17 top tips for better corporate communications. What makes an effective annual report?

Transcription

1 17 top tips for better corporate communications What makes an effective annual report?

2 hello

3 Staying abreast of current changes in corporate reporting will help your annual report fulfil its real potential. How do you balance statutory requirements with the marketing demands of an annual report? Our 17 top tips on better corporate communications provide a brief outline of some of the key points you need to consider when planning your report. This booklet has been designed to help investor relations teams produce a successful annual report.

4 Strategy is king Shareholders are looking for a clearly defined business strategy. The strategy should define the vision of your business. It should be concisely set out from the start and reflected throughout the report. 17

5 Prove it Readers are more likely to understand and believe in your strategy if they can see practical examples in action. Use short case studies to illustrate projects or feature key employees or customers. 16

6 Beazley Group plc We helped Beazley implement its new brand to great effect in the annual report.

7 Report your brand Your brand is more than a logo and a set of colours and fonts: it s the way you sound and the way you describe and position your business. Your annual report allows you to report on your brand s strength. 15

8 Highlight the difference Surprise your shareholders. Show them what s new this year events, products, people or locations. Get your shareholders excited about your business and their investment and review the year s highlights. 14

9 A consistent voice Does the writing style of your operating review match your financial review? Your report should have a consistent tone of voice from start to finish. Even if it has been written by different people (as they often are), it should read as if it has come from the same pen. Employ a good editor. 13 Contact us: +44 (0) / hello@theteam.co.uk

10 What s your impact What wider impact does your organisation have on society? Your CSR report will discuss the organisation s impact on all affected areas from employees and customers to the environment. In short, is your company good? However, this discussion should not be reserved for the CSR report alone; it should be part of the strategy woven throughout the report. Never miss the chance to spread good news. 12

11 Shepherd Neame Shepherd Neame prides itself on being Britain s oldest brewer. It also takes great pride in its commitment to the community.

12 Finding the way The way people read and access information has changed. They are less patient and want clear signposting on a website to help them find information quickly. This, in turn, has changed the way print documents are designed, with more navigation and more, shorter, snippets of information for the skim reader. 11

13 What about digital? How companies report varies greatly and continues to grow. A recent trend is for a flick-through PDF version of the print document. It has built-in navigation, is accessible on tablets and smart phones and is cost effective, with less need for proof checking. Links to spreadsheets and live information or video can also be embedded. 10

14 Novae Group plc The Novae annual report features beautiful paper sculptures to help illustrate the company s business areas.

15 Make it look good Looks aren t everything but they are important. Does your report align with your brand without looking like a corporate brochure? Does it represent what is happening this year and does it invite the reader to pick it up and read? 9

16 Streamline production Is your process for producing the report straightforward? A defined production system is key; one which outlines roles, schedules, file management and budget control without getting in the way of an effective, well-designed report. 8

17 Who are you? Not all your readers will know who you are. Describe your business early on, ideally alongside your strategy. It is surprising how many reports describe what their company does deep within the operating review. 7

18 Explain your market What s your market doing and how is your business evolving? Your company s strategy should reflect market conditions, so your report should help the shareholder understand shifting trends. Keep it simple by using a data and graphic-led market overview to help explain complex issues. 6 Contact us: +44 (0) / hello@theteam.co.uk

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20 What are the risks? Shareholders want to know the good news but equally they need to know any potential downside. Create a controlled discussion of the potential risks facing your business. This needs to be open, honest and inclusive. It will further endorse the business strategy. 5

21 Who s running the business? Annual reports always show the board of directors and should reveal how they are rewarded. But investors also want to know who is managing the business day to day. Where possible, your report should present key members of the management team and what they are responsible for. It shows the depth and quality of your organisation. 4 Contact us: +44 (0) / hello@theteam.co.uk

22 key performance indicators The key performance indicators that we monitor include: MARKET SHARE 84 % of the market share of the top 4 UK property websites by pages viewed, 2% up on 2010 Source: Experian Hitwise and Rightmove: december 2011 and december 2010 AVERAGE REVENUE PER ADVERTISER 443 month, up 17% on 2010 NUMBER OF ADVERTISERS 18,276 Total membership at end of 2011 was 18,276 (2010: 18,042), up 1.3% year on year UK S LARGEST property portal no.1 property website PAGE IMPRESSIONS 9.3 billion page impressions up from 7.6 billion in 2010 Source: Rightmove PROPERTIES DISPLAyED 1.1million properties displayed on Rightmove.co.uk at 31 December 2011, same as 2010 business review corporate governance financial statements Rightmove plc Rightmove has used both financial and non-financial figures to help describe how its business is developing.

23 Look back as well as forward Investors need to compare historic data to make the right decision. The way most investors do this is through consistent use of key performance indicators. These financial and operating year-on-year figures allow the investor to understand how your business is developing and how it is performing against strategy. 3

24 What s next? Although the annual report is designed to report on the previous year s business, it is also a discussion about plans and objectives. After all, investors are interested in the business s prospects, supported by a strong track record. Give investors a vision of the future. 2

25 Talk to the experts Annual reporting continues to change and become more complex. However, you are not alone. We create and deliver ideas with you, not just for you. That s why we re called The Team. Call us on +44 (0) hello@theteam.co.uk 1

26 30 Park Street, London SE1 9EQ (0) The Team Brand Communication Consultants Limited 2012