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Chapter 15: Writing and Completing Reports and Proposals
This chapter addresses the writing and completing steps of the three-step process for reports and
proposals. Students will learn how to compose effective content for these longer documents and produce
professional-quality formal printed reports.
CHAPTER OUTLINE
Writing Reports and Proposals: Adapting to Your Audience
Being Sensitive to Your Audience’s Needs
Headings
Transitions
Previews and Reviews
Building Strong Relationships with Your Audience
Controlling Your Style and Tone
Drafting Report Content
Drafting Proposal Content
Completing Reports and Proposals
Producing Formal Reports and Proposals
Distributing Reports and Proposals
Writing Requests for Proposals
Learning Catalytics is a “bring your own device” student engagement, assessment, and classroom
intelligence system. It allows instructors to engage students in class with real-time diagnostics. Students
can use any modern, web-enabled device (smartphone, tablet, or laptop) to access it. For more
information on using Learning Catalytics in your course, contact your Pearson Representative.
LECTURE NOTES
Section 1: Writing Reports and Proposals: Adapting to Your Audience
Learning Objective 1: Explain how to adapt to your audience when writing reports and proposals.
Like all messages, reports and proposals are most effective when adapted to the needs and interests of
their intended audiences:
Be sensitive to audience needs.
Build strong relationships with your audience.
Control your style and tone.
Being Sensitive to Your Audience’s Needs
All four aspects of audience sensitivity apply to reports and proposals:
Adopting the “you” attitude
Maintaining a strong sense of etiquette
Emphasizing the positive
Using bias-free language
Reports and proposals that are highly technical, complex, or lengthy can put heavy demands on
readers, so the “you” attitude takes on special importance with these messages.
You can meet the needs of a diverse audience, provided that you plan for these elements in advance.
Readers today want results quickly and easily. If you want readers to understand and accept your
message, help them seamlessly navigate your document by using:
Headings
Links
Smooth transitions
Previews
Reviews
Headings
Headings are brief titles that cue readers about the content of sections that follow.
They improve a document’s readability and are especially useful for identifying the
framework of a report.
They also visually indicate shifts from one idea to the next and allow readers to see the
relationship between subordinate and main ideas.
Whatever scheme you use, make the hierarchy of headings and subheadings clear.
When using three levels of headings in a report, for example, an effective scheme could be:
20 point bold type for the first level headings
16 points for the second level
12 points for the third level
Another option is to put the first level headings in all capital letters or emphasize them using
color.
Transitions
Use transitions to help readers move from one section of a report to the next and from key point
to key point within sections. Transitions can be:
Words
Sentences
Complete paragraphs
Effective transitions can help readers summarize and remember what they’ve learned so far, while
giving them a mental framework to process new information.
Previews and Reviews
Preview sections come after a body of material and summarize the information just covered.
They introduce important topics and help readers get ready for new information; they are
particularly helpful when the information is:
Complex
Unexpected
Unfamiliar
Previews and reviews can be written in sentence format, in bulleted lists, or using a combination
of the two.
Both are effective, but when appropriate, bullets can increase your document’s readability by
adding white space to the document design and making it easier to skim.
Building Strong Relationships with Your Audience
Building relationships with your readers starts with planning how to adapt style and language to meet
their needs and expectations.
Some reports—particularly any reports that can be transmitted online—can take on lives of their own,
reaching a wider audience than ever imagined. Choose content and language with care.
Establishing credibility is vital to successful communication:
To gain the audience’s trust, research all sides of the topic and document findings with
credible sources.
Setting audience expectations too high can lead to problems with your credibility if you can’t
deliver everything people expect.
Take particular care with the introductory sections of important reports.
Controlling Your Style and Tone
If a report is likely to meet with audience approval, you can usually adopt a fairly informal tone.
To create a tone that is less formal, refer to readers as you, and refer to yourself as I (or we, if there are
multiple report authors).
A formal tone is objective and businesslike, and is more appropriate for:
Longer reports, especially those that deal with controversial or complex information
Reports being sent to other parts of the organization or to outsiders
Imposing a controlled distance between you and your readers
Class discussion question: Given the informal influence of texting, social media, and other casual
formats, should business reports follow the trend and become super-casual as well?
Section 2: Composing Reports and Proposals: Drafting Report Content
Learning Objective 2: Name five characteristics of effective report content, and list the topics commonly
covered in the introduction, body, and close of formal reports.
Before composing a first draft, review the outline one last time. Verify that the organization you’ve
chosen makes sense and review the wording of the headings and subheadings to make sure they establish
the right tone.
For a direct tone, use informative phrasing. For an indirect tone, use descriptive phrasing.
Like other written business communications, reports and proposals have three main sections:
An introduction (or opening)
A body
A close
The content and length of each section varies, depending on the:
Type and purpose of the document
Organizational structure
Length and depth of the material
Document’s degree of formality
Relationship between writer and audience
An effective introduction accomplishes at least four things:
Puts the report or proposal in a broader context by tying it to a problem or an opportunity
Introduces the subject or purpose of the report or proposal indicating why the subject is important
Previews the main ideas and the order in which they’ll be covered
Establishes the tone of the document and the writer’s relationship with the audience
In the body (the middle section in the report or proposal), cover these actions:
Present the information
Analyze the information
Interpret the information gathered during an investigation
Provide detailed proof supporting conclusions and recommendations
The close (the final section of your report or proposal) has three important functions:
Emphasizes the main points of the message and briefly reiterates the logic behind any conclusions
or recommendations
Summarizes the benefits to readers if the document suggests a change or some other course of
action
Brings all the action items together in one place and gives details about who should do what,
when, where, and how
The final section of a report or proposal leaves a strong lasting impression. The close offers one last
chance to make sure that the report says what is intended.
Your credibility is on the line with every business report you write, so make sure your content is:
Accurate. Information presented in a report must be factually correct. Double-check facts and
references in addition to checking for typos.
Complete. To help audiences make informed decisions, present information in a way that meets
their needs. Include all the information necessary for readers to understand the situation, problem,
or proposal, and support all key assertions.
Balanced. Present all sides of the issue fairly and equitably, and include all essential information,
even if some of it doesn’t support your line of reasoning. Omitting relevant information or facts
can bias your report.
Clear and logical. Make sure sentences are uncluttered, contain well-chosen words, and proceed
logically. Make your transitions clear and logical.
Documented properly. If you use primary and secondary sources, be sure to properly document
and give credit to your sources.
Table 15.1 lists the elements to consider including in the introduction, body, and close of any business
report.
Section 3: Drafting Proposal Content
Learning Objective 3: List six strategies to strengthen a proposal argument, and list the topics commonly
covered in the introduction, body, and close of proposals.
The scope and organization of a solicited proposal are usually governed by the request for proposals.
Most RFPs spell out precisely what should be covered and in what order. This uniformity lets the
recipient evaluate competing proposals in a systematic way.
The general purpose of any proposal is to persuade readers to do something, similar to persuasive sales
messages.
You must sell your audience on your ideas.
Here are some additional strategies to strengthen your persuasive argument:
Demonstrate your knowledge. Show that you have the knowledge and experience to solve the
problem or address the opportunity outlined in your proposal.
Provide concrete information and examples. Give quantifiable details on how the job will be
done.
Research the competition. Emphasize why your solution is the optimum choice.
Prove that your proposal is workable. Your proposal must be appropriate and feasible for your
audience and be consistent with your audience’s capabilities.
Adopt the “you” attitude. Relate to the reader’s exact needs, either as stated in the RFP for a
solicited proposal or as discovered through your own investigation for an unsolicited proposal.
Package your proposal attractively. Make sure your proposal is letter perfect, inviting, and
readable. Readers will prejudge the quality of your products or services by the proposal you
submit.
The introduction of a proposal presents and summarizes the problem or opportunity you want to explore
along with your proposed solution:
If the proposal is solicited, its introduction should refer to the RFP to clarify which RFP you’re
responding to.
If your proposal is unsolicited, your introduction should mention any factors that led to
submitting your proposal.
The proposal’s body gives complete details on the proposed solution and specifies what the anticipated
results will be.
Proposals are persuasive messages, so the audience expects confidence and professionalism; but maintain
an objective tone so that you don’t risk overselling your message.
Class discussion question: Proposals are persuasive messages, but does this mean they should be done
with a tone more in line with advertising? Why or why not?
In addition to providing facts and evidence to support your conclusions, an effective body covers this
information:
Proposed solution. Describes what you have to offer: your concept, product, or service. Focus on
the strengths that are relevant to your readers’ needs, and point out advantages you have over
competitors.
Work plan. Describes how you’ll accomplish what must be done. Explain the steps you’ll take,
their timing, the methods or resources you’ll use, and the person(s) responsible. Include when the
work will begin, how it will be divided into stages, when you will finish, and whether any
follow-up is involved.
Statement of qualifications. Describes your organization’s experience, personnel, and facilities—
all in relation to reader needs. This section is a significant selling point and should be handled
carefully.
Costs. Covers pricing, reimbursable expenses, discounts, and cost factors.
The proposal close should meet these objectives:
Summarize key points.
Emphasize the benefits to readers.
Summarize the merits of your approach.
Restate why you and your firm are the best choice.
Ask for a decision from the readers.
The close is your last opportunity to persuade readers to accept your proposal.
In both formal and informal proposals, make this section relatively brief, assertive, and confident.
Table 15.1 lists the elements to consider including in the introduction, body, and close of any proposal.
Section 4: Completing Reports and Proposals
Learning Objective 4: Summarize the four tasks involved in completing business reports and proposals.
The process of writing a report or proposal doesn’t end with a first draft. As with all messages, there are
four tasks involved in completing longer messages:
Revising
Producing
Proofreading
Distributing
Formal reports and proposals are documents that require an extra measure of polish and professionalism;
be sure to carefully select the elements you want to include in each of your documents.
As you revise, carefully evaluate the organization and tone of the report or proposal.
Clearly say what you want and make sure that content is:
In a logical order
Responsive to audience needs
Clear, concise, and compelling
Producing Formal Reports and Proposals
Formal reports and proposals can include a variety of features beyond the text and visuals:
See Table 15.2 for elements to consider including.
Most of these elements provide additional information; a few are more decorative and add a
degree of formality.
One of the most important elements to consider, particularly in a longer report (they are less common
in proposals), is a synopsis or an executive summary:
A synopsis is a brief overview (one page or less) of a report’s most important points, designed
to give readers a quick preview of the contents. The phrasing of a synopsis can be either
informative or descriptive.
An alternative is an executive summary, a fully developed “mini” version of the report itself.
Distributing Reports and Proposals
Pay particular attention to the length and complexity of your documents. For physical distribution,
consider these options:
Professional courier
Package delivery service
Personal delivery
For digital distribution, use PDF files, unless word-processor files are specifically requested.
If your company or client expects you to distribute your reports via a web-based content management
system, intranet, or extranet, be sure to upload the correct file(s) to the correct online location and
verify placement of these elements:
Onscreen display of the report
Graphics
Charts
Links
After you’ve sent your report or proposal off to your audience, your next task is to wait for a
response. If you don’t hear from your readers within a week or two, you might want to ask politely
whether the report arrived. If the RFP specifies a response window, however, do not inquire before
that time has elapsed.
Section 5: Writing Requests for Proposals
Learning Objective 5: Identify the elements to include in a request for proposals (RFP).
When writing an RFP, remember that it is more than just a request; it’s an informational report that
provides potential bidders with the information they need to craft effective proposals.
Writing an RFP demands careful consideration because it starts a process that leads to a proposal, a
contract, and eventually the delivery of a product or the performance of a service.
An RFP’s specific content will vary widely from industry to industry, but most RFPs include some
combination of the following elements:
Company background. Give potential bidders background information on your organization,
your business priorities, and other information they might need in order to respond in an
informed manner.
Project description. Put your requirements in context; are you seeking bids for routine
supplies or services, or do you need a major computer system?
Requirements. The requirements section should detail everything you expect from potential
vendors; don’t leave anything to unstated assumptions.
Decision criteria. Let bidders know how you’ll be making the decision. Specific requirements
will not only help bidders determine whether they’re right for your project but also help them
craft proposals that meet your needs.
Proposal requirements. Explain exactly what you expect to see in the proposal itself—which
sections, what media, how many copies, and so on.
Submission and contact information. A well-written RFP answers most potential questions,
and it also tells people when, where, and how to respond. In addition, effective RFPs always
give bidders the name of a contact within the organization who can answer detailed questions.
A smart approach to managing RFPs can minimize the work and maximize their effectiveness:
Identify your decision criteria and then determine the information needed to measure against
those criteria.
Give bidders plenty of time to respond. Successful companies are usually busy responding to
other RFPs, and you can’t expect them to drop everything to focus solely on your RFP.
Consider establishing an online system for tracking responses automatically.
COMMUNICATION CHALLENGES AT WPP
Individual Challenge
When summarizing the article for mobile reading, students should be sure to keep headings, subheadings,
and paragraphs as short as possible while maintaining a smooth flow.
Team Challenge
As they prepare their summaries, students should remember to focus on the ways that communication
tactics were used to address community challenges, rather than other aspects of a charitable effort.
TEST YOUR KNOWLEDGE
15.1. To make a report less formal, writers can address the reader in the second person and refer to themselves
in the first person. Style decision such as words choices, the use of contractions, and sentence structure
can also make a piece of writing more or less formal. To make a report more formal, writers should adopt
a third person, journalistic style and more formalized language choices. [LO-1] AACSB: Written and
oral communication
15.2. The major navigational elements in a report or proposal are headings, transitions (within and between
sections), and previews and reviews. [LO-1] AACSB: Written and oral communication
15.3. The three supplementary parts often included in formal reports are appendixes, a bibliography, and an
index. [LO-2] AACSB: Written and oral communication
15.4. The introduction of an unsolicited proposal must include a statement of the problem or opportunity that
the proposal addresses because the reader is not expecting the solution being offered—and may be
unaware that a problem or opportunity exists or may not agree that a problem or opportunity exists.
[LO-3] AACSB: Written and oral communication (See MyBCommLab for additional insights)
15.5. The work plan is a key component of a proposal because it is contractually binding if the proposal is
accepted. So it’s important not to promise more than can realistically be achieved. [LO-3] AACSB:
Written and oral communication
15.6. You should refer to the RFP in a solicited proposal in whatever manner the RFP specifies. [LO-3]
AACSB: Written and oral communication
15.7. A copy of or reference to the RFP is the equivalent of a letter of authorization for a proposal. (Note that
this answer is found in Table 15.2.) [LO-4] AACSB: Written and oral communication
15.8. A synopsis is a brief overview of the content of a report, whereas an executive summary is a fully
developed “mini” version of the report. [LO-4] AACSB: Written and oral communication (See
MyBCommLab for additional insights)
15.9. Writing an RFP demands careful consideration because it starts a process that leads to a proposal, a
contract, and eventually the delivery of a product or the performance of a service. A poorly written RFP
can cause headaches for everyone involved. [LO-5] AACSB: Written and oral communication (See
MyBCommLab for additional insights)
