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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.
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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.
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
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
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.
Whatever scheme you use, make the hierarchy of headings and subheadings clear.
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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
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
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.
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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:
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.
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
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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
In the body (the middle section in the report or proposal), cover these actions:
• Present the information
• Analyze the information
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
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.
Table 15.1 lists the elements to consider including in the introduction, body, and close of any business
report.
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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.
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.
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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,
The proposal close should meet these objectives:
• Summarize key points.
• Emphasize the benefits to 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
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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:
Distributing Reports and Proposals
Pay particular attention to the length and complexity of your documents. For physical distribution,
consider these options:
• Professional courier
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
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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?
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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
15.2. The major navigational elements in a report or proposal are headings, transitions (within and
15.3. The three supplementary parts often included in formal reports are appendixes, a bibliography,
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
15.5. The work plan is a key component of a proposal because it is contractually binding if the proposal
15.7. A copy of or reference to the RFP is the equivalent of a letter of authorization for a proposal.
15.8. A synopsis is a brief overview of the content of a report, whereas an executive summary is a fully
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PRACTICE YOUR SKILLS
15.14. Message 15.A Executive Summaries Any suggested revisions would need to be based on
assumptions or conclusions about the purpose of the document and its intended audience.
Students will probably notice that this document has a formal tone and appears to be aimed at
15.15. If the Electrovision report is for information only, it will contain no recommendations and so will
need a new title, such as “Electrovision’s Travel and Entertainment Costs.” Most headings will
15.16. This exercise gives students a hands-on example of how headings, transitions, previews, and
reviews guide readers through a lengthy report. Discussion might center on articles that did not
accomplish this effectively. Why didn’t they? What could their authors have done differently? In
15.17. 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”—factors beyond your
control that affect your report’s quality). Since the report is due in three days, you’ll probably
15.18. Student versions of this letter will vary. In general, it should be upbeat, stressing the group’s
gratitude for the County Arts Council grant, and should mention that the grant allowed the