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11: Writing and Completing Reports and Proposals
11-11
OVERCOMING DIFFICULTIES STUDENTS OFTEN FACE
Business communication students often have trouble selecting the right visuals for a given report.
Some students may choose to use pie charts when they are not appropriate. During class
Students will need assistance determining what to write about the graphics they design. Two
common errors are: (1) to write nothing (e.g., simply including a graph or chart for the reader to
review); or (2) to write a lengthy paragraph (e.g., detailing every number or percentage from
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
Some students will make effective use of the outline they prepared during the planning step, but
they may neglect to incorporate the actual first- and second-level headings in the text of the
Be sure to provide numerous examples.
Students will need guidance in writing an effective synopsis. Discuss what the synopsis should
11: Writing and Completing Reports and Proposals
11-12
SUGGESTED CLASSROOM EXERCISES
1. Choosing and preparing effective visual aids. Select several groups of data that a report
visuals would not work and why. If computers are available in the classroom, instruct
homework.) During class discussion, critique student results.
2. Providing text support for visuals. Provide some sample visual aids that could be included in
3. Preparing effective headings, transitions, previews, and reviews. Provide an example report
provide preview and review paragraphs as appropriate.
4. Preparing an effective report introduction. Provide students with a report-writing scenario
5. Distinguishing among facts, conclusions, and recommendations. Ask students to assume they
recommendations. As an alternative, provide a list of fifteen to twenty points for students.
recommendation.
6. Preparing a report. Select an end-of-chapter case (or assign another of your choosing). Let
students work in teams of two or three to plan the report. Critique student plans and identify
TEST YOUR KNOWLEDGE
11-1. An introduction for an unsolicited proposal must contain a statement of the problem or
Tag: Written and oral communication)
11: Writing and Completing Reports and Proposals
11-13
11-2. To help readers navigate a long report: (1) the opening introduces the subject and indicates
ideas, conclusions, or recommendations. (LO 11.1; AACSB Tag: Written and oral
communication)
11-3. The inverted pyramid style enables you to cover the most important information briefly at
communication)
11-4. Quality graphics are created with consistency, contrast, balance, emphasis, convention, and
simplicity in mind. Quality visuals use the best type suited to each communication task.
11-5. A synopsis or “abstract” is a brief overview (one page or less) of a report’s most important
Tag: Written and oral communication)
APPLY YOUR KNOWLEDGE
11-6. In general, it would be important for the most experienced member of a department to have
careless use of this authority can defeat the purpose of the wiki by discouraging
11-7. You might use an illustration that shows changes in each department over a period of six
more than three departments, a single line chart could be confusing. Alternatives would be
11-8. If the company adopts the firm’s recommendations without hiring them, then they are
communication)
11-9. An executive summary is a fully-developed “mini” version of the report for readers who
lack the time or motivation to read the entire document. So if the report is a persuasive
communication)
11: Writing and Completing Reports and Proposals
11-14
PRACTICE YOUR SKILLS
Activities
11-10. If the Electrovision report is for information only, it will contain no recommendations
identify additional details that must be changed. The new transmittal memo should focus
Written and oral communication)
11-11. Students’ evaluations and revisions will vary, but they should specifically reference and
Written and oral communication)
11-12. Students’ evaluations and revisions will vary, but they should specifically reference and
Written and oral communication)
11-13. Students can either cut out or photocopy the section of a city map that surrounds the
location they choose. If it is available, students can also use mapping software. In either
from within 4 miles of the location, 65 percent from within 6 miles, and so on). The best
locations will be easily accessible to densely populated residential areas. (LO 11.3;
AACSB Tag: Written and oral communication)
11-14. This exercise provides an opportunity for students to consider and discuss the power and
what the photos illustrate. Careful wording of the captions should also be part of the
11-15. This exercise offers a hands-on example of how headings, transitions, previews, and
reviews guide readers through a lengthy report. Discussion might center on articles that
(LO 11.1; AACSB Tag: Written and oral communication)
11: Writing and Completing Reports and Proposals
11-15
11-16. When you are writing the report, the ethical move would be to mention your recent
discovery about the faulty survey in the introduction (as you explain “limitations”—
no reason to throw out your conclusions just yet, and you’ll want to mention this fact in
the introduction as well. Depending on the circumstances of your report, you might also
understanding and reasoning)
11-17. Student versions of this letter will vary. In general, the letter should be upbeat, stressing the
group’s gratitude for the County Arts Council grant, and should mention that the grant
EXPAND YOUR KNOWLEDGE
end called “For More Information” that encourages readers to visit several websites for
additional information related to the contents of the report. (LO 11.1; AACSB Tag: Written and
oral communication)
medium should be observed, and the summary should clearly and effectively convey the
information that was learned. (LO 11.3: AACSB Tag: Written and oral communication)
CASE SOLUTIONS
11-18. Message Strategies: Informational Reports
Tempers are no doubt flaring across the company and people are surely demanding answers, so
both timeliness (to proceed toward a resolution as quickly as possible) and accuracy (to avoid
fueling the fire with misinformation) are paramount in this report. Here are a number of
11: Writing and Completing Reports and Proposals
11-16
of limited time.
Gathering information: The CEO asked for a report on available information, so students won’t
need to allow for additional information gathering, such as an employee survey. However, in
Selecting the right medium: Confidentiality is the overriding concern in this case, and there’s
already evidence of vulnerabilities in the company’s electronic communication network, so a
printed memo with no copies and hand-delivered to the CEO is probably the best choice.
Adapting to the audience: Since the report writer is a new employee, his or her response to this
crisis is likely to be a career-defining moment. The CEO’s assessment of that response, positive
or negative, will help establish perceptions that could last years. Consequently, the report needs
to clearly and directly meet the audience’s needs, while confronting the problem head-on.
audience.
Composing the report: The report should be written in a calm, neutral style. A voice of reason is
doubly appreciated during a time of crisis. Any insights the writer can find that might help define
a solution should be offered as well, such as noting that while the range of salaries for engineers
Revising, producing, proofreading, and distributing: The primary concerns here are accuracy and
confidentiality. (LO 11.1; AACSB Tag: Written and oral communication)
11-19. Message Strategies: Analytical Reports
and be supported with ample evidence. (LO 11.1, 11.2; AACSB Tag: Written and oral
communication)
11: Writing and Completing Reports and Proposals
11-17
11-20. Message Strategies: Analytical Reports
example, if some people were turned off by the classic poetry they were forced to read in school,
11.1; AACSB Tag: Written and oral communication)
11-21. Message Strategies: Analytical Reports
iPad (look in the Business, Productivity, Reference, and even Travel sections). (LO 11.1, 11.4;
AACSB Tag: Written and oral communication)
11-22. Message Strategies: Informational Reports
Students have two creative challenges in a report involving this much data (though many business
potential improvements to public transportation), and 11.7 (telecommuting) could be effectively
presented as pie charts or bar charts. Table 11.6 (distance traveled) is a good candidate for a map
For the second challenge—interpreting the data and providing concise narrative summaries—
students should focus on the aspects of each data set that are most relevant to the transportation
Case Table 11.3 (carpool habits): Only a third of the workforce carpools regularly, so this
option might yield some significant improvements.
fares and improved safety (both of which are potentially costly options) are the two most
important ways to improve employees’ use of public transportation, but more than 8,000
the problem.
Case Table 11.6 (distance traveled): Only 17 percent of employees live within three miles
of work, so walking and bicycling are not viable options for most of the workforce.
