Business Writing in Action
Site: | Saylor Academy |
Course: | BUS210: Business Communication |
Book: | Business Writing in Action |
Printed by: | Guest user |
Date: | Thursday, March 28, 2024, 3:31 PM |
Description
These sections emphasize how your written business communication represents you and your company. It should be clear, concise, and professional. These sections also discuss the importance of netiquette in the workplace; common examples include memos, business letters, business proposals, reports, resumes, and sales messages. After you read, try the exercises at the end of each section.
Introduction
If you call failures experiments, you can put them in your résumé and claim them as achievements.
- Mason Cooley
Volunteer - not so you can build your résumé, but so you can build yourself.
- Author Unknown
Getting Started
Introductory Exercises
- Review the different kinds of common business communication writing covered by the main headings in this chapter. Make a note of which kinds of documents you have produced in the past and which you have not. For example, have you written many memos but not a business report? Share and compare with classmates.
- Conduct an online search for job descriptions associated with your chosen career and think about what tasks are accomplished in a typical day or week. If possible, also talk to someone who is employed in that career. Note the kinds of writing skills that are involved in carrying out job duties or tasks. Share your results with the class.
Business communication in written form requires skill and expertise. From text messages to reports, how you represent yourself with the written word counts. Writing in an online environment requires tact and skill, and an awareness that what you write may be there forever. From memos to letters, from business proposals to press releases, your written business communication represents you and your company: your goal is to make it clear, concise, and professional.
Source: http://saylordotorg.github.io/text_business-communication-for-success/s13-business-writing-in-action.html
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.
Text, E-mail, and Netiquette
Learning Objectives
- Discuss the role of text messaging in business communication.
- Write effective e-mails for both internal and external communication.
- Demonstrate the appropriate use of netiquette.
Text messages and e-mails are part of our communication landscape, and skilled business communicators consider them a valuable tool to connect. Netiquette refers to etiquette, or protocols and norms for communication, on the Internet.
Texting
Whatever
digital device you use, written communication in the form of brief
messages, or texting, has become a common way to connect. It is useful
for short exchanges, and is a convenient way to stay connected with
others when talking on the phone would be cumbersome. Texting is not
useful for long or complicated messages, and careful consideration
should be given to the audience.
It
is often said that you can tell how old someone is by how he or she
inputs a phone number on a cell phone. If the person uses his or her
thumb while holding the digital device, that person may have been raised
on video games and be adept at one-handed interfaces. If he holds the
digital device with one hand and inputs the number with the other, he
may be over thirty, or may be less comfortable with some technological
devices. Of course, there is no actual correlation between input and
age, but it is a useful example to use when considering who your
audience is when writing a text message. If the person is a one-hander,
and knows all the abbreviations common to texting, you may be able to
use similar codes to communicate effectively. If the person is a
two-hander, you are better off using fewer words and spelling them out.
Texting can be a great tool for connecting while on the go, but consider
your audience and your company, and choose words, terms, or
abbreviations that will deliver your message.
Tips for Effective Business Texting
- Know your recipient; "? % dsct" may be an understandable way to ask a close associate what the proper discount is to offer a certain customer, but if you are writing a text to your boss, it might be wiser to write, "what % discount does Murray get on $1K order?"
- Anticipate unintentional misinterpretation. Texting often uses symbols and codes to represent thoughts, ideas, and emotions. Given the complexity of communication, and the useful but limited tool of texting, be aware of its limitation and prevent misinterpretation with brief messages.
- Contacting someone too frequently can border on harassment. Texting is a tool. Use it when appropriate but don't abuse it.
- Unplug yourself once in awhile. Do you feel constantly connected? Do you feel lost or "out of it" if you don't have your cell phone and cannot connect to people, even for fifteen minutes? Sometimes being unavailable for a time can be healthy - everything in moderation, including texting.
- Don't text and drive. Research shows that the likelihood of an accident increases dramatically if the driver is texting behind the wheel. Being in an accident while conducting company business would reflect poorly on your judgment as well as on your employer.
E-mail
Electronic
mail, usually called e-mail, is quite familiar to most students and
workers. It may be used like text, or synchronous chat, and it can be
delivered to a cell phone. In business, it has largely replaced print
hard copy letters for external (outside the company) correspondence, as
well as taking the place of memos for internal (within the company)
communication. E-mail can be very useful for
messages that have slightly more content than a text message, but it is
still best used for fairly brief messages.
Many
businesses use automated e-mails to acknowledge communications from the
public, or to remind associates that periodic reports or payments are
due. You may also be assigned to "populate" a form e-mail in which
standard paragraphs are used but you choose from a menu of sentences to
make the wording suitable for a particular transaction.
E-mails
may be informal in personal contexts, but business communication
requires attention to detail, awareness that your e-mail reflects you
and your company, and a professional tone so that it may be forwarded to
any third party if needed. E-mail often serves to exchange information
within organizations. Although e-mail may have an informal feel,
remember that when used for business, it needs to convey professionalism
and respect. Never write or send anything that you wouldn't want read
in public or in front of your company president.
Tips for Effective Business E-mails
- Proper salutations should demonstrate respect and avoid mix-ups in case a message is accidentally sent to the wrong recipient. For example, use a salutation like "Dear Ms. X" (external) or "Hi Barry" (internal).
- Subject lines should be clear, brief, and specific. This helps the recipient understand the essence of the message. For example, "Proposal attached" or "Your question of 10/25".
- Close with a signature. Identify yourself by creating a signature block that automatically contains your name and business contact information.
- Avoid abbreviations. An e-mail is not a text message, and the audience may not find your wit cause to ROTFLOL (roll on the floor laughing out loud).
- Be brief. Omit unnecessary words.
- Use a good format. Include line breaks between sentences or divide your message into brief paragraphs for ease of reading. A good e-mail should get to the point and conclude in three small paragraphs or less.
- Reread, revise, and review. Catch and correct spelling and grammar mistakes before you press "send". It will take more time and effort to undo the problems caused by a hasty, poorly written e-mail than to get it right the first time.
- Reply promptly. Watch out for an emotional response - never reply in anger - but make a habit of replying to all e-mails within twenty-four hours, even if only to say that you will provide the requested information in forty-eight or seventy-two hours.
- Use "Reply All" sparingly. Do not send your reply to everyone who received the initial e-mail unless your message absolutely needs to be read by the entire group.
- Avoid using all caps. Capital letters are used on the Internet to communicate emphatic emotion or yelling and are considered rude.
- Test links. If you include a link, test it to make sure it is complete.
- E-mail ahead of time if you are going to attach large files (audio and visual files are often quite large) to prevent exceeding the recipient's mailbox limit or triggering the spam filter.
- Give feedback or follow up. If you don't get a response in twenty-four hours, e-mail or call. Spam filters may have intercepted your message, so your recipient may never have received it.
Let's
look at two examples of business e-mail. In Figure 9.1, we have an
e-mail form. In Figure 9.2, we have a letter written specifically for
the situation and audience.
Figure 9.1
Figure 9.2
Netiquette
We create personal pages, post messages, and interact via mediated technologies as a normal part of our careers, but how we conduct ourselves can leave a lasting image, literally. The photograph you posted on your MySpace page may have been seen by your potential employer, or that nasty remark in a post may come back to haunt you later. Some fifteen years ago, when the Internet was a new phenomenon, Virginia Shea laid out a series of ground rules for communication online that continue to serve us today.
Virginia Shea's Rules of Netiquette
- Remember the human on the other side of the electronic communication.
- Adhere to the same standards of behavior online that you follow in real life.
- Know where you are in cyberspace.
- Respect other people's time and bandwidth.
- Make yourself look good online.
- Share expert knowledge.
- Keep flame wars under control.
- Respect other people's privacy.
- Don't abuse your power.
- Be forgiving of other people's mistakes.Shea, V. (1994). Netiquette. San Francisco, CA: Albion Books.
Her rules speak for themselves and remind us that the golden rule (treat others as you would like to be treated) is relevant wherever there is human interaction.
Key Takeaways
- A text message is a brief written message sent and received using a digital device. It is useful for informal, brief, time-sensitive communication.
- E-mail is useful for both internal and external business communications. The content and formatting of an e-mail message should reflect professionalism and follow the rules of netiquette.
- Social customs that exist in traditional, live, human interaction
also influence the rules and customs by which we interact with each
other in the online environment.
Exercises
- Write a text message in your normal use of language. It should use all your normal abbreviations (e.g., FWIW, IMHO, LOL), even if not everyone understands them.
- Find an example of an e-mail that you wish you had never sent or received. Rewrite it to eliminate the characteristics that you find problematic. Share it with your classmates.
- Choose at least three e-mails you have sent or received that are good examples of business communication. What makes them good examples? Could they be improved in any way? Share your suggestions with classmates.
- When is e-mail inappropriate? Why?
- Find a "flame war," or heated discussion in an online forum and note how it is handled. Compare the results with your classmates.
- In your experience, how do people behave when they interact online? Share your observations with your classmates.
Memorandums and Letters
Learning Objectives
Discuss the purpose and format of a memo.
- Understand effective strategies for business memos.
- Describe the fifteen parts of a standard business letter.
- Access sample business letters and write a sample business letter.
Memos
A
memo (or memorandum, meaning "reminder") is normally used for
communicating policies, procedures, or related official business within
an organization. It is often written from a one-to-all perspective (like
mass communication), broadcasting a message to an audience, rather than
a one-on-one, interpersonal communication. It may also be used to
update a team on activities for a given project, or to inform a specific
group within a company of an event, action, or observance.
Memo Purpose
A
memo's purpose is often to inform, but it occasionally includes an
element of persuasion or a call to action. All organizations have
informal and formal communication networks. The unofficial, informal
communication network within an organization is often called the
grapevine, and it is often characterized by rumor, gossip, and innuendo.
On the grapevine, one person may hear that someone else is going to be
laid off and start passing the news around. Rumors change and transform
as they are passed from person to person, and before you know it, the
word is that they are shutting down your entire department.
One
effective way to address informal, unofficial speculation is to spell
out clearly for all employees what is going on with a particular issue.
If budget cuts are a concern, then it may be wise to send a memo
explaining the changes that are imminent. If a company wants employees
to take action, they may also issue a memorandum. For example, on
February 13, 2009, upper management at the Panasonic Corporation issued a
declaration that all employees should buy at least $1,600 worth of
Panasonic products. The company president noted that if everyone
supported the company with purchases, it would benefit all.
While
memos do not normally include a call to action that requires personal
spending, they often represent the business or organization's interests.
They may also include statements that align business and employee
interest, and underscore common ground and benefit.
Memo Format
A
memo has a header that clearly indicates who sent it and who the
intended recipients are. Pay particular attention to the title of the
individual(s) in this section. Date and subject lines are also present,
followed by a message that contains a declaration, a discussion, and a
summary.
In
a standard writing format, we might expect to see an introduction, a
body, and a conclusion. All these are present in a memo, and each part
has a clear purpose. The declaration in the opening uses a declarative
sentence to announce the main topic. The discussion elaborates or lists
major points associated with the topic, and the conclusion serves as a
summary.
Let's examine a sample memo.
Figure 9.3
Five Tips for Effective Business Memos
Audience Orientation
Always consider the audience and their needs when preparing a memo. An acronym or abbreviation that is known to management may not be known by all the employees of the organization, and if the memo is to be posted and distributed within the organization, the goal is clear and concise communication at all levels with no ambiguity.
Professional, Formal Tone
Memos are often announcements, and the person sending the memo speaks for a part or all of the organization. While it may contain a request for feedback, the announcement itself is linear, from the organization to the employees. The memo may have legal standing as it often reflects policies or procedures, and may reference an existing or new policy in the employee manual, for example.
Subject Emphasis
The subject is normally declared in the subject line and should be clear and concise. If the memo is announcing the observance of a holiday, for example, the specific holiday should be named in the subject line - for example, use "Thanksgiving weekend schedule" rather than "holiday observance".
Direct Format
Some written business communication allows for a choice between direct and indirect formats, but memorandums are always direct. The purpose is clearly announced.
Objectivity
Memos are a place for just the facts, and should have an objective tone without personal bias, preference, or interest on display. Avoid subjectivity.
Letters
Letters
are brief messages sent to recipients that are often outside the
organization. They are often printed on
letterhead paper, and represent the business or organization in one or
two pages. Shorter messages may include e-mails or memos, either hard
copy or electronic, while reports tend to be three or more pages in
length.
While
e-mail and text messages may be used more frequently today, the
effective business letter remains a common form of written
communication. It can serve to introduce you to a potential employer,
announce a product or service, or even serve to communicate feelings and
emotions. We'll examine the basic outline of a letter and then focus on
specific products or writing assignments.
All
writing assignments have expectations in terms of language and format.
The audience or reader may have their own idea of what constitutes a
specific type of letter, and your organization may have its own format
and requirements. This chapter outlines common elements across letters,
and attention should be directed to the expectations associated with
your particular writing assignment. There are many types of letters, and
many adaptations in terms of form and content, but in this chapter, we
discuss the fifteen elements of a traditional block-style letter.
Letters
may serve to introduce your skills and qualifications to prospective
employers, deliver important or specific information, or serve as
documentation of an event or decision. Regardless of the type of letter
you need to write, it can contain up to fifteen elements in five areas.
While you may not use all the elements in every case or context, they
are listed in Table 9.1 "Elements of a Business Letter".
Table 9.1 Elements of a Business Letter
Content | Guidelines |
---|---|
1. Return Address | This is your address where someone could send a reply. If your letter includes a letterhead with this information, either in the header (across the top of the page) or the footer (along the bottom of the page), you do not need to include it before the date. |
2. Date | The date should be placed at the top, right or left justified, five lines from the top of the page or letterhead logo. |
3. Reference (Re:) | Like a subject line in an e-mail, this is where you indicate what the letter is in reference to, the subject or purpose of the document. |
4. Delivery (Optional) | Sometimes you want to indicate on the letter itself how it was delivered. This can make it clear to a third party that the letter was delivered via a specific method, such as certified mail (a legal requirement for some types of documents). |
5. Recipient Note (Optional) | This is where you can indicate if the letter is personal or confidential. |
6. Salutation | A common salutation may be "Dear Mr. (full name)." But if you are unsure about titles (i.e., Mrs., Ms., Dr.), you may simply write the recipient's name (e.g., "Dear Cameron Rai") followed by a colon. A comma after the salutation is correct for personal letters, but a colon should be used in business. The salutation "To whom it may concern" is appropriate for letters of recommendation or other letters that are intended to be read by any and all individuals. If this is not the case with your letter, but you are unsure of how to address your recipient, make every effort to find out to whom the letter should be specifically addressed. For many, there is no sweeter sound than that of their name, and to spell it incorrectly runs the risk of alienating the reader before your letter has even been read. Avoid the use of impersonal salutations like "Dear Prospective Customer," as the lack of personalization can alienate a future client. |
7. Introduction | This is your opening paragraph, and may include an attention statement, a reference to the purpose of the document, or an introduction of the person or topic depending on the type of letter. An emphatic opening involves using the most significant or important element of the letter in the introduction. Readers tend to pay attention to openings, and it makes sense to outline the expectations for the reader up front. Just as you would preview your topic in a speech, the clear opening in your introductions establishes context and facilitates comprehension. |
8. Body | If you have a list of points, a series of facts, or a number of questions, they belong in the body of your letter. You may choose organizational devices to draw attention, such as a bullet list, or simply number them. Readers may skip over information in the body of your letter, so make sure you emphasize the key points clearly. This is your core content, where you can outline and support several key points. Brevity is important, but so is clear support for main point(s). Specific, meaningful information needs to be clear, concise, and accurate. |
9. Conclusion | An emphatic closing mirrors your introduction with the added element of tying the main points together, clearly demonstrating their relationship. The conclusion can serve to remind the reader, but should not introduce new information. A clear summary sentence will strengthen your writing and enhance your effectiveness. If your letter requests or implies action, the conclusion needs to make clear what you expect to happen. It is usually courteous to conclude by thanking the recipient for his or her attention, and to invite them to contact you if you can be of help or if they have questions. This paragraph reiterates the main points and their relationship to each other, reinforcing the main point or purpose. |
10. Close | "Sincerely" or "Cordially" are standard business closing statements. ("Love," "Yours Truly," and "BFF" are closing statements suitable for personal correspondence, but not for business.) Closing statements are normally placed one or two lines under the conclusion and include a hanging comma, as in Sincerely, |
11. Signature | Five lines after the close, you should type your name (required) and, on the line below it, your title (optional). |
12. Preparation Line | If the letter was prepared, or word-processed, by someone other than the signatory (you), then inclusion of initials is common, as in MJD or abc. |
13. Enclosures/Attachments | Just like an e-mail with an attachment, the letter sometimes has additional documents that are delivered with it. This line indicates what the reader can look for in terms of documents included with the letter, such as brochures, reports, or related business documents. |
14. Courtesy Copies or "CC" | The abbreviation "CC" once stood for carbon copies but now refers to courtesy copies. Just like a "CC" option in an e-mail, it indicates the relevant parties that will also receive a copy of the document. |
15. Logo/Contact Information | A formal business letter normally includes a logo or contact information for the organization in the header (top of page) or footer (bottom of page). |
Strategies for Effective Letters
Remember that a letter has five main areas:- The heading, which establishes the sender, often including address and date
- The introduction, which establishes the purpose
- The body, which articulates the message
- The conclusion, which restates the main point and may include a call to action
- The signature line, which sometimes includes the contact information
Figure 9.5 Sample Business Letter
- be clear, concise, specific, and respectful;
- each word should contribute to your purpose;
- each paragraph should focus on one idea;
- the parts of the letter should form a complete message;
- the letter should be free of errors.
Key Takeaways
- Memos are brief business documents usually used internally to inform or persuade employees concerning business decisions on policy, procedure, or actions.
- Letters are brief, print messages often used externally to inform or persuade customers, vendors, or the public.
- A letter has fifteen parts, each fulfilling a specific function.
Exercises
- Find a memo from your work or business, or borrow one from someone you know. Share it with your classmates, observing confidentiality by blocking out identifying details such as the name of the sender, recipient, and company. Compare and contrast.
- Create a draft letter introducing a product or service to a new client. Post and share with classmates.
- Write a memo informing your class that an upcoming holiday will be observed. Post and share with classmates.
- Find a business letter (for example, an offer you received from a credit card company or a solicitation for a donation) and share it with your classmates. Look for common elements and points of difference.
- Now that you have reviewed a sample letter, and learned about the five areas and fifteen basic parts of any business letter, write a business letter that informs a prospective client or customer of a new product or service.
Business Proposal
Learning Objectives
- Describe the basic elements of a business proposal.
- Discuss the main goals of a business proposal.
- Identify effective strategies to use in a business proposal.
An
effective business proposal informs and persuades efficiently. It
features many of the common elements of a report, but its emphasis on
persuasion guides the overall presentation.
Let's
say you work in a health care setting. What types of products or
services might be put out to bid? If your organization is going to
expand and needs to construct a new wing, it will probably be put out to
bid. Everything from office furniture to bedpans could potentially be
put out to bid, specifying a quantity, quality, and time of delivery
required. Janitorial services may also be bid on each year, as well as
food services, and even maintenance. Using the power of bidding to lower
contract costs for goods and services is common practice.
In
order to be successful in business and industry, you should be familiar
with the business proposal. Much like a report, with several common
elements and persuasive speech, a business proposal makes the case for
your product or service. Business proposals are documents designed to
make a persuasive appeal to the audience to achieve a defined outcome,
often proposing a solution to a problem.
Common Proposal Elements
Idea
Effective
business proposals are built around a great idea or solution. While you
may be able to present your normal product, service, or solution in an
interesting way, you want your document and its solution to stand out
against the background of competing proposals. What makes your idea
different or unique? How can you better meet the needs of the company
that other vendors? What makes you so special? If the purchase decision
is made solely on price, it may leave you little room to underscore the
value of service, but the sale follow-through has value. For example,
don't consider just the cost of the unit but also its maintenance. How
can maintenance be a part of your solution, distinct from the rest? In
addition, your proposal may focus on a common product where you can
anticipate several vendors at similar prices. How can you differentiate
yourself from the rest by underscoring long-term relationships,
demonstrated ability to deliver, or the ability to anticipate the
company's needs? Business proposals need to have an attractive idea or
solution in order to be effective.
Traditional Categories
You
can be creative in many aspects of the business proposal, but follow
the traditional categories. Businesses expect to see information in a
specific order, much like a résumé or even a letter. Each aspect of your
proposal has its place and it is to your advantage to respect that
tradition and use the categories effectively to highlight your product
or service. Every category is an opportunity to sell, and should
reinforce your credibility, your passion, and the reason why your
solution is simply the best.
Table 9.2 Business Proposal Format
Cover Page | Title page with name, title, date, and specific reference to request for proposal if applicable. |
Executive Summary | Like an abstract in a report, this is a one- or two-paragraph summary of the product or service and how it meets the requirements and exceeds expectations. |
Background | Discuss the history of your product, service, and/or company and consider focusing on the relationship between you and the potential buyer and/or similar companies. |
Proposal | The idea. Who, what, where, when, why, and how. Make it clear and concise. Don't waste words, and don't exaggerate. Use clear, well-supported reasoning to demonstrate your product or service. |
Market Analysis | What currently exists in the marketplace, including competing products or services, and how does your solution compare? |
Benefits | How will the potential buyer benefit from the product or service? Be clear, concise, specific, and provide a comprehensive list of immediate, short, and long-term benefits to the company. |
Timeline | A clear presentation, often with visual aids, of the process, from start to finish, with specific, dated benchmarks noted. |
Marketing Plan | Delivery is often the greatest challenge for Web-based services - how will people learn about you? If you are bidding on a gross lot of food service supplies, this may not apply to you, but if an audience is required for success, you will need a marketing plan. |
Finance | What are the initial costs, when can revenue be anticipated, when will there be a return on investment (if applicable)? Again, the proposal may involve a one-time fixed cost, but if the product or service is to be delivered more than once, and extended financial plan noting costs across time is required. |
Conclusion | Like a speech or essay, restate your main points clearly. Tie them together with a common them and make your proposal memorable. |
Ethos, Pathos, and Logos
Ethos refers to credibility, pathos to passion and enthusiasm, and logos to logic or reason. All three elements are integral parts of your business proposal that require your attention. Who are you and why should we do business with you? Your credibility may be unknown to the potential client and it is your job to reference previous clients, demonstrate order fulfillment, and clearly show that your product or service is offered by a credible organization. By association, if your organization is credible the product or service is often thought to be more credible.In the same way, if you are not enthusiastic about the product or service, why should the potential client get excited? How does your solution stand out in the marketplace? Why should they consider you? Why should they continue reading? Passion and enthusiasm are not only communicated through "!" exclamation points. Your thorough understanding, and your demonstration of that understanding, communicates dedication and interest.
Each assertion requires substantiation, each point clear support. It is not enough to make baseless claims about your product or service - you have to show why the claims you make are true, relevant, and support your central assertion that your product or service is right for this client. Make sure you cite sources and indicate "according to" when you support your points. Be detailed and specific.
Professional
Two Types of Business Proposals
Solicited
If you have been asked to submit a proposal it is considered solicited. The solicitation may come in the form of a direct verbal or written request, but normally solicitations are indirect, open-bid to the public, and formally published for everyone to see. A request for proposal (RFP), request for quotation (RFQ), and invitation for bid (IFB) are common ways to solicit business proposals for business, industry, and the government.Unsolicited
Sample Business Proposal
The Writing Help Tools Center is a commercial enterprise, and offers a clear (and free) example of a business proposal here:Key Takeaway
Exercises
- Click on this link to see a sample request for proposal from the American Institute of Public Accounts.
http://www.aicpa.org/audcommctr/toolkitsnpo/SampleRFP_for_CPA_Services.htm - Prepare a business proposal in no more than two pages. Follow the guidelines provided in the sample letter for CPA services on the American Institute of Public Accountants Web site. Do not include actual contact information. Just as the example has employees named after colors, your (imaginary) company should have contact information that does not directly link to real businesses or you as an individual. Do not respond to point 12.
- Search for an RFP (request for proposal) or similar call to bid, and post it to your class. Compare the results with your classmates, focusing on what is required to apply or bid.
- Identify a product or service you would like to produce or offer. List three companies that you would like to sell your product or service to and learn more about them. Post your findings, making the link between your product or service and company needs. You may find the Web site on creating a business plan (http://www.myownbusiness.org/s2/#3) useful when completing this exercise.
Report
Learning Objectives
- Discuss the main parts of a report.
- Understand the different types of reports.
- Write a basic report.
What Is a Report?
Reports are documents designed to record and convey information to the reader. Reports are part of any business or organization; from credit reports to police reports, they serve to document specific information for specific audiences, goals, or functions. The type of report is often identified by its primary purpose or function, as in an accident report, a laboratory report, a sales report, or even a book report. Reports are often analytical, or involve the rational analysis of information. Sometimes they simply "report the facts" with no analysis at all, but still need to communicate the information in a clear and concise format. Other reports summarize past events, present current data, and forecast future trends. While a report may have conclusions, propositions, or even a call to action, the demonstration of the analysis is the primary function. A sales report, for example, is not designed to make an individual sale. It is, however, supposed to report sales to date, and may forecast future sales based on previous trends. This chapter is designed to introduce you to the basics of report writing.
Types of Reports
Reports
come in all sizes, but are typically longer than a page and somewhat
shorter than a book. The type of report depends on its function. The
function of the report is its essential purpose, often indicated in the
thesis or purpose statement. The function will also influence the types
of visual content or visual aids, representing words, numbers, and their
relationships to the central purpose in graphic, representational ways
that are easy for the reader to understand. The function may also
contribute to parameters like report length (page or word count) or word
choice and readability. "Focusing on the content of your longer
business documents is not only natural but necessary because doing so
helps ensure complete, correct information".
Reports
vary by function, and they also vary by style and tradition. Within
your organization, there may be employer-specific expectations that need
to be addressed to meet audience expectations. This chapter discusses
reports in general terms, focusing on common elements and points of
distinction, but reference to similar documents where you work or
additional examination of specific sample reports may serve you well as
you prepare your own report.
Informational or Analytical Report?
There
are two main categories for reports, regardless of their specific
function or type. An informational report informs or instructs and
presents details of events, activities, individuals, or conditions
without analysis. An example of this type of "just the facts" report is a
police accident report. The report will note the time, date, place,
contributing factors like weather, and identification information for
the drivers involved in an automobile accident. It does not establish
fault or include judgmental statements. You should not see "Driver was
falling down drunk" in a police accident report. Instead, you would see
"Driver failed sobriety tests and breathalyzer test and was transported
to the station for a blood sample". The police officer is not a trained
medical doctor and is therefore not licensed to make definitive
diagnoses, but can collect and present relevant information that may
contribute to that diagnosis.
The
second type of report is called an analytical report. An analytical
report presents information with a comprehensive analysis to solve
problems, demonstrate relationships, or make recommendations. An example
of this report may be a field report by a Center for Disease Control
(CDC) physician from the site of an outbreak of the H1N1 virus, noting
symptoms, disease progression, steps taken to arrest the spread of the
disease, and to make recommendations on the treatment and quarantine of
subjects.
Table
9.3 "Types of Reports and Their Functions" includes common reports
that, depending on the audience needs, may be informational or
analytical.
Table 9.3 Types of Reports and Their Functions
Type | Function |
---|---|
1. Laboratory Report | Communicate the procedures and results of laboratory activities |
2. Research Report | Study problems scientifically by developing hypotheses, collecting data, analyzing data, and indicating findings or conclusions |
3. Field Study Report | Describe one-time events, such as trips, conferences, seminars, as well as reports from branch offices, industrial and manufacturing plants |
4. Progress Report | Monitor and control production, sales, shipping, service, or related business process |
5. Technical Report | Communication process and product from a technical perspective |
6. Financial Report | Communication status and trends from a finance perspective |
7. Case Study | Represent, analyze, and present lessons learned from a specific case or example |
8. Needs Assessment Report | Assess the need for a service or product |
9. Comparative Advantage Report | Discuss competing products or services with an analysis of relative advantages and disadvantages |
10. Feasibility Study | Analyze problems and predict whether current solutions or alternatives will be practical, advisable, or produced the desired outcome(s) |
11. Instruction Manuals | Communicate step-by-step instructions on the use of a product or service |
12. Compliance Report | Document and indicate the extent to which a product or service is within established compliance parameters or standards |
13. Cost-Benefit Analysis Report | Communicate costs and benefits of products or services. |
14. Decision Report | Make recommendations to management and become tools to solve problems and make decisions |
15. Benchmark Report | Establish criteria and evaluate alternatives by measuring against the establish benchmark criteria |
16. Examination Report | Report or record data obtained from an examination of an item or conditions, including accidents and natural disasters |
17. Physical Description report | Describe the physical characteristics of a machine, a device, or object |
18. Literature Review | Present summaries of the information available on a given subject |
How Are Reports Organized?
Reports vary by size, format, and function. You need to be flexible and adjust to the needs of the audience while respecting customs and guidelines. Reports are typically organized around six key elements:- Whom the report is about and/or prepared for
- What was done, what problems were addressed, and the results, including conclusions and/or recommendations
- Where the subject studied occurred
- When the subject studied occurred
- Why the report was written (function), including under what authority, for what reason, or by whose request
- How the subject operated, functioned, or was used
Page | Element | Function | Example |
---|---|---|---|
1. Cover | Title and image | Like the cover of a book, sometimes a picture, image, or logo is featured to introduce the topic to the reader. | |
2. Title Fly | Title only | This page is optional. | Feasibility Study of Oil Recovery from the X Tarpit Sands Location |
3. Title Page | Label, report, features title, author, affiliation, date, and sometimes for whom the report was prepared | Feasibility Study of Oil Recovery from the X Tarpit Sands Location Peak Oilman, X Energy Corporation Prepared for X | |
4. Table of Contents | A list of the main parts of the report and their respective page numbers |
|
|
5. Abstract |
|
This report presents the current status of the X tarpit sands, the study of oil recoverability, and the findings of the study with specific recommendations. | |
6. Introduction | Introduces the topic of the report | Oil sands recovery processes include ways to extract and separate the bitumen from the clay, sand, and water that make up the tar sands. This study analyzes the feasibility of extraction and separation, including a comprehensive cost/benefits analysis, with specific recommendations. | |
7. Body | Key elements of body include:
|
|
|
8. Conclusion | Concise presentation of findings | This portion clearly indicates the main results and their relation to recommended action or outcome. | |
9. References | Bibliography or Works Cited | This part contains a list of citations. | |
10. Appendix | Related supporting materials | This may include maps, analysis of soil samples, and field reports. |
Here is a checklist for ensuring that a report fulfills its goals.
- Report considers the audience's needs
- Format follows function of report
- Format reflects institutional norms and expectations
- Information is accurate, complete, and documented
- Information is easy to read
- Terms are clearly defined
- Figures, tables, and art support written content
- Figures, tables, and art are clear and correctly labeled
- Figures, tables, and art are easily understood without text support
- Words are easy to read (font, arrangement, organization)
- Results are clear and concise
- Recommendations are reasonable and well-supported
- Report represents your best effort
- Report speaks for itself without your clarification or explanation
Key Takeaway
Exercises
- Find an annual report for a business you would like to learn more about. Review it with the previous reading in mind and provide examples. Share and compare with classmates.
- Write a report on a trend in business that you've observed, and highlight at least the main finding. For example, from the rising cost of textbooks to the Unnamed Publisher approach to course content, textbooks are a significant issue for students. Draw from your experience as you bring together sources of information to illustrate a trend. Share and compare with classmates.
Résumé
Learning Objectives
- Describe the differences among functional, reverse chronological, combination, targeted, and scannable résumés.
- Discuss what features are required in each type of résumé.
- Prepare a one-page résumé.
A
résumé is a document that summarizes your education, skills, talents,
employment history, and experiences in a clear and concise format for
potential employers. The résumé serves three distinct purposes that
define its format, design, and presentation:
- To represent your professional information in writing
- To demonstrate the relationship between your professional information and the problem or challenge the potential employer hopes to solve or address, often represented in the form of a job description or duties
- To get you an
interview by clearly demonstrating you meet the minimum qualifications
and have the professional background help the organization meet its
goals
An online profile page is similar to a résumé in that it represents you, your background and qualifications, and adds participation to the publication. People network, link, and connect in new ways via online profiles or professional sites like LinkedIn. In many ways, your online profile is an online version of your résumé with connections and friends on public display. Your MySpace and Facebook pages are also often accessible to the public, so never post anything you wouldn't want your employer (current or future) to read, see, or hear. This chapter covers a traditional résumé, as well as the more popular scannable features, but the elements and tips could equally apply to your online profile.
Main Parts of a Résumé
Regardless
of the format, employers have expectations for your résumé. They expect
it to be clear, accurate, and up to date. The
elements of résumé style: Essential rules and eye-opening advice for
writing résumés and cover letters that work. AMACOM. This document
represents you in your absence, and you want it to do the best job
possible. You don't want to be represented by spelling or grammatical
errors, as they may raise questions about your education and attention
to detail. Someone reading your résumé with errors will only wonder what
kind of work you might produce that will poorly reflect on their
company. There is going to be enough competition that you don't want to
provide an easy excuse to toss your résumé at the start of the process.
Do your best work the first time.
Résumés
have several basic elements that employers look for, including your
contact information, objective or goal, education and work experience,
and so on. Each résumé format may organize the information in distinct
ways based on the overall design strategy, but all information should be
clear, concise, and accurate.
Contact Information
This
section is often located at the top of the document. The first element
of the contact information is your name. You should use your full, legal
name even if you go by your middle name or use a nickname. There will
plenty of time later to clarify what you prefer to be called, but all
your application documents, including those that relate to payroll, your
social security number, drug screenings, background checks, fingerprint
records, transcripts, certificates or degrees, should feature your
legal name. Other necessary information includes your address, phone
number(s), and e-mail address. If you maintain two addresses (e.g., a
campus and a residential address), make it clear where you can be
contacted by indicating the primary address. For business purposes, do
not use an unprofessional e-mail address like sexiluvr93@hotmale.com or
tutifruti@yafoo.com. Create a new e-mail account if needed with an
address suitable for professional use.
Figure 9.7 Sample Contact Information
Objective
This
is one part of your résumé that is relatively simple to customize for
an individual application. Your objective should reflect the audience's
need to quickly understand how you will help the organization achieve
its goals.
Figure 9.8 Sample Objective
Education
You
need to list your education in reverse chronological order, with your
most recent degree first. List the school, degree, and grade point
average (GPA). If there is a difference between the GPA in your major
courses and your overall GPA, you may want to list them separately to
demonstrate your success in your chosen field. You may also want to
highlight relevant coursework that directly relate to the position.
Figure 9.9 Sample Education Field
Work Experience
List
in reverse chronological order your employment history, including the
positions, companies, locations, dates, duties and skills demonstrated
or acquired. You may choose to use active, descriptive sentences or
bullet lists, but be consistent. Emphasize responsibilities that
involved budgets, teamwork, supervision, and customer service when
applying for positions in business and industry, but don't let emphasis
become exaggeration. This document represents you in your absence, and
if information is false, at a minimum you could lose your job.
Figure 9.10 Sample Work Experience
Table 9.5 Types of Résumés
Type | Function | Advantage | Disadvantage |
---|---|---|---|
1. Reverse Chronological | Reverse chronological résumés (also called reverse time order) focus on work history. | Demonstrates a consistent work history | It may be difficult to highlight skills and experience. |
2. Functional | Functional résumés (also called competency-based résumés) focus on skills. | Demonstrates skills that can clearly link to job functions or duties | It is often associated with people who have gaps in their employment history. |
3. Combination | A combination résumé lists your skills and experience first, then employment history and education. | Highlights the skills you have that are relevant to the job and provides a reverse chronological work history | Some employers prefer a reverse chronological order. |
4. Targeted | A targeted résumé is a custom document that specifically highlights the experience and skills that are relevant to the job. | Points out to the reader how your qualifications and experience clearly match the job duties | Custom documents take additional time, preparation, analysis of the job announcement, and may not fit the established guidelines. |
5. Scannable | A scannable résumé is specifically formatted to be read by a scanner and converted to digital information. | Increasingly used to facilitate search and retrieval, and to reduce physical storage costs | Scanners may not read the résumé correctly. |
Maximize Scannable Résumé Content
Use Key Words
Follow Directions
Insert a Key Word Section
Make It Easy to Read
Printing, Packaging and Delivery
Use a laser printer to get crisp letter formation. Inkjet printers can have some "bleed" between characters that may make them overlap, and therefore be misunderstood. Folds can make it hard to scan your document. E-mail your résumé as an attachment if possible, but if a paper version is required, don't fold it. Use a clean, white piece of paper with black ink; colors will only confuse the computer. Deliver the document in a nine-by-twelve-inch envelope, stiffened with a sheet of cardstock (heavy paper or cardboard) to help prevent damage to the document.Figure 9.11 Sample Format for Chronological Résumé
Key Takeaway
Exercises
- Find a job announcement with specific duties that represents a job that you will be prepared for upon graduation. Choose a type of résumé and prepare your résumé to submit to the employer as a class assignment. Your instructor may also request a scannable version of your résumé.
- Conduct an online search for a functional or chronological résumé. Please post and share with your classmates.
- Conduct an online search for job advertisements that detail positions you would be interested in, and note the key job duties and position requirements. Please post one example and share with your classmates.
- When is a second page of your résumé justified? Explain.
- Conduct an online search for resources to help you prepare your own résumé. Please post one link and a brief review of the Web site, noting what features you found useful and at least one recommendation for improvement.
Sales Message
Learning Objectives
- Discuss a basic sales message and identify its central purpose
- Detail the main parts of a sales message and understand strategies for success
A
sales message is the central persuasive message that intrigues,
informs, persuades, calls to action, and closes the sale. Not every
sales message will make a direct sale, but the goal remains. Whether
your sales message is embedded in a letter, represented in a proposal,
or broadcast across radio or television, the purpose stays the same.
Sales
messages are often discussed in terms of reason versus emotion. Every
message has elements of ethos, or credibility; pathos, or passion and
enthusiasm; and logos, or logic and reason. If your sales message
focuses exclusively on reason with cold, hard facts and nothing but the
facts, you may appeal to some audience, but certainly not the majority.
Buyers make purchase decisions on emotion as well as reason, and even if
they have researched all the relevant facts about competing products,
the decision may still come down to impulse, emotion, and desire. If
your sales message focuses exclusively on emotion, with little or no
substance, it may not be taken seriously. Finally, if your sales message
does not appear to have credibility, the message will be dismissed. In
the case of the sales message, you need to meet the audience's needs
that vary greatly.
In
general, appeals to emotion pique curiosity and get our attention, but
some attention to reason and facts should also be included. That doesn't
mean we need to spell out the technical manual on the product on the
opening sale message, but basic information about design or features, in
specific, concrete ways can help an audience make sense of your message
and the product or service. Avoid using too many abstract terms or
references, as not everyone will understand these. You want your sales
message to do the work, not the audience.
Format for a Common Sales Message
A sales message has the five main parts of any persuasive message.
Table 9.6 Five Main Parts of a Persuasive Message
Attention Statement | Use humor, novelty, surprise, or the unusual to get attention. |
Introduction | Build interest by appealing to common needs and wants, and include a purpose statement to set up expectations. |
Body | Establish credibility, discuss attractive features, and compare with competitors, addressing concerns or potential questions before they are even considered. |
Conclusion | Sum it up and offer solution steps or calls to action, motivating the audience to take the next step. The smaller the step, the more likely the audience will comply. Set up your audience for an effective closing. |
Residual Message | Make the sale, make them remember you, and make sure your final words relate to the most important information, like a contact phone number. |
Getting Attention
Your sales message will compete with hundreds of other messages and you want it to stand out. One effective way to do that is to make sure your attention statement(s) and introduction clearly state how the reader or listener will benefit.- Will the product or service save time or money?
- Will it make them look good?
- Will it entertain them?
- Will it satisfy them?
Sales Message Strategies for Success
Your product or service may sell itself, but if you require a sales message, you may want to consider these strategies for success:- Start with your greatest benefit. Use it in the headline, subject line, caption, or attention statement. Audiences tend to remember the information from the beginning and end of a message, but have less recall about the middle points. Make your first step count by highlighting the best feature first.
- Take baby steps. One thing at a time. Promote, inform, and persuade on one product or service at a time. You want to hear "yes" and make the associated sale, and if you confuse the audience with too much information, too many options, steps to consider, or related products or service, you are more likely to hear "no" as a defensive response as the buyer tries not to make a mistake. Avoid confusion and keep it simple.
- Know your audience. The more background research you can do on your buyer, the better you can anticipate their specific wants and needs and individualize your sales message to meet them.
- Lead with emotion, follow with reason. Gain the audience's attention with drama, humor, or novelty and follow with specific facts that establish your credibility, provide more information about the product or service, and lead to your call to action to make the sale.
Key Takeaway
A sales message combines emotion and reason, and reinforces credibility, to create interest in a product or service that leads to a sale.Exercises
- Create your own e-mail sales message in a hundred words or less. Share it with the class.
- Identify one sales message you consider to be effective. Share it with classmates and discuss why you perceive it to be effective.
- Please consider one purchase you made recently. What motivated you to buy and why did you choose to complete the purchase? Share the results with your classmates.
- Are you more motivated by emotion or reason? Ask ten friends that question and post your results.