A modern reporting strategy recognises that your entire audience can’t be reached by a single document. Different stakeholders have different expectations and preferred methods of communication. That means to reach everyone, you need to provide information across channels, at varying lengths and in different formats.
Expanding your reporting suite beyond your annual and sustainability reports can appear like a significant investment of time and resources. But not thinking more broadly about how you share your story misses the opportunity to make the most of the time and effort you’re already investing in your reports. By supplementing your reports with supporting content, you can create an ecosystem of content that offers stakeholders something different and connects with your audience wherever they are.
Additional communication assets, such as online summaries, other sustainability disclosures and factsheets, investor videos, webcasts and presentations, case studies and testimonials, and social media posts, not to mention the website content itself, can serve to strengthen your overarching narrative and demonstrate credibility.
While this approach might seem like common sense and offer clear benefits, there are also pitfalls to avoid.
Consistency is king
Your stakeholders are likely to be interested in more than one part of your reporting suite. Therein lies your first challenge.
As in all reporting, consistency is vital. Trust, credibility and clarity can be eroded instantly if readers spot inconsistencies in your narrative, your tone or your data. What is most important is that wherever a stakeholder engages with your content, they are finding the same core story and sentiment.
There are many ways to achieve that. Pick an overarching theme to link everything together. Establish distinct phrases around key topics like strategy, sustainability and risk. Draw from a pool of similar and recognisable words when discussing this year’s performance. Make sure the same data is used to back up the same claims. All of these demonstrate consistency and control, and can reinforce the key messages you need to land.
Help the audience
As audiences are likely to have an interest in multiple pieces, you should make it easy for them to navigate the full suite. In appropriate places, like the longer reports or on the website, a picture of the whole suite of documents and channels should be shown with explanation of the purpose of each element. Links and cross references should be used wherever related content can offer further explanation or an alternative format can provide greater impact.
Distinct and differentiated approaches
Even though every element should communicate the same message, it shouldn’t do so in the same way. Content must be adapted and tailored to make the most of the format and maximise the impact. For example, keep social media posts short and concise to capture a user’s attention as they scroll. Add interactive elements to infographics and charts on web pages to break down key information and make it digestible and engaging. Turn written statements into video interviews to aid connection with leadership and drive trust.
Bringing it all together
Looking beyond compliance, the purpose of a strong reporting suite is clear: more effective stakeholder engagement. Taking the time to make each piece as useful and impactful as possible is a worthwhile investment, and one that can set you apart from your competitors.
By putting a strong strategic narrative at the heart of every communication and making each channel work harder, you can build a convincing and engaging story that wins the hearts and minds of all stakeholders.
Speak to us to see how we can help you to amplify your next report.
