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MEMO PARTS AND THEIR PURPOSE

INFORMATION MEMOS ACTION MEMOS

OPENING PARAGRAPH 1. Intent: Info 1. Intent: Action2. Topic Overview (what, not how) 2. Topic Overview (what, not how)cost, funding

3. Hook: good news/bad news 3. Hook: selling idea, why, Payout/payoff

BACKGROUND 1. Historical: not new news 1. Historical: not new news

2. Factual 2. Factual3. Brief-all data necessary 3. Brief-all data necessary

RECOMMENDATION

CONCLUSION 1. Opinion/judgment 1. Details of what

2. Not a summary of findings 2. Details of how3. Single-minded focus 3. No why

4. Shows implication to the business 4. If a test, data here shown on national basis (testdetails given later)

BASIS FOR RECOMMENDATION

FINDINGS 1. Facts: ~ 3 main points 1. Why, right, ~ 3 reasons

2. Sequence: most important first 2. Flows from opening hook

3. Consistent with conclusion 3. Impact on business4. Good topic sentences and tables 4. Precedent/experience

5. Facts should be positioned/Interpreted so 5. Good topic sentences and tablesconclusion makes sense

DETAILS/DISCUSSION 1. Is this really necessary? 1. Is this really necessary?

2. Are risks/issues discussed 2. Test details go here

NEXT STEP

INDICATED ACTION 1. Orient to the reader what should happen next 1. Orient to the reader

2. Specify timingwhen will it happen 2. Specify date, action needed

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MEMO CRITIQUE SHEET

INFORMATION MEMOS ACTION MEMOS

STEP 1 READ THE MEMO FROM START TO FINISH SAME AS INFO MEMOWITHOUT MAKING ANY NOTES OR COMMENTS

STEP 2 ANSWER THE FOLLOWING QUESTIONS: ANSWER THE FOLLOWING QUESTIONS:

1. Do you know what is expected of you, the reader? 1. Do you know what is expected of you the reader?Is the purpose of the memo single-mindedly to inform? Is the purpose of the memo single-mindedly action?

2. Do you understand what the author wants to inform you about? 2. Do you understand what the author wants to do?

3. Do you understand why this information is relevant to 3. Do you understand why you should agree?

you/the business? Is this a good news or bad news story? (i.e., Will this build volume? Share? Profit?Is the cost/funding/Payment justified?)

4. What is your overall reaction to the memo? Do you agree? If not, SAME AS INFO MEMOwhat would it take to get your agreement?

a. Is the memo well organized with a logical flow? Are the moreimportant ideas ahead of the less important ones? Is there a pattern

in the placement of ideas?

b. Is the memo clear and precise? Could the memo be misunderstood?c. Does it address how the Procter mind works? (impact on the

business; policy, pros, cons, anticipated objections, alternatives,precedents; clearances, costs, timing.)

d. Are there any key issues not addressed?

STEP 3 If you have any difficulty answering one or more of the above in the

affirmative, it is not productive/constructive to proceed beyond this point.

SAME AS INFO MEMO

There is likely a thinking problem that must be addressed first.

STEP 4 If you have answered numbers 1-4 in the affirmative, consider seriously if

you can forward the memo without niggling.

SAME AS INFO MEMO

STEP 5 If there are no thinking issues, but the memo is not good enough toforward, use the Memo Parts And Their Purpose guidelines to critique

each section of the memo.

SAME AS INFO MEMO