You might think the old axiom doesn’t apply to your annual report. But think again. Your most important stakeholders – investors, (future) employees and analysts – are remarkably on the same page: a great annual report thrives on mixed platforms.
Stakeholders prefer an annual report that is more straightforward, shorter and interactive. The length of your report is a significant factor when primary stakeholders judge its overall quality, as are the choice of format and medium.
Both your professional stakeholders and certainly employees want to engage with a more adaptable version of your financial statements, purpose, and ESG initiatives. They prioritize visual content and interactive storytelling. An excellent report should engage your readers by showing your company’s story, not just telling it.
For example, some companies use videos, social media posts and stories to provide essential information while referring readers to the annual report for more details. Following up with stories on social media, making the information more accessible and engaging.
Consider how we as humans interpret and digest information. By harnessing technologies your essential information will communicate more effectively and engagingly. Utilizing modern conveniences, like interactive formats, allows stakeholders to search for key terms and click directly on sections of interest. Distributing content across platforms using videos is an excellent way to convey technical information compellingly. Videos can create more engagement among your key stakeholders.
Repetition makes perfect. Make the best out of the formats and mediums available to you. Your annual report will be more impactful if you consider it the centerpiece of your communication with a multichannel strategy. While updating your report, take the next important step in showing your company’s story instead of just telling it. Visuals speak louder than words.
© Gert Noppen
