© prentice hall, 2008 excellence in business communication, 8echapter 12 - 1 writing business...
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© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 1
Writing Business Writing Business Reports and ProposalsReports and Proposals
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 2
The Three-Step ProcessThe Three-Step Process
• Planning
• Writing
• Completing
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 3
Audience AdaptationAudience Adaptation
• Be sensitive to their needs
• Build strong relationships
• Control style and tone
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 4
Reports and ProposalsReports and Proposals
• The introduction
• Body sections
• Concluding section
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 5
The Introductory SectionThe Introductory Section
• Report context
• Subject or purpose
• Main ideas
• Overall tone
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 6
The Body SectionThe Body Section
• Present
• Analyze
• Interpret
• Support
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 7
The Closing SectionThe Closing Section
• Emphasizes main points
• Summarizes benefits
• Reinforces structure
• Brings together action items
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 8
Drafting Report ContentDrafting Report Content
• Accurate
• Complete
• Balanced
• Structured
• Documented
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 9
Report IntroductionReport Introduction
• Authorization
• Problem
• Purpose
• Scope
• Background
• Sources
• Methods
• Definitions
• Limitations
• Organization
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 10
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
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 11
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
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 12
Report ClosingReport Closing
• Conclusions
• Recommendations
• Action plans
• Schedules
• Responsibilities
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 13
Drafting Proposal Drafting Proposal ContentContent
• The AIDA plan
– Solicited proposals
– Unsolicited proposals
• Introduction
• Body
• Conclusion
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 14
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
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 15
Proposal IntroductionProposal Introduction
• Problem or background
• Proposed solution
• Scope or delimitations
• Organization
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 16
The Proposal BodyThe Proposal Body
• Proposed solution
• Work plan
• Qualifications
• Detailed costs
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 17
The Proposal ClosingThe Proposal Closing
• Key points
• Benefits and merits
• Qualifications
• Final decisions
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 18
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
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 19
Help Readers NavigateHelp Readers Navigate
• Headings and links
• Transitional devices
• Previews and reviews
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 20
Technology for Technology for
Reports and ProposalsReports and Proposals• Templates
• Linked files
• Embedded files
• Electronic forms
• Electronic documents
• Multimedia documents
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 21
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
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 22
Visual Design PrinciplesVisual Design Principles
• Consistency
• Contrast
• Balance
• Emphasis
• Convention
• Simplicity
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 23
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
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 24
Choosing Points to Choosing Points to IllustrateIllustrate
• The 5 C’s of visual design– Clear– Complete– Concise– Connected– Compelling
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 25
Selecting the Right Selecting the Right VisualsVisuals
• Data
• Information
• Concepts
• Ideas
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 26
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
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 27
Using Line Using Line and Surface Chartsand Surface Charts
• Trends
• Variables
• Relationships
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 28
Using Bar ChartsUsing Bar Charts
• Compare items
• Show changes
• Indicate relationships
• Show relative sizes
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 29
Creating Pie ChartsCreating Pie Charts
• Limit the number of slices
• Arrange slices clockwise
• Use a variety of colors
• Show numbers or percentages
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 30
Information, Information, Concepts, and IdeasConcepts, and Ideas
• Organization charts– Positions– Units– Functions
• Flow charts– Processes– Procedures– Sequences
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 31
Using Maps as VisualsUsing Maps as Visuals
• Location and distance
• Points of interest
• Geographic distributions
• Market territories
• Distribution routes
• Facilities locations
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 32
Other Business GraphicsOther Business Graphics
• Drawings and diagrams– Functions– Operations– Selected details
• Photographic images– Realism– Visual appeal– Ethical concerns
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 33
Animation and VideoAnimation and Video
• Visual Impact– Shapes and text– Computer animation– Digital video
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 34
Producing and Producing and Integrating VisualsIntegrating Visuals
• Creation
• Integration
• Verification
© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 12 - 35
Integrating Visuals and Integrating Visuals and TextText
• Balance of words and visuals
• References to visuals
• Placement of visuals
• Titles, captions, and legends
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