The executive summary (Service Management).

1. Service and
Communication
2
The executive
summary
COMMUNICATION

2. The executive summary
communication 2
An Executive Summary is
. the short, precise introduction for a
business plan, a report or any other
business document.
. a quick guide to understand the infor-
mation contained in the report.
. a way to make the intended readers
become rapidly acquainted with a large
body of material without having to
read it all.
. also possible to make as a short pro-
posal (ideas, plans and suggestions)
based on basic research.

3. The executive summary
communication 2
Griffith University, 2011
An Executive Summary aims to
. provide a brief overview of the whole
report so that executives or manag-
ers could read the executive summary
alone without the accompanying report.
. allow the reader to quickly understand
the information contained in the report.
. persuade the reader that the document
is worthy of being read (if report and
not proposal).
. provide concise, complete, specific and
self-sufficient information that can be
understood in isolation.
HOW TO FIND OUT
WHAT’S RELEVANT
AND WHAT
ISN’T
MoSCoW method

4. Communication ressources:
MoSCoW Method
communication 2
Source: http://goo.gl/iZqoLW. * Occasionally the word “Would” is substituted for “Won’t” to give a clearer understanding of this choice.
MoSCoW is a technique used in business analysis to reach a common understanding with stakeholders on the importance
they place on the delivery of each requirement − also known as MoSCoW prioritisation or MoSCoW analysis.
M
MUST
Describes a
requirement that
must be satisfied in
the final solution
for the solution
to be considered
a success.
S
SHOULD
Represents a high-
priority item that
should be included
in the solution
if it is possible.
This is often a critical
requirement but one
which can be satisfied in
other ways if necessary.
C
COULD
Describes a require-
ment which is
considered desirable
but not necessary.
This will be included
if time and resources
permit.
W
WON’T
(or would not now *)
Represents a
requirement that
stakeholders have
agreed will not be
implemented in a
given release, but
may be considered
for the future.

5. The executive summary
communication 2
Griffith University, 2011. *This is an even simpler approach based on the guidelines of Griffith University.
How to structure an
Executive Summary*
. AIM/INTRO
State the purpose/aim of the report.
For example: the main purpose of this
report is to … Describe the main chal-
lange and make people interested in
reading the report.
. RESULTS RECOMMENDATIONS
Provide in simple words the results
of the study. The recommendations
(if applicable in a simple way) should
also provided. State all relevant
contact information.
. METHOD
Describe the procedure that has been
used (by you or others): State, in short,
the methodology or analytical process
used to process the data collected.
Refer to pages or index where more
details can be seen.

6. The executive summary
communication 2
Griffith University, 2011
Process involved in writing
an Executive Summary
Formalistic advice
. The executive summary is normally
not more than a page in length and
should provide an adequate represen-
tation of the entire document in
a shortened form.
. IF REPORT: The executive summary is
provided on a separate page at the
beginning of the report before the
Table of Contents.
Writing style advice
. An impersonal writing style is used so
as to ensure that the report remains
formal especially if the audience is
your manager or supervisor.
. Remove unnecessary words and
sentences. Check grammar, spelling,
sentence and paragraph structures.
your manager or supervisor.
Good advice
. IF REPORT: It is useful to write the
executive summary after you’ve writ-
ten the whole report so that it more
accurately reflects the content of the
report.
. The key points in the executive sum-
mary should be presented in the
identical order as they appear in the
report so as to encourage logical flow
and cohesion.

7. The executive summary: workshop
communication 2
Picture: Navy and Marine Corps Public Health Center: http://goo.gl/5Am1IA
The layout and logic of
the Executive Summary
. Use formatting and graphics to
highlight the message. Clarity of the
summary can be improved through
usage of bullet points and subtitles
in the organisational structure. This
will also make it easier for the reader
to skim read.
. Be aware of logical and helpful visual
information archtecture.
mple of an Executive Summary
A Guide to Writing an Effective Executive Summary
4

8. The executive summary: workshop
communication 2
The Executive Summary proposal
. The executive summary format can
also be apllied to the use for a pro-
posal of a new idea to be tested or
accepted, funded, discussed etc., still
based on basic research and valid
argumentation.

9. Oral presentation: the fish method
communication 2
Busch et al. 2011: 80 ff.
INTRO
Show who you are
Show your
agenda
Introduce
the topics
END
Conclusion
Questions
and comments
from audience
MIDDLE
This is the part where you
elaborate on the topics,
you’ve introduced
Demonstrate your knowledge
Know when to use facts and
when (or if) to state your own
opinions and preferences
Use partial conclusions
You can use a good story

10. Bibliography
References
Anne Mette Busch et al. (2011):
Kommunikation i multimediedesign.
Hans Reitzel/Gyldendal Akademisk.
Background literature/ressources
MoSCoW Method:
http://goo.gl/iZqoLW
Griffith University, Australia (2011):
“Writing an Executive Summary”.
See link to PDF at:
http://goo.gl/jQnqWC
Navy and Marine Corps
Public Health Center:
“A Guide to Writing an Effective
Executive Summary”
See link to PDF at:
http://goo.gl/5Am1IA
Proposal example:
http://goo.gl/Yvr49l
Graphic design by
D. Engelby
(Except picture p. 7)
communication 2