Cover image for Writing proposals : a rhetoric for managing change
Writing proposals : a rhetoric for managing change
Johnson-Sheehan, Richard.
Personal Author:
Publication Information:
New York : Longman, [2002]

Physical Description:
xii, 268 pages : illustrations ; 24 cm.
Format :


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HF5718.5 .J64 2002 Adult Non-Fiction Non-Fiction Area

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Offering a comprehensive approach to proposal development, this book takes readers through the development process, helping them invent their ideas, organize their materials, write in persuasive styles, and create an effective visual design. It also uses visual learning techniques to improve the readers' creativity as they write proposals.

Table of Contents

Prefacep. ix
Chapter 1 Introduction to Proposalsp. 1
Why Do We Write Proposals?p. 1
Rhetoricp. 2
The Proposal Genrep. 4
The Writing Process and Four Rhetorical Elementsp. 5
A Comment on Research Proposalsp. 6
Case Study: Elmdale Hillp. 7
Chapter 2 Identifying Problems and Opportunitiesp. 10
Two Basic Reasons for Writing Proposalsp. 10
Unsolicited and Solicited Proposalsp. 11
Determining Stasisp. 14
A Description of the RFP Interpretation Processp. 16
Defining the Problem or Opportunityp. 20
Applying Stasis Questionsp. 24
Case Study: What Is Elmdale Hill's Problem?p. 27
Chapter 3 Purpose, Readers, Contextp. 32
The Proposal-Writing Processp. 32
The Rhetorical Situationp. 33
International Readers and Contextsp. 43
The Rhetorical Situation at Earl Greyp. 45
Focusing a Writing Team with the Rhetorical Situationp. 48
Case Study: Defining the Rhetorical Situationp. 49
Chapter 4 Describing the Current Situationp. 55
Why Describe the Current Situation?p. 55
Arguing Logicallyp. 56
Inventing the Situation Sectionp. 58
Researching Logical Relationshipsp. 62
Mapping in Teamsp. 63
Writing the Situation Sectionp. 64
Lisa Miller's Situation Sectionp. 67
A Note on Situation Sections in Research Proposalsp. 69
Case Study: Describing the Situation in Elmdale Hillp. 70
Chapter 5 Developing a Planp. 76
The Importance of the Plan Sectionp. 76
Setting Goalsp. 77
Setting Goals for the Earl Grey Projectp. 78
Answering the How Questionp. 79
Mapping a Plan for the Earl Grey Proposalp. 81
Organizing the Plan Sectionp. 83
Answering the Why Questionsp. 83
Writing the Plan Sectionp. 86
A Comment on Research Methodologiesp. 91
Case Study: A Plan for Creating Unityp. 92
Chapter 6 Describing Qualificationsp. 98
The Importance of Trustp. 98
Types of Qualifications Sectionsp. 99
What Makes You Different Makes You Attractivep. 100
Inventing the Content of the Qualifications Sectionp. 103
Writing the Qualifications Sectionp. 107
Creating a Personap. 110
To Boilerplate or Not to Boilerplatep. 111
Case Study: Who Is Qualified for the Work?p. 112
Chapter 7 Introductions, Costs, and Benefitsp. 117
Framing the Body of the Proposalp. 117
Setting the Stage: The Purpose of an Introductionp. 118
Inventing the Introductionp. 119
Writing the Introductionp. 122
The Introduction to the Earl Grey Proposalp. 124
Costs and Benefits: Concluding the Proposalp. 126
Inventing and Writing the Conclusionp. 127
Concluding the Earl Grey Proposalp. 133
Case Study: Beginnings and Endingsp. 136
Chapter 8 Developing Budgetsp. 142
Budgets: The Bottom Linep. 142
Budget Basicsp. 143
Budgeting in Teamsp. 145
Inventing a Budgetp. 146
Writing the Budget Rationale or Budget Sectionp. 153
The Budget for the Earl Grey Proposalp. 154
Case Study: Money Issuesp. 157
Chapter 9 Writing With Stylep. 161
Good Style Is a Choice, Not an Accidentp. 161
What Is Style?p. 162
Writing Plain Sentencesp. 163
Writing Plain Paragraphsp. 169
Persuasive Stylep. 176
Case Study: Revising for Clarity and Powerp. 181
Chapter 10 Designing Proposalsp. 185
"How You Say Something..."p. 185
How Readers Look at Proposalsp. 186
Four Principles of Designp. 186
The Process of Designing a Proposalp. 199
Case Study: Creating a Lookp. 204
Chapter 11 Using Graphicsp. 208
The Need for Graphicsp. 208
Guidelines for Using Graphicsp. 209
Using Graphics to Display Information and Datap. 213
Case Study: Inventing Visualsp. 221
Chapter 12 Putting the Proposal Togetherp. 226
Seeing the Proposal as a Whole Documentp. 226
Inventing Front Matterp. 227
Inventing Back Matterp. 233
Revising the Proposalp. 236
Case Study: Revising and Polishingp. 239
Example Proposal: "A Proposal to Start a Merchants Association in Elmdale Hill"p. 245
Example Proposal: "Managing Office Growth: A Proposal to Earl Grey Design from Insight Systems"p. 253
Referencesp. 265
Indexp. 267