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Business Communication - (PART III WRITTEN COMMUNICATION SKILLS)
Business Communication - (PART III WRITTEN COMMUNICATION SKILLS)
.... Summary
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Short questions
.. Essay questions
Mini project
In the business world, report writing is a common activity. Reports have a wider coverage. They
make an account of information about routine performance, periodical appraisals and special research
investigations. They provide an information base for effective decision-making. Report writing, however,
is not as easy as it appears to be. Good reports do not just happen; they require hard work, presentation
skills and objecti ve approach.
. . . . . • ~;lmlllel;~B~alll~I?:;i•·• r----------.......---:---.,....-........
The word 'report' is derived from the Latin word "repot are" which means to carry bac~. A report,
therefore, is a descrip'tion of an everitcarried back to someone who w~s' ilOtpresimton ,t'he ~cene . A
simple definition of report is:
Repolts occupy an important place in managerial communication; Di fferent types Of reports serve
different purposes. Broadly, the benefits of reporfs are:
i. A communication tool - Reports have different commlJnication functions. They provide
information to managers for understanding' and decision-making. '
2. Planning tool-RepOl'ts can provide past, present and future information. As such" they help
planners in establishing objectives and formulating future courses of action.
3. Controlling tool- Reports furnish appraisal and inspection information. Thus, they provide
basis for controlling and achieving desired, results.
Reports may range from informal half-page trip reports to formal 200 page financial forecasts:
Reports may be presented orally in front of a group or electronically on a computer;;cre~n. Some
reports appear as words on paper in the form of memos and"letters. Some are wo~dy: ?thers .are
primarily numerical data based such as tax-reports' or profit and loss statements. Some seek to d~scrib:e:
information only; others aim to analyze and make recommendations. Although, reports vary greatly in
length, content, form and formality level, they all have one COfj1mon purpose; business reports are
systematic attempts to answer questions and solve problems.
Reports in any organisation may fall into the following categories:
(i) Purpose: The various reports under this category include: information reports, 'analytical reports,
compliance reports, justification/recommendation reports, yardstick reports and proposals. A
brief explanation of the different reports is given here.
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Information reports. Present a record of previous events, or it may peri~diCally cover past and
new information to convey ideas and data, to appraise progress .and developments or to understand the
situations.
A trip report describing an employee's visit to a trade show, for example, siinply'presents information.
Other reports that present information without analysis involve routine operations . compli ~ nce with
regulations and company policies and procedures. . ... . .
Analytical reports. Reports that provide d:lla. analyses, and coriclusions are analytical. If requested,
writers also supply recommendations. Analytical reports mayiritend to persuade readers to act to or
change their heliefs . .
as required by an occasion. For example, a project report or research report becomes necessary when
we set up a new plant or develop a new product.
Unlike periodic reports, situational reports describe non-recurring activities.This broad category
includes trip, conference and seminar reports, as well as progress reports for unusual activities, such as
sponsoring a mountain bike riding competition.
Or~l report is a face-to-face communication about the subject. Though it saves time of the reporter,
the listener may find it difficult to listen word by word. A written report provides flexibility in reading-
one can read now or latter, one or more times and skip or cover all the parts. Oral presentation can be
supported by visual aids. Written report provides evidence and it can be referred at any time. Oral
We will now discuss the nature and purpose routine and special reports.
These reports are related to business operations. They are periodical and help managers in their
planning, leading and controlling functions . Some of the routine reports are:
• Activity report
• Inspection report
• Performance report
• Appraisal report
• Inventory report
Activity reports - are those which sum up a trip, a conference, a meeting, or any other special
activity. Activity report includes the following:
• Name of the event/activity, place and date
• Purpose of the event/activity
• Contacts established, information obtained or outcomes achieved
• Conclusions.
Progress reports - they give information about stage of completion of a task or programme.
The progress made by the organization/department /work group/individual during a particular period is
described. It states work done, work in progress and work yet to be done. It also highlights problems,
if any. The progress is generally given in chronological order.
E.g., production schedule or a project in a given period. The major elements in this type of report
are:
• Background ·
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• Conclusion.
Inspection reports provide details c:>f conformance of results to performance standards. They
check whether everything is O.K as per the conditions or standards and report deviations, if any. E.g.,
Quality of materials. Quality of production etc. The major elements in this type of report are:
• Background
• Specifications prescribed
• Actual measures
+ Conclusions.
Performance reports - They inform the details of work done and results achieved during a
particular period by individuals, groups or departments e.g., Sales reports, production reports, etc. The
structure may consist of the following elements:
+ Background
+ Performance targets
+ Actual performance measures
+ Schedules and budgets.
Appraisal reports are similar to inspection reports. They compare the actual against laid out
norms or standards and report the variances. Performance appraisal of managers is an example. (See
Exhibit 15.1).
Inventory reports. make a list of items in the stock periodically. They help in preserving items
and taking purchase decisions.
Special reportsJTechnicai reports are made to meet a special purpose arising in course of a
business. They can be classified into three types: Research reports, Project reports and Problem solving
reports by indivIduals or committees. They can be made either by company personnel or consultants.
+ Research reports are based on scientific investigation in a chosen area of knowledge. Th~y are
common in academic parlance. Research projects and, research works of M. Phil and Ph. D. scholars
are presented in the form of research reports. In the business world, Marketing Research reports and
Research & Development reports are examples of research reports.
+ Projects are time bound activities with a specific purpose. New product introduction, building
a canteen for workers, establishing a new branch etc., are examples of new projects.
+ Problem solving report is meant for the sponsor who has sought the advice or counsel. For
example, a report on improving welfare of employees provides measures to be taken by the company
management. Therefore, the focus in these reports is on the terms of reference made to the committee
or the consultant. Its acceptance depends on the in-depth probe made and validity of recommendations
given.
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The differences between the research and. committee reports are shown Table 15.2.
Individual reports are mostly routine business reports. They are related to the work of the individuals.
As a part of their functional responsibility, the individuals compile data about their own performance (a
sales representative prepares sales call report daily to send it to his sales supervisor) or the performance
of his group or unit (a production foreman makes a weekly production report of his unit production
performance). Occasionally, individuals may also be entrusted with the job of making special reports.
The Managing Director may ask his Marketing Director to provide him a report on marketing strategies
of their own company vis-a-vis competitors.
The individual reports are written mostly in a prescribed form: All that the report writer has to do is to:
+ Put a tick mark against the items, and
+ Write hriefly remarks in the blank space provided.
Exhibit-IS.I shows a specimen proforma of performance appraisal report.
Exhibit 15.1 Annual Appraisal Form of Managers
HINDUSTAN JETS LTD.
22, Rajaji Marg. -
Secunderaba4
"
Name:
. Designation.: . .
. .
The chairman of the committee has to play his role effectively by giving consideration to the
following:
• Careful and complete investigation of the issues.
• Conscious deliberation of the subject matter.
• Judicious apd balanced approach in making inferences and recommendations.
Sometimes, sub-committees are also formed to help the committee. For instance, a report is
required on 'Industrial Unrest' in the company for which the following sub-committees are formed.
?:
: Format of Reports
The format of a report is governed by its length, topic, audience, and purpose. The following four
formats are in use. . .' .... ,
+ MenlO fortn~t' F6t short informal rep6rtsthat stay within the organizations,. memo format is
appropriate. Memo reports begin with Date, To, From, and Subject. Like letter reports, Memo reports
differ from regular memos in length, use of headings and deliberate organization . .
.• L-etterfonnat. This format is used'for short (say, ten or fewer pages) informal reports addressed ·"
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outside an organization . Prepared on office stationery, a letter report contains a date, inside. address,
salutation and complimentary close. Letter reports usually are longer and show more careful organization
than most letters. Report writers organize the facts section into logical divisions identified by consistent
headings. They also include headings .
• Manuscript format (Letter - cU:m~text form). For longer, more formal reports use
manuscript format. These reports are usually printed on plain paper instead of letterhead stationery or
memo forms .
.• Print~d forms. Prep~~d.forms
are often used for repetitive data, such as monthlysalell.reports,
perf9r~ance appraisals, merchandise inventories and personnel and financial reports. Standardizeq
headi~gs on these forins save ti~e for the ~riter. .
This is used for most short (ten or fewer pages) informal reports within an organization. One can
compose headings according to his or her preferences. The essential parts of memo are:
1. Name and title of the sender and recipient
2. Reference and data
3. Complimentary close
4. Signature.
Tips for memo reports
.. Use an informal, conversational style.
.. For direct analytical reports, put recommendations first.
.. For indirect analytical reports, put recommendations last.
.. Leave side margins of 1 to I';" inches
The structure that can be adopted for report in a memo form is given in Exhibit 15.2. Exhibit 15.2
shows a specimen of memo report.
Exhibit 15.2 Structure and Hints for MemoiLettt;.r Report
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~ Letter Form
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6. Subject
7 . Body
8. Complimentary close
9. Signature
10. Identification marks .
11. Enclosure.
Tips for letter reports
... Single space the body
... Double space between paragraphs
... Leave two blank lines above each side heading
... Create side margins of 1 to 11;" inches.
... Add a second page heading. If necessary, consisting of the addressee's name, the date, and the
page number.
Exhibit 15.4 shows a specimen of letter report.
Exhibit 15.4 Example of Letter Report
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Letter-cum text form: Use manuscript format for long, complex, or formal reports and proposals.
A covering memo or letter will be attached to it.
An example of covering letter and memo are given here. A manager can use either of the forms.
The text of the report, in general comprises the following elements:
.. Terms of reference
.. Methodology
.. Findings
.. Recommendations.
Tips for manuscript reports
.. Print the report on plain paper
.. Allow side and bottom margins of 1 to ItA inches
.. Display primary and secondary headings appropriately
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~ Terms of Reference
The members of the Sub-committee were appointed in accordance with the instructions given by
Marketing Director on 10th January, 2008 to study the causes of the declining sales of the cosmetics
produced by the company and to make recommendations for the promotion of sales.
~ Methodolgy
1. The Sub-committee scrutinized the sales reports for different quarters of 2007 and compared
them with the sales reports for the previous two years.
2. The Sub-committee made a careful study of the cosmetics market in order to ascertain whether
there had been a general slump in the market or the decline had been pecuiiar to our company
alone.
3. The sub-committee circulated a questionnaire among nearly one thousand actual users of the
Company's products to ascertain their view.
~ Findings
1. The Sub-committee found that there had been a steep decline in the Company's sales during the
year 2007. This trend roughly started during November, 2005 continues till today. It is evident
that in a brief span of two years, our sales have come down to nearly 50 per cent.
2. The survey revealed that the consumers are not satisfied ~ith the quality of our products.Their
awareness of its benefits is low.
3. During the last two years, Joe Cosmetics and Beauty Aids, two renowned companies with
foreign tie-ups and the most modern technology at their command, have entered the market in
a big way.
~ Recommendations
1. We should take care of the quality of our products. For this, we may have to appoint better
qualified chemists and subject our cosmetics to strict quality control.
2. We should give a new look to our products and build a massive publicity campaign to boost
their sales.
3. We should also undertake door-to-door publicity and sales and offer attractive gifts and bonus
coupons.
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4. We should make a review of the sales promotion schemes every three months during the next
year.
A copy of the questionnaire circulated among the customers is enclosed for your reference.
C.Srikrishna
Marketing Manager
I.K. Madhavi
Product Manager
New Delhi
February 23, 2008
Annual reports, besides being mandatory, are also relevant as information sharing and image building
documents. Annual reports are regularly brought out by business organizations to detail the progress
achieved during the reporting period. The target audience includes various stakeholders like employees,
clients, patrons and the public in genera\. It helps share information about the progress achieved ,
developments of significance and performance highlights.
In accordance with the company law, every registered company is required to publish its balance
sheet and profit and loss account within a prescribed period. They are generally published as part of the
annual report in accordance with accounting principles and standards. The annual reports additionally
contain narrative statements, comparative analyses, charts and pictures to help understand the financial
results .
A typical annual report of a large organization would cover the following details:
• Balance sheet
• Profit and loss account
• Schedules to be annexed to the balance sheet
• Notes on. account, wherever necessary
• Auditors report
• Commentary on the financial statements
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The following are some relevant tips which when followed, would help make the annual report
elegant and appealing:
• Clearly bring out the progress/strengths relevant to the reporting year. Avoid repetition of the
previous year's sentences and paragraphs.
• Take a re-look at the headings and sub-headings and make appropriate changes.
• Good annual reports are distinctive in terms of language and expression used. One has to learn
the skill of narrating even routine developments in a forceful manner.
• Avoid using long sentence and combining several developments. Make the sentences brief and
specific.
• Ensure proper grouping of various sub-heads under each main heading like business growth,
profitability, HRD, international operations, subsidiaries, etc.
• Check the correctness of all figures, amounts and dates. If the figures are to be repeated under
different columns, it should be ensured that they all agree with each other and that there are no
inconsistencies.
• While reporting of relevant figures and ratios is inevitable for any such report, too many figures,
repetitive ratios and percentages running into several decimals tend to hinder readability and
comprehension. Wherever appropriate, figures should be rounded off.
• In quoting figures relating to economic environment, industry related progress and market
development, authenticity of the figures should be ensured. Further, the data quoted should be
the most up-to-date. Past data are best avoided, unless they are absolutely relevant.
In the business world, report writing is a common activity. A report is the compilation of information
that has been sought out, collected, sifted, organized and written to convey a special message. Reports
form basis for communication, planning and controlling. RepOlts are classified in different ways. Based
on purpose there are: information, analytical, compliance, justification, yardstick, feasibility, research,
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proposals and press reports. 'Based on frequency reports are categorized into: periodical (routine) and
special reports. Based on media we find oral and written repOlts . Based on style there are formal, semi-
formal and informal reports. Based on who writes, reports are classified as individual and committee
reports.
The format of a report is governed by its length, topic, audience and purpose. The following. four
forma ts are in use-memo, letter, manuscript and print.
Essay Questions
I. Explain the concept. significance and types of reports.
3. As a company secretary write a letter of report to the General Manager with reference his instructions dated 2S'"
August 2002. to investigate reasons for indiscipline and negligence of duty in Ahmedabad branch office. Usc
your own imagination along with these hints. (Authoritative boss - poor hygiene - hostile union leader - office
equipment under repair).
4. Write a memo report of investigation into pilferage in the stores department suggesting remedial measures.
Assume you arc personnel manager. Do it with reference the letter of General Manager No. 232/AB/S dated 1-
11-2002., Hint: Stores clerk makes wrong entries in register - takes have material canceled in hand bag - nexus
with security staff .
5. Write an elaborate report with a letter of transmittal on the declining sales of Aqua Mineral water. You are
chairman of a subcommittee appointed by the Board of Directors, consisting 3 memhers including you.
Hints: More competition - .poor di.stribution of own product -less discounts to retailers - poor packaging.
6. Write a press release in 100 words. Present it to others. Event: A fresher 's day funClion was conducted in your
college. Your principal, Mr. Rao. presided over the meeting. (Imagine his speech). Mr. Ajim Premji, Chairman
of Wi pro companies was your chief guest (imagine his speech.) There were cultural events. (imagine them).Write
a press release about the function to be sent to The Hindu paper.
Mini Project
Visit two local organizations (one a business tirm and another a service organization like school or college) and inquire
about the different type of reports they make use of. Collect information on purpose, frequency, writing style, proformas,
Clnd problems in writing them and using them.
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