In one of my courses, revising a draft to take account of a specified audience is among the most important skills I want students to practice and learn. So my evaluation criteria stress audience awareness and accommodation as vitally important. A student could write a clear, readable academic paper that might receive an A in another course, but because the paper must address a non-academic audience in my class, it would receive no better than a C. If you have similar criteria that count for most of the overall assessment of your assignments, then be sure you alert students to the final weightings of criteria.
Some teachers prefer to note the weight of criteria on the assignment sheet; others only note the weightings on the rubric. Where you tell students about the relative importance of criteria is not as important as telling students what your weightings are. Providing that information on both the assignment sheet and the rubric will almost certainly help students.