《管理沟通》课程参考资料：Sandra E. Lamb - How to Write It：Business Plans and Reports

How to Write it Business Plans and Reports Sandra E Lamb How to write business plans and reports that get results (Editor,s Note: This article is taken It ain 't what you dont know cash-flow projections, projected from three chapters that are reprinted that gets you in trouble, expenditures, break-even points, with permission from How to Write It, it's what you know for sure and so on Revised, by Sandra E Lamb. Copy- that aint so Develop the plan sections right@ 1998, 2006 by Sandra E Lamb, Mark Twain The general business descrip- Ten Speed Press, Berkeley, California The Business plan tion will state the business type, www.tenspeed.com) products and/or services to be he business plan is really a pro- produced, and the market posi posal that sets out a new busi tioning. Start with the legal name ness venture, direction, product, of the organization, its location or course of action. Write a business and status (for example, "X Com plan in order to gain support for your pany is a California Corporation idea. Like the proposal, it is written to located at 324 Locust Street, Los persuade Angeles, licensed to do business Your audience may be potential as. ") describe what the orga investors, bankers, and sometimes nization will do: include a state- executives within your organization. ment about the customer or cli You may need to convince a bank or ent base: describe the growth investors to offer financing, or organi opportunity: explain where the zation executives to offer cooperation product(s) or service(s) will fit in resources, or other types of support, the competitive field, and what including enthusiasm. You may also makes the plan viable. Make want others to offer an evaluation. ad a brief statement about future ditional ideas, and counsel. Business growth. This section may be only plans are generally of limited distribu a sentence or a number of para tion and are kept confidential graphs in length Think About Content A mission statement briefly de- fines the purpose and reason Focus your plan on your precise for existing. Distill this to a sim- Sandra E. Lamb is an award-winning au- audience, e.g., your bank loan thor and writer. She began her career as ple statement. For example, " x a technical writer, and has worked as a officer. For each audience, you'll Company will offer an affordable ghostwriter, editor, newspaper columnist want to write a precise plan alternative to Y Companys and CEO of a public relations agency. She Research your audience to -Goals may be segmented into frequently writes for national magazines determine the elements each short-term, mid-term, and long- and newspapers on writing and many wants to see. Bankers, for ex term, but should also be pro other topics and speaks to audiences ample, will have very prescribed jected precisely on a timetable. across the country. Visit her Web site at requirements, like a balance Be realistic, offer specific and sandralamb. com sheet, profit-and-loss statement measurable terms, and be con- Business Economic Re October-December 2006 1

How to Write It: Business Plans and Reports Sandra E. Lamb How to write business plans and reports that get results. (Editor's Note: This article is taken from three chapters that are reprinted with permission from iHow to Write it, Revised, by Sandra E. Lamb. Copy￾right © 1998, 2006 by Sandra E. Lamb, Ten Speed Press, Berkeley, California, www.ten s peed .co m) Sandra E. Lamb is an award-winning au￾thor and writer. She began her career as a technical writer, and has worked as a ghostwriter, editor, newspaper columnist, and CEO of a public relations agency. She frequently writes for national magazines and newspapers on writing and many other topics and speaks to audiences across the country. Visit her Web site at sandralamb.com It ain 't wiiat you don't know ttiat gets you in trouble; it's what you know for sure that ain't so. —Mark Twain The Business Plan T he business plan is really a pro￾posal that sets out a new busi￾ness venture, direction, product, or course of action. Write a business plan in order to gain support for your idea. Like the proposal, it is written to persuade. Your audience may be potential investors, bankers, and sometimes executives within your organization. You may need to convince a bank or investors to offer financing, or organi￾zation executives to offer cooperation, resources, or other types of support, including enthusiasm. You may also want others to offer an evaluation, ad￾ditional ideas, and counsel. Business plans are generally of limited distribu￾tion and are kept confidential. Think About Content • Focus your plan on your precise audience, e.g., your bank loan officer. For each audience, you'll want to write a precise plan. • Research your audience to determine the elements each wants to see. Bankers, for ex￾ample, will have very prescribed requirements, like a balance sheet, profit-and-loss statement, cash-flow projections, projected expenditures, break-even points, and so on. • Develop the plan sections: —The generai business descrip￾tion will state the business type, products and/or services to be produced, and the market posi￾tioning. Start with the legal name of the organization, its location, and status (for example, "X Com￾pany is a California Corporation, located at 324 Locust Street, Los Angeles, licensed to do business as ..."); describe what the orga￾nization will do; include a state￾ment about the customer or cli￾ent base; describe the growth opportunity; explain where the product(s) or service(s) will fit in the competitive field, and what makes the plan viable. Make a brief statement about future growth. This section may be only a sentence or a number of para￾graphs in length. — A mission statement briefly de￾fines the purpose and reason for existing. Distill this to a sim￾ple statement. For example, "X Company will offer an affordable alternative to Y Company's ..." — Goais may be segmented into short-term, mid-term, and long￾term, but should also be pro￾jected precisely on a timetable. Be realistic, offer specific and measurable terms, and be con￾Business & Economic Review I October-December 2006 17

servative rather than overly opti mistic The business plan is really a proposal that sets out a -Management team members new business venture, direction, product, or course of should be identified and their expertise described Include key action. Write a business plan in order to gain support support team members, too, like for your idea. outside consultants. accoun- tants, lawyers, insurance agents and marketing experts who have of items to bolster your case Demonstrate that you have a committed to work with the orga- Include resumes of key team winning plan by using creative nization Describe their expertise members: customer or client resources whenever possible to and list some of their references contracts or orders: letters of demonstrate the validity of your You may include resumes in the support by experts in the field plan. Research online the many appendices. )This section may marketing studies or focus-group sources of help available, like the also include a listing of organiza responses; positive reviews of Small Business Administrations tion positions that will be added the product or service; patents group of retired executives, in the future and projections r licenses: documentation that chambers of commerce, and in about staging and expansion you have secured incorporation dustry-specific counselors -Market analysis is the heart of name rights, and other unique. Be sure to thoroughly check out your plan, because it creates the legal documents: and publicity any audiences you are consid- basis for your plan to succeed. or statements about demand for ering partnering with. Ask the You must demonstrate that you the product or service. Include bank you are considering, for understand the market. This is anything that helps to make your example, for the names of other where you will analyze competi- case, carefully tabbed and cor- small businesses they partner tive organizations and products rectly referenced in the appropri with. Check the banks reserves or services and then show how ate plan section and interview similar organiza your product or service can com- Eliminate Wrong Messages tions that partner with the bank. pete and become successful Ask about loan limits, and check The marketing plan must lay out, Don't think one plan fits all. Be the bank,s record of calling in in concrete terms, what you will sure you include only the rele- nS, extending payment plans do and how you will use various vant material for your audience and their willingness and ability to stick with a small business promotional, advertising, and and meticulously focus on and public relations techniques to tailor each plan accordingly through a difficult period launch the organization Include Don't pad your plan. A winning Consider all your options in cre- this information for each particu an can be as short as a few ating a plan presentation in vi lar service and product, and fe pages. (The shorter it is, the more sual form each market segment ikely it will be carefully read. The financial analysis must show, Eliminate stilted language. A Select a Format from the beginning of the plan conversational tone will help. Create a visually appealing print- period, how finances will be warm up your audience d document by using double used to achieve success. Finan- Don't mail off your plan without spaced text on 8/ by 11-inch cial statements need to include first getting a face-to-face, if at quality, white or off-white bond all investments and starting cap all possible. If a meeting isn't. For the printed and bound hard ital, as well as debt. Projections possible, call and discuss your copy(paper) plan, prepare a ti- for financial growth must include plan with the person who'll eval tle page: a table of contents, if a discussion of strengths and uate it before submitting it. needed; and a table of graphs, weaknesses, cost-control mea- Consider Special Situations illustrations, and charts, if ap- sures, and potential problem ar propriate eas Show how you are prepared Different audiences will dictate Prepare and print graphs, charts, to deal with them. Include here he weighting of your plan Have and illustrations in professional- as much preliminary discussion a balance sheet, profit-and-loss looking color to illustrate the statements, and cash-flow pro with the audience (for example, main points of your plan jections for the short-, mid-, and bank loan officer) as possible Use a computer presentation in the research phase before long-term. Usually projections in person, whenever possible will go to six months, and one you start It's important to make When your audience can be two, and three years, at least for sure you present the information assembled, think about Pow required in the preferred form banks erPoint or another audiovisual Appendices or supporting docu submitting a business plan for format that allows you to"show consideration may be a one-time ments will include a number and tell to your best advantage opportunity Use actual products and/or ser- 18 Business Economic Review/ October-December 2006

servative rather than overly opti￾mistic. Management team members should be identified and their expertise described. Include key support team members, too, like outside consultants, accoun￾tants, lawyers, insurance agents, and marketing experts who have committed to work with the orga￾nization. Describe their expertise and list some of their references. (You may include resumes in the appendices.) This section may aiso inciude a iisting of organiza￾tion positions that wili be added in the future and projections about staging and expansion. •Market analysis is the heart of your pian, because It creates the basis for your plan to succeed. You must demonstrate that you understand the market. This is where you will analyze competi￾tive organizations and products or services, and then show how your product or service can com￾pete and become successful. The marketing plan must lay out, in concrete terms, what you will do and how you will use various promotional, advertising, and public relations techniques to launch the organization. Include this information for each particu￾lar service and product, and for each market segment. •The financial analysis must show, from the beginning of the plan period, how finances will be used to achieve success. Finan￾cial statements need to include all investments and starting cap￾ital, as well as debt. Projections for financial growth must include a discussion of strengths and weaknesses, cost-control mea￾sures, and potential problem ar￾eas. Show how you are prepared to deal with them. Include here a balance sheet, profit-and-loss statements, and cash-flow pro￾jections for the short-, mid-, and long-term. Usually projections will go to six months, and one, two, and three years, at least for banks. •Appendices or supporting docu￾ments will include a number "The business plan is really a proposal that sets out a new business venture, direction, product, or course of action. Write a business plan in order to gain support for your idea." of items to bolster your case. Include resumes of key team members; customer or client contracts or orders; letters of support by experts in the field; marketing studies or focus-group responses; positive reviews of the product or service; patents or licenses; documentation that you have secured incorporation, name rights, and other unique legal documents; and publicity or statements about demand for the product or service. Include anything that helps to make your case, carefully tabbed and cor￾rectly referenced in the appropri￾ate plan section. Eliminate Wrong Messages • Don't think one plan fits all. Be sure you include only the rele￾vant material for your audience, and meticulously focus on and tailor each plan accordingly. • Don't pad your plan. A winning plan can be as short as a few pages. (The shorter it is, the more likely it will be carefully read.) • Eliminate stilted language. A conversational tone will help warm up your audience. • Don't mail off your plan without first getting a face-to-face, if at all possible. If a meeting isn't possible, call and discuss your plan with the person who'll eval￾uate it before submitting it. Consider Special Situations • Different audiences will dictate the weighting of your plan. Have as much preliminary discussion with the audience (for example, bank loan officer) as possible in the research phase before you start. It's important to make sure you present the Information required in the preferred form; submitting a business plan for consideration may be a one-time opportunity. • Demonstrate that you have a winning plan by using creative resources whenever possible to demonstrate the validity of your plan. Research online the many sources of help available, like the Small Business Administration's group of retired executives, chambers of commerce, and in￾dustry-specific counselors. • Be sure to thoroughly check out any audiences you are consid￾ering partnering with. Ask the bank you are considering, for example, for the names of other small businesses they partner with. Check the bank's reserves, and interview similar organiza￾tions that partner with the bank. Ask about loan limits, and check the bank's record of calling in loans, extending payment plans, and their willingness and ability to stick with a small business through a difficult period. • Consider all your options in cre￾ating a plan presentation in vi￾sual form. Select a Format • Create a visually appealing print￾ed document by using double￾spaced text on 8 'A by 11-inch quality, white or off-white bond. • For the printed and bound hard copy (paper) plan, prepare a ti￾tle page; a table of contents, if needed; and a table of graphs, illustrations, and charts, if ap￾propriate. • Prepare and print graphs, charts, and illustrations in professional￾looking color to illustrate the main points of your plan. • Use a computer presentation, in person, whenever possible. When your audience can be assembled, think about Pow￾erPoint or another audiovisual format that allows you to "show and tell" to your best advantage. Use actual products and/or ser- 18 Business & Economic Review I October-December 2006

vice samples whenever possible. Preliminary( Front) Material appearance, and the page num- Practice your presentation until Title Page bers on which they begin you can present it flawlessly. An- Letter of Authorization List of figures(when there are ticipate and prepare answers to Letter of Transmittal five or more) shows the pages key questions. Abstract on which they appear. Table of Contents List of tables is used when five or Edit, Edit, Edit List of Figures more of these are used. It gives Fine-tune your plan, have trusted List of Tables the page numbers where they professionals review and critique it List of Symbols and/or appear. and make any and all corrections and Abbreviations a foreword. when included changes until it's perfect Statement of Problem, Abstract contains an introductory state- Synopsis, or Summary ment by someone other than the The Formal Report Foreword author(s), giving background and Preface perhaps comparisons to other reports in the field. The writer/ Whatever we conceive Body author,s name appears at the well we express clearly Executive Summary end, along with the date -Boileau Introduction The preface is the authors state ment about the what, why, when, The formal report collects and in Text(with Appropriate Headings, Subheadings) and so on of the report terprets data and reports information Conclusions or Summary Reports are used to inform, analyze, Recommendations Body recommend, and persuade. They are Here's where the methods, proce usually written in indirect order-pre- Supplemental (Back) Material dures, tests, and comparisons used senting information, analyzing it, mak- References are covered. It also includes the re- ing conclusions, and making recom- sults, analyses, conclusions, and rec- mendations. The formal report is often Bibliography ommendations, if any very complex and may be bound like Glossary The executive summary is an a book. (An example is The 9-11 Com- Index overview, more detailed than the mission Report. See samples at the abstract end of this chapter. ) In the business Preliminary or Front Material The introduction indicates the setting, the informal report is usually Front material describes for the report's purpose, scope, and used for internal distribution, and the reader the purpose of the report. It other informatio formal report is prepared for external provides an overview and lists specific The text details how the study, distribution to stockholders, custom- content investigation, and research were ers, and the general public. The formal. The title page lists the topic or pursued or explored, and the ini- report is often a written account of a subject, scope, and purpose: tial findings major project. Examples of subject the writer with title and/or role. Conclusions or summary distills matter include new technologies, the and affiliate organization; date the findings, results, and out- results of a study or experiment, anal of issuance(and period, such as come, and offers deductive con ysis of locations for corporate reloca- quarterly, annual); and the name Sions tion, an annual report, or a year-end of the commissioning organiza Recommendations may be com review of developments in the field tion. This page isn't numbered bined with conclusions. This Careful planning and meticulous orga but is page i; the blank back of usually states a course of action nization are necessary to guide read the page, also unnumbered, is or results that indicate the need ers through the material page ii. for the next step Three main sections--preliminary, Letter of authorization lists the or front, material, body, and back sponsoring organization (or per Supplemental ( Back) Material aterial-help give the report form son)commissioning the work. The back material lists sources, Within these sections, there may be a and the report documentation, and supplemen- number of subsections as needed Letter of transmittal is a cover tal material letter identifying who the report. The appendices contain sup- is sent by and to whom it is be- porting information that is either “ A formal report is ng sent. It may point out special too detailed or would disrupt the often very complex sections or points of interest. flow of the report if inserted in and may be bound The abstract gives the major the text points of the report The bibliography is an alphabeti- like a book,” Table of contents lists the major cal listing of sources used by the sections or headings, in order of author of the report Business Economic Review /October-December 2006 19

vice samples whenever possible. Practice your presentation until you can present it flawlessly. An￾ticipate and prepare answers to key questions. Edit, Edit, Edit Fine-tune your plan, have trusted professionals review and critique it, and make any and all corrections and changes until it's perfect. The Formal Report Whatever we conceive well we express clearly. —Boileau The formal report collects and in￾terprets data and reports information. Reports are used to inform, analyze, recommend, and persuade. They are usually written in indirect order—pre￾senting information, analyzing it, mak￾ing conclusions, and making recom￾mendations. The formal report is often very complex and may be bound like a book. (An example is The 9-11 Com￾mission Report. See samples at the end of this chapter.) In the business setting, the informal report is usually used for internal distribution, and the forma! report is prepared for external distribution to stockholders, custom￾ers, and the general public. The format report is often a written account of a major project. Examples of subject matter include new technologies, the results of a study or experiment, anal￾ysis of locations for corporate reloca￾tion, an annual report, or a year-end review of developments in the field. Careful planning and meticulous orga￾nization are necessary to guide read￾ers through the material. Three main sections—preliminary, or front, material, body, and back material—help give the report form. Within these sections, there may be a number of subsections as needed: "A formal report is often very complex and may be bound like a book." Preliminary (Front) Material — Title Page — Letter of Authorization — Letter of Transmittal —Abstract — Table of Contents — List of Figures — List of Tables — List of Symbols and/or Abbreviations — Statement of Problem, Abstract, Synopsis, or Summary — Foreword — Preface Body — Executive Summary — Introduction — Text (with Appropriate Headings, Subheadings) — Conciusions or Summary — Recommendations Supplemental (Back) Material — References — Appendices — Bibiiography — Glossary — Index Preliminary or Front Material Front material describes for the reader the purpose of the report. It provides an overview and lists specific content. • The title page lists the topic or subject, scope, and purpose; the writer with title and/or role and affiliate organization; date of issuance (and period, such as quarterly, annual); and the name of the commissioning organiza￾tion. This page isn't numbered, but is page i; the blank back of the page, also unnumbered, is page ii. • Letter of authorization lists the sponsoring organization (or per￾son) commissioning the work and the report. • Letter of transmittal is a cover letter identifying who the report is sent by and to whom it is be￾ing sent. It may point out special sections or points of interest. • The abstract gives the major points of the report. • Table of contents lists the major sections or headings, in order of appearance, and the page num￾bers on which they begin. • List of figures (when there are five or more) shows the pages on which they appear. • List of tabies is used when five or more of these are used. It gives the page numbers where they appear. • A foreword, when included, contains an introductory state￾ment by someone other than the author(s), giving background and perhaps comparisons to other reports in the field. The writer/ author's name appears at the end, along with the date. • The preface is the author's state￾ment about the what, why, when, and so on of the report. Body Here's where the methods, proce￾dures, tests, and comparisons used are covered. It also includes the re￾sults, analyses, conclusions, and rec￾ommendations, if any. • The executive summary is an overview, more detailed than the abstract. • The introduction indicates the report's purpose, scope, and other information. • The text details how the study, investigation, and research were pursued or explored, and the ini￾tial findings. • Conciusions or summary distills the findings, results, and out￾come, and offers deductive con￾clusions. • Recommendations may be com￾bined with conclusions. This usually states a course of action or results that indicate the need for the next step. Supplemental (Back) Material • The back material lists sources, documentation, and supplemen￾tal material. • The appendices contain sup￾porting information that is either too detailed or would disrupt the flow of the report if inserted in the text. • The bibliography is an alphabeti￾cal listing of sources used by the author of the report. Business & Economic Review I October-December 2006 19

The glossary is an alphabetical proach introduces the problem Y, product Z--you may want to listing of terms and definitions then gives the facts with analy- complete some initial observa The index is an alphabetical list ses(when needed), and summa- tions or surveys of competitive of the terms, subjects, or names rizes the information given products. You may give these used in the report, and the pages The informal report often uses responses to the question"Why on which they appear the direct approach, offering the are products X, Y, and Z outsell Think About Organization conclusion or recommendation ing product A? followed by the facts often given 1. Products X and Z are cheaper After determining what sections much more briefly than product A you'l need to write, start to organize Begin by answering why this re- 2 Products y and Z are available in your material in outline form. To orga- port is needed, and make your designer colors; product A isn't nize the report in a conventional out- need statement specific. It may 3. Products X, Y, and Z are pack line manner, use: be to convey information, to an aged in carrying cases, which I Major or First Level Heading alyze, or to recommend a course buyers seem to prefer over A Minor or Second Level Heading of action, or all three. product A's packaging 1. Subhead or Third Level Heading The need statement should in- You will want to research some a Fourth Level clude the reader. For example, facts that can be used as sales points 1)Fifth Level Our sales representatives need for product A. You may find that (a) Sixth Level to know why competitive prod- 1. Although product A costs more, ucts X, Y, and Z are outselling it outperforms and outlasts prod To arrange the report by the de our product A. Focus your need ucts x and Z mal system, use statement on a specific goal or 2 Product A is not a fashion ac- 1.0 First Level Heading purpose statement. It can be cessory. Designer colors aren't 1.1 Second Level Heading expressed as a question, a de- elated to performance 1.2.1 Third Level clarative statement, or an infini- 3. Product A is self-contained and 1.2.2.1 Fourth Level tive phrase has no detachable parts, so it is Question:"What do our sales rep handsome and more convenient In typing the report, the outline resentatives need to know about without a carrying case form may be presented in the outline competitive products X, Y, and Z in At the same time, your observations methods mentioned, or in one of the order to effectively sell product A?" and surveys may lead you to develop following Declarative Statement: "Our sales some theories or hypotheses about I MAJOR OR FIRST LEVEL HEAD- representatives need to know the ING features of competitive products X, 1. We should reduce product As A Minor or Second Level Heading Y, and z in order to effectively sell price to be more competitive 1. Subhead or Third Level Heading product A with products X and Z. aFourth Level Heading or Para- Infinitive Phrase: "To sell product 2. We should make product A avail- graph Heading A effectively, our sales representa able in designer colors to com- tives need to know the features of pete with products Y and Z. Headings may be typed without competitive products X, Y, and Z 3. We should develop a useful car- numbers or letters. Divide the task into its compo rying case for product A to com- MAJOR OR FIRST LEVEL HEAD- nent parts. You will want to look pete favorably with products X, ING at subtopics within the purpose Y and Z Minor or Second Level Heading statements Evaluate your hypotheses by as- Subtopic or Third Level Heading If you are reporting information signing point values to each or Fourth Level Heading or Paragraph such as the results of an exper by using another test method Headin ment or a list of books on a topic. They may all be partially true or the structure will be a straight false. If your hypotheses prove Think About Content forward, logical narrative. Make false, you may have to advance sure your report is objective: some additional hypotheses to Remember that most formal re- base it on facts. This helps free evaluate. In the case of product ports use an indirect approach it of opinion and bias A, research may indicate that (This is a pattern where the in-.If you are making analyses, price, a wide range of colors, formation order is: a"buffer drawing conclusions, or making and a carrying case are the three statement of neutral information recommendations, you prob top buyer criteria. or an explanation, followed by ably need to carefully organize. Break down the subtopics into a statement of the bad news o some additional elements. Take sub-subtopics, if this is helpful the problem, followed by a con- the case of our product, for ex to get at the real solutions to the clusion statement offering good ample. After defining the broad problem. news or a solution. This ap- btopics-product X, product Gather all the information. This 20 Business Economic Review /October-December 2006

• The glossary is an alphabetical listing of terms and definitions. • The index is an alphabetical list of the terms, subjects, or names used in the report, and the pages on which they appear. Think About Organization After determining what sections you'll need to write, start to organize your material in outline form. To orga￾nize the report in a conventional out￾line manner, use: I. Major or First Level Heading A. Minor or Second Level Heading 1. Subhead or Third Level Heading a. Fourth Level (1) Fifth Level (a) Sixth Level To arrange the report by the deci￾mal system, use: 1.0 First Level Heading 1.1 Second Level Heading 1.2.1 Third Level 1.2.2.1 Fourth Level In typing the report, the outline form may be presented in the outline methods mentioned, or in one of the following: I. MAJOR OR FIRST LEVEL HEAD￾ING A. Minor or Second Level Heading 1. Subhead or Third Level Heading a. Fourth Level Heading or Para￾graph Heading Headings may be typed without numbers or letters: MAJOR OR FIRST LEVEL HEAD￾ING Minor or Second Level Heading Subtopic or Third Level Heading Fourth Level Heading or Paragraph Heading Think About Content • Remember that most formal re￾ports use an indirect approach. (This is a pattern where the in￾formation order is: a "buffer" statement of neutral information or an explanation, followed by a statement of the bad news or the problem, followed by a con￾clusion statement offering good news or a solution.) This ap￾proach introduces the problem, then gives the facts with analy￾ses (when needed), and summa￾rizes the information given. • The informal report often uses the direct approach, offering the conclusion or recommendation, followed by the facts often given much more briefly. • Begin by answering why this re￾port is needed, and make your need statement specific. It may be to convey information, to an￾alyze, or to recommend a course of action, or all three. • The need statement should in￾clude the reader. For example, "Our sales representatives need to know why competitive prod￾ucts X, Y, and Z are outselling our product A." Focus your need statement on a specific goal or purpose statement. It can be expressed as a question, a de￾clarative statement, or an infini￾tive phrase: Question: "What do our sales rep￾resentatives need to know about competitive products X, Y, and Z in order to effectively sell product A?" Declarative Statement: "Our sales representatives need to know the features of competitive products X, Y, and Z in order to effectively sell product A." Infinitive Phrase: "To sell product A effectively, our sales representa￾tives need to know the features of competitive products X, Y, and Z." • Divide the task into its compo￾nent parts. You will want to look at subtopics within the purpose statements. • If you are reporting information, such as the results of an experi￾ment or a list of books on a topic, the structure will be a straight￾forward, logical narrative. Make sure your report is objective; base it on facts. This helps free it of opinion and bias. • If you are making analyses, drawing conclusions, or making recommendations, you prob￾ably need to carefully organize some additional elements. Take the case of our product, for ex￾ample. After defining the broad subtopics—product X, product Y, product Z—you may want to complete some initial observa￾tions or surveys of competitive products. You may give these responses to the question "Why are products X, Y, and Z outsell￾ing product A?"; 1. Products X and Z are cheaper than product A. 2. Products Y and Z are available in designer colors; product A isn't. 3. Products X, Y, and Z are pack￾aged in carrying cases, which buyers seem to prefer over product A's packaging. You will want to research some facts that can be used as sales points for product A. You may find that: 1. Although product A costs more, it outperforms and outlasts prod￾ucts X and Z. 2. Product A is not a fashion ac￾cessory. Designer colors aren't related to performance. 3. Product A is self-contained and has no detachable parts, so it is handsome and more convenient without a carrying case. At the same time, your observations and surveys may lead you to develop some theories or hypotheses about your product: 1. We should reduce product A's price to be more competitive with products X and Z. 2. We should make product A avail￾able in designer colors to com￾pete with products Y and Z. 3. We should develop a useful car￾rying case for product A to com￾pete favorably with products X, Y and Z. • Evaluate your hypotheses by as￾signing point values to each or by using another test method. They may all be partially true or false. If your hypotheses prove false, you may have to advance some additional hypotheses to evaluate. In the case of product A, research may indicate that price, a wide range of colors, and a carrying case are the three top buyer criteria. • Break down the subtopics into sub-subtopics, if this is helpful to get at the real solutions to the problem. • Gather all the information. This 20 Business & Economic Review I October-December 2006

The informal report.. usually takes the form of a memo, letter, or a very short inter nal document.. It differs from the formal report in length and formality can require personal research, Use effective transition words them to support a point data collection, surveys, or ex- to begin new paragraphs. This Don't use material without giving periments. Business problems helps keep the readers atten proper credit. usually rely on surveys, scientific Do not make faulty or illogical problems, or experiments. Infor- Make effective use of graphs, il- cause-and-effect conclusions mation problems may be solved lustrations, and charts to make Use sound reasoning to be sure using library research. Employ of a relationship. And remember, bjective, proper, and thorough. Enliven your writing by using ef- conclusions are not always nec- methods here to avoid invalidate- fective, vigorous action words essary. Some things are incon- ing your solution. but don't overdo it clusive Say so. Test your gathered data Revise. Cut out nonessential. Don't make the mistake of as- Is it objective? Keep an open mind parts, check for stilted words suming a lack of evidence proves and consider all aspects to deter jargon, inconsistencies, redun the opposite is true. Maybe it mine if sources are reported fairly dancies, and errors in logic isn't and completely. Guard against Eliminate any general, abstract,. Do not compare apples to or or vague statements. During this anges. Data must be similar in Do others agree? Use the input of process, ask these questions nature for comparisons to be au others to question and challenge Does the introduction establish thentic your interpretation the scope and methods to be. Eliminate digressions or unfo- Is it reasonable? Check conclu- used? cused material. These can easily sions with logical thinking and Are all the points in the introduc derail the report make the surrounding facts sup- tion fully developed in the body? port them Is the development of points log Select a Format Does it hold up? Play devil's advo ical and complete? Establish a consistent format for cate, taking the opposing view Are there ideas or sections that all your organization s reports point, and see if your conclusions should be combined or relocat-. Follow an approved and consis- hold up. Represent them fairly in tent reference system such as your report, showing supporting Is there a clear solution to, or a shown in the Chicago Manual evidence complete discussion of, the stat of Style to record footnotes and ed problem? bibliography listing Statistical data and interpretation Is there a clear relationship be-. Create all the necessary graph are key in many reports. But scientific tween ideas and facts? ics in visually appealing form to accuracy and integrity must be used Does the report flow logically? promote understanding in reporting this information. Check Is information complete for read-. Print and bind the report in a this out thoroughly before including it er understanding? professional manner. in your report -Is opinion correctly identifie Organize the information into a from fact? Edit, Edit, Edit report format, keeping precise -Have all the facts been double-. Employ key content experts to records of sources checked? review the report and check all Write the rough draft Do headings and subheadings facts included Be consistent in tense. Either properly reflect content? Use a professional proofreader present or past works well, but Are all grammar and spelling er to check for proper grammar, use the same tense throughout rors eliminated? consistent tense, redundancies Be consistent, too, in personal or. Review and proofread with as and other problems or errors impersonal(third person) view- many other people as practical.. Use a proofreader and the spell point. The personal"I"orwe Consider any pertinent reac checker to eliminate any typos can be as effective as the imper tions, comments, and changes. Sample of Report Contents ent organizations and disciplines a few days on the shelf so you The 9-11 Commission Report(List prefer one over the other. Often can become objective again ing of Contents) the informal report will use the Then give it a fresh, last look Front Matter personal, and the formal report Table of Contents will use impersonal. Check yo Eliminate Wrong Messages List of Illustrations and Tables organizations style preference Don't embellish facts, use them Member List ut of context, or misinterpret Staff List Business Economic Review /October-December 2006 21

"The informal report...usually takes the form of a memo, letter, or a very short inter￾nal dooument....lt differs from the formal report in length and formality." can require personal research, data collection, surveys, or ex￾periments. Business problems usually rely on surveys, scientific problems, or experiments. Infor￾mation problems may be solved using library research. Employ objective, proper, and thorough methods here to avoid invalidat￾ing your solution. • Test your gathered data: Is it objective? Keep an open mind and consider all aspects to deter￾mine if sources are reported fairly and completely. Guard against bias. Do others agree? Use the input of others to question and challenge your interpretation. Is it reasonable? Check conclu￾sions vi/ith logical thinking and make the surrounding facts sup￾port them. Does it hold up? Play devil's advo￾cate, taking the opposing view￾point, and see if your conclusions hold up. Represent them fairly in your report, showing supporting evidence. Statistical data and interpretation are key in many reports. But scientific accuracy and integrity must be used In reporting this information. Check this out thoroughly before including it in your report. • Organize the information into a report format, keeping precise records of sources. • Write the rough draft. • Be consistent in tense. Either present or past works well, but use the same tense throughout. • Be consistent, too, in personal or impersonal (third person) view￾point. The personal "I" or "we" can be as effective as the imper￾sonal tests and facts, but differ￾ent organizations and disciplines prefer one over the other. Often the informal report will use the personal, and the formal report will use impersonal. Check your organization's style preference. • Use effective transition words to begin new paragraphs. This helps keep the reader's atten￾tion. • Make effective use of graphs, il￾lustrations, and charts to make points. • Enliven your writing by using ef￾fective, vigorous action words, but don't overdo it. • Revise. Cut out nonessential parts, check for stilted words, jargon, inconsistencies, redun￾dancies, and errors in logic. Eliminate any general, abstract, or vague statements. During this process, ask these questions: — Does the introduction establish the scope and methods to be used? — Are all the points in the introduc￾tion fully developed in the body? — Is the development of points log￾ical and complete? — Are there ideas or sections that should be combined or relocat￾ed? — Is there a clear solution to, or a complete discussion of, the stat￾ed problem? — Is there a clear relationship be￾tween ideas and facts? — Does the report flow logically? — Is information complete for read￾er understanding? — Is opinion correctly identified from fact? — Have all the facts been double￾checked? — Do headings and subheadings properly reflect content? — Are all grammar and spelling er￾rors eliminated? • Review and proofread with as many other people as practical. Consider any pertinent reac￾tions, comments, and changes. • Edit. It is best to give your report a few days on the shelf so you can become objective again. Then give it a fresh, last look. Eliminate Wrong Messages • Don't embellish facts, use them out of context, or misinterpret them to support a point. • Don't use material without giving proper credit. • Do not make faulty or illogical cause-and-effect conclusions. Use sound reasoning to be sure of a relationship. And remember, conclusions are not always nec￾essary. Some things are incon￾clusive. Say so. • Don't make the mistake of as￾suming a lack of evidence proves the opposite is true. Maybe it isn't. • Do not compare apples to or￾anges. Data must be similar in nature for comparisons to be au￾thentic. • Eliminate digressions or unfo￾cused material. These can easily derail the report. Select a Format • Establish a consistent format for all your organization's reports. • Follow an approved and consis￾tent reference system such as shown in the Chicago Manual of Style to record footnotes and bibliography listings. • Create all the necessary graph￾ics in visually appealing form to promote understanding. • Print and bind the report in a professional manner. Edit, Edit, Edit • Employ key content experts to review the report and check all facts included. • Use a professional proofreader to check for proper grammar, consistent tense, redundancies, and other problems or errors. • Use a proofreader and the spell￾checker to eliminate any typos. Sample of Report Contents The 9-11 Commission Report (List ing of Contents): Front Matter Table of Contents List of Illustrations and Tables Member List Staff List Business & Economic Review I October-December 2006 21

Preface 6.4 Change and Continuity Appendix C: Commission 1.“ We Have some planes 6.5 The New Administrations Hearings 1.1 Inside the Four Flights Approach Notes 1.2 Improvising a 7. The Attack Looms Homeland Defense 7. 1 First Arrivals in California 1.3 National Crisis 7.2 The 9/11 Pilots in the The Informal Report Management United States 2. The Foundation of the 7.3 Assembling the Teams For we write you nothing but what New Terrorism 7.4 Final Strategies and ou can read and understand 2.1 A Declaration of war Tactics -l Corinthians 1: 13 2.2 Bin Ladens Appeal 8." The System Was Blinking Red in the Islamic World 8. 1 The Summer of Threat The informal report functions to 2.3 The Rise of Bin Laden and 8.2 Late Leads-Mihdhar, inform, analyze, and recommend al Qaeda(1988-1992) Moussaoui, and KSM It usually takes the form of a memo, 2.4 Building an Organization, 9. Heroism and Horror letter, or a very short internal docu Declaring War on the 9.1 Preparedness as of ment like a monthly financial report United States September 11 monthly activities report, research and (192-1996) 9.2 September 11, 2001 development report, and the like. This 2.5 Al Qaeda's Renewal in 9.3 Emergency Response report differs from the formal report in Afghanistan(1996-1998) at the Pentagon length and formality. It's written ac 3. Counterterrorism Evolves 9. 4 Analysis cording to organization style rules and 3.1 From the Old Terrorism to 10. Wartime usually includes an introduction, body, the New The first World 10.1 Immediate Responses conclusion, and recommendations Trade Center Bombing It Home sections-but usually doesn't include 3.2 Adaptation-and 10.2 Planning for War the preliminary(front) and supplemen Nonadaptation-in the 10. 3"Phase Two" and the tal(back) material. The informal Law Enforcement Question of Iraq port is usually more conversational in Community 11. Foresight-and Hindsight tone and typically deals with everyday 3.3 and in the Federal 11.1 Imagination problems and issues addressed to a Aviation Administration 11.2 Policy narrow readership inside the organiza- 3.4, and in the 11.3 Capabilities Intelligence Community 11.4 Management Participatory management dimin and in the State 12.What to Do? A Global Strategy ished the role of the informal report, Department and the 12.1 Reflecting on a but computers revived it, especially Defense Department Generational Challenge since management team members 3.6. and in the White 12.2 Attack Terrorists and are frequently in different locations. House Their Organizations An informal report is often completed 3.7 .. and in the Congress 12.3 Prevent the Continued quickly and transmitted electronically 4. Responses to al Qaeda's Initial Growth of islami Assaults Terrorism Decide to write 4.1 Before the Bombings 12.4 Protect Against and There are many forms of the infor- in Kenya and Tanzania Prepare for Terrorist nal report 4.2 Crisis: August 1998 Attacks Progress report 4.3 Diplomacy 13. How to Do It? A Different Way of . Sales activity report 4.4 Covert Action Organizing the Government Financial report 4.5 Searching fo 13. 1 Unity of Effort Across the Feasibility report Fresh Options Foreign-Domestic Divide Literature review 5. Al Qaeda Aims at the American 13.2 Unity of Effort in the Recommendations and sugges Homeland Intelligence Community 5. 1 Terrorist Entrepreneurs 13.3 Unity of Effort in Sharing Acceptance or rejection of pro- 5.2 The"Planes Operation Information posals 5.3 The Hamburg Contingent 13. 4 Unity of Effort in the 5.4 A Money Trail? Congress Think About Content 6. From Threat to Threat 13.5 Organizing America's Informal reports usually do not 6.1 The Millennium Crisis Defenses in the United nclude introductory material 6.2 Post-Crisis Reflection States but include it if necessary. Agenda for 2000 Appendix A: Common Start by asking yourself, What 6.3 The Attack on the Abbreviations does my reader need to know, USS Cole Appendix B: Table of Names precisely, about the subject? 22 Business Economic Review/October-December 2006

Preface 1. "We Have Some Planes" ' 1.1 Inside the Four Flights " 1.2 Improvising a Homeland Defense * 1.3 National Crisis Management 2. The Foundation of the New Terrorism *2.1 A Deolaration of War * 2.2 Bin Laden's Appeal in the Islamic World * 2.3 The Rise of Bin Laden and alQaeda (1988-1992) * 2.4 Building an Organization, Declaring War on the United States (1992-1996) * 2.5 Al Qaeda's Renewal in Afghanistan (1996-1998) 3. Counterterrorism Evolves * 3.1 From the Old Terrorism to the New: The First World Trade Oenter Bombing * 3.2 Adaptation—and Nonadaptation—in the Law Enforcement Community * 3.3 ... and in the Federal Aviation Administration * 3.4 ... and in the Intelligence Community " 3.5 . . . and In the State Department and the Defense Department '3.6 ... and in the White House * 3.7 ... and in the Congress 4. Responses to al Qaeda's Initial Assaults * 4.1 Before the Bombings in Kenya and Tanzania *4.2 Crisis: August 1998 * 4.3 Diplomacy * 4.4 Covert Action * 4.5 Searching for Fresh Options 5. Al Qaeda Aims at the American Homeland * 5.1 Terrorist Entrepreneurs ' 5.2 The "Planes Operation" * 5.3 The Hamburg Contingent * 5.4 A Money Trail? 6. From Threat to Threat * 6.1 The Millennium Crisis * 6.2 Post-Crisis Reflection: Agenda for 2000 * 6.3 The Attack on the USS Cole * 6.4 Change and Continuity * 6.5 The New Administration's Approach 7. The Attack Looms ' 7.1 First Arrivals in California *7.2 The 9/11 Pilots in the United States * 7.3 Assembling the Teams * 7.4 Final Strategies and Tactics 8. "The System Was Blinking Red" * 8.1 The Summer of Threat * 8.2 Late Leads—Mihdhar, Moussaoui, and KSM 9. Heroism and Horror * 9.1 Preparedness as of September 11 * 9.2 September 11. 2001 * 9.3 Emergency Response at the Pentagon * 9.4 Analysis 10. Wartime *10.1 Immediate Responses at Home " 10.2 Planning fcr War * 10.3 "Phase Two" and the Question of Iraq 11. Foresight—and Hindsight '11.1 Imagination '11.2 Policy * 11.3 Capabilities ' 11.4 Management 12. What to Do? A Global Strategy * 12.1 Reflecting on a Generational Challenge * 12.2 Attack Terrorists and Their Organizations * 12.3 Prevent the Continued Growth of Islamist Terrorism *12.4 Protect Against and Prepare for Terrorist Attacks 13. How to Do it? A Different Way of Organizing the Government *13.1 Unityof Effort Across the Foreign-Domestic Divide ' 13.2 Unity of Effort in the Intelligence Community * 13.3 Unity of Effort in Sharing Information *13.4 Unity of Effort in the Congress * 13.5 Organizing America's Defenses in the United States Appendix A: Common Abbreviations Appendix B: Table of Names Appendix C: Commission Hearings Notes The Informal Report For we write you nothing but what you can read and understand. —II Corinthians 1:13 The informal report functions to inform, analyze, and recommend. It usually takes the form of a memo, letter, or a very short internal docu￾ment like a monthly financial report, monthly activities report, research and development report, and the like. This report differs from the formal report in length and formality. It's written ac￾cording to organization style rules and usually includes an introduction, body, conclusion, and recommendations sections—but usually doesn't include the preliminary (front) and supplemen￾tal (back) material. The informal re￾port is usually more conversational in tone and typically deals with everyday problems and issues addressed to a narrow readership inside the organiza￾tion. Participatory management dimin￾ished the role of the informal report, but computers revived it, especially since management team members are frequently in different locations, An informal report is often completed quickly and transmitted electronically. Decide to Write There are many forms of the infor￾mal report: • Progress report • Sales activity report • Financial report • Feasibility report • Literature review • Recommendations and sugges￾tions • Acceptance or rejection of pro￾posals. Think About Content • Informal reports usually do not include introductory material, but include it if necessary. • Start by asking yourself, "What does my reader need to know, precisely, about the subject?" 22 Business & Economic Review I October-December 2006

Put this into a purpose statement pletely answered or solved your DATE: Nov 22, 2004 in a single, explicit sentence. In a subject problem or statement. memo format, this can be your Have others review it and give With flu season upon us, Good Sa- subject line input, if possible maritan Hospital is working to keep Use direct order organization Give your report a little shelf time, central Nebraska healthy through a Begin with the most important then come back and give it one new campaign called"Give Health a information, usually the conclu- more fresh review sion and a recommendation, for Good Samaritan developed Give most routine problems. This ap- Eliminate Wrong Messages Health a Hand to remind children and proach saves your reader time. It Do not assume a level of knowl- adults that frequent hand washing is offers the important information dge your reader doesnt have. the best way to prevent the spread ight up front. Write this down Using a direct approach does not of germs. We have retained Omaha- in outline form. For example, if elieve you of listing all the facts. based Redstone Communications you believe your copy machine Be sure all your backup facts are and Hanser Associates for regional should be replaced, you would logically listed dvertising and public relations ser- start with this subject line: Rec-. Don't fire off a report without giv- vices surrounding the campaign ommend replacing copy ma ing it an objective, second look. In recognition of National Hand chine. In this, you would back up With e-mail and online commu- Washing Awareness Week, December your recommendations with the nications, it's tempting to send 5-11, Good Samaritan will be visiting reasons something off immediately. Be schools, businesses, and restaurants Required 12 repairs in the past sure to give yourself reflection to demonstrate proper hand washing month techniques and distribute hand wash- Requires clerk for operation Don't make your report too long. ing kits and posters. The campaign. Produces too few copies per This is usually a sign that it lacks which has been endorsed by the Ne- minute organization. Keep it to under braska Health and Human Services Is out of warranty one page for simple subjects. System, will continue through Febru- Or, use an indirect approach Don't automatically begin every ary Start with general information, report in a direct approach. In Highlights of the campaign, to be- review the facts, and end with our example, for instance, if the gin Monday, December 6, include your recommendation. In the in facts or evidence is not so clear-. TV and radio spots with hand direct approach, you might start cut, you may be considered bi washing theme song with this subject line: New copy ased, capricious, or arbitrary. In. Hand washing posters and kits machine offers superior perfor ases where the subject is not (containing hand washing in- mance. on the top of everyone's mind structions, a bar of soap, and a Follow this rule for selecting an indirect approach may work coloring book) the direct or indirect approach better. Announcement of campaign to When your audience favors your Select a Format area news media conclusion or recommendation Guest column in the Kearney state it directly, then back it up Use memo, letter, or report form Hub with facts. When your audience Informal reports are often sent by e-. Ongoing hand washing events resists your conclusion or rec- mail in the community (December ommendation, or knows little or Edit. Edit. Edit through February) nothing about it, give the facts I thank all employees and physi- first and state your conclusion Check and recheck your infor- cians at Good Samaritan for your on and recommendation at the mation to be sure it is accurate going commitment to rigorous hand washing at work, home, and in the Organize your information under Have others review and critique community. Our community is trusting the subtopics of your report your report in draft form, if pos- you, me, and all of us at Good Samari using I you, he, they, and we--if.Give your report (and yourself) Help us spread the word about Give your organization allows it. some breathing time. Go back Health a Hand by sharing information Write and rewrite until your re- and read it when you are fresh to about the campaign with your family, port is interesting, concise, and make sure you are satisfied with friends, neighbors, and others in your flows well it before sending community. Key points include: Make a conclusion, summary, or Frequent hand washing is the recommendation statement at TO: Employees and physicians best way to prevent the spread the end, even if it repeats your FROM: John Allen, of germs that cause illness subject line. president and CEO It takes vigorous scrubbing with Check to be sure you have com- RE: "Give Health a Hand"campaign soap and warm water for at Business Economic Review /October-December 2006 23

Put this into a purpose statement in a single, explicit sentence, In a memo format, this can be your subject line. • Use direct order organization. Begin with the most important information, usually the conclu￾sion and a recommendation, for most routine problems. This ap￾proach saves your reader time. It offers the important information right up front. Write this down in outline form. For example, if you believe your copy machine should be replaced, you would start with this subject line: Rec￾ommend replacing copy ma￾chine. In this, you would back up your recommendations with the reasons: ' Required 12 repairs in the past month * Requires clerk for operation ' Produces too few copies per minute * Is out of warranty • Or, use an indirect approach. Start with general information, review the facts, and end with your recommendation. In the in￾direct approach, you might start with this subject line: New copy machine offers superior perfor￾mance. • Follow this rule for selecting the direct or indirect approach: When your audience favors your conclusion or recommendation, state it directly, then back it up with facts. When your audience resists your conclusion or rec￾ommendation, or knows little or nothing about it, give the facts first and state your conclusion and recommendation at the end. • Organize your information under the subtopics of your report. • Use a personal writing style— using /, you, he, they, and we—if your organization allows it. • Write and rewrite until your re￾port is interesting, concise, and flows well. • Make a conclusion, summary, or recommendation statement at the end, even if it repeats your subject line. • Check to be sure you have com￾pletely answered or solved your subject problem or statement. • Have others review it and give input, if possible. • Give your report a little shelf time, then come back and give it one more fresh review. Eliminate Wrong Messages • Do not assume a level of knowl￾edge your reader doesn't have. • Using a direct approach does not relieve you of listing all the facts. Be sure all your backup facts are logically listed. • Don't fire off a report without giv￾ing it an objective, second look. With e-mail and online commu￾nications, it's tempting to send something off immediately. Be sure to give yourself reflection time. • Don't make your report too long. This is usually a sign that it lacks organization. Keep it to under one page for simple subjects. • Don't automatically begin every report in a direct approach. In cur example, for instance, if the facts or evidence is not so clear￾cut, you may be considered bi￾ased, capricious, or arbitrary. In cases where the subject is not on the top of everyone's mind, an indirect approach may work better Select a Format Use memo, letter, or report form. Informal reports are often sent by e￾mail. Edit, Edit, Edit • Check and recheck your infor￾mation to be sure it is accurate and complete. • Have others review and critique your report in draft form, if pos￾sible. • Give your report (and yourself) some breathing time. Go back and read it when you are fresh to make sure you are satisfied with it before sending. TO: Employees and physicians FROM: John Allen, president and CEO RE: "Give Health a Hand" campaign DATE: Nov. 22, 2004 With flu season upon us. Good Sa￾maritan Hospital is working to keep central Nebraska healthy through a new campaign called "Give Health a Hand." Good Samaritan developed Give Health a Hand to remind children and adults that frequent hand washing is the best way to prevent the spread of germs. We have retained Omaha￾based Redstone Communications and Hanser & Associates for regional advertising and public relations ser￾vices surrounding the campaign. In recognition of National Hand Washing Awareness Week, December 5-11, Good Samaritan will be visiting schools, businesses, and restaurants to demonstrate proper hand washing techniques and distribute hand wash￾ing kits and posters. The campaign, which has been endorsed by the Ne￾braska Health and Human Services System, will continue through Febru￾ary. Highlights of the campaign, to be￾gin Monday, December 6, include: • TV and radio spots with hand washing theme song • Hand washing posters and kits (containing hand washing in￾structions, a bar of soap, and a coloring book) • Announcement of campaign to area news media • Guest column in the Kearney Hub • Ongoing hand washing events in the community (December through February) I thank all employees and physi￾cians at Good Samaritan for your on￾going commitment to rigorous hand washing at work, home, and in the community. Our community is trusting you, me, and all of us at Good Samari￾tan to Give Health a Hand. Help us spread the word about Give Health a Hand by sharing information about the campaign with your family, friends, neighbors, and others in your community. Key points include: • Frequent hand washing is the best way to prevent the spread of germs that cause illness. • It takes vigorous scrubbing with soap and warm water fcr at Business & Economic Review I October-December 2006 23

least 20 seconds to wash germs wipes or gel sanitizers are good Contact the Corporate Communi- away. alternatives if soap and water are cations Department at 555-0123 for It is especially important to wash not available more information about the campaign, your hands before, during, and .In addition to frequent hand or if you would like to help conduct after handling food, as well as washing, these four good health hand washing demonstrations or have before you eat habits will help ward off flu and suggestions on possible venues. O Washing up after using the rest- other viral infections room is imperative. After you've Cover your mouth and nose washed your hands, use a paper when you sneeze or cough towel to turn off the faucet and Avoid touching your eyes to open the door of a public re- nose, or mouth stroom Properly dispose of your Stay home when you are sick. paper towe Avoid close contact with Alcohol-based disposable hand people who are sick 24 Business Economic Review/October-December 2006

least 20 seconds to wash germs away. It is especially important to wash your hands before, during, and after handling food, as well as before you eat. Washing up after using the rest￾room is imperative. After you've washed your hands, use a paper towel to turn off the faucet and to open the door of a public re￾stroom. Properly dispose of your paper towel. Alcohol-based disposable hand wipes or gel sanitizers are good alternatives if soap and water are not available. In addition to frequent hand washing, these four good health habits will help ward off flu and other viral infections: - Cover your mouth and nose when you sneeze or cough. - Avoid touching your eyes, nose, or mouth. - Stay hcme when you are sick. - Avoid close contact with people who are sick. Contact the Corporate Communi￾cations Department at 555-0123 for more information about the campaign, or if you would like to help conduct hand washing demonstrations or have suggestions on possible venues, i 24 Business & Economic Review I October-December 2006