Business Writing Guide: Reports and Memos

Prepared for

The MBA Program

At Franklin University
Columbus, OH

Prepared by

Brenda L. Jones, Ph.D.

College of Arts, Sciences and Technology
Franklin University
Columbus, OH

February 2009

1
 Table of Contents

Purpose of These Guidelines………………………………………………………………………………………………..…1

Structure of a Report 2
Report Writing ............................................................................................................................. 2
Prefatory Pages................................................................................................................ 2
Transmittal Guidelines ......................................................................................... 3
Sample Letter of Transmittal 4
Executive Summaries and Abstracts ................................................................... 5
The difference between executive summaries and business briefs…………………..5
Tables and Figures in a Report………………………………………………………………………………………6
Supplementary Pages ....................................................................................................... 7
References............................................................................................................ 7
Appendices ........................................................................................................... 7
Citations ............................................................................................................... 7
Formatting: Pagination for reports……………………………………………………………………………..8
Business Writing Style ..................................................................................................... 9
Reports in the Impersonal Style ....................................................................................... 9
Qualities of Well-Written Reports .................................................................................. 10
Guidelines for Writing Effective Memos.................................................................................... 11
Writing Checklists ...................................................................................................................... 12
Appendix A: E-mail, IM or Text Messaging, Business Briefs, and Letters ………………………………15
Appendix B: Presentations and Evaluations………………………………………………………………………….19

0
 The Purpose of These Guidelines

Writing is a form of self-expression and, as such, varies widely across individuals.

Unfortunately, the use of a variety of formats and styles for documents can be confusing and

diminish productivity in a professional context. Business writing needs to be functional –

concise, clear, and correct. Throughout the Franklin MBA program you will apply these

guidelines, which have been developed from American Psychological Association (APA)

Publication Manual (2001) and reflect current industry communication practices. The “APA

Style and Academic Integrity Guidelines” (2009) provided by the Franklin University Student

Learning Center will be referenced in this document to avoid duplication of material.

These guidelines will help reduce ambiguity in assignments, because you can focus on the

content of an assignment and feel confident about how to format and present that assignment.

The guidelines help the instructors to evaluate your work using a consistent set of expectations,

which will be applied in all your MBA classes. Tutors in the university writing center will also

follow these guidelines while assisting MBA students. These common guidelines will also

facilitate your work on group assignments, which are a hallmark of the MBA program.

1
 Structure of a Report

Introduction Body Conclusion

(The following elements can be used (The type and organization of information will differ depending on The introduction and conclusion are
in the introduction section of the the type of report). often read more carefully than the
report. Organize your report based ____________________________________________________ body – be clear and complete.
on its purpose and audience – Presents, analyzes, and interprets the information gathered ________________________
research reports are organized during your investigation and supports your Emphasizes your main
differently from business plans). recommendations or conclusions. points.
_____________________________
Summarizes the benefits
Purpose Topics Commonly Covered in the Body to the reader if you are
Problem/ Issue Explanation of problem or opportunity. recommended change or a
Scope/Focus of Report Facts, statistical evidence, market trends. specific course of action.
(e.g., Is it a financial Results of investigations, focus groups or surveys Refers to all the key ideas
forecast for the whole Discussion and analysis of potential courses of and reminds the reader
company or for a specific action. how they fit together.
division of the company?)
Advantages, disadvantages, costs, and benefits of a Brings all the action items
Method/ Sources (e.g., Did particular course of action. together in one place.*
you use an existing
Procedures or steps in a process (e.g., closing a (Be sure to introduce any
survey?)
facility). bulleted list and to follow
Limitations. (e.g., Perhaps
Methods and approaches (e.g., project management). such a list with a complete
questionnaire completion
Criteria for evaluating alternatives and options. sentence tying the list into
percentages were low or
Conclusions and recommendations. the flow of your writing).
other company data was not
available. Supporting reasons for conclusions or
Overview/ Main Points recommendations.

Report Writing
In formal reports, there are typically three main sections to the document: 1) the prefatory pages,
2) the report itself, and 3) the supplemental pages. Guidelines are given for each of these sections.

Prefatory pages to a formal business report may include any of the following:

cover page/title page (see example for this packet)

transmittal (letter or memorandum)
table of contents
list of illustrations
executive summary

Prefatory pages rely on the content of the report itself, and should be WRITTEN AFTER THE
FORMAL REPORT IS COMPLETED.

2
Transmittal Guidelines

The transmittal deliverable conveys your report to your audience. For internal audiences one

should use memo format for this deliverable and for external audiences one should use letter

format. The transmittal letter or memo says what you’d say if you were handing the report directly

to the person who authorized it, so the style is less formal than the rest of the report.

The transmittal letter or memo can appear either before the title page or immediately before the

table of contents. If before the title page, it is typically paper-clipped to the report, and

unnumbered. If found before the table of contents, it is the first prefatory that is numbered, using

Roman numeral “i” centered in the document’s footer.

The transmittal letter or memo begins with the main idea, formally conveying the report to the

readers and summarizing its purpose. It typically begins directly with a statement such as “Here is

the X report (e.g., Financial report, Marketing Report, or Feasibility Report) you asked me to

prepare on the ABC Division of Micro Corp.” The remainder includes information about the scope

of the report, the methods used to complete the study, and the limitations that became apparent.

In the middle section, you may also highlight important points or sections of the report, make

comments on side issues, give suggestions for follow-up studies, and offer any details that will help

readers to understand and to use the report. You may also acknowledge help given by others.

The concluding paragraph is a note of thanks for having been given the report assignment, an

expression of willingness to discuss the report, and an offer to assist with future projects.

Look for how these goals are accomplished in the example provided from your text (p.63).

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Transmittal Example (from pg 63 in Leadership Communication)

Global Communication Services

6108 Martin Lane
Houston, Texas 77000
January 6, 2007

Ms. Kerith Karetti, CEO

Hamill Brothers, Inc.
2708 W. 43rd Street
New York, New York 10036

Dear Ms. Karetti:

We have enclosed our final draft of the marketing analysis you requested. We have enjoyed working with
your team to identify the potential to expand your product into Asia. In the report, we have provided not
only the analysis of the market but also some ideas on how you might move ahead.

Our analysis indicates a tremendous opportunity for your company, and we suggest you move forward in
developing a complete marketing plan as soon as possible. We believe you and your team are positioned
to move quickly using this analysis as your launching point.

If we can be of any further help as you move into this project, please let me know. We always enjoy
working with your group and look forward to continuing our relationship in the future.

Sincerely,

Janette Zuniga

Janette Zuniga
Senior Managing Director

Enclosure: Final Marketing Analysis to Determine Expansion Opportunities in Asia

nd
Adapted from: Barrett, D.J. (2008). Leadership Communication, 2 edition. Boston, MA: McGraw-Hill Irwin.

4
Executive Summaries and Abstracts

What is an Executive Summary? An overview of another document or presentation designed to

provide the executive with a clear enough understanding to make a decision based only on the

Executive Summary. It can stand alone, if necessary, in conveying key points and conclusions.

The difference between an “executive summary” and a “business brief”

An executive summary has to be included in a formal report – just like the table of contents.

A formal report is not complete without a good executive summary. Business briefs and

executive summaries may look very similar, but an executive summary accompanies a formal

report whereas the business brief may stand alone. To be an executive summary the

deliverable must summarize a larger document, frequently a Response to a Request for a

Proposal or other major reports.

How to Organize the Executive Summary:

1. Establish the need or problem

2. Recommend the solution and explain its value

3. Provide substantiation (i.e., key evidence supporting your recommendation)

Tips
Use formatting and graphics to highlight your message. Bullets and headings will make the
executive summary easier to skim – do not make it all bullet points.
Use technology appropriately. Many of your professional documents will be delivered
electronically, so use the linking functions in Microsoft Word (enabling the reader to click to
more information later in the document rather than scroll). One way to do this is via the “Insert”
tab, selecting “Hyperlink” and specifying “Place in this document”.

5
 Tables and Figures in a Report

Table 1 Updates on Some of the “Excellent” Companies Featured in In Search of Excellence

• Place the aid after the introduction Company Sales

(in millions)
Return on Sales
(percent)
Return on Equity
(percent)

and before the interpretation. 1979 1984 1979 1984 1979 1984

IBM 22,863.0 45,937 13.20 14.30 20.1 24.3

• Subordinate the reference to the aid. Proctor & Gamble 9,329.3 12,946 6.20 6.60 17.9 16.9

3M 5,440.4 7,800 12.04 9.40 22.2 18.7

• Label each aid. Johnson & Johnson 4,211.6 6,100 8.36 8.44 17.7 17.1

Texas Instruments 3,244.1 5,742 5.36 5.36 18.2 20.0

• Interpret the aid (unless the reader Dana 2,761.1 3,600 6.00 5.55 17.6 16.0

would be insulted). Emerson Electric 2,614.1 4,179 7.70 8.36 19.2 18.7

DEC 1,804.1 5,584 9.88 5.89 15.9 8.3

SOURCE: Michael A. Hitt and R. Duane Ireland. “Peters and Waterman Revisited: The Unended Quest for Excellence,” The Academy of Management Executives. Vol. 1, No. 2, May 1987.

Forbes honor roll of affordable M.B.A. programs

Graph 1
School Tuition 1991-92 GMAT1 Acceptance Yield3 Starting Employment Recruiters6
in state/out of state rate2 salary4 rate5

John E. Anderson Graduate School of

Management at U Calif, Los Angeles
$ 2,300
10,000
640 19% 53% $ 54,000 85% 200 Monthly Profitability Graph
Graduate School of Business, 960 631 23 50 44,000 81 300
University of Texas, Austin 3,790
Kenan-Flagier Business School, University of
North Carolina, Chapel Hill
780
6,640
620 13 57 51,500 85 155 40000 - Sales
Thousands of dollars

Jesse H. Jones Graduate School of 8,300 622 35 43 46,700 80 55

Administration Rice University, Houston
Sales Profit
Indiana University School of Business,
Bloomington
4,160
9,750
610 34 49 46,400 76 242 30000 -
College of Business and Management, 4,290 600 32 57 44,600 83 85
University of Maryland, College Park 7,680
Georgia Institute of Technology,
School of Management, Atlanta
2,120
6,280
614 36 57 40,600 70 50 20000 -
Joseph M. Katz Graduate School of Business, 11,220a 597 44 58 43,500 80 115
University of Pittsburg 18,570a
Baruch College of Business and Public
Administration, City University of New York
2,600
5,100
560 39 63 41,900 93c 400 10000 - Profit
Terry College of Business, 2,770a 615 29 53 40,200 72 70
University of Georgia, Athens 7,360a
2,080b
5,520b
0-
1Graduate
Month #1 Month #2 Month #3 Month #4
Management Admission Test average score for all accepted students. 2 Percentage of applicants accepted out of those who applied.
3Percentage of accepted students who decided to enroll. 4Average starting salary for students who reported job plans. 5Percentage of class with

firm job plans at graduation. 6Number of companies that interviewed on campus.

a: One-year program. b: Two-year program. c: includes employed part-time students.

Improper Introduction of Aid Introduction and

Interpretation of Aid
Table 1 gives an update on some of the “Excellent”
companies featured in In Search of Excellence As Table 1 shows, IBM is the only company featured in
In Search of Excellence that showed improvement in
both return on sales and return on equity from 1979 to
1984.

The remaining companies showed either no change or a

decline in return on sales and/or on equity.

6
 Supplementary Pages

In the order of appearance, supplements include references (or bibliography), and appendices.
All pages are numbered consecutively following the text of the report.

References

“References” is the term used for APA

This page starts afresh with the heading bold and centered, as other main headings
Entries are alphabetized (articles do not count when alphabetizing)
Reverse indentation is used (first line is flush to the left margin following lines in same reference
are indented 5 spaces).

Appendices

Follows the Reference (or Bibliography)

Each appendix starts on a new page.
Only one idea is presented per appendix
Be consistent when labeling appendices.
Using letters to identify appendices is more common than using numbers … if you only have one
appendix, then it is labeled “Appendix” (i.e., without numbers or letters).

Citations

The most common style guides used in business are APA (American Psychological Association)
for in-text citations and CMS (Chicago Manual Style) for notation. We will use exclusively APA
style for the sake of clarity.

See the APA Style & Academic Integrity Guidelines provided by the Franklin University Student
Learning Center (2009) for examples of proper citations or, alternatively, the APA manual at
www.apastyle.org

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 Formatting: Pagination for Reports

* If your report is to be distributed and read in electronic format (e.g., on-line) the writer should
use internal links to make it easier to navigate within the report.

Every page in the report--except the cover and/or title--should have a number, but not all
numbers are actually typed on each page. For the prefatory sheets, use lower case Roman
numerals; for the body and supplement sheets, use Arabic numbers, according to these
guidelines:

1. Prefatory page numbers are centered and placed one-half inch below the imaginary line
that frames the bottom of the typewritten material. Count and number the prefatory
pages as shown below:

Cover Don't count or number

Title Page Don’t count or number
Transmittal Count and number (Roman). A one-page letter is page i at the
bottom center; a second page of the transmittal is page ii (this
information is relevant only if the transmittal is within the
report, not paper-clipped to front).
Table of Contents Count and number each page (Roman)
List of Illustrations Count and number (Roman)
Abstract Count and number (Roman

2. Body and supplemental page numbers:

a) If your report is bound at the left, page numbers (Arabic numerals) are usually
placed near the upper-right corner of the page, aligned with the right margin and
a half inch (or double space) above the top imaginary line that frames the
typewritten material. A running head (2-3 word descriptive of the report) is
included as standard practice and placed about five spaces before the page
number.
b) If your report is bound at the top, page numbers are usually placed in the center
at the bottom of the page, a half inch or double space below the imaginary line
that frames the bottom of the typewritten text.
c) Some style guidelines use centered numbers at the bottom of all pages following
the title page.

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 Business Writing Style
This section contains information related to an impersonal style of writing, a checklist of
qualities considered for writing in the business context, and issues related to connectivity.

Reports in the Impersonal Style

The impersonal style of writing means that first person pronouns (I, we, our, etc.) and second
person pronouns (you and your) are not used. Many organizations write in the impersonal style
because it draws attention away from the person doing the action.

In some cases, the action taken is more important than who performed the action, as
illustrated in the following sentences.

We completed the project three weeks early. (Focuses on who completed the action)

The project was completed three weeks early. (Focuses on the action taken rather than who did it)

------------------------------------------------------------------------------------------------------

Another good reason for using the impersonal style is that the writing is usually more concise,
as shown below.

I surveyed 200 employees and found that 65 percent of them prefer the cafeteria plan for benefits.
(wordy and focuses on who)

Of the 200 employees surveyed, 65 percent prefer the cafeteria plan for benefits. (concise, de-
emphasizes who took the action)

------------------------------------------------------------------------------------------------------

However, the impersonal style has its drawbacks. First, if you must refer to yourself, you have
to say "the writer" or "the author," which is awkward writing. Second, it often leads to using
passive verbs and "it is" phrases, both of which may lead to wordiness. Note these problems in
the following examples.

Poor: The authors recommend that the company purchase five PCs for the personnel department.
(awkward)

Poor: It is recommended that the company purchase five PCs for the personnel department.
(wordy)

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Poor: It is believed that the project will be completed on time.
(passive verb)

To overcome problems associated with the impersonal style, try these suggestions:

1. Focus on the action, not who performed the action.

2. Use nouns as subjects, not pronouns (e.g., Kathleen vs. she, Lima Corporation vs. it).

Qualities of Well-Written Reports

1. Use specific words and figures for a fair and convincing report.
2. Identify information sources, except for information that is considered common knowledge.
3. Avoid emotional writing (glowing adjectives and adverbs) that reflects your opinions.
4. Present facts impartially. Show both sides when necessary.
5. Use concrete nouns as subjects of sentences.
6. Place action in verbs, not nouns (nominalizations).
7. Use active verbs when possible.
8. Avoid the subjunctive mood when possible. Instead of using would, could, and might, use will,
can, or may.
9. Write in the present verb tense when possible. For facts that are considered still true, use the
present tense.
10. Omit your opinions unless your supervisor asks for them. Then, clearly state that they are your
opinions. In reports written in the impersonal style, refer to yourself as the author. For example,
"In the author's opinion. . . ."
11. Keep sentences to within 20 words and paragraphs 6-8 lines.
12. Define any technical terms in the introduction, text, or appendix.
13. Highlight the main idea of a graphic aid before showing it, and put any additional interpretation
after it.
14. Use parallel construction in headings and bulleted lists (e.g., the same type of wording and level
of detail).
15. Use transitions for connectivity.
16. List and number conclusions and recommendations if you have more than one.
17. Include no new information in the Conclusions section.
18. Number the prefatory pages with lower case Roman numerals. Use Arabic numbers (1, 2, etc.)
to number the body, reference (bibliography), and appendix pages.

10
 Guidelines for Writing Effective Memos
(*Remember you use the memo format for the transmittal or cover letter for internal reports).
Date: (also serves as a chronological record for future reference)

To: Name of recipient, title

From: Your name, title

Subject: Insert a Brief Descriptive Label (used for Filing Purposes)

2 spaces here

There is no salutation.

An introductory paragraph provides the purpose of the memo and outlines the topics to be covered. The
guidelines on this page show and tell you one professional way to format a memorandum that utilizes
headings. Headings are used when more than one topic is covered in the memo. Note that the
introductory paragraph does not get headed. Also, headings should be placed closer to their text (i.e.,
more space above the heading than below). It’s important to pay attention to the subject line, topic
headings, and paragraph spacing.

A concluding paragraph is needed to tie the memo topics together and to cordially close. This closing
paragraph prevents the document from just ending abruptly. In brief documents, a “conclusion” heading
is not necessary.

There is no closing (e.g., Sincerely) or signature.

11
 Writing Checklists

Reports
Title Page

_____ Descriptive, meaningful title (bold, larger font, about 2 inches from top)
_____ Prepared for (bold, for not capped, no colon)
_____ Reader(s), Title(s) _____ Organization _____ Location
_____ Prepared by (bold, for not capped, no colon)
_____ Writer(s), Title(s) _____ Organization _____ Location
_____ Date
_____ No typos, especially names

Table of Contents

_____ Wording matches headings

_____ Numbers align on right, with only one number identified

_____ Series of indentation with main points flushed left

_____ A minimum of two headings (if more than one section)

Formatting

_____ One inch margins, unless bound. If bound, 1.5 inch margin on left.

_____ Double spaced reports with lines between paragraphs

_____ Standard (5 spaces) indentation of paragraphs

_____ 12-point font for text, headings can be larger

_____ Serif font for text (e.g., Times New Roman)

_____ Concise sentences (rarely exceeding 20 words per sentence)

_____ Concise paragraphs (keep to within 6 lines, 8 lines max)

Pagination

_____ Title page unnumbered

12
 _____ Prefatory pages labeled with Roman numerals, bottom center

_____ Report, starting at “Introduction,” Running head with Arabic numerals, upper right corner

Writing Style / Content Issues

_____ Impersonal style if appropriate (e.g., more formal or cultural expectation)

_____ Topic sentences

_____ Transitions, especially when switching main sections

_____ Importance / relevance of each section noted

_____ No typos and grammatically clean

Citations

_____ APA for in-text citation

_____ All in-text citations are included in the Reference list

_____ Cite all borrowed text, unless common knowledge

_____ Use direct quotations sparingly, opt for paraphrasing

Memos

Date: February 2, 2009

To: Name, title (optional, include only if included below)

From: Name, title (consistent with above)

RE: 3-5 descriptive words

_____ Leave two spaces before typing

_____ No heading needed -- just start with purpose and other relevant introductory elements

_____ Single spaced, unless a memo report, which can be double spaced

_____ Paragraphs: white space between paragraphs, no indentation of paragraphs

_____ No salutation, no signature (closing)

_____ Concluding (or cordial close) paragraph to end

13
 Letters

_____ Writer Address or Company Letterhead

_____ Date

_____ Reader Name and Address

_____ Salutation with Colon

_____ Body, single spaced, no indentation, lines between paragraphs

_____ Closing with comma

_____ Signature above typed name, job title

_____ p.s. lines or reference to enclosures (note the number of enclosures)

Example of a Full-length report:

http://www.greaterohio.org/restoring_prosperity/rp_policy_summit.htm

Example of a Letter:

http://www.greaterohio.org/restoring_prosperity/summit_docs/welcome_letter.pdf

14
 Appendix A: E-mail, IM or Text Messaging, Business Briefs, and Letters

The information provided in this appendix may seem rudimentary to many MBA students. These tips

and formatting guidelines are based on APA and the application of APA shown in your text. Bear in mind

that we enjoy significant diversity in our MBA student population, including type of work experience and

technical skills.

E-mail

Electronic mail or e-mail is a mainstay in business and is frequently a mode of both internal and

external communication. We need to be aware of the quality of our e-mail writing because it represents

us and our organization and is a permanent document. E-mail “feels” very temporal and temporary, but

in fact e-mail can be kept indefinitely and has been used as evidence in court cases. So not only is it

permanent, it is always potentially public. Your company’s e-mails could be subpoenaed.

Sources for E-mail Tips

http://careerplanning.about.com/od/communication/a/email_tips.htm

http://email.about.com/od/emailnetiquette/tp/core_netiquette.htm

http://tech.blorge.com/Structure:%20/2007/04/16/the-nine-golden-rules-of-email-etiquette/

Instant Messaging/ Text Messaging

Instant messaging (IM) and “texting” or text-messaging are also becoming common modes of

communication in professional settings. While these modes of communication can be more immediate,

in terms of expediency, they are also less formal than e-mail. Here are a few basic suggestions, but tip

15
number one is always “consider your audience”. Some of us are IM challenged – so your client may or

may not be fluent with the technology.

IM Etiquette

Update status indicators appropriately, for example, "in a meeting" versus "online" or
"available".
It is always appropriate to ignore IM. So long as that is understood, one can avoid hurt feelings
when someone is simply too busy to respond, even if online.
Just like a phone call, it is advisable to ask someone if they have time to chat, and to suggest
how long the interchange may take: "Hi. Do you have a few minutes for a question?", for
example.

Sources for IM and Text-messaging tips:

http://www.inc.com/articles/2002/06/24304.html

http://www.pcworld.com/article/99405/instant_messaging_etiquette.html

Business Briefs/ Memos/ Short Assignments

Is it a memo or a business brief? Memos are internal documents only – not for distribution beyond

your organization. Business Briefs are commonly used both internally and externally and may take the

place of some types of reports (e.g., project progress reports). One can argue that memos and briefs are

really the same thing; a very condensed form of report that highlights key pieces of information. Memo

is an older term and, depending upon your industry or company, the term memo or brief may be used

interchangeably. In the MBA program note that the key difference is that we assume memos are solely

for internal use, whereas a business brief may be addressed to an external client or agent.

What is the difference between an “executive summary” and a business brief? An executive summary

has to be included in a formal report – just like the table of contents. A formal report is not complete

16
without a good executive summary. Business briefs and executive summaries may look very similar, but

an executive summary is not a “stand alone” document. To be an executive summary the deliverable

must summarize a larger document, frequently a Response to a Request for a Proposal or other major

reports.

If your instructor assigns you an article or set of articles and asks you to write a summary and

response or analysis of these articles that would be an Abstract or Business Brief, not a true executive

summary.

Letters

Remember to use full-block format for any type of letter – Cover letter, Transmittal letter, or Routine

Negative Message letter. See page 63 in Leadership Communication for a sample transmittal letter.

17
 (Routine Negative Message)

Braniff Airlines
121 No. 20th Blvd.
New York, New York 10021

April 10, 2009

Dear John:

As you know, Braniff has encountered extremely difficult financial times over the last few months. We
have done everything we can to keep the airline functioning as in the past so that we can serve our
public and keep all of our employees. Now, however, we have come to a point where we must make
some difficult decisions. The most difficult decision is having to let some of our people go. Regrettably,
your department is one that we must cut. Therefore, as of May 10, 2009, we will no longer authorize
work in your department.

Your severance package will include the following…*to be filled in by HR+

We all regret that the layoffs are necessary. We value your department and your individual
contributions to Braniff Airlines. We appreciate your sales efforts over the years and wish you the best
for the future.

Sincerely,

James T. Cole (Note that per etiquette all letters should be signed – using an electronic signature or pen signature)
James T. Cole
Director of Reservation Sales

(In Leadership Communication, pg 96) 1

1 nd
Adapted from Barrett, D. J. (2008). Leadership Communication, 2 ed. New York, NY: McGraw Hill Companies,
Inc.

18
 Appendix B: Presentations

Business presentations are different from public speaking presentations, however, all good
presentations start with audience analysis.

Sample Audience Analysis and Adaptation Worksheet

Speaker _________________________________ Topic _______________________________

What is the audience for this speech? _________________________________________________

What is the specific purpose of this speech? ____________________________________________

In choosing a specific purpose, how can you narrow the topic so it will be appropriate to this audience?

________________________________________________________________________________

Demographic audience analysis: What special adaptation is necessary in the speech because of the audience’s

age ____________________________________________________________________________

gender __________________________________________________________________________

sexual orientation _________________________________________________________________

religion _________________________________________________________________________

racial, ethnic, and cultural background ________________________________________________

group membership ________________________________________________________________

other (specify) ___________________________________________________________________

Situational audience analysis: What special adaptation is necessary in the speech because of the audience’s

size ____________________________________________________________________________

response to the physical setting ______________________________________________________

knowledge about the topic __________________________________________________________

interest level in the topic ___________________________________________________________

19
attitude toward the topic ___________________________________________________________

disposition toward the speaker ______________________________________________________

disposition toward the occasion _____________________________________________________

Audience Analysis and Adaptation Worksheet

Speaker ________________________________ Topic ________________________________

Adaptation in the speech: Answer each of the following questions.

What device(s) did you use in the introduction to gain attention from this audience?

________________________________________________________________________________

What steps did you take to relate the topic directly to this audience in the introduction?

________________________________________________________________________________

What are the main points of the speech? Why did you develop these particular main points for this audience?

________________________________________________________________________________

What decisions did you make in choosing supporting materials for this audience?

________________________________________________________________________________

What steps did you take to make your language clear and appropriate to this audience?

________________________________________________________________________________

What adjustments did you make in delivery—rate of speech, volume, tone of voice, gestures, and the like—to
communicate your ideas to this audience?

________________________________________________________________________________

20
 Individual Presentations

Note that one should wear appropriate business attire for presentations.

Sample of a Basic Speech Outline

I. INTRODUCTION
A. ATTENTION GETTER
Complete sentence to describe
Transitional phrase: For the next few minutes I will explain
B. THESIS STATEMENT
Transitional phrase: I will do this by
C. PREVIEW
Signpost
II. BODY
Transition
A. MAIN POINT
Who, what, when, why, how, where
1.
2.
Transition
B. MAIN POINT
Who, what, when, why, how, where
1.
2.
Transition
III. CONCLUSION
A. REVIEW THESIS/MAIN POINTS
B. ENDING

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