Business Communication: Completing Business Proposals and Business Reports

Instructor’s Manual to Accompany
BUSINESS COMMUNICATION
Developing Leaders for a Networked World (2e)
By Peter W. Cardon
Chapter 13:
Completing Business
Proposals and Business
Reports
IM 13-1
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Teaching Note
Hello Fellow Instructor,
I often think we business communication instructors are among the most essential instructors in our
students’ college experiences. We help them develop skills that will serve them well in all aspects of
their careers. This is the case in many elements of our courses, and I think it is especially the case with
report writing.
I think our efforts to help them focus on detail, show precision, present complex ideas in simple and
elegant fashion, give credit to others for their ideas, and otherwise demonstrate excellence in thinking
are some of the key outcomes of report writing. I think our courses help students develop these abilities
more so than nearly all other courses they take.
Please contact me anytime – to share your experiences, your ideas, and your reactions.
Best of wishes,
Peter W. Cardon, MBA, Ph.D.

Associate Professor
Center for Management Communication
University of Southern California
Email: petercardon@gmail.com
Twitter: @petercardon
Facebook: facebook.com/cardonbcomm
Web: cardonbcom.com
IM 13-2
Chapter 13 Summary and PowerPoint Notes
SLIDE 13-1
SLIDE 13-2
This chapter covers the following topics: how

completed reports affect your credibility;
persuasive proposals; precision-oriented reports;
objective reports; and effective and fair reports.
SLIDE 13-3
LO13.1 Explain how completed reports affect your

credibility.
LO13.2 Create specific and persuasive proposals.
LO13.3 Demonstrate excellent thinking by applying
a precision-oriented style to reports.
LO13.4 Design your reports to aid in decision
making.
LO13.5 Project objectivity in reports.
LO13.6 Review reports for effectiveness and
fairness.
IM 13-3
SLIDE 13-4
Your primary goal as you draft business reports is

to improve decision making. More so than routine
business correspondence, reports should be built
on thorough, precise, and reliable information and
analysis. They should offer advice to help decision
makers—typically middle-level and upper-level
managers—make informed choices. As a report
writer, your personal credibility is tied to how well
you provide facts, conclusions, and positions that
help decision making (competence), involve
decision makers and address their needs (caring),
and report information honestly and transparently
(character).
SLIDE 13-5
Some of the most common elements of proposals,

especially for consulting, include an explanation of
the current situation (usually addressing an
unresolved problem), specific objectives, a
deliverables overview, a timeline, results enhancers
(why you or your organization is positioned to add
value), and pricing or budget (if appropriate). Most
successful proposal writers speak to decision
makers (supervisors, clients, or others) before
submitting an official proposal. By negotiating some
of the details ahead of time, proposal writers have
a better sense of what decision makers want and
expect. This helps proposal writers make decisions
about how to structure the proposal to persuade
decision makers.
IM 13-4
SLIDE 13-6
The most basic and critical component of any

report is precision in thinking as reflected in style—
meaning that it offers accurate, well-documented
facts; good reasoning for conclusions; and a solid
basis for recommendations (see Figure 13.2).
SLIDE 13-7
The foundation for these facts, conclusions, and

recommendations must be a well-stated business
problem or challenge. In short, a report that
facilitates effective decision making must
demonstrate excellence in thinking:
 Start with a clear statement of the business
problem or challenge.
 Use fact-based language.
 Document secondary research and avoid
plagiarism.
 Base recommendations on facts and
conclusions in the report.
 Provide specific and actionable
recommendations.
SLIDE 13-8
Problem statements are most effective when they

provide the unique context of the problem for the
organization and reflect an appropriate sense of
urgency. Typically, such statements should be one
to three paragraphs long. Notice how Jeff
establishes the direction of his green meetings
report in Table 13.1.
IM 13-5
SLIDE 13-9
Precision in reports relies on facts. You can raise

the credibility of your report by (a) supplying the
facts with precision; (b) providing supporting
details for your conclusions; (c) carefully dealing
with predictions and cause-effect statements; and
(d) responsibly citing your research sources (see the
next section about documenting secondary
research).
SLIDE 13-10
You can raise the credibility of your report by (a)

supplying the facts with precision; (b) providing
supporting details for your conclusions; (c) carefully
dealing with predictions and cause-effect
statements (see Table 13.2); and (d) responsibly
citing your research sources (see the next section
about documenting secondary research).
SLIDE 13-11
By documenting your sources, you allow decision

makers to judge the quality of your data. Decision
makers are also looking for signals that you have
been methodical in collecting, analyzing, and
reporting findings. By documenting your sources,
you display your thorough, detail-oriented
approach. Typically, you should provide a reference
list at the end of the report that contains all your
sources. Also, throughout your document, you
should provide citations to indicate the information
you have drawn from other sources.
IM 13-6
SLIDE 13-12
To develop original reports, make sure that you

avoid all forms of plagiarism. According to the
Merriam-Webster dictionary, to plagiarize is to
“steal and pass off (the ideas of another) as one’s
own” and “to commit literary theft.” Thus,
plagiarism is serious; it is literally stealing the ideas
of others. To avoid plagiarism on a sentence and
paragraph level, document all references to the
ideas of others, including (1) direct quotations,
(2) paraphrases, and (3) other instances in which
you borrow or reference the ideas of others.
SLIDE 13-13
You can use a variety of documentation systems,

including APA and MLA styles. You can see
examples of these two styles in Table 13.3. You
should, however, use an official style guide to
document with precision. Style guides contain
hundreds of rules for various types of sources.
Additionally, many websites contain the most
current documentation guidelines.
SLIDE 13-14
Direct quotations are verbatim restatements from

another source. Use direction quotations only
when the quotation contains a particularly
compelling combination of words, flows effectively
with your paper, and emphasizes the credibility of
the original speaker or writer. In most situations,
you should paraphrase rather than use direct
quotations. Paraphrasing involves using your own
words to express the meaning of the original
speaker or writer. When you paraphrase, you
significantly alter the original words and sentence
structure, but you still need to give credit to the
original speaker or writer for the idea.
IM 13-7
SLIDE 13-15
One of the foremost goals of many reports is to

give good advice, but business professionals often
fail to sufficiently connect their recommendations
to their facts and conclusions. If decision makers
are to take your report seriously and feel
comfortable acting on it, they must be able to see
clear connections between the facts and
conclusions you present and the related
recommendations, as depicted in Figure 13.3.
SLIDE 13-16
In addition to being based on facts and conclusions

in the report, recommendations must be specific
and actionable. Many business professionals run
out of steam by the end of the report or are
reluctant to take a firm position, so they provide
vague and sometimes superficial
recommendations. Make sure you provide
recommendations that are sufficiently detailed and
realistic for decision makers (see Table 13.5). You
can elaborate on your recommendations with a
section on your rationale, the implications of your
recommendations, and clear steps to take toward
implementation.
SLIDE 13-17
Some decision makers will read your reports from

start to end. Others will try to glean the key
messages by first reading the summary and
headings before reading the report completely.
Other decision makers will skim the report due to
time pressures. In any case, assume that decision
makers may not read your report from start to end,
and design it so they can navigate the information
rapidly.
IM 13-8
SLIDE 13-18
One way to make your report easy to navigate is to

provide a structure that decision makers are
familiar with. Figure 13.4 contains sample
structures from common types of business reports.
You can see examples of full, formal reports in the
online learning materials.
SLIDE 13-19

SLIDE 13-20

IM 13-9
SLIDE 13-21
Some formal reports contain many additional

components, as illustrated in Figure 13.5. These
additional components can be classified as front
matter, text, and back matter. You can see
examples of full, formal reports in the online
learning materials.
SLIDE 13-22
Nearly all business reports, especially those that

are more than a few pages long, contain an
executive summary at the beginning. The purpose is
to summarize the most important contents,
including key findings, conclusions, and
recommendations, so that busy executives and
other decision makers can quickly understand and
act on the report. A good executive summary
“demonstrates that you can clearly focus on your
goals and state, in no-nonsense fashion, who you
are, what you want, and where you are going.”
Generally, an executive summary should be about
one page long for every 10 to 20 pages in the
report.
IM 13-10
SLIDE 13-23
Nearly all reports contain headings to help readers

quickly navigate. At a minimum, you will include
first-level headings. For reports over five pages, you
will likely use second-level headings and perhaps
even third-level headings (see Table 13.6). In
addition to accurately showing what is contained in
each section, headings should also demonstrate the
basic logic of a report. Notice in the left-hand
column in Table 13.6 how Jeff uses headings to
develop the basic story line of the report:
problem ➭ opportunities and risks ➭ best practices
➭ potential rewards ➭ advice/recommendations.
SLIDE 13-24
Where possible, opt for descriptive titles and

headings that help your readers quickly recognize
the value and contents of any given section. Notice
in Table 13.7 how minor changes can make
headings more efficient and engaging.
SLIDE 13-25
Reports are often lengthy and dense, so preview

statements can help decision makers follow the
direction of your text. Also, preview statements
frame the message, allowing readers to create a
mental map of your key takeaway messages (see
Table 13.8).
IM 13-11
SLIDE 13-26
Reports based on research data frequently include

tables and figures (including charts) to supplement
the text. You will apply principles for tables and
charts that you learned in Chapter 12. Keep in mind
that the purpose of tables and charts is first and
foremost to fit into the story line you have
established for your report. Also, tables and charts
should simplify or clarify complicated numerical
information that may bog down your reader in text
(see Table 13.9).
SLIDE 13-27
Since reports often contain dense information,

using bulleting and enumerated lists can help
readers rapidly process and group information (see
Table 13.10). On the other hand, when too much of
the report is in bullet points, it can create a choppy
staccato-like effect.
SLIDE 13-28
Reports of more than ten pages often include a

cover page. Regardless of length, formal reports—
especially those submitted to external decision
makers (i.e., loan officers, venture capitalists,
stockholders)—always include a cover page. At a
minimum, the cover page should include a title,
names of those who wrote and/or are submitting
the report, and a date.
IM 13-12
SLIDE 13-29
A table of contents is expected for nearly any

report over ten pages long. The table of contents
contains all first-level headings and sometimes all
second-level headings. Providing a well-designed
table of contents immediately creates an
impression that you are organized. Reports also
frequently include appendixes to provide reference
materials. For example, common information in
appendixes includes financial statements,
marketing materials, detailed data tables,
brochures, references, résumés, and biographies.
SLIDE 13-30
Achieving a positive, can-do tone in your

communications is appropriate in nearly all
business situations. In many business reports,
projecting positivity is also important. However,
more so than positivity, you should project
objectivity—the sense that you are providing
information, analysis, and advice that is sound,
reliable, and unbiased. In other words, project
objectivity first and positivity second. Ensure that
your enthusiasm and strong positive emotion do
not appear to cloud your judgment.
SLIDE 13-31
Although you will find that reports vary greatly in

purpose and length, consider the key features to
strive for in all your reports: value to decision
makers, precision, documentation, easy navigation,
and objectivity.
IM 13-13
SLIDE 13-32
Since research-based reports are generally

commissioned for high-stakes decisions, you have
likely worked collaboratively with others. If you’ve
developed the report by yourself, you should still
try to get other perspectives before you officially
submit it. When possible, discuss the report with
the ultimate decision makers so that you can best
tailor the final product to their needs. Review the
entire document several times for accuracy and
precision in logic. Review it at least once for typos
or mechanical errors. Make sure you review the
report over several sittings and several days if
possible, since you are unlikely to catch all of the
changes you would ideally make in just one sitting.
SLIDE 13-33
After studying this chapter, you should understand

the following topics: how completed reports affect
your credibility; persuasive proposals; precision-
oriented reports; objective reports; and effective
and fair reports.
IM 13-14
Suggested Approaches and Solutions to Learning Exercises
In these suggested approaches and solutions, you’ll find key points to look for in students’ responses.
13.1 Chapter Review Questions (LO 13.1, LO 13.2, LO 13.3, LO 13.4)
A. Stating the business problem or challenge at the beginning of a report informs the readers
about the purpose and value of the report. It frames the entire report and helps readers find
the meaning rapidly. Generally, these statements should reflect an appropriate sense of
urgency so that readers think the report is significant to them.
B. Reports should be precise in all ways, including providing only accurate facts, providing
supporting details for conclusions, dealing carefully with predications and cause-effect
statements, and citing sources responsibly. Student should be rewarded for elaborating on
these principles and providing others as well. For example, students could explain the
importance of avoiding various logical inconsistencies as described in Chapter 5.
C. Good documentation in your research reports accomplishes several purposes, including
demonstrating the strength of the ideas in your report, providing an audit trail for your
ideas, and showing that you are detailed oriented and logical in your approach to report
writing.
D. Recommendations should be specific and actionable. Specific recommendations are clear
and unambiguous. Actionable recommendations are those that can be realistically
undertaken or accomplished.
E. Charts in reports should be used to highlight the storyline and key points. If they do not
reinforce the central points, they accomplish little but clutter up pages. Charts should
simplify or clarify complicated numerical information that may bog down your reader in
text.
F. Students should be rewarded for their carefully constructed view of how to achieve
positivity and especially objectivity.
G. There are several useful strategies for reviewing reports. First, reports should be reviewed
several times for accuracy and logic. They should be reviewed with focus on how decision
makers will respond. Finally, they should be reviewed carefully so that no typos or language
mechanics errors exist. Since many reports are produced collaboratively, reviewing reports
in teams ensures that the final product is precise and valuable.
IM 13-15
13.2 Communications Q&A Discussion Questions (LO 13.1, LO 13.2, LO 13.3)
A. Harrill offers various pieces of advice for effective report writing. They must be
comprehensive, accurate, precise, organized, and technically sound. At the same time, they
must be visually appealing and attractive in writing style. He also discusses the importance
of creating reports that are valuable to many audiences.
B. He generally gives various team members quite a bit of latitude and allows them to write in
their own style. Sometimes he gives them some general guidelines for writing. He thinks it is
the role of an editor and team leader to rework the document so that it has a consistent
style and tone.
C. He emphasizes that in the past, excellent content was sufficient to make a good report.
Now, reports must contain excellent content and excellent style. Reward students for
carefully constructed responses about how they will incorporate this into their own writing
styles.
D. Students should be rewarded for their carefully constructed, complete, and goal-directed
responses.
13.3 Complete SBA Training for Business Plans (LO 13.1, LO 13.2, LO 13.3)
Students should be rewarded for carefully constructed, accurate, and original responses.
Consider doing this as a group exercise in class and following up with a class debrief.
13.4 Evaluating a Business Report (LO 13.1, LO 13.2, LO 13.3, LO 13.4)
Students should be rewarded for carefully constructed, accurate, and original responses.
Consider doing this as a group exercise in class and following up with a class debrief.
13.5 Writing a Survey Report and Marketing Plan for an Ice Cream Shop (LO 13.1, LO 13.2, LO 13.3)
Responses will vary widely. Reward students for carefully constructed, accurate, and valuable marketing
plans. Also, reward them for making valuable use of the survey.
Consider doing this as a team assignment.
IM 13-16
13.6 Writing a Proposal for a Student Club (LO 13.1, LO 13.2, LO 13.3)
Responses will vary widely. Reward students for carefully constructed, accurate, and valuable proposals.
13.7 Writing a Survey Report about Mobile Phone Use in the Workplace (LO 13.1, LO 13.2, LO 13.3)
Responses will vary widely. Reward students for carefully constructed, accurate, and valuable reports.
Also, reward them for making valuable use of the survey.
13.8 Write a Business Plan for a Franchise (LO 13.1, LO 13.2, LO 13.3)
Responses will vary widely. Reward students for carefully constructed, accurate, and valuable business
plans.
13.9 Conducting Survey Research (LO 13.1, LO 13.2, LO 13.3)
Responses will vary widely. Reward students for carefully constructed, accurate, and valuable survey
reports.
13.10 Write a Report about a Business Trend (LO 13.1, LO 13.2, LO 13.3)
Responses will vary widely. Reward students for carefully constructed, accurate, and valuable reports.
Also, reward them for correctly using either APA or MLA documentation style.
IM 13-17
13.11 Review all rules in Appendix A about punctuation, number usage, and grammar. Then, rewrite
each sentence to make all needed corrections.
A. Frequent-flyer programs have traditionally rewarded miles based on the number of miles in
a flight, not on the price of air tickets.
B. Some airlines are now changing these loyalty programs to reward miles based on ticket
prices, which makes many bargain hunters upset.
C. These airlines say that dollars spent are a better indicator of loyalty than miles traveled, but
many long-time loyalty program members disagree.
D. Some airlines have already expanded the options for members to use their miles.
E. In addition to using miles to purchase flights, they will now be able to pay for extra legroom,
check-in baggage, and even in-flight food and services.
F. Overall, these policies are aimed at rewarding travelers who spend more money on flights
and in-flight services.
G. Most travelers who purchase primarily based on ticket prices are disappointed with the new
changes because the changes reduce the benefits of getting the best deal.
H. Many airlines now sell annual checked-baggage subscriptions for around $300 to $400.
I. Airlines brought in about $40 billion last year in baggage fees. Most airlines are using these
fees to significantly improve profitability.
J. Many budget airlines make more money from fees than they do from ticket prices.
IM 13-18

Business Communication: Completing Business Proposals and Business Reports

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Business Communication: Completing Business Proposals and Business Reports

Uploaded by

Copyright:

Available Formats

Instructor’s Manual to Accompany

Hello Fellow Instructor,

Peter W. Cardon, MBA, Ph.D.

This chapter covers the following topics: how

LO13.1 Explain how completed reports affect your

Your primary goal as you draft business reports is

Some of the most common elements of proposals,

The most basic and critical component of any

The foundation for these facts, conclusions, and

Problem statements are most effective when they

Precision in reports relies on facts. You can raise

You can raise the credibility of your report by (a)

By documenting your sources, you allow decision

To develop original reports, make sure that you

You can use a variety of documentation systems,

Direct quotations are verbatim restatements from

One of the foremost goals of many reports is to

In addition to being based on facts and conclusions

Some decision makers will read your reports from

One way to make your report easy to navigate is to

One way to make your report easy to navigate is to

One way to make your report easy to navigate is to

Some formal reports contain many additional

Nearly all business reports, especially those that

Nearly all reports contain headings to help readers

Where possible, opt for descriptive titles and

Reports are often lengthy and dense, so preview

Reports based on research data frequently include

Since reports often contain dense information,

Reports of more than ten pages often include a

A table of contents is expected for nearly any

Achieving a positive, can-do tone in your

Although you will find that reports vary greatly in

Since research-based reports are generally

After studying this chapter, you should understand

13.1 Chapter Review Questions (LO 13.1, LO 13.2, LO 13.3, LO 13.4)

13.4 Evaluating a Business Report (LO 13.1, LO 13.2, LO 13.3, LO 13.4)

Consider doing this as a team assignment.

Consider doing this as a team assignment.

Consider doing this as a team assignment.

Consider doing this as a team assignment.

13.9 Conducting Survey Research (LO 13.1, LO 13.2, LO 13.3)

Consider doing this as a team assignment.

You might also like