Lecture Business communication design - Chapter 11: Writing strategies for reports and proposals

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Chapter 11 - Writing strategies for reports and proposals. When you finish this chapter, you should: Explain how to adapt to your audiences when writing reports and proposals; name five characteristics of effective report content; list the topics commonly covered in the introduction, body, and close of formal reports;...

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Nội dung Text: Lecture Business communication design - Chapter 11: Writing strategies for reports and proposals

2/e P P T ©2007 by the McGrawHill Companies, Inc. All rights reserved.
11 Writing Strategies for Reports and Proposals ©2007 by the McGrawHill Companies, Inc. All rights reserved. McGrawHill/Irwin
Use of Direct and Indirect Strategies in Formal and Informal Reports Audience dictates report type. Supervisors and other interested individuals will not require as much contextual information as individuals outside your business. 3 © Zefa Visual Media-Germany/Index Stock Imagery, Inc.
Consider the Audience to Determine Strategy • Known versus Unknown Audience • Determine the Needed Response • Use direct strategy if nothing is needed • Use indirect strategy if an investment of some kind is required 4
Consider the Audience to Determine Strategy FIGURE 11.1 An Unknown Audience An unknown or external business audience such as clients or investors may need more detail and explanation to understand your report or proposal. 5
Types of Reports Connected to Strategy • Types of Reports and Strategic Approaches  Informative = direct  Persuasive = indirect  Analytical = direct/indirect 6
Writing Reports and Proposals Clearly and Concisely • Organize Arguments and Benefits • Sample Proposal A: Recruiting Summer Interns • Sample Proposal B: Recruiting Summer Interns • Organize Task Plan Information • Sample Task Plan 7
Writing Reports and Proposals Clearly and Concisely • Write Goals and Objectives Clearly and Specifically • Sample Goals and Objectives • Sample Proposal in Memo Format • Sample Policy Report • Sample Justification Report 8
Components of Reports and Design Strategy • Executive Summary Typical sources of key points in a report:  Headings  Topic sentences  Enumerations  Cause and effect statements  Essentials • Sample Executive Summary 9
Components of Reports and Design Strategy • Introduction  Direct strategy application ◦ presents your context, basic topic, and suggested solutions or responses right away  Indirect strategy application ◦ presents your context and basic topic, but does not specifically indicate your suggestions or responses. You are not directing the reader toward your results because you want them to be considered a natural outgrowth of your argument 10
Components of Reports and Design Strategy • Background  Chronological approach ◦ arranges the data according to the order in which they occurred  Situational approach ◦ discusses events or situations from the perspectives of certain departments or individuals  Statistical approach ◦ provides a series of number facts, which may be appropriate if the data you are relating are informational or influence the ultimate goal of the document 11
Components of Reports and Design Strategy TABLE 11.1 Net Losses and Expenses Generated during Years 1998 through 2001 (in Millions) SOURCE: SEC, 10-K report, year-end 2000; and SEC, 10-Q report, month-end March 2001. 12
Components of Reports and Design Strategy TABLE 11.2 Financial Ratios 13
Components of Reports and Design Strategy • Problem and Purpose Statements – Direct strategy application – Indirect strategy application 14
Components of Reports and Design Strategy • Goals and Objectives  Vague goals and objectives • Revenues must be increased in the next few months. • We should contact new potential vendors to ensure uninterrupted production. • Tensions in the shipping department could be addressed by sensitivity training. 15
Components of Reports and Design Strategy • Goals and Objectives (continued)  Specific goals and objectives • Revenues must be increased by 16 % before July. • Contact vendors by next week to ensure uninterrupted production. • Tensions in the shipping department stemming from charges of racial discrimination and sexual harassment could be addressed by requiring attendance at sensitivity seminars. 16
Components of Reports and Design Strategy Goals and objectives must be specific and direct. © Charles Mann/CORBIS 17
Components of Reports and Design Strategy • Solutions and Recommendations – Make detailed solution or recommendation – Show audience all ramifications considered • Conclusion – End report on a positive note – Especially when message is negative 18
Questions 19