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Guffy9ech10_proposalandformalreports.pptxChapter 10
Proposals and Formal Reports
Mary Ellen Guffey & Dana Loewy
Essentials of
Business
Communication 9e
© 2013 Cengage Learning ● All Rights Reserved
© 2013 Cengage Learning ● All Rights Reserved
1
Understanding Business Proposals
Definition
Proposal: a persuasive offer to solve problems, provide services, or sell equipment
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 2
© 2013 Cengage Learning ● All Rights Reserved
2
Kinds
Internal May take the form of justification/ recommendation reports
External
Solicited: responding to RFP
Unsolicited: prospecting for business
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 3
Understanding Business Proposals
© 2013 Cengage Learning ● All Rights Reserved
3
Kinds
Formal long, many parts
Informal shorter, six main parts
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 4
Understanding Business Proposals
© 2013 Cengage Learning ● All Rights Reserved
4
Informal proposals
are usually presented in 2- to 4-page letters or memos and have
six main parts.
Introduction
Background
Proposal
Staffing
Budget
Authorization request
Informal Proposals
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 5
© 2013 Cengage Learning ● All Rights Reserved
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Introduction: explains purpose, introduces author, and captures reader’s interest
Background: identifies problems and goals of project
Proposal: discusses plan and schedule for solving existing problem
Informal Proposals: Six Parts
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 6
© 2013 Cengage Learning ● All Rights Reserved
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Staffing: describes credentials and expertise of project leaders
Budget: indicates project costs
Authorization: asks for approval to proceed
Informal Proposals: Six Parts
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 7
© 2013 Cengage Learning ● All Rights Reserved
7
Formal proposals include all the basic parts of informal proposals but may have additional parts.
Formal Proposals
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 8
© 2013 Cengage Learning ● All Rights Reserved
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Possible additional parts:
Copy of RFP
Letter or memo of transmittal
Abstract and/or executive summary
Title page
Table of contents
List of figures
Appendix
Formal Proposals
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 9
© 2013 Cengage Learning ● All Rights Reserved
9
Parts of Formal and Informal Proposals
Budget
Authorization
Appendix
Generally appear in both
formal and informal proposals:
Staffing
Optional in informal proposals:
Schedule
Background, problem, purpose
Introduction
List of figures
Table of contents
Title Page
Abstract or summary
Letter of transmittal
Copy of RFP (optional)
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 10
© 2013 Cengage Learning ● All Rights Reserved
10
Understanding Business Reports
Definition
Business Report
Product of thorough investigation and analysis
Presents vital information to decision makers in business, industry, government, and education
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 11
© 2013 Cengage Learning ● All Rights Reserved
11
Understanding Business Reports
Report Writing Process
Prepare to write.
Research secondary data.
Generate primary data.
Document data.
Organize, outline, and discuss data.
Illustrate data.
Present final report.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 12
© 2013 Cengage Learning ● All Rights Reserved
12
Preparing to Write
Define the purpose of the project.
Limit the scope of the report.
What constraints influence the range of your project?
How will you achieve your purpose?
How much time and space do you have?
How accessible is your data?
How thorough should your research be?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 13
© 2013 Cengage Learning ● All Rights Reserved
13
Preparing to Write
Write a statement of purpose to describe the following:
Goal
Significance
Limitations
Use action verbs.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 14
© 2013 Cengage Learning ● All Rights Reserved
14
Statement of Purpose
The purpose of this report is to explore possible locations for expansion. The report will consider economic data, general costs, consumer demand, and local competition. This research is significant because for our company to survive, we must grow. This report won’t consider specific start-up costs or traffic patterns, which will require additional research.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 15
© 2013 Cengage Learning ● All Rights Reserved
15
Primary v. Secondary Data
Primary Data: come from firsthand experience and observation
Secondary Data: come from reading what others have experienced or observed and written down
Nearly every research project begins with investigating secondary data.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 16
© 2013 Cengage Learning ● All Rights Reserved
16
Researching Secondary Data
Print Resources
Books
Periodicals
Bibliographic indexes such as Reader’s Guide
Electronic Databases
Collections of information accessible by computer and digital searchable
Examples:
ABI/Inform
Factiva
LexisNexis
EBSCO
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 17
© 2013 Cengage Learning ● All Rights Reserved
17
Researching Secondary Data
The Web
Product/service information
Public relations materials
Mission statements
Staff directories
Press releases
Company news
Article reprints
Stock and financial data
Employment records
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 18
© 2013 Cengage Learning ● All Rights Reserved
18
Web Search Tips and Techniques
Use two or three search tools.
Know your search tool.
Understand case sensitivity in keyword searches.
Use nouns as search words and as many as eight words in a query.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 19
© 2013 Cengage Learning ● All Rights Reserved
19
Web Search Tips and Techniques
Combine keywords into phrases.
Omit articles and prepositions.
Use wildcards.
Proofread your search words.
Save the best.
Keep trying.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 20
© 2013 Cengage Learning ● All Rights Reserved
20
Blogs and Microblogs
Used by business researchers, students, politicians, and the media to share and gather information
Can provide honest consumer feedback fast and inexpensively
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 21
© 2013 Cengage Learning ● All Rights Reserved
21
Social Media
Used by businesses to communicate with customers, generate customer feedback, provide information to customers, and market products and services
Inexpensive source of data and research
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 22
© 2013 Cengage Learning ● All Rights Reserved
22
Generating Primary Data
Surveying
Interviewing
Observing
Experimenting
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 23
© 2013 Cengage Learning ● All Rights Reserved
23
Generating Primary Data
Surveying
Advantages:
Economical and efficient way to gather data
Ability to reach large audiences
Data collected tends to be accurate
Disadvantages:
Response rate is generally low
Responders may not represent general population
Some responses are not truthful
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 24
© 2013 Cengage Learning ● All Rights Reserved
24
Generating Primary Data
Interviewing
Locate an expert.
Prepare for the interview.
Maintain a professional attitude.
Ask objective, friendly questions.
Watch the time.
End graciously.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 25
© 2013 Cengage Learning ● All Rights Reserved
25
Generating Primary Data
Observing
Plan ahead.
Get necessary permissions.
Be objective.
Quantify observations.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 26
© 2013 Cengage Learning ● All Rights Reserved
26
Generating Primary Data
Experimenting
Develop rigorous research design.
Pay attention to matching experimental and control groups.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 27
© 2013 Cengage Learning ● All Rights Reserved
27
Why document data?
To strengthen your argument
To instruct the reader
To project yourself against charges of plagiarism
Documenting Data
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 28
© 2013 Cengage Learning ● All Rights Reserved
28
What to Document
Another person's ideas, opinions, examples, or theory
Any facts, statistics, and graphics that are not common knowledge
Quotations of another person's actual spoken or written words
Paraphrases of another person's spoken or written words
Documenting Data
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 29
© 2013 Cengage Learning ● All Rights Reserved
29
How to Paraphrase
Read original material until you comprehend its full meaning.
Write your own version without looking at the original.
Avoid using grammatical structure of the original.
Reread to make sure you have covered all main points.
Documenting Data
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 30
© 2013 Cengage Learning ● All Rights Reserved
30
Using Citation Formats
Modern Language Association (MLA)
American Psychological Association (APA)
See Appendix A to learn how to use these formats.
Documenting Data
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 31
© 2013 Cengage Learning ● All Rights Reserved
31
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 32
Organizing Report Data
© 2013 Cengage Learning ● All Rights Reserved
32
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 33
Organizing Report Data
© 2013 Cengage Learning ● All Rights Reserved
33
Outlining Report Data
The main points used to outline a report often become the main headings of the written report.
Major headings centered and typed in bold font
Second-level headings start at the left margin
Third-level headings indented, becoming part of the paragraph
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 34
© 2013 Cengage Learning ● All Rights Reserved
34
Illustrating Report Data
Why use visual aids?
To clarify data
To create visual interest
To make numerical data meaningful
To make information more understandable and easier to remember
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 35
© 2013 Cengage Learning ● All Rights Reserved
35
Illustrating Report Data
Most common types of visual aids
Tables
Charts
Graphs
Photographs
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 36
© 2013 Cengage Learning ● All Rights Reserved
36
Table
To show exact figures and values
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 37
Matching Visuals With Objectives
© 2013 Cengage Learning ● All Rights Reserved
37
2009
Bar Chart
To compare one item with others
Matching Visuals With Objectives
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 38
© 2013 Cengage Learning ● All Rights Reserved
38
Line Chart
To demonstrate changes in quantitative data over time
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 39
Matching Visuals With Objectives
© 2013 Cengage Learning ● All Rights Reserved
39
Pie Chart
To visualize a whole unit and the proportions of its components
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 40
Matching Visuals With Objectives
© 2013 Cengage Learning ● All Rights Reserved
40
Flowchart
To display a process or procedure
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 41
Matching Visuals With Objectives
© 2013 Cengage Learning ● All Rights Reserved
41
Organization Chart
To define a hierarchy of elements or a set of relationships
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 42
Matching Visuals With Objectives
© 2013 Cengage Learning ● All Rights Reserved
42
Photograph, Map, Illustration
To achieve authenticity, to spotlight a location, or to show an item in use
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 43
Matching Visuals With Objectives
© 2013 Cengage Learning ● All Rights Reserved
43
Incorporating Graphics in Reports
Evaluate the audience.
Use restraint.
Be honest and ethical.
Introduce a graphic meaningfully.
Choose an appropriate caption or title style.
Give credit to source if appropriate.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 44
© 2013 Cengage Learning ● All Rights Reserved
44
Presenting the Final Formal Report
Prefatory Parts
Title page
Letter or memo of transmittal
Table of contents
List of figures
Executive summary
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 45
© 2013 Cengage Learning ● All Rights Reserved
45
Body of Report
Introduction
Background
Problem or purpose
Significance and scope
Sources and methods
Organization
Discussion of findings
Summary, conclusions, recommendations
Presenting the Final Formal Report
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 46
© 2013 Cengage Learning ● All Rights Reserved
46
Supplementary Parts of a Formal Report
Footnotes or endnotes
Works Cited, References, or Bibliography
Appendix
Presenting the Final Formal Report
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 47
© 2013 Cengage Learning ● All Rights Reserved
47
Parts of Formal Reports
Letter of transmittal
Table of contents
List of figures
Executive summary
Introduction
Body
Conclusions
Recommendations
Appendix
Bibliography
Title page
Cover
Generally appear in both
formal and informal reports:
Optional in informal reports:
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 10, Slide 48
© 2013 Cengage Learning ● All Rights Reserved
48
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
“Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don't quit.”
--Conrad Hilton American hotelier
Chapter 10, Slide 49
© 2013 Cengage Learning ● All Rights Reserved
49
END
Mary Ellen Guffey & Dana Loewy
Essentials of
Business
Communication 9e
© 2013 Cengage Learning ● All Rights Reserved
© 2013 Cengage Learning ● All Rights Reserved
50
