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 l ...

1. 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

2. 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

3. 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

4. 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

5. Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
25
Earned Total: 100%
Marketing Strategy during the Covid-19 Pandemic
Take Home Portion of Final Exam for MAR 499 (20%)
Directions: Part 1 is for you to complete. I have written some
sample answers to give you an idea of what to do, but I want
your own evaluation and opinions. You can pick an email or
other communication that you think is interesting – good or
bad! It is best to choose something from a company you are
familiar with so you can contrast how they have changed their
strategy because of the pandemic.
Part 2 is for someone else to complete. Show them the
communication you just analyzed. Show only the email or
screenshot, not your analysis. You can have someone in your
household complete Part 2 or you can text/Facetime/email with
a friend or relative. No need to violate social distancing rules!
Once both parts are complete, upload on Blackboard in
Assignments. DUE Tuesday, MAY 5th.
Your name_________________
Your age ____________________
Your gender ________________
Part 1
Choose an email (or series of emails or other communications)

6. that you have received from a company that has communicated
with you about doing business during the pandemic. Or take a
look at a company website for their communications about the
Covid-19 (also referred to as the coronavirus) pandemic.
What is the name of the company?___Paul Taylor Dance
Company___________________
1. Do you follow this company via social media? Specify (e.g.,
Facebook, Instagram, email, etc.)
e.g., I receive emails from Paul Taylor Dance Company.
2. What is the website for the company? Be sure to provide the
link to the website of the company.
e.g., Website: http://www.ptamd.org/
3. What do they sell and what industry are they in? Describe
the products/services that the company sells and provide a
screenshot of their recent communication with you.
e.g., Industry: Performing Arts. Paul Taylor is a modern dance
company that performs at Lincoln Center and other locations.
They also have a dance school in NYC. (you will provide a
screenshot of the communication from the company).
4. Since the pandemic, how has the business shifted its focus?
e.g., Since live performances and gatherings have been
cancelled, PT has been using email, Instagram, and Facebook to
communicate with audiences. Film of past performances can be
live streamed for free (and available for purchase) and they
have free online dance classes. Here is what they stated in a
recent email communication “Get access to dynamic photos,
articles, links to free dance classes, perspectives from our
dancers, and special videos. We've increased our posts during
this time. We know we can capture the collaborative spirit of
the dance community and inspire each other.”
5. Are they satisfying different or additional needs? How are
they doing this? What is similar or different now?
e.g., PT continues to provide access to the performing arts but
in a safer manner (from home). Safety and convenience are the
benefits of live streaming. However, one is missing the

7. collective experience of attending a live performance at Lincoln
Center, the beautiful setting, people watching, getting dressed
up, going out to dinner/drinks, and all of the other things that
might be associated with attending a live performance. Unless
one is watching the live stream with family, the social aspect is
also missing.
6. Do you think the organization is doing a good job? Why or
why not?
e.g., Yes, I think they are doing a good job of remaining
connected to their core audience. Obviously, one cannot go see
a live performance at this time so streaming is the next best
thing. Unlike some other companies which focus a lot on how
this is a difficult time, PT gets right to the point of how they
can connect you with the performing arts.
7. Do you think this is a market opportunity for the company
now or once the pandemic ends? Is there anything you would
recommend to the company? Here, you need to think
creatively!
e.g., Yes. Some consumers might become bigger fans of
streaming video for dance, particularly those who do not live in
NYC or other major cities that have performing arts centers.
The live streams can also be used to generate interest for new
audiences who might not have considered attending a live
performance. This is a low cost/low risk way to see if you like
modern dance. Paul Taylor might consider partnering with
organizations that promote NYC tourism and make sure there
are links to their dance performance videos. Tourists know
about Broadway theater, but may not have thought about
attending a dance performance at Lincoln Center as one of the
things to do when they visit NYC.
8. What are your personal feelings about this company and their
actions during this time? Why? Is this different than how you
thought about them before the pandemic? Explain
e.g., Write your personal take on what this company is doing
during the pandemic – good job, bad job, makes you feel good
about the company, makes you feel manipulated, etc. and why

8. you feel this way. Then compare to how you felt about the
company pre-pandemic .
Marketing Strategy during the Covid-19 Pandemic
Part 2
Now see how someone else thinks about the communication you
analyzed in part 1. Ask someone else in your household to look
at the communication (or screenshot) and have them answer the
questions below. Do NOT show them your analysis – you want
their opinion.
1. What is your age? __________
2. What is your gender? _________
3. Please describe the email you have just seen in your own
words:
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
4. Below you will find three pairs of adjectives. Indicate how
well one or the other adjective in each pair describes how you
perceived the email for the brand you just viewed. (Please circle
or bold your responses.)
Good 1 2 3 4 5 6 7 Bad
Pleasant 1 2 3 4 5 6 7 Unpleasant
Favorable 1 2 3 4 5 6 7 Unfavorable
Marketing Strategy during the Covid-19 Pandemic

9. Take Home Portion of Final Exam for MAR 499 (20%)
Directions: Part 1 is for you to complete. I have written some
sample answers to give you an idea of what to do, but I want
your own evaluation and opinions. You can pick an email or
other communication that you think is interesting – good or
bad! It is best to choose something from a company you are
familiar with so you can contrast how they have changed their
strategy because of the pandemic.
Part 2 is for someone else to complete. Show them the
communication you just analyzed. Show only the email or
screenshot, not your analysis. You can have someone in your
household complete Part 2 or you can text/Facetime/email with
a friend or relative. No need to violate social distancing rules!
Once both parts are complete, upload on Blackboard in
Assignments. DUE Tuesday, MAY 5th.
Your name_________________
Your age ____________________
Your gender ________________
Part 1
Choose an email (or series of emails or other communications)
that you have received from a company that has communicated
with you about doing business during the pandemic. Or take a
look at a company website for their communications about the
Covid-19 (also referred to as the coronavirus) pandemic.
What is the name of the company?______________________
1. Do you follow this company via social media? Specify (e.g.,
Facebook, Instagram, email, etc.)
2. What is the website for the company? Be sure to provide the
link to the website of the company.
3. What do they sell and what industry are they in? Describe
the products/services that the company sells and provide a
screenshot of their recent communication with you.
4. Since the pandemic, how has the business shifted its focus?
5. Are they satisfying different or additional needs? How are
they doing this? What is similar or different now?

10. 6. Do you think the organization is doing a good job? Why or
why not?
7. Do you think this is a market opportunity for the company
now or once the pandemic ends? Is there anything you would
recommend to the company? Here, you need to think
creatively!
8. What are your personal feelings about this company and their
actions during this time? Why? Is this different than how you
thought about them before the pandemic? Explain
Marketing Strategy during the Covid-19 Pandemic
Part 2
Now see how someone else thinks about the communication you
analyzed in part 1. Ask someone else in your household to look
at the communication (or screenshot) and have them answer the
questions below. Do NOT show them your analysis – you want
their opinion.
1. What is your age? __________
2. What is your gender? _________
3. Please describe the email you have just seen in your own
words:
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
_____________________________________________________
___________________________
4. Below you will find three pairs of adjectives. Indicate how
well one or the other adjective in each pair describes how you
perceived the email for the brand you just viewed. (Please circle

11. or bold your responses.)
Good 1 2 3 4 5 6 7 Bad
Pleasant 1 2 3 4 5 6 7 Unpleasant
Favorable 1 2 3 4 5 6 7 Unfavorable