Annual Reports PR

8/3/2019 Annual Reports PR

1/14

COMM 3520 Public Relations: Media andMethods

Source: Wilcox, D.L. (2005). Public Relations Writing and Media

Techniques. (5th ed). New York: Longman.


2/14

` Most expensive and time-consuming publication

` Complete with photos, text, charts, and color that

can run up to a hundred pages

` Much of information is mandated by SEC(Security and Exchange Commission) to ensure

corporate accountability to shareholders.


3/14

` Legal and financial materials to reflect on

companys performance

` Rather dry, so need to make it interesting to

average reader.` Also as marketing tool to build stockholder loyalty,

attract new investors, recruit new employees,

recognize current employees, and increase

customer base.` Corporate responsibility presentation


4/14

` Contains items such as letter from CEO or details

about products and services, and people who

make or perform them.

` Include new product innovations, expansion intonew markets, involvement of corporation in social

responsibility and environmental matters


5/14

` Short features or stories about employees and

their work or customers who benefited from

organizations products or services.

` Still prepared in printed form.` Mailed to investors and stockholders.

` Two categories of readers: non-expert individual

and sophisticated financial analysts.


6/14

` Amateurs are interested in quality of management,

earnings, dividends, stock appreciations, and

outlook for the industry.

` Experts want much more information and data.

` Pose difficulties to PR

` Common solution: Design report that gives

financial highlights in easy-to-read charts and

graphs at beginning of report.


7/14

`Annual reports usually covers every aspects of

organization.

` Task of public relations is to coordinate, plan,

consult, write, design, and produce the report.` Tact, perseverance, and determination are

essential to get job done.

` Work on the report may start six months before

date of issue.

` First step establish a budget and determine

number of copies you need.


8/14

` Examine the last report; compare it with those of

other organizations; criticize it; think of ways to

make it more informative, more understandable,

and more useful.

` Focus groups with analysts and stockholders may

be used to find out what they want to see in the

upcoming issue of Annual Report.

` Many sources of information may be tapped for

possible use in writing the report.


9/14

` Critical are internal reports, planning documents,

market research findings, and capital budget.

` Consult key executives and establish a theme forthe report.

` Basically the objective is to inform, but a theme

makes the report more interesting and focused.


10/14

` Usually it focuses on some aspects of business

that the company wants to showcase that

particular year, like corporate responsibility andaccountability

` Examples of theme: Towards a Healthier World

(Pfizer); A Promise for Life (Abbott) ; CaringTransforms (Johnson & Johnson); and Creating

New Value (Coca-Cola).


11/14

` When the theme is established, think of design

how the report will look, what will be included, how

various elements will be treated.

` Designs depend on what the corporation wants tocommunicate.

` If it wants to project an image of success and

dominance in the market place, report may be in a

dazzling display of glossy paper, color, and state-of-the -art graphics.


12/14

` On the other hand, if the company did not do well

the previous year, there is a tendency to use one

or two colors, simple graphics, and plain paper, so

stockholders do not think the company is wastingmoney.


13/14

` Annual Reports considered most important single

document a public company can produce, so great

amount of attention is given to content, graphics

and overall design.

` Objective is to ensure Annual Report reflects

corporate culture and external economic

conditions.


14/14

` Several key themes in Annual Reports are

apparent:

1. Candor and frankness

2. Corporate governance and accountability3. Websites

4. More emphasis on marketing

5. Readability

6. Environmental sensitivities

7. Corporate social responsibility

8. Global approach

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Annual Reports PR