Business Communications (Lecture 15 and 16). Writing Reports and Proposals

1. Business Communication MGT 3201

Writing Reports and Proposals

2. Reports and Proposals

Informational Reports – offer data, facts,
feedback and other types of information without
analysis or recommendations
Analytical Reports – offer both information and
analysis and may also include recommendations
Proposals – offer structured persuasion for
internal or external audiences

3. Reports and Proposals

Informational Reports
Reports to monitor &
control operations
Provide feedback and other
information for decision
making
Reports to Implement
policies & Procedures
communicate
organizational rules and
positions
Reports and Proposals
Analytical Reports
Reports to Assess
Opportunities Explain the
risks and rewards of a
course of action such as
market analysis report
Reports to Solve
Problems Analyze
External Proposals
problems and (usually)
suggest solutions
information to show
regulators & other
authorities that company
meets formal requirements
Reports to Support
Decisions Judge the
managers or customers
with information on project
status
Internal Proposals
Request decisions
from managers within
the organization
(funding proposals;
project proposals etc)
Reports to Demonstrate
Compliance provide
Reports to Document
Progress Provide
Proposals
merits of past or future
decisions (such as
feasibility reports)
Request decisions
from parties outside
the organization
(grant proposals;
sales proposals etc)

4. 3 Step Process for Reports and Proposals – Step 1: Planning

Analyze the Situation
Clarify the opportunity or problem at hand, define your purpose,
develop an audience profile and develop a plan
Gather Information
Determine audience needs and obtain the information necessary to
satisfy those needs; conduct a research activity if necessary
Select the Right Medium
Choose the best medium for delivering your message
Organize the Information
Define your main idea; limit your scope; select direct or indirect
approach; outline your content using the appropriate structure

5. 3 Step Process for Reports and Proposals – Step 2: Writing

Adapt to Your Audience
Be sensitive to audience needs by using a “you” attitude, politeness,
positive emphasis and bias-free language. Build a strong relationship
with your audience by establishing credibility and projecting your
company’s image. Control your style with a tone and voice
appropriate to the situation.
Compose the Message
Choose strong words that will help you create effective sentences
and coherent paragraphs throughout the introduction, body and
conclusion of your report / proposal

6. 3 Step Process for Reports and Proposals – Step 3: Completing

Revise the Message
Evaluate content and review readability, then edit and rewrite for final
polished version
Produce the Message
Use effective design elements and suitable layout for a professional
appearance. Integrate text with graphics / diagrams
Proofread the Message
Review for any errors such as spelling and punctuation
Distribute the Message
Deliver your report using the chosen medium and check that your
report has been received by the audience in its entirety

7. Step 1: Planning Analyze the Situation

Statement of Purpose
Many reports are long and complex so it is critical to define
your purpose clearly. This tells your audience why you are
writing
The best way to begin is with a purpose statement for an
informational report is to describe your goal. For example:
- To provide clarification on how new tax laws will apply
- To update the directors on the policy review project
- To explain the latest customer feedback data

8. Step 1: Planning Analyze the Situation

Statement of Purpose cont.
Your statement of purpose for an analytical report needs
to be more comprehensive. This is because analytical
reports draw conclusions and make recommendations.
Example:
- To analyze the travel and entertainment budget,
evaluate the impact of recent changes in airfares and
hotel costs, and suggest ways to tighten management’s
control over travel and entertainment expenses.

9. Step 1: Planning Analyze the Situation

Statement of Purpose cont.
Your statement of purpose for a proposal must be
focused on persuading your audience. Examples:
- To secure funding in next year’s budget for three new
photocopiers.
- To get management approval to hire a change
consultant
- To compete for the government tender to provide training
for 500 new trainee public officials

10. Step 1: Planning Analyze the Situation

Construct an Audience Profile
We have looked at this in detail already this semester;
you should refresh your memory from earlier slides and
activities
Write out a work plan
A work plan (rough outline for your report / proposal) can
save time and produce a better end result. See page 369
in our text book for an example

11. Step 1: Planning Gathering Information

Determine and meet Audience Needs
We need to identify what the needs of the audience are.
What do they need to know? And then we need to gather
the right information to put into our report so we can
satisfy those needs…to be informed? To be advised? To
be given a choice of solutions for a problem?
This may be simple and obvious in many cases. In some
cases we may need to conduct some research to identify
needs and collect data to satisfy those needs

12. Step 1: Planning Select the Right Medium

Choosing the best medium
The medium you select must be appropriate for your
audience in terms of how they expect to receive a report,
how sensitive the information is, what impression you
hope to make and what they plan to do with the report.
It could be: a PowerPoint presentation; a printed and
bound booklet; emailed word document; a page posted on
the company’s intranet etc

13. Step 1: Planning Organizing the Information

Direct or Indirect Approach?
Use a direct approach if your audience is receptive
Use an indirect approach if your audience is skeptical
Use a direct approach if your audience is familiar to you
Use an indirect approach for an audience less well known
or to build interest / credibility

14. EXAMPLES

Handout 1: Ineffective and Effective Report
See the handout (memo dated March 14 2008)
On one side (p 392) is an ineffective informational report
On the other side (p 393) is an effective informational report
What makes the reports effective and ineffective?
All of the handouts are saved in the “class activities” folder on the L Drive

15. EXAMPLES

Handout 2: Effective Analytical Report
See the handout (memo dated September 12 2008)
It is an example of a good analytical report
It is pages 398 – 399 in our text book
All of the handouts are saved in the “class activities”
folder on the L Drive

16. EXAMPLES

Handout 3: Effective Internal Proposal
See the handout (memo dated July 8 2008)
It is an example of a good internal proposal
It is pages 402 – 403 in our text book
What differences do you see between the effective report
(p398-399) and the effective proposal (p402-403)?
All of the handouts are saved in the “class activities”
folder on the L Drive

17. Step 2: Writing Adapt to your Audience

Sensitivity Toward Audience Needs
Long and complex reports demand a lot of readers,
making the “you” attitude more important
Follow any company guidelines / templates for reports
(especially to external audiences)
Write for the audience: consider carefully tone, vocabulary
(complexity of words; register); acronyms; jargon; prior
knowledge of the topic of the report etc
Build credibility for yourself and your message

18. Step 2: Writing Compose the Message

Structure
Your introduction needs to put the report in context for the
reader. Introduce the subject, preview the main ideas and
set the right tone for the document
The body of your report provides the discussion and
analysis and interprets the information you discovered
The conclusion might be the only thing some people read.
Make sure it is strong, clear and unambiguous

19. Step 2: Writing Compose the Message

Structure for Reports: Introduction
Authorization: when, how and by whom the report was
authorized; who wrote it and when it was submitted
Problem/opportunity/purpose: The reason the report was
written and what is to be accomplished as a result
Scope: What is and what is not covered in the report. This
helps manage the reader’s expectations
Background: Any relevant historical conditions or factors
that help put the topic in context
Sources and methods: The primary and secondary
sources of information used. This section can also explain
how the information was collected

20. Step 2: Writing Compose the Message

Structure for Reports: Introduction cont.
Definitions: Definitions of important terms used in the
report. Define any terms that might be unfamiliar to the
audience or used in an unfamiliar way
Limitations: Factors beyond your control that limit the
quality, reliability, usage of the report’s message such as
budget constraints or quality of data. But never make
personal excuses
Report Organization: How the rest of the report will be
organized. It’s a bit like a table of contents

21. Step 2: Writing Compose the Message

Structure for Reports: Body
Topics commonly covered in the body of a report include:
Explanations of a problem or opportunity
Facts, statistical evidence, trends
Results of studies or investigations
Discussion and analysis of potential courses of action
Procedures or steps in a process
Methods and approaches
Criteria for evaluating alternatives and options
Conclusions and recommendations
Supporting reasons for conclusions and recommendations

22. Step 2: Writing Compose the Message

Structure for Reports: Close
Direct approach – then conclude with a list of key points
Indirect approach – reiterate and stress your conclusions
and/or recommendations
If the report requires action, use the ending to explicitly
state what should happen next and who is responsible for
each task. If it is you, make sure your readers know this

23. EXAMPLES

Handout 4: Problem Solving Report
See the handout (memo dated July 7 2008)
It is an example of a good problem solving report that
focuses on recommendations
It is pages 415 – 416 in our text book
All of the handouts are saved in the “class activities” folder on the L
Drive

24. Step 2: Writing Compose the Message

Structure for Proposals: Introduction
The introduction for a proposal… “presents and
summarizes the problem or opportunity you will address
along with your proposed solution.”
If your proposal is solicited, be sure to follow the guidelines
they provide for writing your proposal
If your proposal is unsolicited, you should explain why you
are writing. For example; following up on a conversation

25. Step 2: Writing Compose the Message

Structure for Proposals: Introduction cont.
Background or statement of the problem / opportunity:
briefly reviews the reader’s situation and establishes reason
for action. If unsolicited, you will need to convince them
Solution: Briefly describes the change you propose and
highlights your key selling points and their benefits,
showing how your proposal will help readers achieve their
business objectives
Scope: States what is and is not covered in the proposal
Organization: Like a table of contents for what is to follow

26. Step 2: Writing Compose the Message

Structure for Proposals: Body
The proposal’s body… “gives complete details on the
proposed solution and specifies what the anticipated results
will be.”
Remember – a proposal is a persuasive document so all of
this needs to be written in a way to influence the reader to
see things as you do.

27. Step 2: Writing Compose the Message

Structure for Proposals: Body cont.
The body of a proposal is most likely to be:
Proposed solution – Describes what you have to offer
(service; product; opportunity) why it will make a difference
and its unique benefits
Work Plan – Describes what you plan to do in detail:
timings; resources; methods; venues etc
Statement of Qualifications – You/your organization’s
experience, knowledge, expertise and other credentials
Costs – Detailed breakdown of all costs

28. Step 2: Writing Compose the Message

Structure for Proposals: Conclusion
Summarize key points; emphasize the benefits; summarize
why your proposal is the best option; emphasize the
proposal as an opportunity to be taken now and ask the
reader for a decision.
Be brief – a paragraph or two, be assertive and confident
but not arrogant or demanding

29. EXAMPLES

Handout 5: Effective Solicited Proposal
See the handout (letter dated October 29 2008)
It is an example of an effective solicited proposal in letter
format
It is pages 422 – 423 in our text book
All of the handouts are saved in the “class activities” folder on the L Drive

30. Step 3: Completing Revise the Message

Evaluate and Review
Your document should be carefully reviewed and revised for
clarity, conciseness, structure, flow. Have a colleague
review your document for suggestions
Edit and re-write your document

31. Step 3: Completing Revise the Message

Produce the Message
Your document should include three main parts:
Prefatory Parts: Things that come before the introduction
Text Parts: The introduction; body and conclusion
Supplementary Parts: Things that come after the conclusion

32. Step 3: Completing Revise the Message

Produce the Message cont.
Prefatory Parts
Text Parts
Supplementary Parts
• Covering letter
• Introduction
• Index
• Title page
• Body
• Bibliography
• Acknowledgements
• Conclusion
• Appendices
• Definition of key terms
• Recommendations
(can be separate to
conclusion)
• Table of contents
• List of illustrations / tables
• Synopsis

33. EXAMPLES

Handout 6: Effective Full Report
See the handout (“Reducing Electrovision’s Travel and
Entertainment Costs”)
It is an example of an effective full report including
prefatory, text and supplementary parts as well as
graphics
It is pages 462 – 475 in our text book
All of the handouts are saved in the “class activities” folder on the L Drive

34. EXAMPLES

Handout 7: Effective Full Proposal
See the handout (“O’Donnell” dated July 28 2008)
It is an example of an effective full proposal including
costing
It is pages 483 – 486 in our text book
All of the handouts are saved in the “class activities” folder on the L Drive

35. Step 3: Completing Revise the Message

Proofread the Message
Review the message for errors in spelling, punctuation,
grammar, spacing, font size and styles and other technical
aspects of writing

36. Step 3: Completing Revise the Message

Distribute the Message
Deliver the report to your audience in the chosen method
based on what is expected and what will get the best
results for you. Make sure the covering letter goes with the
report.
Check that the report has been successfully received by
your audience