Writing That Works, 3e_ How to Communicate Effectively in Business - Kenneth Roman [37]
The strategic plan for the Trustees of Reservations, a land conservation and historic preservation organization in Massachusetts, made four recommendations (which they termed “aspirations”).
Aspiration 1: Save unprotected lands and properties of exceptional conservation interest or of strategic importance to the quality and character of the Massachusetts Landscape.
Aspiration 2: Offer visitors opportunities to enjoy and value our properties and join us in assuring the preservation of their scenic, historic and ecological features.
Aspiration 3: Engage and sustain active participation of a broad and diverse public in the enjoyment, appreciation and stewardship of the Massachusetts landscape.
Aspiration 4: Work with landowners, land trusts and government to protect, interconnect and enhance high quality open space to serve people and conserve nature throughout the Commonwealth.
A plan is a recommendation until it is approved. Then it becomes a commitment to action. So it must describe, step by step, exactly what is to be done.
In making your recommendation, it’s always wise to consider alternatives and risks. Anticipate questions and answer them. Don’t cover up problems — face them squarely. Make your proposal realistic. If your recommendation is controversial, consider including a candid list of pros and cons. Your cons should not be straw men (give the devil her due).
3. Make it a call to action
The first draft of a major plank in U.S. policy after World War II came through in a weakly worded, bureaucratic style.
It is essential to our security that we assist free peoples to work out their own destiny in their own way and our help must be primarily in the form of that economic and financial aid which is essential to economic stability and orderly political processes.
Several drafts later, the same idea emerged as a ringing credo that became known as the Truman Doctrine.
I believe that it must be the policy of the United States to give support to free peoples who are attempting to resist subjugation by armed minorities and forces.
I believe that it is essential to our security that we assist free peoples to work out their own destiny in their own way.
I believe that our help must be in the form of economic and financial aid.
Your goal is to leave no shred of doubt as to where you stand, and to arouse enthusiastic support for the action you seek.
How to Write a Report
Some reports aid the planning process; some come after it, reporting on progress or results. They cover events large and small — meetings, trips, competition, developments, good news, bad news. An intelligent appraisal of actual conditions is essential to progress. Report what is happening, and what you think should be done about it.
1. Make it clear why you’re writing the report
Every report is written for a purpose.
A conference report, for example, has only one purpose: to record decisions taken at meetings. It does not restate arguments, offer opinions, or confer praise or blame. It records what was shown or discussed. What was decided (not why). What action is required and who will be responsible for it. When it is due. What money was authorized. It covers actions and decisions — nothing else.
A competitive report covers competitive activity, a progress report covers progress, and so on. What is the purpose, and why should anybody care? Try to engage the reader’s interest in the first sentence.
This reports on a management meeting at which a new salary policy was decided.
The purpose of this report is to assess new competition — a product that could cut our sales in half.
2. Give your report a structure
Whether you start with your recommendation or lay out the facts before you reveal it, make clear where you are going.
Here is a structure that often works:
Purpose — why the reader should pay attention
Summary — no surprise endings
Findings — what facts can you marshal?
Conclusions — what patterns do you see?
Recommendations — what action do