Business Communication EssentialsChap

1、CHAPTER 11: WRITING AND COMPLETING BUSINESS REPORTS AND PROPOSALSCHAPTER SUMMARYChapter 11 discusses Steps 2 and 3 of the three-step process for writing business reports and proposals. The chapter begins with Step 2, Writing Business Reports and Proposals. Writers are first introduced to issues of o

2、rganization, such as deciding on format and length, choosing the direct or indirect approach, and understanding the overall structure of informational reports, analytical reports, and business proposals. The chapter explains how to choose the right visual aid, and then addresses composition tasks, i

3、ncluding developing the text, choosing the proper degree of formality, establishing a consistent time perspective, and providing direction for readers (with headings, transitions, previews, and reviews). The final section focuses on Step 3, Completing Business Reports and Proposals. Writers are intr

4、oduced to the various components of reports: prefatory parts, text, and supplementary parts. TRANSPARENCIES FOR CHAPTER 11The following transparencies are available in a separate packet.NumberContentTransparency 153Organizational PlansTransparency 154Choosing An ApproachTransparency 155Selecting Vis

5、uals AidsTransparency 156Sample TableTransparency 157Sample Line ChartTransparency 158Sample Line Chart 2Transparency 159Sample Bar ChartTransparency 160Sample Horizontal Bar ChartTransparency 161Sample Pie ChartsTransparency 162Sample Organization ChartTransparency 163Activity 11.4 (Improved outlin

6、e)Transparency 164Case 1: Guidelines for Solving the Case (page 1)Transparency 165Case 1: Guidelines for Solving the Case (page 2)Transparency 166Case 2: Guidelines for Solving the Case Transparency 167Case 3: Guidelines for Solving the Case Transparency 168Case 4: Guidelines for Solving the Case Tr

7、ansparency 169Case 5: Guidelines for Solving the Case Transparency 170Case 6: Guidelines for Solving the Case Transparency 171Case 7: Guidelines for Solving the Case (page 1)Transparency 172Case 7: Guidelines for Solving the Case (page 2)Transparency 173Level 3: Document Critique (improved memo, pag

8、e 1)Transparency 174Level 3: Document Critique (improved memo, page 2)CHAPTER OUTLINEStep 2: Writing Business Reports and ProposalsOrganizing Reports and ProposalsDeciding on Format and LengthChoosing the Direct or Indirect ApproachStructuring Informational ReportsStructuring Analytical ReportsStruc

9、turing Business ProposalsOrganizing Visual AidsChoosing the Right Visual for the JobTablesLine and Surface ChartsBar ChartsPie ChartsFlowchartsOrganization ChartsCreating Visuals with ComputersComposing Reports and ProposalsDeveloping the TextDrafting the IntroductionDrafting the BodyDrafting the Cl

10、oseChoosing the Proper Degree of FormalityEstablishing a Consistent Time PerspectiveHelping Readers Find Their WayStep 3: Completing Business Reports and ProposalsComponents of a Formal ReportPrefatory PartsText of the ReportSupplementary PartsComponents of a Formal ProposalPrefatory PartsText of th

11、e ProposalReviewing Key PointsTEACHING NOTESStep 2: Writing Business Reports and ProposalsThis chapter focuses on those aspects of writing that differ for reports and proposals. When organizing business reports and proposals, you need toDecide on the format and lengthChoose the direct or indirect ap

12、proachSelect the appropriate informational or analytical structureWhen selecting a written format, you have four options:Preprinted formLetterMemoManuscriptThe length of a report depends onYour subjectYour purposeYour relationship with your audienceUse a direct approach when your audience is likely

13、to be receptive. Begin with a summary of key findings, conclusions, or recommendations.The direct approachIs the most popular and most convenient order for business reportsSaves time and makes the rest of the report easier to followProduces a more forceful reportUse the indirect approach whenYou are

14、 a junior member of a status-conscious organizationYour audience is skeptical or hostileThe indirect approach lets youProve your points first, gradually overcoming audience reservationsImply that youve weighed the evidence objectively without prejudicing the factsImply that youre subordinating your

15、judgment to that of the audienceThe indirect approach has two disadvantages:The longer the message, the less effective this approach is likely to be.An indirect argument is harder for readers to follow than a direct one.Business people often combine the direct and indirect approach, revealing conclu

16、sions and recommendations as they go along.Since informational reports provide facts only, you can use the direct approach.For informational reports, use a topical organization, arranging your material byImportanceSequenceChronologySpatial orientationGeographyCategoryThe structure of analytical repo

17、rts depends on Audience reaction Whether you focus on conclusions, recommendations, or logical arguments.Focus on conclusions if your readersWill trust your judgmentAre willing to accept your conclusionsFocus on recommendations whenever your readers want to know what they ought to do:Emphasize the n

18、eed for action in the introduction.Introduce the benefit that can be achieved.List the steps necessary to achieve the benefit.Explain each step more fully.Summarize the recommendations.Focus on your logical argument ifYour purpose is to collaborate with your audience to solve a problemYou want to pe

19、rsuade readers to take a definite actionYou want readers to concentrate on why your ideas make senseSolicited proposals are best organized by using the clients criteria as your main points. The indirect approach may be a better choice for unsolicited proposals because you must first convince your re

20、aders that a problem exists.When preparing reports, youll often include graphics to Make your report more interestingConvey important pointsHold your audiences attentionUse visuals selectively to Support your primary messageSupplement your words, not replace them. To help you decide how many and wha

21、t types of visuals to include in your report, you shouldIdentify the points requiring visual supportStrive to maintain a balance between illustrations and wordsDifferent types of visual aids best depict different types of data:Use tables to present detailed, exact values.Use a line chart or bar char

22、t to illustrate trends over time.Use a pie chart, segmented bar chart, or area chart to show frequency or distribution.Use a bar chart to compare one item with another.Use a pie chart to compare one part with the whole.Use a line chart, a bar chart, or a scatter chart to show correlations.Use a map

23、to show geographic relationships.Use a flowchart or a diagram to illustrate a process or a procedure.Tables systematically arrange data in columns and rows.When preparing effective tablesUse common, understandable units and clearly identify themExpress all items in a column in the same unit, and rou

24、nd off for simplicityLabel column headings clearly, and use a subhead if necessarySeparate columns or rows with lines or extra space for ease of readingDocument the source of data using the same format as a text footnoteLine charts illustrate trends over time or plot the relationship of two variable

25、s. When preparing effective line charts, youArrange the vertical (y) axis to show the amount and the horizontal (x) axis to show the time or the quantity being measuredTry to limit the number of lines to no more than three on a single chartUse a broken axis if the data plotted are far above zero A s

26、urface chart (area chart) is a form of line chart with a cumulative effect; all the lines add up to the top line, which represents the total. Bar charts can be used to Compare the size of several items at one timeShow changes in one item over timeIndicate the composition of several items over timeSh

27、ow the relative size of components of a wholeWhen preparing effective bar charts, youKeep all the bars the same widthSpace the bars evenlyPlace the bars in logical orderUse spreadsheet programs to create charts from tablesPie chartsShow how parts of a whole are distributedShow percentages effectivel

28、yCompare one segment with anotherWhen preparing effective pie charts, youRestrict the number of slices in the piePlace the largest or most important slice at the twelve oclock positionUse different colors or patterns to distinguish the various piecesFlowcharts illustrate a sequence of events from st

29、art to finishsuch as processes, procedures, and sequential relationships.Organization charts illustrate the interactions between a firms positions, units, or functions. Creating graphics on the computer has many advantages:SpeedAccuracyEase of useAbility to use visuals over and over againAbility to

30、use spreadsheets to generate chartsEffective writers begin composing their first draft of a report or proposal by preparing a final outline.As you compose, follow the writing process discussed in Chapter 5. Additional writing tasks for reports include Developing the textDrafting the content for your

31、 report or proposalUsing a proper degree of formalitySticking with a consistent time perspectiveProviding clues to help readers navigate your documentThe text has three major sections: an introduction, a body, and a close.You will create more successful reports if your content isAccurateCompleteBala

32、ncedStructured clearly and logicallyDocumented properlyFor the most successful proposals, use the AIDA plan and follow these important guidelines:Demonstrate that you have the knowledge and experience to solve the problem.Provide concrete examples.Research the competition.Prove that your proposal is

33、 workable. Adopt a “you” attitude.Package your proposal attractively.An effective introduction accomplishes four tasks:Ties the report or proposal to a problem or an assignmentIntroduces the reports subject and indicates why the subject is importantPreviews the main ideas and the order in which they

34、 will be coveredEstablishes the tone of the document and your relationship with the audienceThe body of a report or proposalConsists of the major divisions or chaptersPresents, analyzes, and interprets the information you have gatheredContains the “proof” that supports your conclusions or recommenda

35、tionsAn effective closingEmphasizes the main points of the messageSummarizes the benefits to the reader of taking the proposed course of actionRefers back to all the pieces and reminds the reader of how they fit togetherBrings all the action items together in one placeThe degree of formality in your

36、 report is directly related to the documents format, length, and organization.For informal reports, adopt a personal style, using the pronouns you and I.For formal reports, use an impersonal style and eliminate all references to you and I.Dont confuse readers by altering your time frame or flipping

37、from tense to tense.To help your readers navigate your report, use three tools:HeadingsTransitionsPreviews and reviewsStep 3: Completing Business Reports and ProposalsProducing documents requires some special considerations when working with reports. To complete a successful report, you need to care

38、fullyRevise your reportProduce your report in appropriate formProofread your final versionPrefatory parts of a formal report may include some but usually not all the following:Cover Title fly Title pageLetter of authorizationLetter of transmittalTable of contentsList of illustrationsSynopsis or exec

39、utive summaryThe cover may be of standard company issue, or you may purchase it from an office supply store.The title fly is a plain sheet of paper with only the title of the report on it.The title page includes (1) the title of the report; (2) the name, title, and address of the person(s) authorizi

40、ng the report; (3) the name, title, and address of the person(s) preparing the report; and (4) the date on which the report was submitted.The letter of authorization is a document requesting that a report be prepared.The letter of transmittal conveys the report to the audience and says what the repo

41、rt writer would say if personally handing the document to the person who authorized it. The contents page (table of contents) lists report parts and text headings to indicate their location.The list of illustrations includes titles and numbers of all visual aids and the page numbers where they appea

42、r.The synopsisIs a brief overview of a reports most important pointsCan be either informative (presenting main points in the order they appear in the body of the report) or descriptive (simply telling what the report is about) The executive summary is a fully developed “mini” version of the report i

43、tself.Depending on their length, many reports require neither a synopsis nor an executive summary.The text of the report contains the introduction, body, and closing.Supplementary parts come after the text of a report and may include elements such asAppendixes BibliographyIndex Formal proposals cont

44、ain many of the same components as other formal reports, with a few exceptions:The RFP replaces the letter of authorization that appears in other reports.A synopsis or executive summary is often less useful in proposals than in other reports.The letter of transmittal follows the direct approach for

45、solicited proposals; it follows the persuasive approach for unsolicited proposals.As with other types of reports, the text of a proposal consists of the introduction, body, and closing.OVERCOMING DIFFICULTIES STUDENTS OFTEN FACEStudents will have questions about when to use the direct approach and t

46、he indirect approach. Conduct a class discussion in which you provide numerous examples of effective reports that use both approaches. Point out that the direct approach saves time and makes the rest of the report easier to follow but that the indirect approach may be needed if the audience is skept

47、ical or if the writer is a junior member of the firm.Although students have written information reports in elementary and secondary school, they will benefit from a review of topical organization. Review and provide examples of reports in which materials are arranged according to importance, sequenc

48、e, chronology, spatial orientation, geography, and category. Some students will have difficulty comprehending when and how to structure analytical reports. During class discussion, provide examples of analytical reports that use the three common approaches: focusing on conclusions, focusing on recom

49、mendations, and focusing on logical argument. You can use examples from your files and from the text. Emphasize when the writer should or should not use each approach. Business communication students often have trouble selecting the right visuals for a given report, especially when the choice is bet

50、ween simple bar charts, segmented bar charts, and grouped bar charts. Some students may choose to use pie charts when they are not appropriate. During class discussion, provide a number of data examples and help students select the most effective way to graph or chart them. Because students dont use

51、 the graphing capabilities of a spreadsheet on a daily basis, they may have forgotten what they learned in any software courses they may have taken. Demonstrate how to add titles, legends, and labels for effective graphs. Show students how to import graphics from a spreadsheet into word-processing d

52、ocuments, how to resize graphics if necessary, and how to wrap text around visuals. Emphasize the importance of being consistent in the design of multiple visual aids to make the graphics easier for readers to follow. Students will need assistance determining what to write about the graphics they de

53、sign. Two common errors are (1) to write nothing(simply including a graph or chart for the reader to review), or (2) to write a lengthy paragraph (detailing every number or percentage from every portion of the graphic). Provide some samples of graphics and give students practice in writing effective

54、 text to introduce and interpret them. When writing the text of a report, students often struggle with using a personal or an impersonal tone. Explain that a personal tone uses the pronouns you and I, whereas the impersonal tone presents the entire report in third person (avoiding you and I). Stress

55、 that in reports using an impersonal tone, the writer maintains this tone throughout, including the conclusions and recommendations. Provide plenty of examples of when to use a personal or an impersonal tone.Some students will make effective use of the outline they prepared during the planning step,

56、 but they may neglect to incorporate the actual first- and second-level headings in the text of the report. Explain how headings guide the reader and how important they are to an effective report. Also illustrate the format of the various heading levels that you want students to use in the reports t

57、hey prepare for class. For reports that require secondary research, the format of references is always an issue. Once you have selected the style manual that students should follow for their reports, discuss the correct form of textual citations and reference-page entries for books, periodicals, websites, and so forth. Be sure to provide numerous examples.Students will need guidance in writing an effective synopsis. Discuss what the synopsis should