Video Message

Criterion Description Points
Purpose If the video's purpose is to atone, it begins with an apology. If it is something else, the main point is front loaded.
Context & Plan The video clarifies the issue that is prompting the response and outlines the company's plan for restitution, or, if not at fault, its position and what actions will follow.
Professionalism The choice of speaker and his or her appearance is appropriate. Settings/backdrops are effective.
Tone The speaker creates a sincere tone through language choice, vocal delivery, and pacing.  
Technical Issues The video's audio and video composition are effective. Superimposed text identifies the speaker and reiterates important material (such as contact information, list items, and section headers) where necessary. The video's length is in keeping with genre conventions (<3 min.).

Total: ___ / 20