2. Objectives
• Review the differences between purpose of/expectations for
academic research essays and professional research reports
• Discuss report functions and types used in the digital age
• Examine the fundamental principles of effective recommendations
3. Essays versus Reports
• Over the past few weeks, we have focused on the
differences between academic and professional
writing
• What are some of those differences again?
• Reflect on your experiences as a student
• What is the purpose of an essay?
• Who is the audience of an essay?
• What qualities do professors look for in an essay?
• What qualities might a professional report have in
common with an academic essay?
• What differences?
4. Business reports are systematic attempts to
answer questions and solve problems. They
include the following activities:
What Are Business Reports?
Planning
Research/
Collection
Organization Presentation
5. Most Common Formats for Reports
• Memo/Email: for short, informal reports that stay within an
organization or company.
• Letter: for short, informal reports sent outside an organization or
company.
• Manuscript form: for longer, formal reports. Manuscript reports are
printed on plain paper instead of letterhead or memo forms.
6. Most Common Formats for Reports
• Memo/Email: for short, informal reports that stay within an
organization or company.
• Letter: for short, informal reports sent outside an organization or
company.
• Manuscript form: for longer, formal reports. Manuscript reports are
printed on plain paper instead of letterhead or memo forms.
You will use Memo Format
7. Functions of Reports
• Informational reports: present data without analysis or
recommendations. Intended to inform readers.
• Analytical reports: present data together with data analysis,
conclusions, and recommendations. Intended to persuade readers
to act or change beliefs.
8. Functions of Reports
• Informational reports: present data without analysis or
recommendations. Intended to inform readers.
• Analytical reports: present data together with data analysis,
conclusions, and recommendations. Intended to persuade readers to
act or change beliefs.
Your research report will provide
recommendations; therefore, it
is analytical.
9. Common Informational Reports
• Activity/periodic report: keeps management
informed of operations and activities
• Convention/conference/business trip report:
informs and updates management about events
• Progress/interim report: updates on the status of
ongoing projects
• Investigative report: provides information in
various areas of business
10. Common Informational Reports
• Activity/periodic report: keeps management
informed of operations and activities
• Convention/conference/business trip report:
informs and updates management about events
• Progress/interim report: updates on the status of
ongoing projects
• Investigative report: provides information in
various areas of business Notice that none of these reports require reflection or
recommendations: they are objective and are not intended
to elicit a particular response.
11. •Recommendation report
• Makes recommendations; provides data to solve
problems/make decisions
•Feasibility report
• Analyzes whether a proposal or plan will work, how feasible
it is
•Yardstick report
• Examines a problem which has several solutions and
establishes criteria by which to find the best solution
Common Analytical Reports
12. • Recommendation report
• Makes recommendations; provides data to solve problems/make
decisions
• Feasibility report
• Analyzes whether a proposal or plan will work, how feasible it is
• Yardstick report
• Examines a problem which has several solutions and establishes criteria
by which to find the best solution
Common Analytical Reports
Notice that each of these reports are intended to
influence decision making and direct the reader
toward a particular conclusion.
13. • Recommendation report
• Makes recommendations; provides data to solve problems/make
decisions.
• Feasibility report
• Analyzes whether a proposal or plan will work, how feasible it is.
• Yardstick report
• Examines a problem which has several solutions and establishes criteria
by which to find the best solution.
Common Analytical Reports
You will use research to
make recommendations
in your formal reports.
14. A Scenario…
• Imagine you are planning to buy a new car
• What would your primary concern be? Why?
• What other factors would you take into
consideration?
• Who would you ask for advice? Why?
• What would a salesperson have to do to make a
sale?
• Let’s turn the scenario around: how would
you go about selling a car?
• What would you need to know or do?
• How would you gain the buyer’s trust?
15. A Scenario…
• Imagine you are planning to buy a new car
• What would your primary concern be? Why?
• What other factors would you take into
consideration?
• Who would you ask for advice? Why?
• What would a salesperson have to do to make a
sale?
• Let’s turn the scenario around: how would
you go about selling a car?
• What would you need to know or do?
• How would you gain the buyer’s trust?
But what does this have
to do with writing
reports?
16. Being Persuasive
• The point is, when it comes to being persuasive, it sometimes
helps to think like a salesman
• A good salesman will take the time to
• Get to know the customer
• Identify his or her wants and needs
• Answer his or her questions
• Address his or her fears
• Use positive, sensitive, and tactful language
• Make sound, ethical recommendations
• Does any of this remind you of anything we’ve talked about?
• Hint: Who is professional writing supposed to focus on?
• Hint: Think back to David Suzuki’s newsletter!
17. Reader-Focused Reports
• Effective professional writing focuses on the reader by remembering
the human on the other side of the screen
• Persuasive professional writing anticipates the questions, fears, and
desires of the reader, and addresses them before the reader has to
say anything
• Ethical professional writing makes adherence to standards of
honesty and respect for others a priority, above self-advancement
• TIP: how can you write a reader focused response to last week’s
case study?
18. Back to the Modes of Argumentation…
from http://www.english.uga.edu
19. Report Writing Checklist: Content
• Take a few moments to jot down a short list of what you think are the
most important things to look for in terms of CONTENT in a formal,
professional report
• Don’t worry about formatting at the moment; we will get into the specifics of
that later
• You will use this criteria to evaluate a sample report in order to
develop a deeper understanding of professional writing and how it
differs from the kinds of writing you have done in the past
20. Reader-Focused Reports: Sample
Effective professional writing focuses on the reader by remembering
the human on the other side of the screen and emphasizing the
positive rather than the negative
Persuasive professional writing anticipates the questions, fears, and
desires of the reader, and addresses them before the reader has to
say anything
Ethical professional writing makes adherence to standards of
honesty and respect for others a priority, above self-advancement
Is John Holliday’s report any of these things? How would this report have to be
changed to tick these three boxes? Discuss and provide suggestions.
