Chapter 14 Revision

Chapter 14
14.4 Writing reports for different audiences
Comparison of Report Audiences: Academic vs. Management
Feature Academic Audience Management Audience
Focus Grading, in-depth Practical benefits,

knowledge recommendations
Length Longer Shorter
Content Contextual description, Emphasis on findings

literature review, theory and recommendations
development
Interest Less interested in More interested in

recommendations recommendations for
future action
Report Writing Focus on structure for Focus on audience-

academic reports to specific structure and
mark and grade your
Feature Academic Audience Management Audience
report style
The consultancy report

As you plan your consultancy report you will need to consider a number of key
questions. These include:
• Who will read your consultancy report?
• What information and level of detail will they expect?
• How will they expect the report to be presented?
• How much knowledge will they already have?
• For what purpose will the report be used?
• What key messages and recommendations do you want to impart?
The consultancy report structure
1 Executive summary;
2 Introduction;
3 Background and method;
4 Results/Findings;
5 Recommendations;
6 References;
7 Appendices
the importance of including all relevant data in a consultancy report, even if it
complicates the situation. The report should be structured to clearly present these
complexities and alternative solutions to the management audience. While the report
should be concise, it should still cover the project background and research methods to
prepare for potential questions. Ultimately, the key is to provide clear and justified
recommendations that guide management decisions.
The Executive Summary
will be the part of the report on which managers concentrate. It is important that it can
be read and understood without having to look at the rest of the report. It therefore
needs to provide clear information, including facts and figures. If your report includes
recommendations, the executive summary should make it clear what these are and
include their implications, values and costs. As with the abstract, the executive
summary should be short (no more than two pages) and designed to get your main
message across
*One final point may be made about the writing style of the consultancy report. The
reader will not appreciate long words, complicated language, ‘management speak’ or a
multitude of acronyms and abbreviations. If it is necessary to use complex technical
terms, make sure you provide a glossary as an appendix.
14.5 Making the report's content clear and accessible
1)Choosing a title
A good title is one that has the minimum possible number of words while describing the
content of the report accurately
2)Tell a clear story
To ensure a clear project report, it is essential to have a clear, simple, and
straightforward storyline. This can be achieved by writing an abstract and reasoning
backwards. For example, if a project report ends with clear conclusions, explain the
method used to arrive at these findings. highlighting the careful design of a research
strategy based on a clear research question and objectives. This method helps to ensure
the storyline stands up to logical analysis.
3)Helping the reader to get all the information out that they need
-Dividing your work
To make the report easier to navigate, focus on helping the reader find their way
around it. Divide the work into sections, each with a numbered heading, bold lettering,
and italicized characters. Organizing and signposting text should be consistent, helping
the reader navigate the report and aligning with the institution's specific guidelines.
-Previewing and summarizing chapters
To signpost your work, 'top and tail' each chapter with an introduction detailing the
chapter's structure and key aspects. At the end, provide a brief summary of the content
and its connection to the next chapter. This may seem repetitive, but it helps the reader
navigate the report and ensures the writer is on the right path.
-Visualisation
To make your project report more accessible and easier to read, present data and ideas
in tables and figures. This includes not only numerical data but also easily compared
ideas. Avoid placing tables in appendices, as they are important data. Include tables and
comment on them in the text, highlighting significant aspects rather than just the table's
contents. To avoid confusion, introduce tables or figures before they appear in the text.

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Chapter 14

14.4 Writing reports for different audiences

Comparison of Report Audiences: Academic vs. Management

Feature Academic Audience Management Audience

Focus Grading, in-depth Practical benefits,

Length Longer Shorter

Content Contextual description, Emphasis on findings

Interest Less interested in More interested in

Report Writing Focus on structure for Focus on audience-

The consultancy report

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