Communications- Guidance and top tips(KPMG管理讲义).ppt

CommunicationsWe deliver value to our clients - but only if we keep communicating it Introduction Our audit philosophy revolutionises the way we serve our clients. It sets us apart from other auditors We must make sure that we communicate this continuously, and in a way that supports and adds value to all the the work we do. Our presentations and documents must also set us apart To help you to do so, this document gives you tools and tips you should bear in mind when planning to write/present your work You can also use this document, as a whole, as one example of the new way to write documents Although this guidance has been prepared in respect of a ‘talkbook’ style of written report, the tools for planning and the tips for writing and presenting apply equally to other forms of written communications Contents The concept of value The planning tools Tips for writing a talkbook Tips for presenting a talkbook The concept of valueWe will do much more than just provide an audit opinion to our clients We have a huge reservoir of knowledge, growing all the time We will convert that knowledge into benefits for our clients Our focus is to add value to their business, going beyond simply meeting statutory reporting requirements To do so, we must identify their key concerns and problems and use our knowledge to give them solutions The tools for deciding what to communicate are: the building blocks, the content cake, the Who-What Matrix Our clients will decide if we do add value - and our communications affect how well they think we do Set clear goals - if you don’t know where you are going, you’ll end up somewhere elseMake sure that you are clear about your target audience before moving on to the next steps. If you are unclear about your target audience, check with others to make sure that you focus on the right areas What do you want to achieve? do you want to market/tell them about our services? do you want to present a proposal? do you want to present the resu