CHAPTER 2

BUSINESS WRITING
2.0 Introduction to Business writing
In business, writing is the most frequent type of communication. The reason is that written
communication is accurate and permanent. It is therefore available for future reference. In
business therefore, writing is a functional necessity but not an option.
Many a time during business operations, one will stumble on the need to write letters, reports
memos e.tc.

Important questions to ask yourself before starting to write

What is their background?
Is it the same as mine, e.g. nursing/clinical/patient/general public?
Would they use the same language and terminology as me?
Am I writing to one reader or more than one?
What do they need to know about me, my department, and my organization?
What do they already know about this message?
Do I need to provide background information?
What level of detail is required?
How do they like to receive information?
When and how will they receive this information?
If I want them to do something as a result of this information, will it give them sufficient time
to do so?
Try to picture your reader as you write. You should take a different approach for different
readers, even when writing on the same subject. Professional writers think about their readers.

2.1 TYPES OF BUSINESS WRITING

There is quite a host of correspondences within business circles with the following being
common :
letters
Memos
Minutes
Short reports (Informal)
Long reports (Formal)
Proposals
Company profiles
Product profiles
Press releases
In this unit we are going to focus on these writings, namely letters, reports, memos press releases
and company profiles.

Letters
A letter is a written or printed personal or business message that is usually sent by a mail in an
envelope.
2.20 Importance of business letters
Letter messaging is a significant form of business communication. It also constitutes the major
component of written communication and forms the backbone of a successful enterprise. A good
letter message:
Can pacify an angry customer (and a bad letter can annoy a customer)
May sell a new product (or spoil the sale of an established product)
May collect debt without hurting customers‟ feelings (or lose both money and customer)
May refuse a request yet win respect
May grant a request yet incur ill will

2.21 Need for Written Business Letters

Every business has to maintain contacts with suppliers, customers / prospects, government
agencies, employees, bankers, investors etc. Most often these happen through business letter.
Companies have to correspond with other enterprises for varied reasons:
Placing orders for goods & services required from other firms
Acknowledging and executing orders for other firms
Granting credits to other parties
Negotiating credits from other parties
Securing credit facilities etc from banks
Sending statement of accounts for debtors
Receiving statement of accounts from suppliers etc

Letter messaging may be of less importance for small businesses but it is not dispensable. In
fact, a certain amount of letter writing is essential for day today living in the modern knowledge
society.

2.22 Functions and objectives of letter messaging

According to a reputed expert, L Gartside, followings are the primary and secondary functions of
letter writing:
Primary functions
Providing a convenient and inexpensive means of communications without personal contact
Seeking or giving information
Furnishing evidence of transaction entered in to
Providing a record for future reference
Secondary functions
Creating goodwill for the company
Making an impression as an efficient and reliable firm
2.23 Objectives of Letter Messaging
More important ones are:
Serves as a record for future use – copies can be sent to functionaries in different locations for
future reference
Leaves a more durable impression on the receiver than an oral message
Can reach anywhere in the firms‟ hierarchy and even levels that are difficult to access
normally
Can be sent to different regions, countries and continents where oral or personal contacts are
difficult, thus widening firms‟ reach and access
Forms authoritative, legal document for contracts and collaborations in
business
Is used for building goodwill, image and reputation.
2.24 Classifications of letters
There are two approaches to classification of letters: traditional and classification on
the basis of communication type
A traditionally, letters are classified in five different ways as shown below:
On the basis of nature of contact
Personal letters
These are written to friends and relatives and follow informal and friendly style. They
help:
Exchange information
Seek information
Seek help, guidance or advice etc
Impersonal letters
These are usually business letters written in formal style. They are intended to exchange
communication among individual functionaries, firms and institutions.

On the basis of approach

Three categories are:
Direct letters
In these letters, one gets right to the point without introduction or delays. These letters are ideal
for:
Enquiries
Quotations
Orders
Good news messages
Offers of appointment
Promotions
Instructions for job
Indirect letters
Theme of such letters is not pleasant as they concern bad news like:
Not being able to sanction the loan
Cannot concede the claim preferred
Not being able to accept the terms asked for
In such letters, there is always an introductory sentence that is intended to put the
receiver in a good frame of mind.
Persuasive letters
These are mainly sales letters where one has to think of an opening that catches
readers‟ attention immediately and prompts him to read on. The message is aimed at
persuading readers to buy the product or acquire / experience the service offered.

On the basis of types of communication

Four types are in this category:
Official letters
These are letters written to Government, semi-government and other statutory
authorities and are addressed formally.
Demi-official (DO) letters
These are also official letters but are addressed to a person by name. DO letters are
written if matter:
Requires personal attention of the addressee
Is of confidential nature
Is urgent requiring immediate disposal / response
Form letters
These are letters that are used for correspondence on routine and recurring issues.
These are usually preprinted as forms with suitable blanks and hence the name. These
are used for:
Acknowledgement
Reminders
Interviews
Notices
Appointments etc
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Sometimes, various possible alternative responses are preprinted and the applicable paragraph(s)
are ticked. They lack personal touch but save effort and time.
Internal letters
These take the form of memos written among different functions and departments within an
organization. They are eminently suitable for internal communication.

On the basis of subject of the letters

These may be one of the several types as below:
Enquiries
Orders
Credit information
Collection of debts and dues
Complaints
Sales promotion
Sales circulars
Appointment of agencies etc

On the basis of functions / departments of the firm

A few major functional heads are:
Personnel letters
These are letters emanating from personnel / human resource department:
Inviting applications for notified vacancies
Calling for preliminary interviews
Calling for written tests
Calling for recruitment interviews
Sending offers of appointment
Issuing circulars for training and development
Issuing promotion, increment or bonus letters
Issuing warning letters etc
Purchasing letters These letters cover the correspondence for purchasing and other allied
functions in materials management, supply chain functions etc:
Inviting tenders or quotations
Placing orders for supplies and contracts for services & materials
Sending reminders
Sending complaint letters etc
Sales letters
These are letters pertaining to the marketing and sales activities of the firm:
Advertising, publicity and marketing communication
Marketing research and surveys of customers and competitors
Sales circulars
Giving and soliciting specific sales information etc
Accounting and finance letters
These letters may relate to:
Account payable
Account receivable
Banking
Investments etc
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Components of a business letter
A letter should be a sum of the following parts that make it an effective form of communication:
Letterhead
Reference number
Date
Special markings
Inside address
Attention line
Salutation
Subject heading
Main body
Complementary close
Signatory of letter
Enclosures
Copies circulated
Initials markings for identification
Postscript
These have been described in some details:
Letter head
Since it is the first contact with the recipient, letterhead should make a favourable impression. It
is done on printed stationery, usually on a bond paper that has a fine texture. It should not
smudge and should withstand piercing and punching for filing work. Modern letter heads occupy
about 2” of the top of the page with following information neatly printed / embossed:
Full name of the firm
Postal address
Pin code
Telephone no(s)
Fax no(s)
Email ID etc
In the modern age of Internet, website details are also given. It must contain the
registered address of the firm which is often written at the bottom of the first page.

Reference Number of the letter

A reference number is essential for large firms as it facilitates connecting up the next
correspondence. Usually, offices have a comprehensive system of filing and associated file nos.
The last numerals are unique serial numbers given centrally by the department or even dispatch
office. In such cases, it is useful to have a master file containing all the letters issued by a firm or
department serially. It can also be organized on a computerized system.
Date of letter
Every letter must have a date of issue that is written in two ways:
Dd/mm/yyyy or 27 January 2010
Mm/dd/yyyy or January 27, 2010

The practice followed in the country should be adopted – no other form of writing the date
should be used viz., 27th January 2008 or January 27th, 2008. First form of writing date is
becoming popular universally.
Special markings
Many letters need to be given special markings:
Confidential
Airmail
Registered post
Speed post
Courier etc
These markings carry special meaning and are also put on the envelope.
Inside address
Next, complete name and address of the recipient is written. This should be the same as required
to be written on the envelope. These days, comma is not put at the end of each line nor a full stop
at the end of the complete address. However, pin code must be written properly and prominently
to help postal persons en route.
Attention line
Different types of letters follow different ways:
Official letter: Attention line is formal; usually, designation of the person is used.
DO letter: Mr. William Ruto
Form letter: Designation is followed by name in parentheses
E.g. Deputy President (William Ruto)
Salutation
It is a formal greeting to the recipient of the letter message. Its choice is directly dependent upon
the extent of formality one wishes to observe:
Official letters : Dear Sir / Madam
DO Letters : Dear Mr Dhingra / Ms Gautam
Here recipients are not addressed by their first name. Please remember, “Respected
Sir” is wrong English!
Subject heading
Appropriate heading denoting the subject of the letter being written is usually given
e.g., Application for loan, Bill No -------- for ------- dated ------
Main body
Main body comprises of three parts:
First part
It is devoted to a brief introduction and stating the purpose of the letter.
Second part
It is longer and presents the relevant facts in a logical sequence. It may be extend over several
paragraphs. Each paragraph should deal with a separate point and written as clearly as possible.
Third part
It is related to “conclusion” that sums up and rounds up the letter politely, usually soliciting a
reply. A few standard forms of concluding phrases are:
Thanking you
We thank you in anticipation
Looking forward to a positive response
We would be glad to furnish any further information
Complimentary close

It is an important part of the letter and should match the form of salutation used in the beginning
of the letter. The usually pairing is as under:
Salutation Complimentary close
Sir - Yours truly
Dear Sir / Madam - Yours faithfully
Dear Mr / Ms - Yours sincerely. Please note that memos, being internal communication, have
neither the salutation nor the complimentary close.
Signatory of letter
A letter without signatures and signatory is not well received. A recent trend is that computer
generated correspondence is being sent without signatures. In coming years when every mail will
be sent electronically, it is understandable. However, in these letters, the name and official
designation of the sender should be clearly stated. (A number of offices especially from
government and public sector undertakings do not seem to follow this practice religiously).
Enclosures
These must be stated clearly after the signature of the sender. Any document sent must be stated
clearly for future reference.
Copies distributed
Usually, copies of the letter are sent to persons for the following reasons:
For information only
For complementary action(s) as appropriate
Also copies of letters may either contain the enclosures or may be sent without the enclosures.
The fact should be clearly stated against each copy distributed.
Markings of initials for quick reference
It is a good practice to put the initials of person who has dictated / directed the letter to be sent
under his signature. Also, the initials of the person who has transcribed /word-processed is
stated. This is done just below the typed name of the signatory.
This can be done in the following ways:
JNK: ar
JNK: AR
JNK/AR
JNK-AR
Of the above alternatives, first one is preferred.
Post script
People write postscript as a last minute addition to what has been said in the letter.
Such addictions must be avoided in commercial correspondence. There is no place for such after-
thoughts in the electronic age of word-processing.
The following abbreviations are widely used in letters:
ASAP – as soon as possible
cc – carbon copy (when you send a copy of a letter to more than one person, you use this
abbreviation to let them know)
ENC. – enclosure (when you include other papers with your letter)
PP – per procurationem (A Latin phrase meaning that you are signing the letter on somebody
else's behalf; if they are not there to sign it themselves, etc)
P.S – postscript (when you want to add something after you've finished and signed it)
P.T.O (informal) – please turn over (to make sure that the other person knows the letter
continues on the other side of the page)
RSVP = please reply

2.25 Principles of letter messaging

Letter messaging should be done in light of the following guidelines:
Promptness
Letters should be replied the same day. Should one need time to reply, it is better to acknowledge
the letter and politely indicate to the sender how soon the reply will be sent.
Subject knowledge
Ability to reply a business letter has three pre-requisites:
Knowledge of previous correspondence
Understanding of the requirements of the sender
Knowledge of the firm’s policies applicable
Appropriateness
To acquire a good reputation of choosing words and phrases that are appropriate, we need to
vary the tone and tune of the language used in letter messaging. These often change according to
the:
Need of the occasion
Psychology of the readers
Accuracy, completeness and clarity
All facts, figures and statements must be stated accurately and should be verified before using in
the letter. If dealing with a business enquiry, one must ensure that the information covers all the
points for completeness. If it is a persuasive message, it must be clear and unambiguous so that it
accomplishes the purpose it is intended for.
Ambiguity can arise from falling victim to the following pitfalls:
Faulty punctuation
Faulty construction of sentence, mixing arrangement of words
Omission of words
Courtesy
Writers must seek favors politely and express their gratitude for favours received already.
Tact
This quality goes hand in hand with courtesy. It is very important for letters:
Dealing with complaints
Seeking credits from banks, suppliers etc
The essence of tactfulness lies in retaining the goodwill in spite of turning down the request.
Persuasion
It means winning over people to own point of view without coercing them. They should
genuinely feel that what they are doing is to their own advantage. Therefore, hypocrisy and
pretensions have no place in these interactions.
Conciseness
The writer should ensure against loading it with irrelevant and unnecessary “ifs” and “buts” –
more concise the message, more effective it will be. Also, there is no justification of using
telegraphic language and construction of sentences that hampers understanding. Two golden
rules are:
No letter is long enough if clarity has to be achieved

A short letter is not good enough if the message is not clear.
Salesmanship
Every letter that goes out of the company should be treated as its ambassador. It must carry and
convey the message precisely and enhance the reputation of the firm.
The “you attitude”
The letter message should always take in to account the readers‟ point of view – he is the
customer! Use of „I‟ and „we‟ should be avoided; instead writers should use you‟ in the text as
often as possible.
Positive and pleasant approach
Avoid using “No” and “Sorry” – they are unwelcome words. The writers must always emphasize
pleasant and positive things. For example:
“No” can be easily rewritten as „another time‟.
“Sorry” can be replaced by I will try.”

2.26 Appearance of business letters

A letter is seen even before it is read. The first impression that it makes on readers‟ mind has a
vital influence on formulating an opinion on the message contained in the letter. What a good
approach is to personal salesmanship, a good appearance is to written salesmanship. Following
aspects impact on the appearance of a letter:

Word processing of letters

These days ‘computers have changed the way the communication and documentation relating to
it are handled. Because of flexibility, speed and ability to correct, transpose and make other
changes, word processing is impacting on the appearance of letters in a big way:
The text can be changed, chopped and edited repeatedly until writer is fully satisfied
Visuals like tables, charts and graphs can be easily included
Typing errors can be completely eliminated
Spelling can be checked with software to ensure better
accuracy
Construction of sentences can be checked with software and corrected
Managers can word process own letters, leaving supporting staff for other chores
Choice of size of alphabets and font can be changed at will
Important words can be made bold to make them more prominent
Copies can be made as if they are the original ones
Circular letters can be done quickly and made to appear as personal communication.

2.27 Layout design of letters

There are two types:
Blocked layouts (American)
In this, each paragraph or line starts from the extreme left position. Letters end also on the left
side.
Semi-blocked layouts (British)

In these letters, paragraphs start from a little to the right of extreme left position – this shift is by
one space. The letters end on the right side extreme.
Whichever format one follows, it should be done all the way. Never mix the two types of
layouts. Blocked layout is more efficient from the viewpoint of stroke on the keyboard. Margin
and blank spaces of letters

There are no rigid rules for margins and blank spaces at the top and bottom of the letters. In word
processing, commands are available for starting and ending each line at the same point;
consequently, space between the words becomes flexible and floating. Two useful tips are:
For short letters, double spacing looks more pleasing
For paragraphs, double spacing looks good
At any rate, computers enable a pre-view of the page(s) before taking prints.

Use of continuation sheet

Majority of letters are one page communication. Where necessary, pre-printed continuation
sheets should be used e.g KQ Limited Continuation sheet
These continuation sheets should have the same quality and colour of paper as the letter head.

Folding of typed letters

Folding causes creases, much like in a suiting. Creases can play havoc to the appearance of
letters. Creases at the wrong places may spoil the appearance of an otherwise beautiful layout of
the letter. Before folding, followings need to be considered:
Size of the envelope
Size of the paper
No of enclosures etc
Since window envelops have become popular, letters need to be folded in such a way that the
inside address falls just in line with the window of the envelope. It saves the effort on typing the
address again on the envelope. However, folding of letter should be such that the entire address
is visible completely and clearly.

2.28 Steps in planning business letters

Bulk of business is carried through exchange of letters as they constitute the most extensive
medium of communication. They must be planned meticulously so that they achieve the purpose
for which they are written. Following six steps will help acquire enviable skills in letter writing:
Defining the main objective of the letter messaging
Among the possible objectives are:
Quoting a price
Complaining about defective goods
Collecting money against outstanding bills
Getting status report about order placed on supplier(s)
Obtaining information about a prospect
Pacifying an angry customer etc
Whatever may be the main objective, it must be written clearly before drafting a business lette

Identifying the subsidiary aim

If main objective of writing a letter is to submit a quotation, then the subsidiary aim would be to
secure the order. Similarly, if the main objective is to register a grievance, the subsidiary aim is
to get it resolved. Once again, writer must be clear about the subsidiary aim.
A proper understanding of the main and subsidiary aims helps in writing more effective business
letters.
Collecting all the relevant data
As stated earlier, writer must have:
Knowledge of the previous correspondence on the subject
Good knowledge of the person receiving the letter
Knowledge of the relevant policies of the firm
If any information is not available, the same must be collected to facilitate letter writing.
Knowing the person to whom letter is addressed
Letters do not deal with a subject or situation; they deal with people, first and foremost. A letter
to a reasonable and balanced person is bound to be different qualitatively from the one people
write to a short-tempered and arrogant individual.

Determining the tone of the letter

Knowing the business situation and the person being written to, will decide the tone of the letter
that may be:
Apologetic
Conciliatory
Friendly
Persuasive
Sympathetic
Besides, it should be:
Firm
Polite
The writer has to decide the most suitable mix in a given business transaction.
Deciding the approach to be followed
This is also one of the basic decisions to be made before writing a letter. It may be:
Direct
Indirect
If one follows a few basic principles stated above and jots down on a piece of paper the main
points in the proper sequence, to be included in the letter, writers‟ ability to dictate or word
process the letter faster is substantially enhanced and quality of the message improves manifolds.
A task well begun is half done. Constant practice by writers enables them to embed these
principles in to their style. If the message carries conviction of the writer in a firm but fair tone,
good results are bound to ensue.

Review Task
i. What important considerations should one put forth before engaging any
writing process?
ii. Discuss the various classifications of letters
iii. Why do you think letter messaging is instrumental to business operations?
iv. Explore various circumstances that would beckon letter messaging.
v. Discuss the format of a business letter.
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Further reading
Bovee, Courtlaand L., Thill, John V. (1992). Business Communication Today.
New York, NY, USA: McGraw Hill Inc.
Pal, R., Karlahalli, JS (1997). Essentials of Business Communication. New
Delhi (India): Sultan Chand & Sons.
Giblin, L. (2006). How to Have Confidence & Power in Dealing with People.
New Jersey, USA: Prentice Hall International

Chapter 3
WRITING BUSINESS REPORTS
3.0 Objectives
After studying this unit, students shall be able to:
Grasp the role and importance of written reports in business
Classify business reports in several ways
Understand characteristics of good business reports
Appreciate the advantages and limitations of written reports
Become proficient in preparing written reports
Learn the preferred format for good written reports
3.1 Introduction
A report is a method of giving information about something seen or investigated. It is a formal
presentation and is written complete with conclusions reached and recommendations made. It
provides background material and relevant information in decision-making and action-taking.
It is rightly said that reports carry information from those who have it to those who need it. They
reflect flow of information and have become integral part of modern information management
for decision-making.

3.11 Why business reports

Reports have become, over time, basic management tools for decision-making. These are
extremely important for firms that have grown in size. All the facts and figures cannot be
masterminded by one individual like a proprietor / entrepreneur does in a small enterprise.
For larger firms, reports are indispensable. They have emerged as a very good way of ensuring
participative management for better decision-making and carrying the business forward faster on
the path of growth and expansion.

3.2 Classification of reports

Reports can be classified in several ways as under:
On the basis of form of communication
Oral reports
Written reports
On the basis of legality
Informal (short) reports
Formal (long) reports
Formal reports can be further subdivided:
Statutory reports
Non-statutory reports
On the basis of frequency of issue
Periodic reports (also called Routine reports)
Special reports
On the basis of functions
Informative reports
Interpretive reports (also called Analytical or Investigative reports)
On the basis of nature of subject
Problem determining reports
Fact-finding reports
Performance reports
Technical reports
On the basis of number of persons entrusted to draft reports
Reports by individuals
Reports by team
Reports by committee or sub-committee
3.3 Features of a good business report
Accuracy of facts
Since reports are used for decision-making, inaccurate and unverified facts can lead to disastrous
results. It is said, „What is worse than no information is wrong information‟.
Brevity
Difficult to define, it is also not possible to state it as a rule to be followed for writing reports.
Good reports are brief but brevity should not be achieved at the cost of clarity nor should it be at
the expense of completeness. Thus the reports should include everything that is relevant yet be
brief!
Clarity
Clarity comes from orderly, systematic and clear thinking. Reports should be skillfully divided in
to short paragraphs, giving headings and inserting signposts to attract attention and securing
sustained interest of the readers who are indeed customers.
Free from grammatical errors
Good reports are a good piece of composition presented attractively and free of any grammatical
error. If choice of words is faulty, construction of sentences is confusing and design of
paragraphs is dull, reports would find few readers. If reports require too much of sorting out of
data and sifting out the meanings before taking decisions, it would always leave a lurking doubt
in the decision makers‟ mind. And if decisions do not reflect the conviction of management, they
are unlikely to be implemented properly.

Objectivity of recommendations
Recommendations should be objective and impartial. These must be based on logical
conclusions of the investigation, analysis and findings. Self-interest of the individuals should not
creep in directly or indirectly.
Unity and Cohesion
If the writers are clear about the main purpose of the report, it gives unity and cohesion to the
report
Precision
Reports avoid extraneous issues and are precise and incisive. Precision adds value to the report.
Reader-orientation
Reader orientation is customer orientation. Writers must always keep the person(s) going to read
the report in mind. Contents of reports to laypersons will be different from the reports prepared
and submitted to experts and specialists.
Relevance
The facts and data should have a direct bearing on the main purpose of the message intended.
Nothing relevant should be skipped nor any irrelevant data be added to make the report
confusing. Exclusion of facts may make the report incomplete and is likely to mislead.
Simple language
Reports using simple, familiar words and direct construction of sentences call for a greater
understanding of the subject. Only a deep knowledge enables persons to throw up and use simple
words and phrases for expressions. Reports should be free of trite expressions, clichés and
figures of speech.

3.4 Merits of written reports

Among other merits, following could be enumerated:
Provide record for both the parties – sender and receiver
Provide a reference that can be distributed to all concerned
Writers have time to think and ponder before writing
Writers can change and chop the text several times before its submission
Receivers can go over the reports several times
Receivers can construct better response as they too have time to think and ponder
3.5 Demerits
A few major ones are:
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No immediate feedback is available.
Lack of personal contact with the readers
Readers cannot ask questions by way of clarification
Text of the reports is not adjustable as is possible with oral reports
3.6 Preparing a written report
Written reports have emerged as very useful tools in decision-making in large organizations.
Usually some vital decisions are taken and if companies have to survive and grow in competitive
environments, quality and reliability of decisions must be world class. This requires great care
while preparing the written reports. Six important steps are:
Knowing the purpose of the report
Reports are generally investigative in nature. The senior management while appointing the task
force or team to look in to the issue(s) must indicate the purpose.
Sometimes, the purpose is vague in the beginning and after some initial exploration, the real
purpose becomes clearer.
However, in all events, readers, even before they begin to go through the reports, should know
the purpose of the writer. It is always difficult to grasp the ideas if the purpose of the report is not
clear.
This highlights the importance of crafting a good title for the report. The wordings of the title of
the report should cover the purpose in a precise, concise and specific manner.
Visualizing the reader(s)
Reports should adapt to the mental frame of the readers. Since business reports have limited
circulation, it is easier to visualize the possible readers and identify their business and
professional background:
Bosses, peers or subordinates
Gender – man or woman
Age – young, middle-aged or old
Length of service with the firm – new or old associate
If report is meant for a larger group, the typical characteristics of the receivers must be visualized
and borne in mind while writing the report. In short, writers must have a healthy love and respect
for their readers – report has to attract and sustain their attention!
Choosing the ideas
After knowing the purpose, the various ideas that come to mind must be written succinctly. Here
effort should be made to jot down all the possible key words of theideas that flash in the mind of
the writer. After writing down the ideas, next step is to sequence them in some logical and
systematic way for making it easier for the readers to understand and grasp the ideas.
Collecting all facts and data backing the ideas
The writers must remember that the written report has to be a very compelling document
supporting the ideas you want to sell to your superiors, peers and subordinates. Here writers
should make a list of the ideas in the left half of the paper and then on the corresponding right
half, write the data / facts that must be collected in support of those ideas. This draft action plan
would save time and effort of the team who would collect the relevant data required for the
subject.
Having collected all the relevant data, writers must edit in terms of the most suitable sequencing
of the ideas for influencing the receivers. For ease of readability, all the data may not have to be
put in the main body of the report – detailed tables, charts etc may be put in the appendices at the
end of the report. Only the summary of the data may be put in the main body to ensure the write
up moves forward with every paragraph.
Organizing ideas in the most effective manner
The order in which the ideas will be presented is as important as the ideas themselves.
The discipline of translating your thoughts in to appropriate words and organizing these thoughts
and words logically has no equal in the intellectual training. This process of “word smithy” is
very invigorating and satisfying to the writers of any communication, especially the business
reports.
Writing, rewriting and rewriting …..
It is well known secret of the industry that good authors, journalists and correspondents write,
rewrite and rewrite…….. To be able to do it, contents have to be rewritten repeatedly with a
view to improving them; it also requires an innate respect and love for the readers.
To revise any draft effectively, it should be read objectively and with a fresh mind from the
viewpoint of the readers. Writers must read paragraph by paragraph and check the continuity of
the ideas. Every word, figure and image must be checked thoroughly.
Wherever possible, consider suggestions from knowledgeable colleagues and subordinates.

3.7 Common format for written reports

The reports that are most popular in business are the stand-alone type and are prepared by
individuals or teams and circulated to the concerned persons under cover of a letter. Although
format of reports is influenced by the topic under study, a generalized format covers the
followings:
1 Title page
2 Acknowledgement
3 Executive summary
4 Table of contents
5 Main body of the report
5.1 Introduction / Background
5.2 Defining the problem
5.3 Analysis of data, facts and supporting evidence
5.4 Conclusions
5.5 Recommendations
5.6 Implications for other functions in the organization
5.7 Appendices
6.0 Bibliography/webliography
Each of these items has been explained as follows:
Title page
Every enterprise, organization and institution should standardize a format for use by all report
writers. Among the many variations of the title page in use, following design is recommended
for adoption:

INFORMATION SYSTEM FOR OPERATIONS DEPARTMENT

Submitted by
Name Function
Date
XYZ Limited, Nairobi
Acknowledgement
In the compilation, analyses of data, facts etc for the preparation of the report, the individuals or
the team might have requested and received valuable help and suggestions. It is a good practice
to thank the persons individually or collectively for the help extended by them for the completion
of the report.
The acknowledgement should normally cover not more than half-full A-4 size word processed
page and should be signed by all the persons who have authored the report.
Executive summary/abstract
The term “executive” has been derived from its usage in USA where “executive” are members of
the top rung of the organization covering Chief Executive Officer (CEO),
Chief Operating Officer (COO), Chief Finance Officer (CFO), Chief Information Officer (CIO)
etc. This is an extremely important page and must be written in very compelling language
covering the main recommendations. Executives read this page first and if there are some useful
recommendations, they go to the paragraph on detailed recommendations in the „main body‟ of
the report. Since it is in writers‟ interest to not only attract the attention of senior executives but
also induce them to read the entire report from first page to last, critical role of this section called
“executive summary‟ cannot be over-emphasized.

Table of contents
This is a must because most business reports run in to several pages. This page reveals the
overall design of the report and guides the readers to the page number of any topics that they like
to peruse. The format is the same as written above but reproduced for clarity:

TABLE OF CONTENTS
Serial Topics Page No
1 Acknowledgement
2 Executive summary
3 Table of contents
4 Main body
4.1 Introduction / background
4.2 Defining the problem
4.3 Data, facts and supporting evidence
4.4 Conclusions
4.5 Recommendations
4.6 Implications
4.7 Appendices
5 Bibliography and webliography

Introduction / Background
This section highlights the possible reasons for initiating this study / investigation. It should
focus on how broken the existing process or situation is and its implications in terms of costs
incurred by the company. Japanese always highlight the losses incurred by the firm in continuing
with the existing system, procedure or practice. This approach builds / attracts supporters for the
change(s) the report is going to propose.
Defining/stating the problem
After setting up the background in the introductory paragraph, writers must proceed to define the
problem formally. A good definition of the problem would invariably incorporate the main
purpose of the study. It would also indicate the direction of possible solution(s).
Facts, Data and supporting evidence
Definition of problem also paves the way for compiling, examining and analyzing of the relevant
data. This part may have to be spread over several headings that need to be sequenced properly
in a logical manner.
Care must be taken not to clutter the body of the report with too much of data tabulation if
conclusions are based on the overall summary of the data. In such cases, detailed tabulation
should be shifted to appendices and only summary reported in the text. This enhances readability
of the report and what is easy to read or see, is easier to comprehend. Process of mental
assimilation is associated with a lot of abstraction and simplification.
Conclusions
Having described all the relevant facts in the above paragraphs, it is now time to integrate the
different parts of the investigation and come to a few clear conclusions.
The intention of following this sequence is to convince the readers in a very logical manner
about the soundness of approach and consequently the integrity of the conclusions arrived at.
Also, it sets the stage for formulating the recommendations of the study.
Recommendations
We have now readied the readers to focus on the recommendations. These must be drawn in the
order of their importance to the company. This order may not follow the sequence of study.
Since writers have to develop the Unique Selling Proposition
(USP) in selling their suggestions for acceptance, sequence of presentation of recommendations
can be quite different from the sequence followed in the findings.
Implications
In most companies, decisions are taken by a group of managers. Many a good suggestions
flounder because someone raises a question about its implications for other wings of the
organization. To forestall such eventualities, it is always better to highlight implications, if any
for other departments and functions.
In this paragraph itself, suggestions that can be replicated in other parts of the enterprise with
considerable gains, should be highlighted. It must be remembered that these form the additional
merits of recommendations that must be added to enhance
the salability of recommendations.
Appendices
In many detailed and technical investigations, a lot of tables, charts and graphs can be pushed
back in to appendices. It serves two purposes:
It improves readability of the report
It adds to the credibility of the findings if supporting data is also furnished.
Bibliography and webliography
Writers tend to minimize the role of providing the necessary references in the bibliography. It
gives a very favourable impression of the team and highlights the efforts put in by them for the
in-depth study carried out. In the contemporary world, searching the web for seeking the latest
development on any subject has become very popular especially with management students. The
specific web sites consulted should get proper mention in the bibliography. However, in no case,
search engines should be mentioned as references as they are mere tools to get to a particular
site, similar to going to library before one can consult a book!
TASK: Read on different referencing styles like APA, MLA and Harvard style
etc
Summary
Business reports carry information from those who have it, to them who need it and have
emerged as integral part of modern management tools for decision-making and action-taking in
large corporations. They contribute significantly to better decision making and carrying business
forward on the path of growth and expansion.
Reports may be oral or written, informal or formal, statutory and non-statutory, routine or
special, informative or interpretive, problem-solving or fact-finding, performance or technical
and may be prepared by individuals, teams or committees.
Business reports should aim for accuracy of facts, brevity and clarity; they should be free of
grammatical mistakes and have objectivity in recommendations. They should have unity,
cohesion, precision, reader-orientation, relevance and be couched in simple language.
Written business reports provide record for senders, receivers and other users; they are thought
out well before they are written and submitted. Receivers can go through them several times and
construct better response(s). Limitations of written business reports are that there is no
immediate feedback to senders, no personal contact with readers who are not able to ask
questions for clarifications and once submitted, their contents cannot be adjusted.
For preparing better business reports, writers must know the purpose, visualize the readers,
choose ideas, collects facts to back them, organize ideas in the most effective sequence and
finally writing, rewriting and rewriting …… to improve their readability and salability.
Organizations should standardize the formats of their business reports incorporating the title
page, acknowledgement, and executive summary, table of contents with page numbers in the
beginning and appendices, bibliography at the end of the reports. The format of the main body of
the business reports may be varied to suit the type of the report and other specific needs of
business.
Review task
i. Discuss the importance of business report writing
ii. Describe the various types of reports
iii. Discuss the aspects of a good report
iv. List the various components of a business report
v. What are the merits and demerits of a business report
Further reading
Barrass, R. (2002) Writing at Work: A Guide to Better Writing in Administration,
Business and Management, Routledge, London.
Baugh, L.S., Fryar, M. & Thomas, T. (1986) Handbook for Business Writing, National
Textbook Company, Lincolnwood, Illinois.
25
Blair, G M , (2008) University of Edinburgh, Presentation Skills for Emergent
Managers.
Engineering Management Journal of the Institution of Electrical Engineers (IEE) UK.
Retrieved July 2013 from
http://www.see.ed.ac.uk/~gerard/Management/art1.html?http://www.ee.ed.ac.uk
Chapter 4
WRITING PRESS RELEASES, RESUMES, AGENDA, MINUTES AND
MEMORANDA AND E-MAILS
4.0 Press releases
A press release or a news release is a written announcement directed at members of the news media about
something claimed as having news value. This encourages the journalists to write a news article on the
subject giving you a lot more exposure for free. Press releases can announce a range of business news
such as: scheduled events, awards, accomplishments, new products, new services, executive promotions,
sales and other financial data, etc. Press
Release is a powerful communication piece that can be more effective than advertising.
Companies, individuals, authors, non-profits and government agencies engage public relations and
advertising firms to write and distribute media releases on their behalf.
4.1 Qualities of a good Press release
Should be news worthy
Some newsworthy topics include:
Create brand recognition
Announce the hiring of a key executive
Recent speech in front of a newsworthy audience.
Business award, contest or ISO 9000 certification.
Company, or personal recognition, in a recent book or article.
A unique product or service.
Free consulting or low-cost service to the public.
Opening of a new physical building location or a new branch
office.
Launching or re-design of a web site.
Should take a journalist’s perspective
Journalists receive hundreds of press releases each day by people who want to have
News written about their products or services. The business person usually has their
company at the front of their mind when considering a news release. On the other
hand, journalists will have the interests of their audience at the top of their
considerations. If you want to grab the attention of the journalists and get your press
release noticed, ask yourself the following questions from a journalist's perspective:
Is the release newsworthy
If you were the journalist, would you see a value to your
readers?
26
Will the readers be interested in this topic?
In a stack of press releases, will your release catch the attention of the journalist?
Can the key points of your release be found by quickly skimming the headline and body?
It should be factually true. This is a matter of integrity which is an important principle of
business communication (Saleemi , 2009)
It should be brief and precise. This is because newspapers are always hard pressed for space.
Releases should therefore be precise so as to maximize their chances of being published.
It should be easily readable. Avoid jargon and lengthy sentence structures
Key Components: Who, What, When, Where, and Why
A well-written press release, which answers all of the readers’ questions about your company
services, can increase sales opportunities and give you brand name exposure. Editors want press
releases written in an easy-to-read format with key information. In addition, they don’t want to
have to search through the release to find the major points. More importantly, it must contain the
“who, what, when, where and why” for the story.
If you are writing about a product be sure to include information on the features and benefits,
various uses for the product, and what makes it stand out from the
competition.
Tell what your product does, how much does it cost, what are the shipping costs, and
why should the consumer buy your product. You want to create a picture in the
reader’s mind and entice them to want to learn more about it. Include information on
where or how the product can be purchased (i.e. stores, mail order, Internet, etc.). If
you’re trying to get exposure on a service you offer, be sure to include information on
the type of service, a detailed description and the benefits of using your service.
Always include contact information: contact person, address, phone, fax, e-mail
address and web site address.

4.11 Sample press release:

TWAWEZA KENYA
PRESS RELEASE
twaweza
Kenya
CLAIMS OF MANIPULATION OF INFORMATION TO ATTRACT DONOR
FUNDING
The management of Twaweza Kenya organization is deeply concerned about the injurious
rumours in the public domain projecting the organization’s image as out of integrity.
That Twaweza Kenya fudges information to attract funding of none an existent projects, is not
only malicious but also unfounded allegations intended to stifle the revered work of the
organization.
As a respectable organization, Twaweza Kenya operations are within its code of ethics and
conduct to which all its employees subscribe. Secondly, the organization is aware that it doesn’t
operate in a legal vacuum that portent such vices as in the said allegations.
It should also be noted that the organization does not venture into any activities without carrying
out a thorough feasibility study before drawing project proposals which are in turn vetted by a
team constituted from all our sponsors most of which are international.
Our donors
The organization has been reliably financed by both local and international development
agencies business firms including:
1. World Bank
2. Sida
3. Unicef
4. Jica
5. Safaricom Foundation
6. African Development Bank
As donors and partners these organization subject our plans and proposals to a rigorous vetting
process to ensure viability. It is therefore unthinkable that the organization can solicit funds for
non-existent projects.
Our activities
Twaweza Kenya is primarily concerned with career information dissemination and guidance to
the Kenyan rural populace with the youth aged 18 – 26 as our specific target.
Secondly, our organization empowers the rural young adult women who are married to realize
both career and financial development
Helping the disadvantaged children in ASAL regions to trample the challenges experienced in
their education.
Helping children orphaned by HIV to realize their dreams in education
Twaweza Uwazi budget portal
Uwazi Budget Portal provides a facility to access and engage with budget information and
emerging issues in public resource management. By providing a gateway to this information this
portal hopes to facilitate better and informed citizen engagement with policy makers.
With all these, it is therefore malicious and unfounded that allegations bordering on fraud can
be projected at our organization.

The press officer,

Twaweza Kenya

4.2 Writing resumes

This is a document that profiles an individual in light of suitability for a particular job on offer. A
resume has the following parts
1. Name
2. Address
3. Phone No and Mobile Phone No
4. Email ID
5. Date of birth
6. Life mission or objective
7. Educational qualifications
8. Work experience
9. Sports, social and cultural activities
10. Hobbies and interests
11. Special accomplishments
12. Languages known
13. References
These have been described below:
Name
Correct name as written in educational certificates must be mentioned. Avoid giving
nicknames.
Address
Give complete address for correspondence because that is the most important one if employers
wish to contact the applicant. At this stage, give permanent address only if required.
Telephone No and / or Mobile Phone No
Decide which phone number to give to enable them to contact. In recent days young
candidates prefer giving their Mobile Phone No. - it saves time and avoids leaving message to
call back.

Email Identity
Because of the increasing use of Internet for communication, it is desirable to furnish Email
ID. It should be given only if computer access and use is available.
Date of birth
This is given as the minimum personal data to provide a quick check on applicants‟ age.
The above five components are typed centrally on an A-4 size paper. It would be a good idea
to give a space before entering birth details.
Life mission or objectives
This should be a short but attractive statement about the applicants‟ purpose in life. It should
be well crafted as it shows the real „you‟ to the readers. It is something that should be unique
and something that he craves and for which he will leave no stone unturned to accomplish – his
calling in this life!
Educational qualifications
It is normally written in a tabular form. The design of columns in the table can be varied to suit
individual needs. However, usually it is written in forward chronological order, starting with the
first board examination after Class X. If meritorious student, the same can be highlighted in the
remarks‟ column at the end.
Some people tend to overdo this part also in reverse chronological order. A straight- forward
approach is better.
Work experience
This should be written in reverse chronological order to provide the current status and
accomplishments quickly. There are an equal number of candidates who write this section also in
the forward chronological order. This part can also be tabulated and the design of columns can
be changed to suit individual requirements. The nature of duties and responsibilities must remain
in focus.
Designation, name of the company, location and tenure should be mentioned clearly.
Sports, social and cultural activities
Each of these – sports, social or cultural activities if applicable should be written separately in
the forward chronological order. Post of captain of the team, house captain, editor of school /
college magazine, debate / drama participation etc should be mentioned properly. Any other post
of eminence occupied must be stated.
Hobbies and interests
Everyone has some special, out-of-the-ordinary interests like music, singing, gardening, social
service, participating in quizzes, general knowledge tests etc.
These must be mentioned. If one is fond of Hindi or Hollywood movies, cartoons, comics etc,
these should find proper mention.
Special accomplishments
In addition to the above, there may be some very special events that have happened in ones‟
life. If, because of parents‟ posting abroad, person has studied in school in a foreign country, it
should get a mention in the resume. If the person has been lucky enough to go with the family
abroad for a vacation as a kid or as a grown up person, it should also be stated. Winning a prize
for community work, painting competition or competition of flower arrangements etc, should be
highlighted too.
Languages known In Kenya we are fortunate to learn many languages. Some of these
languages, we can speak, read and write, others we can read and write and still others we can
read only. This capability must find a mention in your resume.
References
In the growing competition, recruiters want to be sure that they are inviting a good person to
join the organization. They want to speak or write to and obtain reports about the candidate from
prominent persons who have known the candidate. While there are no hard and fast rules on this,
usually two referees‟ names, address and telephone and email ID should be included. For young
persons, the two preferred references are: a teacher under whom he has studied and the boss in a
firm he has worked and who is personally well known. Candidates should not give their names
as referees until they have taken permission of concerned persons.
At any rate, it is a good habit to cultivate rapport with seniors who can act as mentors both
inside and outside the organization they are working for.

4.30 Agenda and minutes writing

Agenda is a document written to outline the issues to be discussed in a forthcoming meeting. The
agenda of an anticipated meeting is normally sent along with the notice of the meeting.
Why write the agenda
It enables members to prepare for the meeting
It facilitates orderly meetings
It gives a meeting a definite direction
It facilitates the writing of minutes
4.31 Minutes
Minutes are the official record of meeting proceedings. Meetings are convened to solicit
collective decision making and therefore collective responsibility among those who subscribe to
the membership of the group meeting. They offer a permanent record of the decisions and
actions made in a meeting. They serve as a reminder of issues in preceding meetings.
4.32 Nature of minutes
Minutes are legally valid when approved. They are therefore acceptable in a court of law
They are precise
Emphasize on collective responsibility in decision making
4.33 Format for writing minutes
The heading – this shows the name of the group meeting and the nature of the meeting.
Date and venue of the meeting
31
Attendance – this involves:
those who are present
those who are absent with their apologies sent
those who are absent
any guests to the meeting – in attendance
Preliminaries – these involves activities right at a threshold of the main business. It may involve
prayer and opening speeches from the chairman
Confirmation of the previous minutes – members go through the minutes of the preceding
meeting and decide to approve or not. When approved, they are then signed by the chairperson
and the secretary.
Upon completion of the main items of agenda, members also discuss other issues that were not
planned for yet deemed important. This is under the label ‘Any other Business (AOB).
The last part is the adjournment – this indicates the final remarks from the chair or vote of
thanks. It also indicates the time at which the meeting was adjourned as well as the date for the
next meeting.

4.40 Memorandum (memo)

A memorandum (memo) is a piece of correspondence used within an organization or among
various branches or divisions of the same organization. A memo is usually sent through internal
mail or via e-mail.
4.41 Structure of the Memo
Organization name: usually contained in the letterhead.
Memo or Memorandum: at or near the top of the page.
To: Use the reader’s full name with any professional title such as Dr but without the
complimentary titles of Mr, Ms or Mrs. If you are sending the memo to several people, list them
after “To”. If the list is longer than a dozen names, place it at the end of the memo and reference
it on the “To” line. For example: To: See distribution list on page 6.
From: The writer’s name and professional title go after this heading.
Date: Dating a memo gives the organization a record of its correspondence.
Subject: State the topic in a few words but make sure it communicates the point of the memo.
E.g. “Changes in Employee Medical Benefits” is more specific than “Employee Benefits
Program”. NOTE: The order and placement of these headings may vary from organization to
organization. The “To” line eliminates the need for a salutation (e.g. “Dear Mrs. Bernstein”).
Message The content of the memo should consist of a concise introduction, one or more
middle paragraphs conveying the details, and perhaps a brief conclusion. Some memos are as
short as one paragraph or even one sentence.
Memo length is determined by the purpose and audience. Memos longer than two pages
generally have a more formal structure than shorter ones. A long memo should have the
following sections:
A summary, placed at the beginning of the memo, should condense the subject to five or ten
lines. It should not contain jargon or highly technical language.
The introduction states the memo’s purpose tone and scope. You may add a paragraph or two of
background material if the reader needs more information. The introduction may also be used to
ask or answer key questions, thank the reader, or give good news such as the approval of a
proposal. If you must refuse a request or reject an offer, use the introduction to establish your
reasons before saying “no”.
Discussion - You can use various headings to separate your information into sections: e.g.
statement of the problem, approach to the problem, analysis, evaluation, conclusion and
recommendations. The facts of a situation need to be accurately identified and presented, and the
arguments need to be reasoned and supported carefully.
Conclusion - summarizes the main points and discusses what action is required of the readers.
The “From” line eliminates the need for a complimentary close (e.g. “Yours faithfully”).
Writer’s initials – a memo is completed by the writer’s initials, not his/her signature,
immediately after the last sentence. Distribution list – names on the distribution list are usually
typed in alphabetical order. However, if one of the individuals clearly outranks the others, place
that name first. Attachments – if you have attachments, you may list them at the top of the
memo or at the end. Copies – a duplicate copy of the memo should be kept for future reference.

Look at this example:

MALENGE ENTERPRISE LTD
P.O BOX 544445 NAIROBI
Email: [email protected]
MEMORANDUM
To: Customers of Chloe’s Cupcakes
From: Dan Lionel, Public Relations Liaison
Date: May 12, 2012
Subject: Publication of Nutrition Facts
Due to extensive customer feedback, we at Chloe’s Cupcakes would like to demonstrate our commitment to making
healthy choices by publishing nutrition information for all of our baked goods. Although our stores would not be
required by law to provide the nutrition facts of our products, we agree that customers should have access to as
much information as they desire before making a purchase.
We are confident that that you, the customer, will feel better about choosing Chloe’s Cupcakes once you are aware of
these facts. We are committed to use the best locally grown ingredients in our baked goods, and we freshly prepare
all of our desserts each morning. Moreover, we have a line of vegan treats that substitute some of the highest-calorie
ingredients in non-vegan goods with healthier options—while still delivering great flavor. For those customers who are
looking to splurge, we have an exquisite selection of decadent treats too, including our famous crème brûlée
macaroon sundae.
All of our nutrition information will be available online, along with a list of ingredients and possible substitutes for
those with dietary restrictions. We will also provide pamphlets in stores with the same information, to be updated
periodically. As it is cumbersome to obtain accurate nutritional analyses of handmade food products, we are unable
to guarantee access to nutritional information for seasonal flavors and promotional items.
Olduvai George (communications officer)

4.5 Emails
Electronic Mail (E-mail)
Despite the fact that E-mail is a one-way flow of information, it has become more popular in
business. The process is quite simple. The user types the message and places it in the receiver’s
electronic mail box. The receiver, at his convenience, opens the mailbox using his own PC / Laptop
or terminal and own password and responds. Thus oral conversation on the telephone is replaced
with two separate sets of one-way flows of information.
Email software controls the entire process.
The software has following additional features:
Electronic bulletin board - It is like a notice board for everyone to read the message
Registered mail – In these cases, sender receives a confirmation that the message has been
delivered.
Private mail – This ensures that the message is not routed to others in the network
Mail distribution – It ensures that the same message is delivered to other addresses in the
network.
Internet access, available for a fee, comes with this facility and one can send / receive email
messages almost anywhere in the globe instantaneously.
Electronic mail is relevant in the business world given the competitive nature of business markets.
High speed communication transfer is therefore essential. E-mail has come in as a low-cost yet
instant method of communication.
E-mail format
1. Recipient’s email account
2. The sender’s account
3. Date/time
4. Subject
5. Salutation
6. Message
7. Signing off
Advantages of E-mail communication
High speed send/ receive cycle
Direct input retrieval from keyboard
Virtually instant dispatch/ retrieval
Simultaneous circulation to preselected groups
Other files can be attached to E-mails
In comparison to print mode, E-mails are cost effective.
Review Task
i. What is the importance of resumes in business communication
ii. For what reason should one prepare meeting agenda
iii. Define and state the nature of minutes
iv. How different is a memo from a business letter
v. Highlight the structure of a memo
Further reading
Barrass, R. (2002) Writing at Work: A Guide to Better Writing in Administration,
Business and Management, Routledge, London.
Baugh, L.S., Fryar, M. & Thomas, T. (1986) Handbook for Business Writing, National
Textbook Company, Lincolnwood, Illinois.
Blair, G M , (2008) University of Edinburgh, Presentation Skills for Emergent
Managers.
Engineering Management Journal of the Institution of Electrical Engineers (IEE) UK.
Retrieved July 2013 from
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