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Coping with annual reports on the web
Tough objectives
The corporate team has a tough job. Printed annual reports, while meeting essential statutory requirements, also have a vital promotional role.
As an American consultancy puts it:
'To promote yourself in the international community of shareholders … you need a state of the art presentation of your company's achievements and strategic plans. The annual report is designed to stress your competitive advantages in the framework of the ever-changing market. It should explain why your company has future potential and how you are going to implement your business strategy.' (www.skatefn.com)
Another claims that 'no single document you produce can carry greater weight and meaning for all your key audiences' (http://nomm.com).
Perhaps this is the underlying problem: that companies are trying to achieve too much while aiming at too wide an audience.
Next: What are the rules?
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