1. Completing Reports and Proposals
LEARNING OBJECTIVES
After studying this chapter, you will be able to do the following:
Summarize the four tasks involved in completing business reports and proposals
Identify the major components of a formal report
Identify the circumstances in which you should include letters of authorization and letters of acceptance in your reports
Explain the difference between a synopsis and an executive summary
Identify the major components of a formal proposal
Identify the major components to include in a request for proposals (RFP)
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2. Finalizing Formal Reports and Proposals
Revising
Producing
Proofreading
Distributing
As the last step in the three-step writing process, completing reports and proposals involves four tasks: revising, producing, proofreading, and distributing. Compared to your research and writing efforts, some of these final activities may seem minor, but they can make or break your success in report writing. Although the tasks covered in this chapter are similar in concept to those you studied in Chapter 6, the amount of work involved in completing reports and proposals can vary dramatically from the work described earlier for short message formats.
By the time you are ready to complete your report or proposal, the amount of work you have left to do depends on your project’s formality, length, and complexity.
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3. Revising Formal Reports and Proposals
Organization
Style and Tone
Readability
Content
The revision process is essentially the same for reports as for any business message, although it may take considerably more time, depending on the length of your document. Evaluate your organization, style, and tone, making sure that you have said what you want to say and that you have said it in the most logical order and in a way that responds to your audience’s needs. Then work to improve the report’s readability by varying sentence length, keeping paragraphs short, using lists and bullets, and adding headings and subheadings. Keep revising the content until it is clear, concise, and compelling.
Tight, efficient writing that is easy to skim is always a plus, but it is especially important for impatient online audiences. Review online content carefully; strip out all information that does not meet audience needs and condense everything else as much as possible.
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4. Producing Formal Reports and Proposals
Design
Elements
Production
Work
Computer
Resources
Audience
Expectations
Once you are satisfied with your text, you are ready to produce your report by incorporating design elements (using consistency, balance, detail, and restraint) to set the tone of your document and guide your readers through your message. At this point you should also start to add in charts, graphs, and other visuals, as well as any missing textual elements such as previews and reviews.
In some organizations, you will be able to rely on the help of specialists in design and production, particularly when you are working on important, high-visibility reports or proposals. You may also have clerical help available to assist with the mechanical assembly and distribution. However, for most reports in many of today’s lean-staffed companies, you should count on doing most or all of the production work yourself.
The good news is that computer tools are now generally easy enough for the average businessperson to use productively. The bad news is that continually improving computer tools increase your audience’s expectations. People are influenced by packaging, so a handsomely bound report with full-color graphics will impress your audience more than a plain report, even though the two documents may contain the same information. In other words, you may find yourself spending more time on production just to keep up with the competition.
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5. Components of Reports Prefatory Parts Text of the Report
Length of
Report
Type of
Company
Prefatory Parts
Text of the Report
Supplementary Parts
Needs of
Audience
A formal report’s manuscript format and impersonal tone convey an impression of professionalism. A formal report can be either short (fewer than 10 pages) or long (10 pages or more). It can be informational or analytical, direct or indirect. It may be written for internal or external audiences. What sets it apart from other reports is its polish.
The parts included in a report depend on the type of report you are writing, the requirements of your audience, the organization you are working for, and the length of your report. The components fall into three categories, depending on where they are found in a report: prefatory parts, text of the report, and supplementary parts.
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6. The Prefatory Parts Cover List of Illustrations Authorization
or Acceptance
Title Page
Executive
Summary
Table of
Contents
Title Fly
Synopsis or
Abstract
Transmittal
Document
Prefatory parts provide key preliminary information for readers.
Many companies have standard covers for reports. If your company has not set design standards for corporate reports, look for a cover that is appropriate.
The title fly is a plain sheet of paper with only the title of the report on it. You do not really need one, but it adds a touch of formality.
The title page includes four blocks of information: (1) title of the report; (2) name, title, and address of the person, group, or organization that authorized the report; (3) name, title, and address of the person, group, or organization that prepared the report; and (4) date on which the report was submitted.
The letter or memo of authorization is a document you received asking or directing you to prepare the report. If you wrote a letter of acceptance (or a memo), you might include it in the prefatory parts.
The letter or memo of transmittal conveys your report to your audience.
The table of contents indicates in outline form the coverage, sequence, and relative importance of the information in the report.
Some reports refer to all visual aids as illustrations or exhibits; some label tables and figures separately. In all cases, the list of illustrations gives the titles and page numbers of visuals.
A brief overview of a report’s most important points is called a synopsis. It is often included in technical, professional, or academic reports, and may be called an abstract.
An executive summary is a fully developed “mini” version of the report, intended for readers who lack the time or motivation to read the entire report.
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7. The Text of the Report Introduction Body Closing
The heart of a report is the text, with its introduction, body, and closing. If you have a synopsis or an executive summary, minimize redundancy by balancing your introduction with the material in your summary section.
Include only the essential supporting data in the body; put any additional detail in an appendix.
In a long report, the close may be labeled “Summary” or “Conclusions and Recommendations.” When using the direct approach, the close is relatively brief. When using the indirect approach, you may use the close to present your recommendations and conclusions for the first time, in which case this section could be more extensive.
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8. Supplementary Parts Appendixes Bibliography Index
Supplementary parts follow the text of the report and provide information for readers who seek more details and discussion. Supplements are more common in long reports than in short ones, and typically include the appendixes, bibliography, and index.
An appendix contains materials related to the report but not included in the text because they are too lengthy or bulky or because they lack direct relevance. Frequently included in report appendixes are sample questionnaires and cover letters, sample forms, computer printouts, statistical formulas, financial statements and spreadsheets, copies of important documents, and complex illustrations or graphics; a glossary may be put in an appendix or may stand as a separate supplementary part.
You have an ethical and a legal obligation to give other people credit for their work. A bibliography is a list of secondary sources consulted when preparing the report.
An index is an alphabetical list of names, places, and subjects mentioned in the report, along with the pages on which they can be found. An index is rarely included in unpublished reports.
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9. Components of Proposals
Prefatory
Elements
Textual
The goal of a proposal is to make your offering and the organization you represent stand out from the competition. Consequently, proposals addressed to external audiences, including potential customers and investors, are nearly always formal. For smaller projects and situations in which you already have a working relationship with the audience, the proposal can be less formal and skip some of the components described in this section. Most workplace proposals contain prefatory elements and text elements.
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10. Prefatory Elements Proposal Cover Title Page List of Illustrations
Executive Summary
Title Fly
Table of Contents
Request for Proposal
Transmittal Document
The cover, title fly, title page, table of contents, and list of illustrations are handled the same as in other formal reports. However, other prefatory parts are handled quite differently, such as the copy of the request for proposals (RFP), the synopsis or executive summary, and the letter of transmittal.
Instead of having a letter of authorization, a formal proposal may have a copy of the RFP, which is a document soliciting a proposal or a bid for a particular project.
A synopsis or an executive summary is often less useful in a formal proposal than in a formal report. If your proposal is unsolicited, your transmittal letter will already have caught the reader’s interest. It may also be pointless if your proposal is solicited, since the reader is already committed to studying your proposal to find out how you intend to satisfy the terms of a contract.
The way you handle the letter of transmittal depends on whether the proposal is solicited or unsolicited. If the proposal is solicited, the transmittal letter follows the pattern for good-news messages, highlighting those aspects of your proposal that may give you a competitive advantage. If the proposal is unsolicited, approach the transmittal letter as a persuasive message, which must convince the reader that you have something worthwhile to offer, something that justifies the time required to read the entire proposal.
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11. Textual Elements Introduction Body Closing Informal Solicited
Unsolicited
Formal
Just as with reports, the text of a proposal is composed of three main parts: the introduction, the body, and the conclusion. The content and depth of the parts depend on whether the proposal is solicited or unsolicited, formal or informal.
Introduction. This section presents and summarizes the problem you intend to solve and your solution to that problem, including any benefits the reader will receive from the solution.
Body. This section explains the complete details of the solution: how the job will be done, how it will be broken into tasks, what method will be used to do it (including the required equipment, material, and personnel), when the work will begin and end, how much the entire job will cost (including a detailed breakdown), and why your company is qualified.
Closing. This section emphasizes the benefits that readers will realize from your solution, and it urges them to act.
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12. Proofreading Inconsistencies Errors and Omissions Missing Components
Once you have assembled all the various components of your report or proposal, revised the entire document’s content for clarity and conciseness, and designed the document to please readers, you have essentially produced your document in its final form. Now you need to review the entire document thoroughly one last time, looking for inconsistencies, errors, and missing components.
Proofreading your report is pretty much the same as proofreading any business message—check for typos, spelling errors, and mistakes in punctuation. However, reports often have elements that may not be included in other messages, so do not forget to proof your visual aids thoroughly.
Make sure your text is laid out on the page in a clear, uncluttered fashion. Also make sure that nothing has been left out or overlooked, and that every word contributes to your report’s purpose.
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13. Distribution of Reports and Proposals
Physical
Web-Based
Electronic
For physical distribution, consider spending a few extra dollars for a professional courier or package delivery service, if that will help your document stand apart from the crowd. On the other hand, if you have prepared the document for a single person or small group, delivering it in person can be a nice touch. Not only can you answer any immediate questions about it, but you can also promote the results in person—reminding the recipient of the benefits contained in your report or proposal.
For electronic distribution, unless your audience specifically requests a word processor file, provide documents in PDF format. Most people are reluctant to open word processor files these days, particularly from outsiders, given their vulnerability to macro viruses and other contaminations. Moreover, PDF format lets you control how your document is displayed on your audience’s computer, ensuring that your readers see your document as you intended.
If your company or client expects you do distribute your reports via a web-based content management system, an intranet, or an extranet, be sure to upload the correct file(s) to the correct online location. Verify the on-screen display of your report after you have posted it, too; make sure graphics, charts, links, and other elements are in place and operational.
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14. Requests for Proposals
Company background
Project description
Overall requirements
Decision-making criteria
Proposal requirements
Submission and contact information
Writing a request for proposals (RFP) demands careful consideration because it starts a process that leads to a proposal, a contract, and eventually, the delivery of a product or the performance of a service. In other words, any mistakes at the RFP stage can ripple throughout the process and cause huge headaches for everyone involved.
An RFP’s specific content will vary widely from industry to industry, but all RFPs should include some combination of the following elements:
Company background. Give potential bidders some background information on your organization, your business priorities, and other information they might need in order to respond.
Project description. Put your requirements in context; are you seeking bids for routine supplies or services, or do you need a major computer system?
Requirements. The requirements section should spell out everything you expect from potential vendors; do not leave anything to unstated assumptions.
Decision criteria. Let bidders know how you will be making the decision. Doing so will not only help bidders determine whether they are right for your project but will also help them craft proposals that meet your needs.
Proposal requirements. Explain exactly what you expect to see in the proposal itself—which sections, what media, how many copies, and so on.
Submission and contact information. A well-written RFP tells people when, where, and how to respond. In addition, effective RFPs always give bidders a contact name within the organization who can answer detailed questions.
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15. Management of RFPs Decision Criteria Response Time Tracking System
A smart approach to managing RFPs can minimize the work involved for everyone and maximize the effectiveness of the RFP. First, identify your decision criteria, then brainstorm the information you need to measure against those criteria. Do not ask bidders to submit information about every aspect of their operations, if such details are not relevant to your decision.
Second, to get quality responses that match your unique business needs, give bidders plenty of time to respond. Successful companies are usually busy responding to other RFPs and working on other projects, and you can not expect them to drop everything to focus solely on your RFP.
Third, if your company generates numerous RFPs, tracking proposals can become a full-time job. Consider establishing an online system for tracking responses automatically.
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