Business Communication Today
Chapter 14
Planning Reports and Proposals
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 1
Learning Objectives
1. Adapt the three-step writing process to
reports and proposals.
2. List options for organizing informational
reports; name key parts of a business plan.
3. Discuss three major ways to organize
analytical reports.
4. Explain how to choose an organizational
strategy when writing a proposal.
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 2
Applying the Three-Step Writing
Process to Reports and Proposals
(LO 14.1) Adapt the three-step writing process
to reports and proposals.
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 3
Types and Nature of Reports
Informational
Reports
Monitor and Control
Operations
Implement Policies
and Procedures
Demonstrate
Compliance
Document Progress
Copyright © 2016 Pearson Education, Inc.
Analytical Reports
Proposals
Assess Opportunities
Internal Proposals
Solve Problems
External Proposals
Support Decisions
Chapter 14 ̶ 4
Defining Your Purpose
Informational Reports
•To respond to audience needs
•To uncover audience needs
Analytical Reports and Proposals
•To respond to a perceived problem
•To address a perceived opportunity
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 5
Preparing Your Work Plan
• Essential elements
– State problem or opportunity
– State purpose and scope of investigation
• Additional elements
–
–
–
–
Discuss tasks, products, and activities
Review assignments, schedules, and resources
Plans for following up
Working outline
Copyright © 2016 Pearson Education, Inc.
6
Fig 14.2 p.448
Gathering Information
Planning Your Research
Statement of
Purpose
Copyright © 2016 Pearson Education, Inc.
Audience
Needs
Information
Needs
Chapter 14 ̶ 7
Selecting the Best Media
and Channels
Observe Media
Requirements
Learn Feedback
Preferences
Learn How Readers
Will Use the
Document
Observe Stylistic
Expectations
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 8
Organizing Your Information
Less
Direct Approach
Less
Copyright © 2016 Pearson Education, Inc.
Resistant Audience
Receptive Audience
More
Indirect Approach
More
9
Fig14.4 p.452
Planning Informational Reports
(LO 14.2) List the options for organizing
informational reports and identify key parts of
a business plan.
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 12
Planning
Informational Reports
Monitor and
Control Operations
•Plans
•Operating Reports
•Personal Activity Reports
Demonstrate
Compliance
Implement Policies
and Procedures
•Policy Report (Manual)
•Position Papers
Document
Progress
Tax Report
Page 454 Fig. 14.5
Creating Successful
Business Plans
Mission, Structure, Objectives, Operations
1
Before the Company Is Launched
2
When the Company Needs Funding
3
After the Company Is Operational
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 16
A Typical Business Plan
Attracting Funds
From Outside
Investors
Copyright © 2016 Pearson Education, Inc.
•Summary
•Mission and Objectives
•Company and Industry
•Products or Services
•Market/Competition
•Management
•Marketing Strategy
Chapter 14 ̶ 17
A Typical Business Plan
Attracting Funds
From Outside
Investors
Copyright © 2016 Pearson Education, Inc.
•Design/Development
•Operations Plan
•Overall Schedule
•Risks and Problems
•Financial Projections
•Financial Requirements
•Exit Strategy
Chapter 14 ̶ 18
Planning Analytical Reports
(LO 14.3) Discuss three major ways to
organize analytical reports.
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 20
Planning Analytical Reports
Assess
Opportunities
Solve
Problems
Support
Decisions
Market Analysis
Troubleshooting
Feasibility
Due Diligence
Failure Analysis
Justification
The Challenges of Writing
Analytical Reports
More than Delivering Information
Compelling, Persuasive Message
Added Responsibility for Outcomes
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 23
Organizing Strategies for
Analytical Reports
•Focusing on Conclusions
•Focusing on Recommendations
•Focusing on Logical Arguments
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 24
Focusing on Conclusions
Advantages
Disadvantages
Direct Approach
Ignores Questions
Presents Main Idea
Potential for
Oversimplification
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 25
Focusing on
Recommendations
1.
2.
3.
4.
5.
Establish the need for action.
Introduce benefits and potential risks.
List the recommended steps.
Explain each step more fully.
Summarize the recommendations.
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 26
Focusing on
Logical Arguments
The Indirect Approach
2 + 2 = 4 Approach
Skeptical
Readers
Hostile
Readers
Yardstick Approach
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 27
Planning Proposals
(LO 14.4) Explain how to choose an
organizational strategy when writing a
proposal.
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 29
General Categories
of Proposals
Internal
Proposals
Request Decisions from
Managers in the Organization
External
Proposals
Request Decisions from Parties
Outside the Organization
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 30
Types of Proposals
Solicited Proposal
Unsolicited Proposal
Expected
Unexpected
Strict Instructions
More Flexibility
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 31
Organizational Strategies
for Proposals
Solicited
Proposal
Unsolicited
Proposal
Copyright © 2016 Pearson Education, Inc.
Receptive Audience
Direct Approach
Unreceptive Audience
Indirect Approach
Chapter 14 ̶ 32
Business Communication Today
Chapter 14
Planning Reports and Proposals
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 34
Copyright © 2016 Pearson Education, Inc.
Chapter 14 ̶ 35