It's nearly annual report time again...top tips for an annual report with maximum effect

What do the best annual reports have in common?

Annual report writing - it's one of the least 'sexy' jobs in an organisation, but it's one that also presents a valuable opportunity to speak to your stakeholders and create a timeline of your organisation's successes and progress against strategic objectives.

While there are mandatory financial and regulatory reporting inclusions required in your annual report, you can do so much more to support your brand and company reputation by including a 'report of operations' that brings to life your organisation's activity.

Tip #1 - Tell readers what you stand for via your story

The bulk of an annual report is the financial statements, but a report of operations can provide context for the dry financial report. You want your readers to understand the foundations for the numbers they're analysing; why you made the decisions you made.

This will answer the question - who is your organisation, really? What are you striving for? What values and ideals guide how you operate? What is your history?

In other words, what is your STORY?

Help your readers understand exactly 'who' you are as an organisation and connect with you via shared beliefs and an investment in your story.

Tip #2 - Demonstrate progress

The core of your report of operations should be based on your strategic objectives and your business plan for the reporting year.

How did your organisation perform against your strategic and operational objectives?

If the story is all positive, great! If there were challenges and setbacks during the reporting year, which is common, talk to how the organisation dealt with those. These can demonstrate the resilience of your organisation and the effectiveness of your decision-making processes.

Did you improve your processes as a result of a challenge? That's a success. Did you learn something new about the people consuming your product or service? That's a success too.

Tip #3 - Make it 'pop'

Humans are visual beings. Don't create a report of operations that's all text - you'll lose your readers. Use formatting, infographics and photos to create an interesting and engaging document.

Invest throughout the year in high quality photography of organisational activities - you'll recoup your investment in spades when it comes time to prepare your annual report. A compelling photo is worth a thousand words!

Tip #4 - Get interactive with digital content

We live a lot of our life online and there's a good chance many of your audience will be reading your annual report on a computer or a phone. Leverage this by linking to content on your website (and help bolster your website search rankings in the process!) and using other forms of content such as video.

Tip #5 - Showcase your people

Any organisation is the sum of its people - employees, management, customers, partners, stakeholders. Showcase them in your annual report through case studies and profiles that bring to life what your organisation does and how it does it.

Don't waste the opportunity provided by your annual report

If you have to produce an annual report, get the most out of it that you can. Tell the stories that bring to life what your financial results are saying. Show your readers who you really are as an organisation.

If you'd like assistance with your annual report, I can provide writing, editing and proofreading services. Email me at anita@redpepper.net.au to discuss your needs further.