PR truyền thông - Chapter 18: Analyzing information and writing reports

Chapter 18Analyzing Information and Writing ReportsChapter 18 Learning ObjectivesLO 18-1 How to use your time efficiently when writing reportsLO 18-2 How to analyze data, information, and logicLO 18-3 How to choose information for reportsLO 18-4 How to organize reportsLO 18-5 How to present information effectively in reportsLO 18-6 How to prepare the different components of formal reportsAnalyzing DataAnalyze gathered data so report contains tight logic Take data from reliable sourcesAnalyze data with skepticism Check to see data aligns with expectationsIdentify assumptions used in analyzing dataAnalyzing Data, continuedChoosing the Best DataRealize that good sources and authorities can differ onthe numbers they offerthe interpretation of the same dataUnderstand that conditions change over timeAnalyzing Data, continuedAnalyze numbersFind mean, median, and rangeSimplify if fitting: round off, combine similar unitsChart data to see patternsCompare to context to create meaningAnalyzing Data, continuedAnalyzing patternsLook for patterns—points of agreementHave things changed over time?Does geography account for differences?Do demographics account for differences?What similarities and differences do you see?What confirms your hunches or surprises you?Analyzing Data, continuedChecking your logicState accurately what data showDon’t confuse causation with correlationLook for three causes and three realistic solutions for each problemCheck identified ideas against realityMake report useful whatever data showChoosing InformationUse only what audience needs to make decisionHow much depends on audienceSupportive—be concise, directNeutral or skeptical—give reasons, explanationsUse appendix for information not needed as proofOrganizing ReportsProcess information before presenting it to an audienceDivide voluminous information into three to seven categoriesWork with the audience’s expectations, not against themReport Organization Patterns Compare and contrastProblem-solutionElimination of alternativesSWOT Analysisa. General to particular b. Particular to general Geographic or spatialFunctionalChronologicalTypes of ReportsInformative and closure Summarize completed work or research that does not result in action/recommendation RecommendationEvaluate two more alternatives and recommend one of themJustificationRecommend or justify a purchase, investment, hiring, or change in policyEffective Report WritingUse these four techniques:Use clear, engaging writingKeep repetition to a minimumIntroduce sources and visualsUse forecasting, transitions, topic sentences, and headings to organizeFormal Report PartsTitle PageLetter or Memo of TransmittalTable of ContentsList of IllustrationsExecutive SummaryIntroductionFormal Report PartsBackground or HistoryBodyConclusions and RecommendationsAppendixes