Objectively assessing student creative work in the fields associated with mass media can be problematic. Communicating expectations to students, as well as providing them with a clear yet flexible rubric for evaluation of copywriting, newswriting, audio production, video production, and web-design, requires examination of the relevant student learning outcomes. This article explores the process of rubric design for digital portfolio evaluation, including the areas mentioned, with a goal of finding appropriate measures that will be effective for conveying the expectations for each area to students and providing precise evaluation and feedback for both grading and assessment purposes.