How to… produce an annual report
Why do we do it?
It’s much more than a tick-box exercise to get out of the way asap.
It’s an articulation of every aspiration an organisation has worked for over the year…. It’s also the line between where you have been …and where you desire to go. A demarkation between the old and the new…the past and the present…
It’s the viewing platform from which you survey your road ahead…The next 12 months, the next three years, five years and so on. You consolidate the past and project your experience onto the future. It’s the expression of who and what the organisation has become…and maybe even shall be. And it’s your chance to be different.
Where do we start?
Let us give you some ideas and inspiration for your annual report to start this year’s process off with a flourish.
Firstly, know your audience. Have a clear idea of who you are writing for. Trying to please too many audiences will result in your report pleasing nobody. Remember who will be reading this – customers, staff, suppliers and other stakeholders. Everything you say must be consistent with your messages to them. Work out your style. Many organisations write their annual reports in dry, formal language because they think that is what is expected and they forget that people want to be engaged and interested.
There is no correct style – what’s important is that it should be easy to read and reflect the way you want people to perceive you. Before you write anything, think ahead to how you want your annual report design to be. This will influence the writing style, the length of text and what graphics are connected with the text. Try to think outside the box – for instance, a newspaper-style annual report might be better than a traditional A4, or consider other formats which might reflect the business you are in. For example, one courier company designed their annual report to look like a parcel.
Work out your deadlines and select a design agency that has experience in designing annual reports who will help you meet them.
What do we do next?
Tell a story. The narrative part of an annual report explains such things as what the organisation does, its strategy and markets, its performance and its goals for the future. A broad variety of stories will keep the reader hooked and help them remember information about your organisation. They will be more likely to believe the content as it is presented as part of a coherent whole. Put yourself in the reader’s shoes. What would you want to know about your organisation?
Think about the questions people often ask – are there things that are commonly misunderstood about your organisation? These are obvious areas for explanation. Be transparent. It’s tempting to say less about tough issues, but unexplained issues can damage confidence. Honesty is vital to create trust – stakeholders do not back managers who hide things from them. Be upfront about how things have gone, and don’t forget to give an update in next year’s annual report.
End with a flourish
Show some passion and emotion – you do care and your annual report is an opportunity to show that. Give it the consideration and care it demands, given that it will be in your reception for a year and somewhere online until you retire! Work with your design agency on a timescale for design and print – you’ll need a minimum of two weeks for design and a week for print as a rule of thumb.
… And don’t forget to summarise the annual report at the end.
Good luck… it may seem a daunting task, but if you break it down into logical steps you’ll succeed!