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Chapter 17Chapter 17ProposalsProposals

Strategies for Technical Communication in the WorkplaceLaura J. Gurak

John M. Lannon

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ProposalsProposals

Proposals encourage an audience to Proposals encourage an audience to take some form of direct action, such take some form of direct action, such as:as: To authorize a projectTo authorize a project To purchase a service or productTo purchase a service or product To support a specific plan for solving a To support a specific plan for solving a

problemproblem

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Proposal TypesProposal Types

Audience needs determine the type Audience needs determine the type of proposal:of proposal:

PlanningPlanning ResearchResearch SalesSales

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Planning ProposalPlanning Proposal Offers solutions to a problem or Offers solutions to a problem or

suggestions for improvementsuggestions for improvementResearch ProposalResearch Proposal

Requests approval or funding for Requests approval or funding for some type of studysome type of study

Sales ProposalSales Proposal Offers a service or productOffers a service or product

Proposal TypesProposal Types

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Elements of a Elements of a ProposalProposal

A clear title or subject lineA clear title or subject line Background informationBackground information Statement of problem or Statement of problem or

situationsituation Description of solution or Description of solution or

resolutionresolution Costs, timing, and qualificationsCosts, timing, and qualifications ConclusionConclusion

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Strategies for ProposalsStrategies for Proposals Consider your audience and purpose.Consider your audience and purpose. Understand the audience’s needs.Understand the audience’s needs. Perform research as needed.Perform research as needed. Be sure to credit information sources and contributors.Be sure to credit information sources and contributors. Use an appropriate format.Use an appropriate format. Provide a clear title or subject line and background information.Provide a clear title or subject line and background information. Follow a problem-to-solution or situation-to-resolution Follow a problem-to-solution or situation-to-resolution

organizational pattern.organizational pattern. Spell out the problem (and its causes) or situation clearly and Spell out the problem (and its causes) or situation clearly and

convincingly.convincingly. Point out benefits of solving the problem.Point out benefits of solving the problem. Offer a realistic solution or resolution. Offer a realistic solution or resolution. Address anticipated objections to your solution.Address anticipated objections to your solution. Include all necessary details, but don’t overload.Include all necessary details, but don’t overload. Write clearly and concisely.Write clearly and concisely. Express confidence.Express confidence. Make honest and supportable claims. Make honest and supportable claims. Induce readers to act. Induce readers to act.

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Any Questions? Any Questions?

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