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Файл:Business writing for economists and managers = Деловая корреспонденция для экономистов и менеджеров. Учебно-методическое пособие
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Ех. 3.28. Match the recommendations to write efficient action minutes:
Minutes of the management meeting A
Date:
3 January
Venue:
Room 23M, Shaw House
Present:
Cooper Gladstone, Ben Bason, Grace
Walkley, Ivy Paxton, Gareth Madsen B
Action C
By
1 Guidelines for reception staff
Following recent complaints about the attitude and professionalism
of the reception staff, we all agreed that it is essential to produce a set
of written guidelines.
The Human Resources Department will also arrange additional customer service training to take place over the next two months. D
IP
IP
10 January
2 New brochure
The Marketing Department is speaking to all senior managers about
this on an individual basis. A draft brochure will be circulated so that
it can be approved and sent to the printers by 17 January to be ready
for next month’s trade fair.
BB
7 January
3 Price list
We agreed that our new prices this year will be contained in a separate booklet, rather than as part of the New Product Brochure. An
updated list is being compiled.
BB E
17 January
Next meeting:
20 January, 2.30 pm
Venue:
to be confirmed
1. Action minutes are intended to make sure that decisions of the meeting are
understood and carried out so the summary of each point should be as accurate as
possible.
2. For most business meetings, action minutes are more useful than full minutes.
3. The initials of the person responsible for carrying out any action required are
given in the margin, along with any deadline.
4. There is a brief summary of the discussion for each item on the agenda.
5. Always put the date, time, and venue (place) of the meeting, plus the names
of the participants.
Press Releases
Starting out
Ех. 3.29. Look at the press release headlines. What are the main features
of such headlines?
Energex to Cut Carbon Emissions
by Reduced Car Fumes
Global Crisis Hits Home with
UK Water Shortages
52
Ех. 3.30. What changes would you make in the style of the press release?
New engines make easyJet 25% cleaner
Because they want to be one of the world’s environmentally-efficient airlines in the industry,
easyJet has announced that their new engines will reduce NOx (mono-nitrogen oxides) emissions
by 25%.
‘Today marks a new chapter in how we get on with the airline,’ said Jean Dubois, president
of CFM International, the engineering firm behind the new engine. Our engine represents the best
technologies there are for the environment and will enable easyJet to meet future regulations with
significant margins.’
‘Climate change is a real and pressing danger,’ said Andy Harrison, CEO of easyJet. ‘The big-
gest benefits are to be gained from environmentally-sensitive companies developing technology
that will enable our industry to achieve the green growth that is expected of us.’
Ех. 3.31. Read the following information about press releases:
Press releases or news releases are documents that are prepared by the Public
Relations departments of corporations and other organisations in order to communicate information to the media.
Most press releases are of two basic types: those that inform people about
changes (new products, company results, forthcoming events, etc.) and those that try
to influence people to adopt a particular point of view (reports, speeches, negotiations, etc.).
Ех. 3.32. What do you know about press releases? Correct the false statements:
1. Press releases are designed to arouse media interest by presenting interesting
and original information.
2. Press releases can be used only in an article.
3. Press releases are usually longer than two pages.
4. Press releases follow a standard format, similar to that of a short article.
5. It is recommended to start the release with the most important information,
which should provide the answers to the questions: who? what? when? where? how?
6. It is forbidden to include quotations from some of the people involved in the story.
Practice
Ех. 3.33. Describe the press release layout. Match the parts of the press release
(a–g) to the layout components (1–7):
1) ### to show the end of the text;
2) an indication of when the information in the release can be published: ‘For
immediate release’ if the news can be published now or ‘Embargoed until…’ if it can
be published after a certain date;
3) contact details of the person who wrote the release and information about
who to contact for further information;
4) date when the release was sent;
5) headline or title (in the present tense);
6) letterhead of the organisation that is sending the release;
7) main text of the release, divided into paragraphs with paragraph headings
where necessary.
53
CityCom
Alexandra Gate
Croydon
Surrey
CR23 4AW A
Press Release
CityCom Announces Move to New Headquarters B
FOR IMMEDIATE RELEASE C
CityCom Chairman Duncan Alban will cut the ribbon at the opening ceremony for the company’s
new state of the art head office facility in Croydon on Thursday, August 24th.
CROYDON — August 24th 20… D
CityCom today announced the completion of the move to its new corporate headquarters at Alex-
andra Gate. ‘This is a very exciting time for the company,’ said Susan Staines, the company’s
Chief Executive. ‘By investing in new up-to-date headquarters, we are showing all of our customers and stakeholders just how confident we are in CityCom’s future.’
The 120,000 square foot facility has been specially designed by the Italian architect Luca Baldoni
and will house all CityCom employees from the company’s previous HQ in central London. Its
glass dome has already become a landmark on the Croydon skyline, and architect Baldoni has
recently been nominated for this year’s ‘Buidlings of Excellence’ award.
Trevor Cheevers, the company’s Human Resources manager, said that the plans for the building
had been carefully drawn up using the latest research on the impact of architecture on employee
health and well-being. ‘The new building has been specifically designed to provide our staff with
a practical, environmentally-friendly space which combines the latest in workplace technology
and ergonomics,’ he said.
The opening ceremony, which takes place at Alexandra Gate from 5 —7 pm on Thursday 25th August, will be attended by more than 2,000 guests from around the country, and both the local and
national media will be present at the event. E
### F
For more information about the inauguration and to obtain high resolution photos of the new building, please contact:
Philippa Beenland
Media relations
T: +40 21 212 70 20
F: +40 21 212 70 30
philippabeenland@citycom.uk G
Ех. 3.34. Make press release headlines from the stories below:
1. Superways, the online supermarket, has captured four times more online
orders than its closest rival during the first six months of this year.
2. Mr Fix-it Group’s annual report was released today, with the focus on growth
opportunities and long-term plans.
3. Jenkins and Health-Ex have formed a worldwide collaboration for the devel-
opment and commercialisation of novel medication.
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4. Reykjavik will be promoting alternative tourism this summer by offering
‘cool’ venues — midnight guided tours, and swimming pool film screening.
5. The Royal Scottish National Orchestra is building on the success of last year’s
community educational programme by running music workshops for the elderly,
as well as those with special needs.
Ех. 3.35. Read the press release and answer the questions:
Press Release
For:
Business editors, national press; motoring press
Release date:
18 October
Subject:
Revolutionary new car to be unveiled at Motor Show
After weeks of rumour and speculation, ITS will unveil their revolutionary new concept cat at the
Tokyo Motor Show on 26 October. The vehicle requires very small amounts of petrol and instead
uses a combination of solar energy and hydrogen to power it. Massive public interest is expected
in this vehicle of the future.
For more information, contact:
Melita Vella, High Profile Communications
melita@hpc-centre.com
1. Who is going to present a new product?
2. What product is to be announced at the event?
3. When is the event going to take place?
4. Where is ITS going to present the new car?
5. Why is the car important for the show?
Ех. 3.36. Choose one of the news items and write a press release of about
400 words. Invent any extra information such as quotes or statistics you might need.
Use the extra tips (1–5) below to help you.
Energex to Cut Carbon Emissions
by Reduced Car Fumes
Global Crisis Hits Home with
UK Water Shortages
1. In the headline, use title case for all words excluding prepositions and articles.
Use no more than 170 characters (approx 25 words). Do not include a full stop.
2. Have an angle on the story, not just fact; remember you have to grab the journal-
ists’ attention. Try to include a human touch to help relate the story to the community.
3. Only include an email address at the end, not in the body of the text.
4. Do not pad out the press release; keep it short and to the point.
5. Do not use jargon.
Review
Ех. 3.37. Find true statements describing press releases:
1. The aim of a press release is to draw a forthcoming event to the attention
of the people who choose what is reported in the media.
2. The press release should be no longer than one page or more than 300 words.
3. Write For immediate release in times of crisis, or provide other date instruc-
tions (For release before / after).
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4. The header for a press release should make clear who it comes from, what
the subject is, and who it is aimed at.
5. All the crucial information should be in the first paragraph so that the press
can scan it quickly. It should spell out the five Ws — who, what, when, where,
and why.
6. The main body should include names of people who might be interesting
for the press. And if possible, a good quote which the media could report.
7. Keep paragraphs short and concise.
8. The style should be formal, with nothing irrelevant to the particular story.
9. It is important to provide a contact name and address for further information.
Ех. 3.38. Arrange parts of the press release in the correct place:
Press Presse Prensa
1 2 3
4 5 6
7
8 A Opening of new production facilities in Johor Fahru, Balanesia
B AutomatiX S.A.L.
Semi Conductor Division
C For additional information, visit our website www.automatix.com or contact Idrees Saad
+961 (4)1792 521889 (phone), +961 (4)521890 (fax).
D A special feature of the plant is the clean, no-waste production process, which aims to have
zero impact on the environment.
E For the trade press
21 December
F Date:
21 December
Title:
Opening of new production facilities in Johor Fahru, Malaysia
Addressed to:
The trade press
Author:
Kylie Dawson
G ‘The new facilities represent our commitment to expanding our production of advanced
memory chips. We aim to be the supplier of choice for the world’s leading electronics companies,
without damaging the environment,’ said Mr Ataya.
H At a ceremony attended by AutomatiX Chairman, Ghafran Farhat, and the British Ambassador
to Malaysia, Her Excellency Victoria Treadell, Automatix plc’s new semi-conductor-chip facilities were opened in Johor Fahru on Wednesday.
56
CHAPTER 4
Proposals
Starting out
Ех. 4.1. What is a proposal? Read the following information:
1. Proposals are designed to be evaluated and usually have to justify a certain
course of action. They are forward-looking and tend to outline a set of suggestions
and recommendations.
2. A proposal is arguing the case for something, so needs to show conviction.
This should be sustained throughout the piece of writing, rather than relegated
to the introduction and final sections.
3. Order the points so as to make the most convincing case. Give a succinct
introduction, make clear recommendations. Write in a neutral or formal register.
Ех. 4.2. Look at the tasks below and decide which ones require a proposal:
1. Your company has received some money from a sponsor, which must be
spent on improvements to the company facilities. Others in your department have
asked you to argue for the money to be spent on new computers and improved Internet access, putting your case in writing to the CFO.
2. You have recently returned from a secondment in the States and have been
asked to write down the benefits and any drawbacks of the programme for the American organiser.
3. The company you work for is investigating other markets and has asked staff
to suggest suitable locations. You decide to put forward your area and now have to
write to the Marketing Department.
Ех. 4.3. Read the proposal and answer the questions:
Introduction
The purpose of this proposal is to compare Edinburgh and Glasgow as possible locations
for BioBok’s new R&D facility in Scotland and to recommend which city we should choose.
Workforce
Although Glasgow has the largest number of students in Scotland, I suggest that we should recruit
people who are already employed in the sector, and many of the best scientists are in the Edinburgh region.
Premises
Property prices appear to be lower in Glasgow. However, it would be a good idea to try to find
suitable premises in the Edinburgh area, since it contains a ‘Science Triangle’ with purpose-built
laboratories. Also, the Science Triangle encourages the cooperation and knowledge-sharing we need.
Lifestyle
Glasgow has a dynamic and exciting lifestyle with many cultural events. On the other hand, Edinburgh is one of the cities with the highest quality of life in the UK. This will help us to attract staff
to live and work there.
Recommended course of action
I strongly recommend that we choose Edinburgh for the reasons given above. Our next step should
be to contact:
- Scottish enterprise in order to find a suitable building;
- a recruitment agency to find the staff we require.
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1. What do you notice about the layout of the proposal?
2. Does the proposal concentrate on the existing situation or what should
be done next?
3. What are the purposes of the first and last sections?
4. A proposal should usually be written in a formal style. Can you see any
phrases or expressions which make this proposal sound formal?
Practice
Ех. 4.4. Read the proposal below and answer the questions:
1. What service does the proposal offer?
2. What benefits does it offer?
3. How much does the service cost?
4. Why should the customer choose this provider?
Dear Mr Salimi,
Thank you for taking the time to talk to me by telephone today. As agreed, please find below
a proposal for our PayPZ merchant account, which I believe will resolve all your online payment
problems.
Your website currently generates fifteen to twenty orders per day. You expect this to increase
steadily with the introduction of a new range of products. You are looking for a flexible, inexpensive, and transparent payment system which will allow you to deal directly with your customers
and control your cash flow.
We recommended the PayPZ Pro small business merchant account, which can process up to
90 orders per day. If your sales volume were to expand more quickly than anticipated, you would
be able to upgrade to PayPZ Corporate with no additional set-up fee.
PayPZ Pro will gain prestige and respect for your e-business, since customers will make their
credit card payments directly on your website. PayPZ is totally transparent, giving you total
control of your sales, cash-flow, and administration fees. In the unlikely event of a dispute
with a customer, you alone would decide whether to refund your customer’s payment. Our charges are amongst the lowest on the market, meaning that your business will be more profitable
from day one.
We provide everything you need to set up PayPZ on your website within 36 hours. Should you
however encounter any difficulties, our helpline is available 24 hours a day, seven days a week
to assist you.
With more than 3,440 satisfied members in 28 countries, PayPZ is the fastest-growing merchant
account provider on the Web. I will be happy to put you in touch with other PayPZ users in your
region.
The monthly fee for PayPZ Pro is just $15, with minimum transaction fees of only $12. You will
find full details of our terms and conditions in the attached quotation.
We look forward to having you as a member: to apply, simply fill out the application form
at http://paypz.com. If you have further questions, please feel free to call or email me.
Sincerely yours,
Nozar Zafar
58
Ех. 4.5. Match sections of the proposal (1–8) to their description (a–h):
1) Solution
2) Benefits
3) Introduction
4) Conclusion
5) Qualifications and references
6) Process and schedule
7) Needs / Background
8) Costs
a) justify your ability to do the job;
b) encourage the customer to take the next step;
c) explain procedures, lead time, and after-sales service;
d) review the reasons for the proposal and the customer’s needs;
e) state the options you recommend, and any contingency plans;
f) sell your solution by pointing out its advantages for the customer;
g) give a breakdown of the investment, or refer to a separate quotation;
h) refer to previous contact with your customer, state the purpose and contents
of the document and summarise the objective of the proposal.
Ех. 4.6. Read the proposal again and number (1–8) these sections (a–h)
in the order they appear in the proposal:
a) Solution
b) Benefits
c) Introduction
d) Conclusion
e) Qualifications and references
f) Process and schedule
g) Needs / Background
h) Costs
Ех. 4.7. Complete the proposal with the suitable word in italics:
Proposal for adding to our product range
Purpose
The aim of this proposal is to suggest new products we could add to our existing product range
and to 1 identify / search ways in which the products could be developed.
Our current product range
At the moment, our company produces accounting software for small retail outlets, the purpose
of which is to take managers of small businesses 2 into / through the process of producing legally
acceptable accounts step-by-step while at the same time producing VAT returns and, where
necessary, the payroll.
The need for new products
While we know from the feedback that we are achieving high levels of customer 3 happiness / satis-
faction with our existing products, we have to recognize that we operate in a dynamic and swiftly
changing market. Furthermore, more extensive market research among our clients has uncovered
a 4 demand / interest for compatible software to perform stock-control and ordering functions.
59
Resources
Our programming department 5 presently / currently employs six systems engineers and produces
regular updates for existing products, while 6 tailoring / meeting them to suit individual clients.
Although two engineers could be assigned to the development of new programmes, it would probably be necessary to recruit two further engineers for the new project team. This, in turn, would give
rise to higher overheads and other costs, particularly for salaries and equipment.
I envisage that the 7 initial / introductory project will take 18 months, but at the end of that period
will generate profits which will justify the outlay.
Other costs
Apart from the recruitment requirements mentioned above, the only extra cost I have identified
in connection with this project is a requirement for extra office 8 room / space to accommodate the
project team. Since the new products are being developed in response to demand from our existing
clients, I do not foresee extra marketing costs at this stage.
Recommendation
I therefore recommend that we 9 engage / proceed with this project as soon as it is convenient.
Ех. 4.8. Complete the proposal with the infinitive or verb+-ing:
Proposal for Sponsorship of the Wimborne Theatre Festival
Introduction
Fendara International has been approached by the organisers of the Wimborne Theatre Festival
with a view to our 1 sponsoring (sponsor) the festival next July. The purpose of this proposal
is 2 … (examine) the benefits and feasibility of 3 … (do) so.
Benefits
The Wimborne Theatre Festival is a high-profile event dedicated to 4 … (promote) the work
of promising young writers and actors. It attracts a wide range of audiences from all over the region,
while the national media tend 5 … (give) it wide and favourable coverage. By 6 … (back)
the festival, we will improve our image as a company which participates in the local community
and gives opportunities to talented and creative young people.
Costs
7 … (sponsor) the festival would be relatively economical. The festival organisers have budgeted
for costs of approximately £30,000. These costs include 8 … (hire) the theatre, actors’ wages, pub-
licity, and miscellaneous running costs. A breakdown of their projected income reveals. That they
expect 9 … (receive) approximately £15,000 from ticket sales and £5,000 from advertising. 10 …
(cover) the deficit, they would therefore require us to invest a total of £10,000.
Sponsorship publicity
In return for our investment, Wimborne Theatre Festival would undertake 11 … (include) our name
and logo on all their publicity material and theatre programmes. Our logo would also appear at locations 12 … (be agreed) in the theatre itself.
Conclusion
I recommend that we should agree 13 … (fund) this festival because it represents a relatively
low-cost opportunity 14 … (enhance) our image both locally and nationally. What is more,
it is possible 15 … (offset) our sponsorship against tax, and it therefore represents a relatively
economical marketing activity.
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Ех. 4.9. Read the task and then look at the writing plan below. Add relevant
ideas (a–c) of your own under the three headings:
An international training organisation is going to hold its annual five-day con-
ference in your country in three years’ time. This event regularly attracts over 10,000
people from around the world and requires a city with good transport, sufficient
accommodation, and varied entertainment possibilities. You decide to propose a city
you know well, which you consider ideal for the event.
Introduction: reason for writing (name city).
Main section: outline city’s facilities.
1 Transport: international airport, a …
2 Accommodation: many hotels plus university accommodation, b …
3 Entertainment: lively city day / night (c …).
Additional section: relevant additional info — NB special celebration in city in 3 yrs’ time.
Conclusion: city is ideal because of transport, accommodation and entertainment facilities.
Ех. 4.10. Which paragraph about transport facilities of the city sounds more
convincing in ex. 4.8:
1. As far as transport is concerned, the city has its own airport with a recently-
constructed additional terminal. There are regular trains into the city from there.
For getting around the city, the bus network is adequate and doesn’t cost much.
2. The city provides optimum transport facilities, which we are convinced will
more than meet your needs. The international airport, conveniently located close
to the city, has undergone a major reconstruction programme and now boasts a new
state-of-the-art terminal for international flights. Of equal merit is the rapid transit
link into the city centre, with trains running every five minutes, 24 hours a day.
Above all, we are justly proud of our bus network, which provides a cheap service
and reliable connections to all parts of the city and its suburbs.
Ех. 4.11. Rewrite the paragraph on accommodation, using some of the language
(1–6) suggested below:
There are over 30,000 hotel rooms in the city, in hotels of varying quality. We
also have a university with campus accommodation, which could be used. A new
conference centre is located on the outskirts.
1. Above all …
2. Of equal merit is …
3. It is widely recognised …
4. Not only can …, but … also …
5. We are convinced that …
6. We would like to underline …
Ех. 4.12. Choose the best conclusion from the ones below:
1. This proposal has outlined the many advantages of hosting your event in our
city and we look forward to hearing your reactions.
2. We would urge you to consider our proposal seriously, for we firmly believe
that this city will provide you with an unforgettable conference.
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