Service and Communication

2 The executive summaryCOMMUNICATION

The executive summary

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An Executive Summary is

. the short, precise introduction for a business plan, a report or any other business document.

. a quick guide to understand the infor-mation contained in the report.

. a way to make the intended readers become rapidly acquainted with a large body of material without having to read it all.

. also possible to make as a short pro-posal (ideas, plans and suggestions) based on basic research.

The executive summary

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Griffith University, 2011

An Executive Summary aims to

. provide a brief overview of the whole report so that executives or manag-ers could read the executive summary alone without the accompanying report.

. allow the reader to quickly understand the information contained in the report.

. persuade the reader that the document is worthy of being read (if report and not proposal).

.   provide concise, complete, specific and self-sufficient information that can be understood in isolation.

HOW TO FIND OUT WHAT’S RELEVANT

AND WHAT ISN’T

MoSCoW method

Communication ressources: MoSCoW Method

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Source: http://goo.gl/iZqoLW. * Occasionally the word “Would” is substituted for “Won’t” to give a clearer understanding of this choice.

MoSCoW is a technique used in business analysis to reach a common understanding with stakeholders on the importance they place on the delivery of each requirement − also known as MoSCoW prioritisation or MoSCoW analysis.

M MUST

Describes a requirement that

must be satisfied in the final solution for the solution

to be considered a success.

S SHOULD

Represents a high-priority item that

should be included in the solution if it is possible.

This is often a critical requirement but one

which can be satisfied in other ways if necessary.

C COULD

Describes a require-ment which is

considered desirable but not necessary.

This will be included if time and resources

permit.

W WON’T

(or would not now *)

Represents a requirement that

stakeholders have agreed will not be implemented in a given release, but

may be considered for the future.

The executive summary

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Griffith University, 2011. *This is an even simpler approach based on the guidelines of Griffith University.

How to structure an Executive Summary*

. AIM/INTRO State the purpose/aim of the report. For example: the main purpose of this report is to … Describe the main chal-lange and make people interested in reading the report.

. RESULTS & RECOMMENDATIONS Provide in simple words the results of the study. The recommendations (if applicable in a simple way) should also provided. State all relevant contact information.

. METHOD Describe the procedure that has been used (by you or others): State, in short, the methodology or analytical process used to process the data collected. Refer to pages or index where more details can be seen.

The executive summary

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Griffith University, 2011

Process involved in writing an Executive Summary Formalistic advice

. The executive summary is normally not more than a page in length and should provide an adequate represen-tation of the entire document in a shortened form.

. IF REPORT: The executive summary is provided on a separate page at the beginning of the report before the Table of Contents.

Writing style advice

. An impersonal writing style is used so as to ensure that the report remains formal especially if the audience is your manager or supervisor.

. Remove unnecessary words and sentences. Check grammar, spelling, sentence and paragraph structures.your manager or supervisor.

Good advice

. IF REPORT: It is useful to write the executive summary after you’ve writ-ten the whole report so that it more accurately reflects the content of the report.

. The key points in the executive sum-mary should be presented in the identical order as they appear in the report so as to encourage logical flow and cohesion.

The executive summary: workshop

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Picture: Navy and Marine Corps Public Health Center: http://goo.gl/5Am1IA

The layout and logic of the Executive Summary

. Use formatting and graphics to highlight the message. Clarity of the summary can be improved through usage of bullet points and subtitles in the organisational structure. This will also make it easier for the reader to skim read.

. Be aware of logical and helpful visual information archtecture.

Sample of an Executive Summary

A Guide to Writing an Effective Executive Summary 4

The executive summary: workshop

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The Executive Summary proposal

. The executive summary format can also be apllied to the use for a pro-posal of a new idea to be tested or accepted, funded, discussed etc., still based on basic research and valid argumentation.

Oral presentation: the fish method

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Busch et al. 2011: 80 ff.

INTROShow who you are

Show your agenda

Introduce the topics

ENDConclusion

Questions and comments from audience

MIDDLEThis is the part where you

elaborate on the topics, you’ve introduced

Demonstrate your knowledge

Know when to use facts and when (or if) to state your own

opinions and preferences

Use partial conclusions

You can use a good story

Bibliography

References

Anne Mette Busch et al. (2011):Kommunikation i multimediedesign.Hans Reitzel/Gyldendal Akademisk.

Background literature/ressources

MoSCoW Method:http://goo.gl/iZqoLW

Griffith University, Australia (2011): “Writing an Executive Summary”.See link to PDF at:http://goo.gl/jQnqWC

Navy and Marine Corps Public Health Center:“A Guide to Writing an Effective  Executive Summary”See link to PDF at:http://goo.gl/5Am1IA

Proposal example:http://goo.gl/Yvr49l

Graphic design byD. Engelby(Except picture p. 7)

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