Annual Reports

Most annual reports are real dullards.  Soon, companies will begin preparations for their 2009 reports.  If last year’s reports are any indication, even the biggest companies will basically announce their financial results with a dollop of information about what can be expected in the future.  Shockingly, many reports do not even mention their employees — no photos or kudos to the people who make the company successful.

Companies need to look at the annual report more strategically.  How can it advance the goals of the organization?  How can it support the sales team or development director?  The annual report at its simplest is a brochure.  It should include content that demonstrates the dynamic nature of the organization, its vision, and its role in society

Make it Sell

The report should position the organization as the leader in its space, developing new paradigms of products and services.  Compelling copy and dazzling design can bring the document to life.  The online version can provide links to the company’s website where readers can learn more about the organization and its employees.  The report can link to podcasts and videos with testimonials from satisfied customers and happy employees.

Is your last annual report sitting on a shelf gathering dust?  Make the next one work harder for you and extend its life as a living document celebrating the company’s successes and selling its services.