How to Write Report Recommendations PDF

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MGB225 Workshop: How to write report recommendations Background/discussion The recommendations section is a very important part of any business report as this is where you provide your suggestions for actions to solve the problem or issue that you have analysed and then presented in the preceding sections of your report. In the case of the MGB225 research report, your recommendations will be based on the following:   

identification of the intercultural/intercultural communication problems in the case your review of selected literature on culture/communication model/framework your analysis of the case, where you have applied the culture/communication theories or models to explain the problems you identified in the case

The items in the dot points form, along with the executive summary and introduction, the various sections of your report. They are all linked, and it is important to remember that your recommendations should be formulated and written into your report AFTER you have completed the identification of the problems in the case, reviewed the relevant literature, and analysed the problems in the case in light of the literature. The key thing to remember is that your recommendations should always be based on the analysis you have conducted and written about in the previous sections of your report, i.e. the recommendations that you put forward should be in response to the problems or issues that you identify and discuss in the previous sections of your report. It is also important to remember that in the real world, often the reader will only skim through the discussion (analysis) sections of the report but will read closely your recommendations. Effective recommendations should adhere to the following criteria: 

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Clarity and specificity – The reader needs to be clear about what you are recommending. Use clear and concise language and be specific; don’t try to confuse the reader with unnecessary jargon or technical language (this advice is true of all business writing but is particularly important when writing recommendations). ‘Actionability’ – The purpose of recommendations is to suggest actions to the reader to solve the particular problems or address the particular issues that have been discussed in the report. Make sure that you write your recommendations in language that makes clear what actions could be taken. The focus should be on what you are suggesting the reader should do to solve the problem/address the issue and your suggestions should be sensible and achievable. Links to the analysis – It is vital that your recommendations flow logically to and link directly from your analysis and any conclusions you have made about the problem or issue you have identified in the case. Your recommendations need to fit as actions to be taken based on your findings and should be potential solutions to the problem or issue in the case.

Here is some advice on how to write and present recommendations:   

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Begin with a short statement that leads into the recommendations and persuades the reader to take your recommendations seriously List your recommendations using a numbered or bulleted format When thinking about how to order your list, present in order of importance (so the reader knows which one to attend to first) or the order in which you dealt with them in the various sections of the case analysis in your report (if they are all of equal importance). If you have a long list, you can categorise your recommendations, e.g. recommendations for the client, recommendations for the marketer Avoid long sentences and use concise language so that your recommendations are clear to the reader Use action/imperative verbs that give the reader an instruction to do something, e.g. select the right celebrity for your product If you think it is necessary and it adds further explanation of your recommendations, you can present a brief reason for the recommendation but do not include any new information, i.e. make sure your reasons come from the analysis/discussion section of your report

Below is an example set of recommendations on the issue of celebrity endorsement, i.e. of using a celebrity to market a brand. The purpose of the report was to analyse the pros and cons of using celebrity endorsement as a marketing strategy and determine whether the client should adopt it as a strategy. The writer of the report concluded that celebrity endorsement is effective as a marketing strategy as long as particular factors are taken into account before signing a celebrity. The recommendations need to link to these conclusions. Celebrity endorsement could be an effective marketing strategy; however it is recommended that before any brand signs a celebrity endorser, the following actions should be undertaken:  

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Assess the attractiveness and credibility of the celebrity Select a celebrity whose personality, profile, achievements or values correspond with the brand image and values and the product itself (e.g. a sports star matched with a sporting product) Evaluate the cost of signing a celebrity endorser against potential sales and an enhanced brand image Appraise the risks of using a particular celebrity and develop strategies to deal with potential negative effects of celebrity bad behaviour Draw up a contract that covers the requirements of the celebrity when endorsing the brand

Notice that we have used a bulleted list to outline our recommendations and each recommendation is presented in clear, concise language using action verbs. (Source: Adapted from McCulloch, R., & Reid, A. (2011). Your Business degree. Frenchs Forest, NSW: Pearson Australia.)

Tutorial activities to practise writing effective recommendations 1. Start with the example set of recommendations on the student handout. Ask students to read through the example and identify the key elements (clarity and specificity, action verbs and links to the conclusions in the report).

2. Below is an example recommendations paragraph (taken from the University of Wollongong’s UniLearning website at: http://unilearning.uow.edu.au/report/4bvi1.html, ©2000). Give this paragraph to students and ask them to rewrite the recommendations as dot points, following the advice given on the student handout. Explain to students that the purpose of the report was to analyse the sales potential of Choice Chocolate’s new Slim Choice range and make recommendations on what the company should do to market the new product. It is recommended that Choice Chocolate prioritise the launch and promotion of Slim Choice and that it should be marketed alongside its existing product range. A fresh and healthy image should be used to promote Slim Choice in the media and slim, energetic and young models should be used. A campaign that conveys a sense of health and vitality to the consumer while enjoying Slim Choice is recommended. A suitable slogan would be the slogan “A Slim Choice a day keeps you going all the way”. This should be used in the launch campaign. It is suggested that good date for the launch is 6 April, the 10th Anniversary of the World Congress on Health and Diet. As part of the launch campaign, it is recommended all the reporters be presented with free samples of Slim Choice, along with product endorsement statements by renowned health experts. Corresponding with the launch, it would be appropriate for Slim Choice to be available at all supermarkets, candy stores, health food shops and newsagencies....