Know-How Exchange : Advertising/PR

I'm teaching a college course which covers Program(events)Planning & Implementation in the health field. We will be evaluating marketing materials this week. Does anyone have a concise list of the essential components to look for on: a good web page(home page vs other pages), a good flyer, a good press release...

I'd like to have a tool for students to use make it easy for them to distinguish average promotional materials from great stuff. Thanks so much for your help!!