7
Reporting
Five Principles of Reporting
Five principles serve as the foundation of reporting. Later we'll refer
to these in differing ways, but here we'll be very explicit. Everything
else in this chapter builds on these points. The points are as follows.
Know the Point and Get to It Quickly
No matter what type of report-written or spoken, formal or informal, one-to-one
or to a large group-always know the point and get to it quickly. Everything
in the report should have a purpose. If it doesn't have a clear purpose,
take it out.
Clear, Effective Writing Takes Time
In 1657, Pascal wrote, "I have made this letter longer than usual,
only because I have not had the time to make it shorter." Clarity
and crispness take effort.
Provide Enlightenment
The primary purpose of a report is to enlighten someone-to bring knowledge,
help understand feelings, or convey information. Ask yourself, "What
do I have that is new, important, or valuable to my audience?" The
best reporters spend time considering what may be enlightening to their
readers.
Involve People Throughout the Study
In the public and nonprofit environment, focus groups that involve people
throughout the study tend to produce results. Involve the end users in
conducting the study-in planning, recruiting, moderating, analyzing, or
reporting aspects of the focus group study. The benefit is clear. If you
want people to actually use the results of the study, make it their study
instead of your study.
Use Multiple Reporting Strategies
Researchers often assume that other people like to get information in
the same way they like to get information. But people have different preferred
learning styles. In addition, a few of us will get the message the first
time, but most of us need reinforcement and reminders. Successful reporting
uses multiple methods such as one-to-one, oral briefings, written reports,
presentations, media reports, or reports presented by a variety of people.
These reports can be complemented with audio and/or visuals-charts, photographs,
audio- or videotapes, drawings made by focus group participants, and diagrams.
Reports using multiple media help ensure that the message is effectively
communicated. The combination of methods accommodates individual learning
preferences and reinforces findings.
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