Chapter 6 Rubric for Evaluating Public Health and Epidemiology Communications

Guideline Good — 3 Fair — 2 Poor — 1 Score
General
  1. Use Proper Grammar
Absence of grammatical and formatting errors Minor grammatical errors or minor formatting errors Presence of multiple grammatical and formatting errors ____
  1. Ensure Cohesion and Coherence
Sentences have clear subjects and actions, subjects are near verbs, new information follows known information, and first and last sentences match within a paragraph Most sentences and paragraphs have internal cohesion Sentences and paragraphs do not flow logically and require multiple read-throughs for understanding ____
  1. Be Concise
Sentences are short, have simple words and subjects, and omit needless words and qualifiers Sentences are technical, but well-written. Text is more appropriate for formal, academic writing than public communications Sentences are lengthy, have complex words and subjects, and are burdened by excessive words and qualifiers ____
  1. Appeal to Credibility and Shared Values
Appeals to shared values and leverages scientific or institutional credibility Leverages institutional or scientific credibility without emphasizing shared values Does not appeal to shared values or credibility. Conveys ultimate authority in a top-down approach ____
  1. Set a Realistic Scope
Presents 5-9 pieces of information to communicate a single, actionable, and timely message Presents 5-9 pieces of information, but lacks a single, clear message Presents 10+ pieces of information without a clear purpose ____
  1. Employ Rhetorical Devices
Uses explicit framing, narratives, metaphors, or analogies Uses ineffective or unclear framing, narratives, metaphors, or analogies Presents “just the facts” without additional aids or context ____
Data and Visualizations
  1. Present Simple Numbers
Numbers are presented as numbers (e.g., 2) rounded to the nearest integer, in a logical order, and are accompanied by qualifiers and examples. Units and denominators are consistent. Risk is presented as ratios of whole numbers (e.g., 5 in 10,000) Numbers are presented as numbers (e.g., 2) rounded to the nearest integer and in a logical order but are not accompanied by examples and explanations Numbers are presented as words (e.g., two) and/or include decimals. Units and denominators are inconsistent. Risk is presented as relative risk using percentages ____
  1. Display Accessible Visualizations
Data is presented in simple charts or graphs with legible text and images Data is presented as a complex or technical visualization Data is presented outside of a visualization ____
  1. Prioritize and Explain Data
Presents 2-3 numbers or figures accompanied by explanations and examples Presents 2-3 numbers or figures without explanations or examples Presents 4+ numbers or figures ____
Uncertainty
  1. Be Resonably Transparent
Directly addresses uncertainty by clearly explaining reasoning and data limitations Mentions uncertainty without sufficient detail or explanation Absence of an explanation of uncertainty ____
  1. Create an Expectation of Change
Positively acknowledges the possibility of changing data/ conclusions Acknowledges the possibility of change without a positive frame Absence of discussion of change ____
TOTAL: / 33
Preventing Misinformation
  1. Emphasize Consensus (if applicable)
Emphasizes scientific consensus Mention of scientific consensus but not emphasized Absence of discussion of consensus ____
  1. Distribute Warnings and Corrections (if applicable)
Warns information may be subject of misinformation or politization. Corrections are distributed widely and contain sufficient detail Warns of potential misinformation but corrections lack detail and are not linked to the incorrect information Absence of misinformation warning or corrections ____
TOTAL: / 6