Business Communication

Today
Chapter 15
Writing and Completing
Reports
and Proposals
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 1
 Learning Objectives
1. Explain how to adapt to your
audiences when writing reports and
proposals.
2. Name five characteristics of
effective report content and list
topics commonly covered in the
introduction, body, and close of
formal reports.
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 2
 Writing Reports and
Proposals: Adapting to
Your Audience
(LO 15.1) Explain how to adapt to your
audiences when writing reports and
proposals.

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 4

Being Sensitive to Your
Audience’s Needs
The “You” Sense of
Attitude Etiquette

Positive Bias-Free
Emphasis Language

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 5

 Guiding the Readers

•Headings and Links

•Clear Transitions

•Previews and Reviews

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 6

 Building Strong
Relationships with
Your Audience
Style Language

Content Credibility

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 7

 Controlling Your
Style and Tone
Information

Informal Formal
Audience Situation
Tone Tone

Report Length

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 8

 Drafting Report Content

(LO 15.2) Name five characteristics of

effective report content and list the
topics commonly covered in the
introduction, body, and close of formal
reports.
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 10
 Effective Report
Content

Accurate Complete

Document
Clear and
Balanced ed
Logical
Properly

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 11

 The Structure of
Reports
Three Main Sections

The
The
Introducti The Body
Closing
on

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 12

 Introduction to a
Report
(see Table 15.1)
Authorization for the
Establish
Report
Context
********** Problem/Purpose of
Identify Report
Subject
**********
Scope of the Report
Preview
Background of the
Main Ideas
Report
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 13
 Introduction to a
Report
(see Table 15.1)
Sources/Methods of
Establish
Research
Context
********** Key Terms and
Identify Definitions
Subject
**********
Limitations of the Report
Preview
Organization of the
Main Ideas
Report
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 14
 The Body of a Report
(see Table 15.1)
Explain Problem, Project, or
Idea

Facts, Stats, Evidence, and

Trends

Analysis of Potential Action

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 15
 The Body of a Report
(see Table 15.1)
Advantages and
Disadvantages

Procedures or Processes

Methods and Approaches

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 16
 The Body of a Report
(see Table 15.1)

Criteria or Benchmarks

Conclusions/
Recommendations

Statements of Support
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 17
 The Close of a Report
(see Table 15.1)
Summary, Recommendations,
Action
When Using the Direct
Approach
When Using the Indirect
Approach
When Motivating Action
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 18
• Restaurant review: Report on the Sports Cafe’s food and
operations. Visit the cafe. The workers and fellow
customers will assume that you are an ordinary
customer, but you are really a spy for the owner.

Your Task: After you visit, write a report to the owner,

explaining (a) what you did and what you observed, (b)
any violations of policy that you observed, and (c) your
recommendations for improvement. The first part of
your report (what you did and what you observed) will
be the longest. Include a description of the premises
inside and out. Tell how long the various steps of
ordering and receiving your meal took. Describe the
service and food thoroughly. You are interested in both
the good and bad aspects of the establishment’s décor,
service and food. For the second section (violation of
policy), use some common sense. The last
section(recommendations for improvement) involves
 Business Communication
Today
Chapter 15
Writing and Completing Reports
and
Proposals
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 26
 Learning Objectives
1. List six strategies to strengthen a
proposal argument and list the
topics commonly covered in the
introduction, body, and close of
proposals.
2. Summarize the four tasks involved
in completing business reports and
proposals.
3. Identify the elements to include in a
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 27
 Drafting Proposal Content

(LO 15.3) List six strategies to

strengthen a proposal argument and
list the topics commonly covered in
the introduction, body, and close of
proposals.
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 28
Writing Successful
Proposals
Demonstrate
Demonstrate Provide
Provide
Your
YourKnowledge
Knowledge Concrete
ConcreteExamples
Examples

Research
Research Offer
Offeraa
the
theCompetition
Competition Workable
WorkableProposal
Proposal

Relate
Relateto
toYour
Your Present
Present an
an
Audience’s
Audience’sNeeds
Needs Attractive
AttractivePackage
Package
 Dear John,
Thank you for considering Jump Social Media Marketing for
your social media needs. I’m glad we had the opportunity to
connect so that my team and I could get a clear understanding
of your social marketing expectations.
We specialize in working with real estate companies in the
Chicago area, and got started when a realtor asked us to come
up with a campaign back in 2005. It was a huge success, and
the realtor was able to double his sales in a month.
Unlike our competition, we focus on a holistic approach to
social media marketing by looking at your core values, your
target market, and best practices and methodology on how to
craft an authentic message that resonates directly with your
audience.

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 30

 By using social media strategies and implementing procedures
based on the results of extensive analysis, a study of social
media marketing trends, and the application of specifics
unique to John’s Real Estate, we are confident in our ability to
deliver effective results through your social media channels.
We believe our proposal provides a complete social media
marketing strategy that will culminate in highly successful
results for your business.
If you have any questions, please don’t hesitate to get in touch.
My contact information is below.
Thank you,
Tom Lancaster
Jump Social Media Marketing
tom@jumpsocialmedia.com
888-555-5555
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 31
 Drafting Proposal
Content
•The
Introduction
Three Main
Sections •The Body

•The Conclusion

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 32

 Introduction to a
Proposal
(see• Table 15.1)
Background
Information
• Problem Statement
Problem or • Proposed Solution
Opportunit
y • Scope of the
Proposal
• Proposal
Organization
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 33
The Body of a Proposal
(see Table 15.1)

• Facts and Evidence

Proposed • Proposed Approach
Solution • Work Plan Schedule
and
Anticipate • Qualifications
d Results Statement
• Proposed Costs

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 34

 The Close of a
Proposal
(see Table 15.1)
• Review Your Argument
• Review Reader
Summary Benefits
and • Review Your Approach
Bottom
Line • Restate Your
Qualifications
• Request a Decision
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 35
36
Chapter 15 ̶ 37
Summary of Discussion
• In this section, we discussed the
following:
– Writing Successful Proposals
– Drafting Proposal Content
– Introduction to a Proposal
– The Body of a Proposal
– The Close of a Proposal
• The next section will cover
Completing Reports and Proposals.
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 38
 Completing Reports and
Proposals
(LO 15.4) Summarize the four tasks
involved in completing business
reports and proposals.

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 39

 Revising Reports
and Proposals
Evaluate Organization, Style,
and Tone
Improve the Report’s
Readability
Assemble the Report in Its Final
Form
Review the Final Report
Thoroughly
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 40
 Producing Formal
Reports
and Proposals

Prefatory Supplementa
Elements ry Elements

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 41

 Prefatory Elements of
Formal Reports (see
Table 15.2)
Cover Title Fly

Letter of
Title Page
Authorization

Letter of Transmittal Table of Contents

Synopsis or
List of Illustrations
Executive Summary
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 42
 Supplementary
Elements of Formal
Reports (see Table 15.2)
Appendixe
s
Information for
Bibliograp
Readers Who hy
Seek More Details
Index

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 43

 Prefatory Elements of
Formal Proposals (see
Table 15.2)
Cover, Title Fly, Copy of or
Title Page Reference to RFP

Synopsis or
Letter of
Executive
Transmittal
Summary
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 44
 Supplementary
Elements of Formal
Proposals (see Table 15.2)

Résumés of
Appendixes
Key Players

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 45

 Distributing Reports
and Proposals
Physical Electronic Online

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 46

 Writing Requests for
Proposals
(LO 15.5) Identify the elements to
include in a request for proposal (RFP).

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 49

 Writing RFPs
• Company background
• Project description
• Overall requirements
• Decision-making criteria
• Proposal requirements
• Submission and contact
information
Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 50
 Assignment
• Chapter 15, Page 503 Q.15.42
Healthy alternatives: Proposal to sell
snacks and beverages at local
schools

TASK: Based on the ideas listed. Draft a

formal proposal to the local school board,
outlining your plan to offer healthier
alternatives to soft drinks and
prepackaged snack foods. Invent any
 Business Communication
Today
Chapter 15
Writing and Completing Reports
and Proposals

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 54

Copyright © 2016 Pearson Education, Inc. Chapter 15 ̶ 55