist audience; the presentation for employees within the organization; and the video pitch for a consumer audience. Each piece must be
developed with the given audience in mind. Additionally, you will be required to supply a memo defending your decisions and the evidence that supports those
decisions. Your infographic can be developed with any appropriate media software. Your presentation should be developed using PowerPoint, Prezi, or another
appropriate presentation software approved by your instructor. Your video pitch should be written and be constructed in a professional manner.
Specifically, the following critical elements must be addressed:
A. Infographic: For this part of the assessment, you will transform the provided text-based press release into an infographic for a journalist audience. Your
infographic should:
A. Incorporate the important elements of the story told in the press release appropriate for the journalist audience.
B. Apply key ethical considerations of the field of public relations appropriate for the medium and the given audience. For example, PRSA’s Code of
Ethics outlines that the information professionals disseminate to the media, and ultimately to consumers, be accurate.
C. Apply relevant communication theory appropriate for the medium and the given audience.
D. Employ appropriate best practices in the field to ensure your infographic is effective in delivering its message for the medium and the given
audience.
II.
Presentation: For this part of the assessment you will transform the provided-text based press release into a presentation for an employee audience.
Your presentation should:
A. Incorporate the important elements of the story told in the press release appropriate for the employee audience.
B. Apply key ethical considerations of the field of public relations to developed presentation appropriate for the medium and the given audience. For
example, a key ethical consideration when developing this visual is adding images, pictures, and logos to the visual which one has permission to
use.
C. Apply relevant communication theory appropriate for the medium and the given audience.
D. Employ appropriate best practices in the field to ensure your presentation is effective in delivering its message for the medium and the given
audience.
III.
Video Pitch: For this part of the assessment, you will transform the provided text-based press release into a pitch for a 30-second to 1-minute video for a
consumer audience. Your video pitch should:
A. Incorporate the important elements of the story told in the press release appropriate for the given audience.
B. Apply key ethical considerations of the field of public relations. For example, a key ethical consideration when developing this visual is ensuring
accessibility to a wide range of audiences by providing a transcript.
C. Apply relevant communication theory appropriate for the medium and the given audience.
D. Employ appropriate best practices in the field to ensure your proposed video is effective in delivering its message for the medium and the given
audience.
IV.
Memo: The powers that be have some concerns about your developed communications pieces. Analyze your communications piece and dev elop a
memo that justifies your design decisions. You are expected to support your decisions with research.
A. Defend how your developed visual communications pieces accommodate key ethical considerations of the field for the medium and the given
audience. Be sure to support your response with research that supports your decisions.
B. Defend how your developed visual communications pieces apply relevant communication theory appropriate for the medium and the given
audience. Be sure to support your response with research that supports your decisions.
C. Defend how your developed visual communications pieces employ best practices in the field regarding message delivery effectiveness. Be sure to
support your response with research that supports your decisions.
Milestones
Milestone One: Infographic
In Module Three, you will convert your chosen press release into an infographic that visually presents at least three different pieces of information. This
milestone will be graded with the Milestone One Rubric.
Milestone Two: Presentation
In Module Five, you will convert your chosen press release into a presentation that combines text and images. This milestone will be graded with the Milestone
Two Rubric.
Milestone Three: Video Pitch
In Module Seven, you will convert your chosen press release into a script for a video aimed at consumer audience. This milestone will be graded with the
Milestone Three Rubric.
Final Submission: Visual Communications Toolkit
In Module Ten, you will submit your final project. Submit the final version of all portions of your visual toolkit with a new section that is comprised of your
defense for your design choices in your visual toolkit. It should be a complete, polished artifact containing all of the critical elements of the final product. It
should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric (below).
Deliverables
Milestone
One
Deliverables
Infographic
Module Due
Three
Grading
Graded separately; Milestone One Rubric
Two
Presentation
Five
Graded separately; Milestone Two Rubric
Three
Video Pitch
Seven
Graded separately; Milestone Three Rubric
Visual Communications Toolkit
Ten
Graded separately; Final Project Rubric (below)
Final Project Rubric
Guidelines for Submission: Your visual communications toolkit should be developed in a professionally appropriate way using the appropriate software. Your
memo should be 3–4 pages double spaced in Times New Roman font, formatted appropriately for the field. Acceptable File Formats are: .zip, .doc, .docx, .ppt,
.pptx, .odt, .txt, .pdf, .rtf and .html.
Critical Elements
Exemplary (100%)
Infographic: Important Meets “Proficient” criteria
Elements
incorporation of story elements
demonstrates an astute ability to
discern important story elements
to include for the given audience
Infographic: Key Ethical Meets “Proficient” criteria and
Considerations
response demonstrates a
sophisticated awareness of the
different ethical considerations
appropriate for the medium and
the audience
Infographic:
Meets “Proficient” criteria and
Communication Theory demonstrates a sophisticated
awareness of communication
theory and its application
regarding the medium and the
given audience
Infographic: Best
Meets “Proficient” criteria and
Practices
demonstrates a sophisticated
awareness of best practices for
message delivery effectiveness
and its application regarding the
medium and the given audience
Proficient (90%)
Incorporates the important
elements of the story told in the
press release appropriate for the
given audience
Needs Improvement (70%)
Incorporates the important
elements of the story told in the
press release, but incorporation
of story elements is cursory,
contains inaccuracies, or is not
appropriate for the given
audience
Applies key ethical considerations Applies key ethical considerations
of the field of public relations
of the field of public relations,
appropriate for the medium and but application is cursory,
the given audience
contains inaccuracies, or is not
appropriate for the medium or
the given audience
Applies relevant communication Applies relevant communication
theory appropriate for the
theory, but application is cursory,
medium and the given audience contains inaccuracies, or is not
appropriate for the medium or
the given audience
Not Evident (0%)
Does not incorporate the
important elements of the story
told in the press release
Employs appropriate best
practices in the field to ensure
the infographic is effective in
delivering its message for the
medium and the given audience
Employs best practices in the
field to ensure the infographic is
effective in delivering its
message, but employment of
best practices is cursory, contains
inaccuracies, or is not
appropriate for the medi um or
the given audience
Value
6.4
Does not apply key ethical
considerations of the field of
public relations
6.4
Does not apply relevant
communication theory
6.4
Does not employ best practices in
the field to ensure the
infographic is effective in
delivering its message for the
medium and the given audience
6.4
Presentation:
Important Elements
Meets “Proficient” criteria and
incorporation of story elements
demonstrates an astute ability to
discern important story elements
to include for the given audience
Presentation: Key
Meets “Proficient” criteria and
Ethical Considerations response demonstrates a
sophisticated awareness of the
different ethical considerations
appropriate for the medium and
the audience
Presentation:
Meets “Proficient” criteria and
Communication Theory demonstrates a sophisticated
awareness of communication
theory and its application
regarding the medium and the
given audience
Presentation: Best
Meets “Proficient” criteria and
Practices
demonstrates a sophisticated
awareness of best practices for
message delivery effectiveness
and its application regarding the
medium and the given audience
Incorporates the important
elements of the story told in the
press release appropriate for the
given audience
Incorporates the important
elements of the story told in the
press release, but incorporation
of story elements is cursory,
contains inaccuracies, or is not
appropriate for the given
audience
Applies key ethical considerations Applies key ethical considerations
of the field of public relations
of the field of public relations,
appropriate for the medium and but application is cursory,
the given audience
contains inaccuracies, or is not
appropriate for the medium or
the given audience
Applies relevant communication Applies relevant communication
theory appropriate for the
theory, but application is cursory,
medium and the given audience contains inaccuracies, or it not
appropriate for the medium or
the given audience
Does not incorporate the
important elements of the story
told in the press release
6.4
Does not apply key ethical
considerations of the field of
public relations
6.4
Does not apply relevant
communication theory
6.4
Employs appropriate best
practices in the field to ensure
the presentation is effective in
delivering its message for the
medium and the given audience
Does not employ best practices in
the field to ensure the
presentation is effective in
delivering its message for the
medium and the given audience
6.4
Does not incorporate the
important elements of the story
told in the press release
6.4
Employs best practices in the
field to ensure the presentation is
effective in delivering its message
for the medium and the given
audience, but employment of
best practices is cursory, contains
inaccuracies, or is not
appropriate for the medium or
the given audience
Video Pitch: Important Meets “Proficient” criteria and
Incorporates the important
Incorporates the important
Elements
incorporation of story elements
elements of the story told in the elements of the story told in the
demonstrates an astute ability to press release appropriate for the press release, but incorporation
discern important story elements given audience
of story elements is cursory,
to include for the given audience
contains inaccuracies, or is not
appropriate for the given
audience
Video Pitch: Key Ethical Meets “Proficient” criteria and
Considerations
response demonstrates a
sophisticated awareness of …
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