Maybe, I need to extend the Word export (instead of define a new report plugin), because I need to to produce Word reports on my issues every month, with an established format. A new feature: JIRA could allow the selection of which issue fields are included in the Word export. (This would allow us to use JIRA for a project in which we are obliged to produce Word reports on hundreds of issues every month, with an established format).
A thread on the forum confirmed that all fields are exported at present.
True, but xml lends itself to transformation. I've written a few reports/views that draw on the xml and actually serve up something in the format the users want (not Word I'm afraid, just formatted text). I used some XSLT to define what I needed from the raw xml.