Chapter: 11
Proposal and Report
Writing
Proposal
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A proposal is a presentation for
consideration of something.
Contents of the proposal are:
1. Writer’s purpose and the reader’s need:
An appropriate beginning is a statement of the
writer’s purpose (I present a proposal) and
the reader’s need (e.g. to reduce turnover of
field representatives).
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Proposal
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2. Background: A review of background
information promotes an understanding of the
problem.
3. Need: Closely related to the background
information is the need for what is being proposed.
4. Description of the plan: The heart of a
proposal is the description of what the writer
proposes to do. This is the primary message of the
proposal. It should be concisely presented in a
clear and orderly manner.
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Proposal
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5. Particulars: Time schedules, costs,
performance standards, means of appraising
performance, equipment and supplies needed,
guarantees, personnel requirements, etc.
6. Evidence of ability to deliver: This means
presenting information on such matters as the
qualification of personnel, success in similar
cases, and adequacy of equipment and
facilities, operating procedures, and financial
status. Whatever information will serve as
evidence of the organization’s ability to carry
out what it proposes should be used.
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Proposal
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7. Benefits of the proposal: The proposal
also might describe good things that it would
bring about, especially if a need exists to
convince the readers.
8. Concluding comments: The proposal
should end with words directed to the next step
--- acting on the proposal. One possibility is to
present a summary review of the highlights.
Another is to offer additional information that
might be needed. Yet another is to urge (or
suggest) action on the proposal.
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Prefatory Pages
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Title Fly
Title Page
Letter of Transmittal
Table of Contents
List of Illustrations
Executive Summary (must not be more
than 1/8th of the total size of the report)
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Report Body
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Introduction
Background or History of the Problem
Body (Presents and interprets data in words and visuals.
Analyses causes of the problem and evaluates possible
solutions.)
Conclusion (Summarizes main point of the report.)
Recommendations (Recommends actions to solve the
problem. May be combined with Conclusions)
Notes, References, or Works Cited (Document sources
cited in the report)
Appendixes (Provide additional materials that the careful
reader may want: transcript of interview, copies or
questionnaires, etc.)
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Report Structure
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Length and formality determine report structure.
Prefatory pages of a report consist of the title fly, title page,
letter of transmittal, table of contents, and executive summary.
The body of the report is called report proper.
The title fly carries only the report title. Print the title in the
highest-ranking form used in the report, and double-space it if
you need more than one line.
The title page typically contains the title, identification of the
writer and reader, and usually the date. “Submitted for” or
Prepared for” is written before “Prepared By”. Date is written
towards the end.
The letter of transmittal is a letter that transmits the report. It
is a personal message from the writer to the reader.
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Report Structure
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The table of contents is the listing of the report contents.
It is the report outline in finished form, with page numbers
to indicate where the parts begin. It also may include a list
of illustrations (tables, figures, diagrams).
The table of contents is appropriately titled “Table of
Contents” or “Contents”. Below the title set up two
columns. One contains the outline headings, generally
beginning with the first report part following the table of
contents. You have the option of including or leaving out
the outline letters and numbers.
The executive summary summarizes whatever is
important in the report --- the major facts and analyses,
conclusions, and recommendations.
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Report Structure
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As the need for formality decreases, and the problem becomes
smaller, the makeup of the report changes.
The changes primarily occur in the prefatory pages.
First, the title fly drops out.
The executive summary and the letter of transmittal are
combined.
The table of contents drops out. Because, certainly a guide to a
100-page report is necessary, but a guide to a 1-page report is
not necessary.
As formality and length requirements continue to decrease, the
combined letter of transmittal and executive summary drops
out.
The shorter report usually begin directly ---- with conclusions
and recommendations.
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Title
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The title should tell what the report contains. Use the five
Ws and 1 H as a check for completeness (who, what,
where, when, why ---- sometimes how).
Example: Who: Nokia
What: Sales training recommendations
Where: Implied (Nokia regional offices)
Why: Understood (to improve sales training)
When: 2005
How: Based on a 2005 study of company sales activities.
The title will be: “Sales training recommendations for Nokia
based on a 2005 study of Company Sales Activities.”
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Title
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Example: Who: Petco
What: Analysis of Advertising campaigns
Where: Not essential
When: 2005
Why: Implied
How: Not essential
The title will be: “ Analysis of Petco’s 2005
Advertising Campaign.”
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Letter of Transmittal
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The transmittal has several purposes: to transmit the report, to orient
the reader to the report, and to build a good image of the report and of
the writer.
Organize the transmittal in this way:
1. Transmit the report: Tell when and by whom it was authorized and
the purpose it was to fulfill.
2. Mention any points of special interest in the report. Indicate
minor problems you encountered in your investigation and show how
you corrected them. Thank people who helped you.
3. Point out additional research that is necessary, if any.
Sometimes your recommendation cannot be implemented until further
work is done. .
4. Thank the reader for the opportunity to do the work and offer to
answer questions.
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Table of Contents
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I.
Conventional System:
First-level heading
A.
B.
Second-level, first part
Second-level, second part
1.
2.
Third-level, first part
Third-level, second part
a.
Fourth-level, first part
(1) Fifth-level, first part
(a) Sixth-level, first part
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Decimal System:
1.0 First-level heading
1.1 Second-level, first part
1.2 Second-level, second part
1.2.1 Third-level, first part
1.2.2 Third-level, second part
1.2.2.1 Fourth-level, first part
1.2.2.1.1 Fifth-level, first part
1.2.2.1.1.1 Sixth-level, first
part
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Table of Illustrations
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The table of illustrations may be either a
continuation of the table of contents or a
separate table. Such a table lists the graphics
presented in the report in much the same way
as the table of contents lists the report parts.
In constructing the table, head it with an
appropriately descriptive title, such as “Table of
Charts and Illustrations,” or “List of Tables and
Charts,” or “Table of Figures”.
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Introduction
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Origin of the Report: Includes a review of the facts of
authorization. You should present such facts as when, how, and
by whom the report was authorized; who wrote the report; and
when the report was submitted.
Problem and Purpose: The problem is whatever the report
seeks to do. The purpose statement identifies the
organizational problem the report addresses, the technical
investigations it summarizes. It tells the reason of the report.
Scope: The scope statement identifies how broad an area the
report surveys. For example, Company X is losing money on its
line of radios. Does the report investigate the quality of the
radios? The advertising campaign? The cost of manufacturing?
The demand for radios? A scope statement allows the reader to
evaluate the report on appropriate grounds.
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Introduction
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Limitations: Limitations make your
recommendations less valid or valid only
under certain conditions. Limitations
usually arise because time or money
constraints haven’t permitted full
research. For example, a campus pizza
restaurant considering expanding its
menu may ask for a report but not have
enough money to take a random sample
of students and townspeople.
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Introduction
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Historical Background: Formal reports usually have a section
that gives the background of the situation or the history of the
problem. Your general aim in this part is to acquaint the readers
with how the problem developed and what has been done
about it. It should review what past investigations have
determined about the problem, and it should lead to what still
needs to be done.
Assumptions: These are statements whose truth you assume,
and which you use to prove your final point. If they are wrong,
the conclusion will be wrong.
Sources and Methods of Collecting Information: If you
conducted surveys, focus groups, or interviews, you need to tell
how you chose your subjects, and how, when, and where they
were interviewed. If your report is based solely on library or
online research, omit the methods section; simply cite your
sources in the text and document them in notes or references.
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Introduction
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Definitions, Initialisms, and Acronyms: When you
know that some members of your audience will not
understand technical terms, define them. If you have only
a few definitions, you can put them in the Introduction. If
you have many terms to define, use a glossary either
early in the report or at the end. If the glossary is at the
end, refer to it in the Introduction so that readers know
that you’ve provided it.
Report Preview: In this part you tell the readers how the
report will be presented --- what topics will be taken up
first, second, third, and so on. You give your readers a
clear picture of the road ahead.
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The Report Body: In the report body, the information collected
is presented and related to the problem. Normally, this part of
the report comprises most of the content.
The Ending of the Report : Conclusions and
Recommendations: Conclusions summarize points you have
made in the body of the report; Recommendations are action
items that would solve the problem. These sections are often
combined if they are short: Conclusions and
Recommendations.
The Conclusions section is the most widely read part of the
report. No new information should be included in the
Conclusions. Conclusions are normally presented in
paragraphs, but you could also use a numbered or bulleted list.
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Appended Parts
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Appendix: You use it for supplementary
information that supports the body of the report
but has no logical place within the body.
Possible appendix contents are
questionnaires, working papers, summary
tables, additional references, and other
reports.
As a rule, the appendix should not include the
charts, graphs, and tables that directly support
the report. These should be placed in the body
of the report, where they support the findings.
Bibliography: It is a list of the publications
used.
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Bibliography
Book Entry:
1. Name of the author; in normal order. If
a source has two or three authors, all are
named. If a source has more than three
authors, the name of the first author
followed by the Latin et al. or its English
equivalent “and others” may be used.
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Bibliography
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2. Book Title: Book titles are usually placed in italics.
3. Edition
4. Location of publisher: If more than one city is listed on the title
page, the one listed first should be used.
5. Publishing company
6. Date: Year of publication. If revised, year of latest revision.
7. Page or pages: Specific page or inclusive pages on which the cited
material is found.
8. URL for Internet sources or indication of the media (CV, DVD).
Examples:
 Howard Rheingold, Smart Mobs: The Next Social Revolution
(Cambridge, MA: Perseus Publishing, 2002), 55.
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Bibliography
Periodical Entry:
1.
Author’s name
2.
Article title: Typed within quotation marks.
3.
Periodical title: Set in italics, which are indicated by underscoring.
4.
Publication Identification: Volume number in Arabic numerals followed by
date of publication (month or year or season and year).
5.
Page or pages
6.
URL for online periodicals.
Example:
Linda Beamer, “Directness in Chinese Business Correspondence of the Nineteenth
Century,” Journal of Business and Technical Communication 17, no.
2(2003):201.
Example::
Tommy Peterson, “ Copying with disease,” ComputerWorld 37, no. 25: 40(June 23,
2003), http://www.computerworld.com/printthis/2003/0,4814,82314.html.
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Bibliography
Newspaper Article:
 1. Source description
 2. Main head of article
 3. Newspaper title.
 4. Date of publication
 5. Page (p.) and column (col.). May be used --- optional.
 URL. Should be added when available.
Example:
Nick Wingfield, “Wifi Moochers; Some Wireless Internet
Fans, Desperate for a Fix, ‘Borrow’ Access at homes,
Hotels, Cafes,” The Wall Street Journal, July 31, 2003,
B1.
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Bibliography
Website:
Example:
“The Ten Biggest Mistakes of E-Mail
Records Management,” September 9,
2003,http://
ioronmountain.ed4.net/enterprise/.
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