Video Message

If the organization is at fault, the speaker apologizes, outlines the company's plan for restitution, and identifies what steps it will take to prevent a recurrence. If the organization is not at fault, the speaker clarifies the company’s position and addresses any resulting changes.

The speaker clearly orients the viewer to the issue that is prompting the message.

The speaker creates an appropriate relationship with the viewing audience through their delivery (topic choice, tone, diction, and pacing). The speaker assumes appropriate personal or organizational responsibility for the issue as befitting the situation and avoids shifting blame.

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 2 min.). Its audio and video composition are effective and without major flaws. Superimposed text and/or stills reiterate important information (such as the speaker's identity, contact information, or plan points) where helpful.