Session 7

Writing and Completing Reports and Proposals

Writing and Completing Reports and Proposals

What is a Report

A report can be defined as a communication in which the writer (or speaker if it

is an oral report) provides information to some individual or organization.

It is an assigned communication for a purpose and for a specific

receiver/reader.

The common element in all reports is the element of responsibility. The writer is

obliged to communicate what he or she knows to those who need this information, as a part of an assigned, clearly defined, time-bound task.

What is a Report

Reports are objective in nature. They present facts, conclusions,

and recommendations based on investigation and analysis of data

obtained by observation of facts. They have a highly structured format.

The Purpose of a Report

While collecting data, the investigator should remember that the

report is not a descriptive statement of facts, events, or future

possibilities. For example, the purpose of a report is not fulfilled if it

speaks about ‘the possibility of change of work site’. Instead, the

report should explain the reasons for changing the workplace,

discuss the need for doing so, compare the relative advantages of

different choices available, and choose and recommend the best

option.

The Purpose of a Report

The basic purpose of a report is to help the management identify the

reasons underlying a specific situation. The factors responsible for

the problem, the alternatives available for solving it, and the best

course of action to take emerge from a thorough study of all relevant

facts and factors. The main purpose of report is to present specific conclusions regarding the problem’s existence and solution.

Kinds of Reports

Broadly speaking, reports are of two kinds:

1. Formal reports that contain all essential elements of a report.

2. Semi-formal/informal reports.

Kinds of Reports

Reports are known by the names from which they get their purpose and form.

They are usually identified as:

■■ Routine reports: Reports made by filling in a printed form

■■ Letter reports: Reports in the form of letters

■■ Memo reports: Reports in the form of memos

■■ Progress reports: Reports on the progress and status of a

project

Kinds of Reports

Reports are known by the names from which they get their purpose and form.

They are usually identified as:

■■ Periodic reports: Reports for keeping records, made routinely

at regular intervals

■■ Laboratory reports: Reports on the results of laboratory work

■■ Short reports: Short reports that are like formal reports in

tone and other general qualities, but are simpler in design

because they do not have all the front and back matter, and

have a shorter main body

■■ Formal reports: Reports that are impersonal in tone, detailed,

and fully structured

The Elements of a Report

The elements (parts) of a full report, in the order of their sequence in a long,

formal report are:

■■ Cover

■■ Title page

■■ Acknowledgements

■■ Table of contents

■■ Executive summary

Abstract and Executive Summary

• An abstract is a summary of a report’s most important points. It can be either

descriptive or informative and is generally written in about 200 words and in

one paragraph.

• An executive summary gives a more detailed overview of a report than an

abstract does. It can run into one or two pages. It presents the reader with a

preview of the report’s findings, conclusions, recommendations, and impact

on the company.

Abstract and Executive Summary

• Management executives sometimes need to know just the main contents of a

report, specially its conclusions and recommendations, and a detailed synopsis in the form of an executive summary serves this purpose.

• Normally, a report has either an abstract or an executive summary, based on

the length of the report and expectations of readers. A company practice may be to have both an abstract and an executive summary with long reports.

Executive Summary

The following executive summary from a Boeing report on

worldwide air cargo markets highlights key facts, figures, and trends using both text and visuals.

The Elements of a Report

■■ Introduction

■■ Discussion/description

■■ Conclusions

■■ Recommendations

■■ Appendix

■■ List of references

■■ Bibliography

■■ Glossary

■■ Index

Writing Reports and Proposals: Adapting to Your Audience

Being Sensitive to Your Audience’s Needs

• The “You” Attitude

• Maintaining Etiquette

• Emphasizing the Positive

• Using Bias-Free Language

Building Strong Relationships With Your Audience

• Style

• Language

• Content

• Language

Controlling Your Style and Tone

Informal Tone Formal Tone

Known Audience Complex and Longer Reports

Message Meets With Audience’s Approval Message Sent to Outsiders

Use First and Third Person Style Use Objective Journalism Style

Make Your Reports Easier To Read

• Headings

• Transitions

• Previews and Reviews

Drafting Report Content

Report Structure

• Three Main Sections

– The Introduction

– The Body

– The Close

The Introduction

• Helps Reader Understand the Context of the Report

• Introduces the Subject Matter and Why It Is Important

• Previews the Main Idea

• Establishes the Tone and Writer’s Relationship to the Audience

The Body

• Presents

• Analyzes

• Interprets

• Supports

The Close

• Summarizes Key Points

• Emphasizes Benefits

• Brings All Action Items Together

Provide Quality Content

• Accurate

• Complete

• Balanced

• Clear and Logical

• Documented Properly

Writing Requests for Proposals

Writing Requests for Proposals (R F P s)

• Company Background

• Project Description

• Requirements

• Decision Criteria

• Proposal Requirements

• Submission and Contact Information

Drafting Proposal Content

Define the Proposal’s Purpose

• Demonstrate Your Knowledge

• Provide Concrete Information and Examples

• Research the Competition

• Prove That Proposal is Workable

• Adopt the “You” Attitude

• Package Proposal Attractively

Select The Elements To Include In a Proposal

• Introduction

• Body

• Close

Introduction to a Proposal

• Follow Instructions for a Solicited Proposal

• Present and Summarize the Problem You Want to Solve

• Propose Solution

• Refer to R F P or What Led You to Submit Proposal

The Body of a Proposal

• Gives Details on the Proposed Solution

• Specifies Anticipated Results

• Promotes Offering in a Persuasive Manner

• Maintains Objective Tone

• Avoids Overselling

The Close of a Proposal

• Summarizes Key Points

• Emphasizes Benefits

• Summarizes Merits of Your Approach

• Restates Why You Should Perform Job

• Asks for a Decision from Readers

• Last Chance to Persuade Reader to Accept Proposal

Completing Reports and Proposals

Revising Reports and Proposals

• Evaluate Organization, Style, and Tone

• Ensure Content is Clear, Logical, and Reader Oriented

• Improve Readability

• Review Online Content Carefully

Producing Formal Reports and Proposals

Production Elements to Consider for Formal Reports and Proposals

Prefatory Elements Supplementary Elements

Cover Appendixes

Title Page Bibliography

Letter of Transmittal Indexes

Table of Contents Résumés or CVs of Key Players

Synopsis or Executive Summary Blank

Content Elements to Consider for Reports and Proposals (1 of 9)

Reports Proposals

Introduction: Establish the context, identify the subject, preview main ideas (if using the direct approach), and establish tone and reader relationship.

Introduction: Identify the problem you intend to solve or the opportunity you want to pursue.

• Authorization. Reiterate who authorized the report, if applicable.

• Background or statement of the problem.Briefly review the situation at hand, establish a need for action, and explain how things could be better. In unsolicited proposals, convince readers that a problem or an opportunity exists.

• Problem/purpose. Explain the reason for the report’s existence and what the report will achieve.

• Solution. Briefly describe the change you propose, highlighting your key selling points and their benefits to show how your proposal will solve the reader’s problem.

Content Elements to Consider for Reports and Proposals (2 of 9)

Reports Proposals

• Scope. Describe what will and won’t be covered in the report.

• Scope. State the boundaries of the proposal—what you will and will not do.

• Background. Review historical conditions or factors that led up to the report.

• Proposal organization. Orient the reader to the remainder of the proposal and call attention to the major divisions of thought.

Content Elements to Consider for Reports and Proposals (3 of 9)

Reports Proposals

• Sources and methods. Discuss the primary and secondary sources consulted and research methods used.

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Content Elements to Consider for Reports and Proposals (4 of 9)

Reports Proposals

• Definitions. List terms and their definitions, including any terms that might be misinterpreted. Terms may also be defined in the body, explanatory notes, or glossary.

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• Limitations. Discuss factors beyond your control that affect report quality (but do not use this as an excuse for poor research or a poorly written report).

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• Report organization. Identify the topics to be covered and in what order.

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Content Elements to Consider for Reports and Proposals (5 of 9)

Reports Proposals

Body: Present relevant information, and support your recommendations or conclusions.

Body: Give complete details on the proposed solution, and describe anticipated results.

• Explanations. Give complete details of the problem, project, or idea.

• Facts and evidence to support your conclusions. Provide information that will help readers take the action you would like them to take.

• Facts, statistical evidence, and trends. Lay out the results of studies or investigations.

• Proposed approach. Describe your concept, product, or service. Stress reader benefits and emphasize any advantages you have over your competitors.

Content Elements to Consider for Reports and Proposals (6 of 9)

Reports Proposals

• Analysis of action. Discuss potential courses of action.

• Work plan. Describe how you’ll accomplish what must be done (unless you’re providing a standard, off-the-shelf item). Explain the steps you’ll take, their timing, the methods or resources you’ll use, and the person(s) responsible. State when work will begin, how it will be divided into stages, when you’ll finish, and whether follow-up will be needed..

• Pros and cons. Explain the advantages, disadvantages, costs, and benefits of a course of action.

• Statement of qualifications. Describe your organization’s experience, personnel, and facilities—relating it all to readers’ needs. Include a list of client references.

Content Elements to Consider for Reports and Proposals (7 of 9)

Reports Proposals

• Procedures. Outline steps for a process. • Costs. Prove that your costs are realistic—break them down so that readers can see the costs of labor, materials, transportation, travel, training, and other categories.

• Methods and approaches. Discuss how you’ve studied a problem (or gathered evidence) and arrived at your solution (or collected your data).

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Content Elements to Consider for Reports and Proposals (8 of 9)

Reports Proposals

• Criteria. Describe the benchmarks for evaluating options and alternatives.

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• Conclusions and recommendations. Discuss what you believe the evidence reveals and what you propose should be done about it.

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• Support. Give the reasons behind your conclusions or recommendations.

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Content Elements to Consider for Reports and Proposals (9 of 9)

Reports Proposals

Close: Summarize key points, emphasize the benefits of any recommendations, and list action items; label as “Summary” or “Conclusions and Recommendations.”

Close: Summarize key points, emphasize the benefits and advantages of your proposed solution, and ask for a decision from the reader.

• For direct approach. Summarize key points (except in short reports), listing them in the order in which they appear in the body. Briefly restate your conclusions or recommendations, if appropriate.

• Review of reader benefits. Briefly summarize how your proposal will help the reader.

• For indirect approach. If you haven’t done so at the end of the body, present your conclusions or recommendations.

• Review of the merits of your approach. Briefly summarize why your approach will be more effective than alternatives.

• For motivating action. Spell out exactly what should happen next and provide a schedule with specific task assignments.

• Restatement of qualifications. For external proposals, briefly reemphasize why you and your firm should do the work.

• Request. Ask for a decision from the reader.

Production Elements to Consider for Formal Reports and Proposals (1 of 4)

Reports Proposals

Prefatory elements (before the introduction)

• Cover. A concise title that gives readers the information they need to grasp the purpose and scope of the report. For a formal printed report, choose heavy, high-quality cover stock.

• Title fly. Some formal reports open with a plain sheet of paper that has only the title of the report on it, although this is certainly not necessary.

• Title page. Typically includes the report title, name(s) and title(s) of the writer(s), and date of submission; this information can be put on the cover instead.

Prefatory elements (before the introduction)

• Cover, title fly, title page. Same uses as with reports; be sure to follow any instructions in the RFP, if relevant.

• Copy of or reference to the RFP. Instead of having a letter of authorization, a solicited proposal should follow the instructions in the RFP. Some will instruct you to include the entire RFP in your proposal; others may want you to simply identify it by a name and tracking number.

Production Elements to Consider for Formal Reports and Proposals (2 of 4)

Reports Proposals

• Letter/memo of authorization. If you received written authorization to prepare the report, you may want to include that letter or memo in your report.

• Letter/memo of transmittal. Cover letter that introduces the report and can include scope, methods, limitations, and highlights of the report; offers to provide follow-up information or assistance; and acknowledges help received while preparing the report.

• Table of contents. List all section headings and major subheadings to show the location and hierarchy of the information in the report.

• Synopsis or executive summary. These components are less common in formal proposals than in reports. In an unsolicited proposal, your letter of transmittal will catch the reader’s interest. In a solicited proposal, the introduction will provide an adequate preview of the contents.

Production Elements to Consider for Formal Reports and Proposals (3 of 4)

Reports Proposals

• List of illustrations. Consider including if the illustrations are particularly important, and you want to call attention to them.

• Synopsis or executive summary. See discussion on page 432.

• Letter/memo of transmittal. If the proposal is solicited, treat the transmittal letter as a positive message, highlighting those aspects of your proposal that may give you a competitive advantage. If the proposal is unsolicited, the transmittal letter should follow the advice for persuasive messages (see Chapter 12)—the letter must persuade the reader that you have something worthwhile to offer that justifies reading the proposal.

Production Elements to Consider for Formal Reports and Proposals (4 of 4)

Reports Proposals

Supplementary elements (after the close)

• Appendixes. Additional information related to the report but not included in the main text because it is too lengthy or lacks direct relevance. List appendixes in your table of contents and refer to them as appropriate in the text.

• Bibliography. List the secondary sources you consulted; see Appendix B.

• Index. List names, places, and subjects mentioned in the report, along with the pages on which they occur.

Supplementary elements (after the close)

• Appendixes. Same uses as with reports; be sure to follow any instructions in the RFP, if relevant.

• Résumés of key players. For external proposals, résumés can convince readers that you have the talent to achieve the proposal’s objectives.

Distributing Reports and Proposals

Physical Digital Online

Professional CourierPDF Format for General Use

Web-based CMS

In-Person DeliverySpecialized Format By Request

Shared Workspace