Video Message

The speaker assumes appropriate personal or organizational responsibility for the issue as befitting the situation. The speaker avoids blame shifting.

The speaker clearly orients the viewer to the issue that is prompting the message and outlines the company's plan for restitution, or, if not at fault, its clarifying position. The video avoids filler material.

The speaker creates an appropriate relationship with the viewing audience through their delivery (topic choice, tone, diction, and pacing).

The chosen speaker's role is appropriate to the situation. The speaker's location and appearance are effective.

The video's length is in keeping with genre conventions (approximately 1–2 min.). Its audio and video composition are effective and without major flaws. Where necessary, superimposed text and/or stills reiterate important information (such as the speaker's identity, contact information, or plan points).