© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 12 - 1 Writing Business Reports and Proposals

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 1

Writing Business Writing Business Reports and ProposalsReports and Proposals


The Three-Step ProcessThe Three-Step Process

• Planning

• Writing

• Completing


Audience AdaptationAudience Adaptation

• Be sensitive to their needs

• Build strong relationships

• Control style and tone


Reports and ProposalsReports and Proposals

• The introduction

• Body sections

• Concluding section


The Introductory SectionThe Introductory Section

• Report context

• Subject or purpose

• Main ideas

• Overall tone


The Body SectionThe Body Section

• Present

• Analyze

• Interpret

• Support


The Closing SectionThe Closing Section

• Emphasizes main points

• Summarizes benefits

• Reinforces structure

• Brings together action items


Drafting Report ContentDrafting Report Content

• Accurate

• Complete

• Balanced

• Structured

• Documented


Report IntroductionReport Introduction

• Authorization

• Problem

• Purpose

• Scope

• Background

• Sources

• Methods

• Definitions

• Limitations

• Organization


The Report BodyThe Report Body

• Explanations of problem or opportunity

• Facts, statistics, and trends

• Results of studies or investigations

• Discussion and analysis of potential actions

• Advantages, disadvantages, costs, and benefits


The Report BodyThe Report Body

• Procedures or steps in a process

• Methods and approaches

• Criteria for evaluating options

• Conclusions and recommendations

• Support conclusions and recommendations


Report ClosingReport Closing

• Conclusions

• Recommendations

• Action plans

• Schedules

• Responsibilities


Drafting Proposal Drafting Proposal ContentContent

• The AIDA plan

– Solicited proposals

– Unsolicited proposals

• Introduction

• Body

• Conclusion


Strategies for SuccessStrategies for Success

• Demonstrate your knowledge

• Provide concrete examples

• Research the competition

• Prove that your proposal is workable

• Adopt a “you” attitude

• Package your proposal attractively


Proposal IntroductionProposal Introduction

• Problem or background

• Proposed solution

• Scope or delimitations

• Organization


The Proposal BodyThe Proposal Body

• Proposed solution

• Work plan

• Qualifications

• Detailed costs


The Proposal ClosingThe Proposal Closing

• Key points

• Benefits and merits

• Qualifications

• Final decisions


Drafting Online Drafting Online ContentContent

• Build trust with intended audiences

• Adapt content for global audience

• Compose web-friendly content

• Use in a concise, skimmable format

• Include effective links


Help Readers NavigateHelp Readers Navigate

• Headings and links

• Transitional devices

• Previews and reviews


Technology for Technology for

Reports and ProposalsReports and Proposals• Templates

• Linked files

• Embedded files

• Electronic forms

• Electronic documents

• Multimedia documents


The Power of ImagesThe Power of Images

• Enhance textual messages

• Replace verbal messages

• Convey complex information

• Hold people’s attention

• Communicate with diverse audiences

• Convey connotative meaning


Visual Design PrinciplesVisual Design Principles

• Consistency

• Contrast

• Balance

• Emphasis

• Convention

• Simplicity


The Ethics of Visual The Ethics of Visual CommunicationCommunication

• Consider possible interpretations/misinterpretations

• Provide context

• Don’t minimize negative information

• Don’t exaggerate positive information

• Don’t oversimplify

• Don’t imply cause-effect relationships

• Avoid manipulation or coercion

• Be careful when aggregating data


Choosing Points to Choosing Points to IllustrateIllustrate

• The 5 C’s of visual design– Clear– Complete– Concise– Connected– Compelling


Selecting the Right Selecting the Right VisualsVisuals

• Data

• Information

• Concepts

• Ideas


Preparing Data TablesPreparing Data Tables

• Use common, clearly identified units

• Maintain unity in columns

• Label column headings

• Separate rows and columns

• Provide totals or averages

• Document data sources


Using Line Using Line and Surface Chartsand Surface Charts

• Trends

• Variables

• Relationships


Using Bar ChartsUsing Bar Charts

• Compare items

• Show changes

• Indicate relationships

• Show relative sizes


Creating Pie ChartsCreating Pie Charts

• Limit the number of slices

• Arrange slices clockwise

• Use a variety of colors

• Show numbers or percentages


Information, Information, Concepts, and IdeasConcepts, and Ideas

• Organization charts– Positions– Units– Functions

• Flow charts– Processes– Procedures– Sequences


Using Maps as VisualsUsing Maps as Visuals

• Location and distance

• Points of interest

• Geographic distributions

• Market territories

• Distribution routes

• Facilities locations


Other Business GraphicsOther Business Graphics

• Drawings and diagrams– Functions– Operations– Selected details

• Photographic images– Realism– Visual appeal– Ethical concerns


Animation and VideoAnimation and Video

• Visual Impact– Shapes and text– Computer animation– Digital video


Producing and Producing and Integrating VisualsIntegrating Visuals

• Creation

• Integration

• Verification


Integrating Visuals and Integrating Visuals and TextText

• Balance of words and visuals

• References to visuals

• Placement of visuals

• Titles, captions, and legends


Verifying Quality of Verifying Quality of VisualsVisuals

• Is the visual accurate?

• Is the visual documented properly?

• Is the visual honest?

Documents

© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 12 - 1 Writing Business Reports and Proposals