© Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 1 Promotional Strategies.
© Prentice Hall, 2007 Business Communication Essentials, 3eChapter 11 - 1 Writing and Completing...
Transcript of © Prentice Hall, 2007 Business Communication Essentials, 3eChapter 11 - 1 Writing and Completing...
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 1
Writing and Writing and Completing Reports Completing Reports
and Proposalsand Proposals
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 2
Three-Step Writing Three-Step Writing ProcessProcess
• Planning
• Writing
• Completing
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 3
Writing Reports and Writing Reports and ProposalsProposals
• Long message formats
• Effective visual support
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 4
Adapting to the Adapting to the AudienceAudience
• Be sensitive to their needs
• Adopt the “you” attitude
• Apply business etiquette
• Emphasize the positive
• Use bias-free language
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 5
Composing Reports and Composing Reports and ProposalsProposals
• Select the best words
• Write effective sentences
• Develop coherent paragraphs– Introduction– Body– Close
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 6
The Introductory SectionThe Introductory Section
• Establishes context
• Introduces subject or purpose
• Previews main ideas
• Establishes overall tone
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 7
The Body SectionThe Body Section
• Present
• Analyze
• Interpret
• Support
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 8
The Closing SectionThe Closing Section
• Emphasizes main points
• Summarizes benefits
• Reinforces overall structure
• Brings together action items
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 9
Drafting Report ContentDrafting Report Content
• Accurate
• Complete
• Balanced
• Clear and logical
• Documented
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 10
Report IntroductionReport Introduction
• Authorization
• Problem
• Purpose
• Scope
• Background
• Sources
• Methods
• Definitions
• Limitations
• Organization
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 11
Report BodyReport Body
• Explanations
• Evidence
• Results
• Analyses
• Procedures
• Methods
• Criteria
• Conclusions
• Recommendations
• Support
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 12
Report ClosingReport Closing
• Conclusions
• Recommendations
• Action plans
• Schedules
• Responsibilities
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 13
Proposal ContentProposal Content
• The AIDA plan
– Solicited proposals
– Unsolicited proposals
• Introduction
• Body
• Conclusion
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 14
Strategies for Strategies for Successful ProposalsSuccessful Proposals
• Demonstrate your knowledge
• Provide concrete examples
• Research the competition
• Prove that your proposal is workable
• Relate to the reader’s needs
• Package your proposal attractively
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 15
Proposal IntroductionProposal Introduction
• Problem or background
• Proposed solution
• Scope or delimitations
• Organization
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 16
Proposal BodyProposal Body
• Proposed solution
• Work plan
• Qualifications
• Detailed costs
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 17
Proposal ClosingProposal Closing
• Summarize key points
• Emphasizes benefits
• Summarizes merits
• Restates qualifications
• Asks for final decisions
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 18
Guiding the ReadersGuiding the Readers
• Headings and subheadings
• Transitional devices
• Previews and reviews
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 19
Using TechnologyUsing Technology
• Templates
• Linked files
• Embedded files
• Electronic forms
• Electronic documents
• Multimedia documents
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 20
Effective Visuals in Effective Visuals in ReportsReports
• Bring your message to life
• Connect with your readers
• Convey effective messages
• Attract and hold attention
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 21
5 C’s of Visual Design5 C’s of Visual Design
• Clear
• Complete
• Concise
• Connected
• Compelling
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 22
Pick the Right VisualsPick the Right Visuals
• Data
• Information
• Concepts
• Ideas
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 23
The Parts of a TableThe Parts of a Table
Stub head Subhead
SingleColumn
Head
SingleColumn
Head
Row headRow head Subhead Subhead
Total
XXX
XXXXXX
XXX
XX
XXXX
XX
XX
XXXX
XX
Subhead
XXX
XX XX
XXX
Multicolumn Head*
Source: (In the same format as a text footnote).*Footnote (for explanation of elements in the table).
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 24
Preparation of TablesPreparation of Tables
• Use common, clearly identified units
• Round off all items in columns
• Label column headings
• Separate rows and columns
• Don’t overload the table with data
• Document data sources
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 25
Using Line Using Line and Surface Chartsand Surface Charts
• Trends
• Variables
• Relationships
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 26
Using Bar ChartsUsing Bar Charts
• Compare items
• Show changes
• Indicate relationships
• Show relative sizes
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 27
Using Pie ChartsUsing Pie Charts
• Limit the number of slices
• Arrange slices clockwise
• Use a variety of colors
• Show numbers or percentages
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 28
Information, Information, Concepts, and IdeasConcepts, and Ideas
• Organization charts– Positions– Units– Functions
• Flow charts– Processes– Procedures– Sequences
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 29
Using MapsUsing Maps
• Geographic areas
• Regional differences
• Key markets
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 30
Other Business GraphicsOther Business Graphics
• Drawings and diagrams– Functions– Operations– Selected details
• Photographic images– Realism– Visual appeal– Ethical concerns
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 31
Animation and VideoAnimation and Video
• Visual Impact– Shapes and text– Computer animation– Digital video
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 32
Designing Effective Designing Effective VisualsVisuals
• Select appropriate templates
• Be consistent throughout
• Use colors purposefully
• Balance design elements
• Avoid “chartjunk”
• Consider audience expectations
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 33
Integrate Text and Integrate Text and VisualsVisuals
• Clear introductions
• Careful placement
• Clear references
• Use titles, captions, and legends
• Check for accuracy
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 34
Producing Formal Producing Formal ReportsReports
• Prefatory parts
• Text of the report
• Supplementary parts
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 35
Prefatory PartsPrefatory Parts
• Report Cover
• Title fly/Title page
• Authorization Letter
• Transmittal Letter
• Table of Contents
• List of Visuals
• Synopsis/Abstract
• Executive Summary
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 36
Text of the ReportText of the Report
• Introduction
• Body
• Closing
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 37
Supplementary PartsSupplementary Parts
• Appendixes
• Bibliography
• Index
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 38
Producing a Formal Producing a Formal ProposalProposal
• Unique prefatory elements– Copy of the RFP– Synopsis/Executive summary– Transmittal document
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 39
Text of the ProposalText of the Proposal
• Introduction
• Body
• Closing
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 40
Proofreading Proofreading Reports and ProposalsReports and Proposals
• Inconsistencies
• Errors
• Missing components
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 41
DistributingDistributing
Reports and Proposals Reports and Proposals
• Physical
• Electronic
• Web-based
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© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 11 - 42
Reviewing Key PointsReviewing Key Points
• Writing reports and proposals
• Choosing visual aids
• Completing reports and proposals