Villanova School of BusinessVillanova School of BusinessEileen MullahyEileen MullahyFall, 2010Fall, 2010

Professional Writing: Forms &

Style

Professional Writing Overview

Determine purpose Analyze target audienceCollect dataIdentify formatDraftReviseSubmit

BD/PD/RP Process Overview

•Set up Taskstream account•Select PD event•Identify message & audience•Collect data •Review format guidelines•Draft paper•Submit via Taskstream•Review return comments by EM•Consider comments for papers 2 & 3

Message & Audience

• Define purpose • Business: request/provide information• PD Reaction Papers: provide information• Purpose: core of subject line & opening

statement

• Analyze target audience• Primary & shadow• EM & BD professors

Purpose & Content CriteriaReaction Papers: You will write a reaction paper

for each of the three approved professional development events you attend this semester. Reaction papers will be submitted to Prof. Eileen Mullahy via your TaskStream e-Portfolio account and should include:

1) the track to which the event/activity is associated

2) a summary of the content of the event/activity

3) your reflections on how the event/activity contributed to your learning, thinking about career options, and/or skill development as a professional.

Data Collection• Use content criteria as guide for notes

• the track to which the event/activity is associated• a summary of the content of the event/activity• your reflections on how the event/activity

contributed to• 1) your learning,• 2) thinking about career options, and/or • 3) skill development as a professional.

• Bring paper outline & pen (no laptops)• Ask questions• Take notes

Draft Review format guidelines

◦ Paper 1 = email (10/1)◦ Paper 2 = memo (11/5)◦ Paper 3 = letter (12/3)

Review style guidesDraft prose

◦ Consider content guidelines as organizing tools

Revise◦ Consider review comments for 2 & 3

Submit

General Format Guidelines

Use legible fonts ◦Arial, Tahoma, TNR

Document designoWhite space oHeadings, bullets/numbers oType treatment: bolding, italics, type

sizes

Email Format: MS Outlook

Address Box◦To◦Cc◦Bcc◦Subject

Body Box

Subject Lines/Email & MemoPrimary purpose: identify

message coreShape response & accommodate

retrievalInclude specific dataExclude filler

◦Ex: S. Jones BD Reaction paper 1Check Taskstream instructions for

submission subject line details

Email Format: Body Box Greeting(space)Purpose statement (space) Central points(spaces btw main points)Request for action & contact information(space)ClosingSignature

Purpose Statement

Conveys primary focus of communication◦Provide information

“The following report provides an overview of the Career Seminar I attended on Oct. 4, 2010.”

◦Request information/permission/action “I’m writing to ask if you can forward the

3rd quarter data for my use in next week’s presentation.”

Sample Email 1/Draft(no subject)

jane.doe@villanova.edu

Sent: November 1, 2009

To: Eileen Mullahy

I was really sick last night and my roommate was too, we didn’t fall asleep until 5 am. So i missed your class today and could you tell me whether or not i missed anything, that would be great. Thanks.

Sample Email 1/RevisedENG 2020 Class Absence 11.1.09 J. Doe

jane.doe@villanova.edu

Sent: November 1, 2009

To: Eileen Mullahy

Hi, Professor Mullahy,

I missed class this morning due to illness.; I’ve contacted a class member to get the lecture notes. If there’s anything else important that I need to know, I would appreciate it if you could let me know by email or in class on Wednesday.

Thanks,

Jane Doe

Sample Email 2/DraftHello, John,Depreciation, amortization, and depletion are very similar terms in relation to accounting and tax reporting. However, there are very precise differences between the terms with regards to wheel production. Depreciation is a term used to spread the cost of an asset over the span of several years. Essentially, it is the reduction in the value of an asset, in your case machinery, due to usage, passage of time, and wear and tear. Amortization is very similar to depreciation but deals with intangible assets. It refers to the acquisition costs minus the residual value of patents, trademarks, or copyrights. This will directly affect you as we will amortize your patent on the wheel production phase of your assembly line. Depletion is similar to both aforementioned terms in that it is a cost recovery system for accounting and tax reporting. In our case, depletion is a method of recording the gradual expense or use of natural resources over time. Since depletion deals mainly with the using up of natural resources by mining, quarrying, drilling, or felling and you are not participating in these activities, it will not factor into our compliance work.I hope after reading through these explanations you have a much better understandi on the differences between the three terms. Please do not hesitate to let me know if you need further explanation. My direct line is 610-333-7000, ext. 4.Regards,Andrew Smith

Sample Email RevisedHello, John,I’m responding to your questions on tax reporting for the new wheels. Depreciation, amortization, and depletion are very similar terms in relation to accounting and tax reporting. However, there are very precise differences between the terms with regards to wheel production. First, depreciation is a term used to spread the cost of an asset over the span of several years. Essentially, it is the reduction in the value of an asset, in your case machinery, due to usage, passage of time, and wear and tear. In contrast, amortization is very similar to depreciation but deals with intangible assets. It refers to the acquisition costs minus the residual value of patents, trademarks, or copyrights. This will directly affect you as we will amortize your patent on the wheel production phase of your assembly line.Lastly, depletion is similar to both aforementioned terms in that it is a cost recovery system for accounting and tax reporting. In our case, depletion is a method of recording the gradual expense or use of natural resources over time. Since depletion deals mainly with the using up of natural resources by mining, quarrying, drilling, or felling and you are not participating in these activities, it will not factor into our compliance work.I hope this provides the information you were looking for on the 3 terms Please let me know if you need further explanation. My direct line is 610-333-7000, ext. 4.

Regards,Andrew Smith

Memo Format

• Memo headings w/ subject line• (space)• Purpose statement & necessary

background• (space)• Central points• (spaces btw main points)• Action request (if needed) & contact

information• No signature (given in heading box)

Sample MemoMEMORANDUM

TO: HARRY BANISTER, CEO

FROM: NINA JAMES, Accounting Officer

DATE: 8/30/2010

SUBJECT: ROCK CREEK NURSERIES ACQUISITION

This memo explains key concepts regarding goodwill and the valuation methods involved in your company’s acquisition of Rock Creek Nurseries (RCN) Determining the value of RCN’s goodwill will provide you with a better sense of the company’s true value, and therefore assist you in solidifying the final offer price.

Definition of Goodwill Goodwill is an intangible asset on the balance sheet as it is not a physical asset (e.g. buildings and equipment). Goodwill usually reflects the value of intangible assets such as a strong brand name, good customer relations, good employee relations and proprietary technology. Ordinarily, the estimated value of the above mentioned items is taken into consideration during the valuation process. As such, the value of good will is incorporated into the offer price. With respect to RCN, the $350,000 estimate represents the company’s book value and therefore does not include the value of goodwill and other intangible assets

Benefits of Goodwill RCN is a well established business with a strong brand name, excellent employee relations, and a large customer base. The above mentioned items are the key factors which will ensure the company’s long term competitiveness and sustained profitability. For example, due to RCN’s large customer base, Banister Nurseries (BN) will be able to cross-sell its products to a new range of customers and therefore increase revenue generation. In addition, the increased market share will solidify BN’s no. 1 market position and ensure long term competitiveness and profitability.

Similarly, RCN’s exceptionally strong brand name recognition will ensure continued customer attraction and revenue generation. As BN will be acquiring your well recognized brand name, BN will be able to actually reduce its previous level of advertising expenses and improve profitability. In addition, RCN’s excellent employee relations will ensure continued service consistency and quality.

The above mentioned will also ensure smooth merger transition and retention of key employees. Furthermore, customer attrition risk will be minimized and customer satisfaction will be maximized. Therefore, BN’s competitiveness and profitability will be ensured as the value of the franchise will be preserved.

Letter Format Date (space) Recipient name Company name Street Address Town, state, zip (space) Salutation (space) Body (space) Closing (space) Author name Position, company name

Sample LetterMarch 18, 2010

Hank Isaly, Chief Financial Officer

RGC

22650 West Haven Drive

Arlington,Texas 75527

Dear Mr. Isaly, I’m responding to your inquiry regarding convergence to international accounting standards. This letter will provide an overview of international accounting standards, describe the impact international accounting standards have on financial statements, and explain how RGC can apply these standards for the first time.

International Financial Reporting Standards International Financial Reporting Standards (IFRS) is a set of accounting standards issued by the International Accounting Standards Board (IASB). IFRS consists of 41 accounting standards designed to create accurate and reliable financial statements. Approximately 117 countries around the world, including all of Europe, require or permit IFRS reporting.

U.S. GAAP vs. IFRS One of the most noticeable differences between IFRS and U.S. GAAP is that IFRS is a “principles-based accounting approach,” while U.S. GAAP is a “rules-based accounting approach.” This means that IFRS provides general guidance and a conceptual basis for accountants to follow, whereas U.S. GAAP is very rule-oriented and specific in its requirements. Other notable differences between the two standards are:

•Inventory — IFRS only permits the use of LIFO (a method where the last units purchased are recorded as the first units sold) when recording inventory. In contrast, U.S. GAAP allows a company to choose between FIFO (first units purchased are recorded as the first units sold) or LIFO. •Development Costs — Under IFRS, these costs can be capitalized if they meet certain criteria. On the other hand, U.S. GAAP considers these costs to be expenses. •Revenue Recognition – IFRS guidance regarding revenue recognition is less extensive than GAAP and contains relatively little industry-specific instruction.

We greatly value our relationship with RGC and would like your continued business in preparing your financial statements according to IFRS standards. Please contact me at 610-322-1331 to further discuss this matter; I look forward to hearing from you.

Sincerely, Arthur J. Miller, CPA Professional Accounting Associates

Style: Basic Grammar & MechanicsFollow all formal writing conventions

(e.g., upper/lower case, punc.)Check your pronouns

◦Company, corporation, firm, organization, Board of Directors = it/its

Draft offline◦Consider spellcheck◦Consider grammarcheck

Revise bottom to top

Style: ConcisionSimplify sentences oEliminate unnecessary words

Ex: We would like to recommend that you consider implementing more than one social media tool.

Rev: We recommend an integrated social media program.

oPut action in your verbs• Ex: There were three parts of the seminar that

seemed the most important in helping me in my career planning

• Rev: Resume writing, sample interviews and client feedback were the seminar activities that helped most in my career planning.

Style: Clarity• Use active voice• Ex: Vanguard’s range of services is

promoted in diverse ways by implementing this new program’s integrated media.• Rev: The program’s integrated media

promotes Vanguard’s diverse range of services.

• Place key information in main clause Although our profits were up, our

productivity was down. Although our productivity was down, our

profits were up.

The Review ProcessFormat & style comments

provided back via TaskstreamConsult comments & rubric on

WebCTConsider comments in next draftWriting resources: VU Writing

Center, the OWL at Purdue

Professional Writing Rubric5/Superior: Satisfies all vital reader needs & expectations smoothly & directly presents the central point of the communication develops this central point with specific, well-chosen details creates cohesive organization through effective purpose statements & subsequent

section points uniformly uses varied transitions to connect major points, subpoints & details fully adheres to individual format standards, e.g., spacing, hierarchy, sections,

bullets offers varied sentence structures that demonstrate strong command of business

style elements displays virtually no grammatical/mechanical errors

4/Well Done: Satisfies most vital reader needs & expectations effectively presents the central point of the communication develops this central point with pertinent details conveys unified, logical organization through solid purpose statements &

subsequent section points consistently uses appropriate transitions to connect major points, subpoints and

details adheres to the majority of individual format standards, e.g., spacing, hierarchy,

sections, bullets offers clear sentence structures that demonstrate good command of business style

elements displays a few grammatical/mechanical errors

Prof. Writing Rubric/cont.3/Acceptable: Satisfies primary reader needs & expectations adequately presents the central point of the communication develops this central point with sufficient details conveys a mostly unified, logical organizational format for the reader to follow uses functional transitions to connect main points, subpoints and details adheres to primary format standards, e.g., spacing, hierarchy, sections, bullets,

but may display errors or omissions offers sentence structures that demonstrate acceptable command of business

style elements displays some grammatical/mechanical errors that do not interfere substantially

with reader understanding

1-2/Problematic: Does not adequately accommodate reader needs & expectations

contains a weak, vague or confused central point does not supply sufficient details to support the thesis does not utilize a clear method of organization does not use emphatic, time, or addition signals as transitions does not adhere to individual format standards uses non-varied or lengthy sentence patterns displays multiple grammatical/mechanical errors that interfere with reader

understanding

ResourcesVillanova Writing Center: Old

Falvey Library www.writingcenter.villanova.edu

The OWL at Purdue: http://owl.english.purdue.edu

Mullahy, Eileen: eileen.mullahy@villanova.edu