Cross-media, emotional, authentic
Well-made annual reports get to the heart of the company. Competent corporate publishers know what is important.
Good bye graveyard of figures: more and more companies are saying goodbye to the annual report, which is little more than a nicely packaged, otherwise rather boring collection of facts. In cooperation with experienced corporate publishers, they are seizing the opportunity to use their "Annual Report" increasingly as an image carrier and central medium for self-presentation.
High-quality content
This already outlines an important trend: Annual reports want to convince their addressees in many areas. Both visually and in terms of content. Meaningful imagery, easy-to-understand infographics and a clear, magazine-style layout create a reader-friendly design that allows the essence of the company to shine through in its visual appearance. Added to this is the high-quality journalistic content that quality providers such as Infel AG also create in a customized manner. The secret of success is "storytelling": abstract messages and facts become easier to understand through concrete, professionally prepared stories - such as short reports, features and portraits - and they come across as more authentic, gripping and emotional.
Looking ahead
The annual report shows its full strength when it does not remain stuck in the past, but also offers perspectives for the future. Certainly, due to the legal requirements for financial communication alone, the review of the past financial year will always be strongly represented. However, there is also a trend towards an increased presentation of the corporate strategy, which - in addition to short-term business forecasts - also clearly and transparently describes the longer-term goals and the way to achieve them.
Issues such as environmental awareness, sustainable business practices and compliance are also playing an increasingly important role in the public eye. These aspects have a decisive influence on a company's image and are becoming a key yardstick for general perception and evaluation. A well-written annual report with convincing content will take this development into account. Another trend can also be observed: not only corporations, but also more and more SMEs are now producing annual reports that are based on the annual reports of listed companies. One characteristic of such annual reports is that they are freer in their form of presentation and can therefore incorporate even more consistent brand communication.
Digital added value too
Just like the forms of presentation, the target groups for annual reports are becoming increasingly diverse. The addressees are not only the financial community, stakeholders and business journalists, but increasingly also partners, suppliers and even the company's own employees. In other words, generally any type of interested party in the company. Annual reports offer additional added value - for example, when they are used to support recruiting measures.
If the annual report is to reach its target groups with pinpoint accuracy, the printed version is no longer sufficient. Infel therefore offers media formats in which the print version "only" forms the basis for an integrated, cross-media communication concept - including vodcasts, e-journals, animated graphics or microsites. The motto here has proven to be: as much print as necessary, as much finely tuned digitalization as possible. The right mix is crucial!
Elmar zur Bonsen
High-quality content
This already outlines an important trend: Annual reports want to convince their addressees in many areas. Both visually and in terms of content. Meaningful imagery, easy-to-understand infographics and a clear, magazine-style layout create a reader-friendly design that allows the essence of the company to shine through in its visual appearance. Added to this is the high-quality journalistic content that quality providers such as Infel AG also create in a customized manner. The secret of success is "storytelling": abstract messages and facts become easier to understand through concrete, professionally prepared stories - such as short reports, features and portraits - and they come across as more authentic, gripping and emotional.
Looking ahead
The annual report shows its full strength when it does not remain stuck in the past, but also offers perspectives for the future. Certainly, due to the legal requirements for financial communication alone, the review of the past financial year will always be strongly represented. However, there is also a trend towards an increased presentation of the corporate strategy, which - in addition to short-term business forecasts - also clearly and transparently describes the longer-term goals and the way to achieve them.
Issues such as environmental awareness, sustainable business practices and compliance are also playing an increasingly important role in the public eye. These aspects have a decisive influence on a company's image and are becoming a key yardstick for general perception and evaluation. A well-written annual report with convincing content will take this development into account. Another trend can also be observed: not only corporations, but also more and more SMEs are now producing annual reports that are based on the annual reports of listed companies. One characteristic of such annual reports is that they are freer in their form of presentation and can therefore incorporate even more consistent brand communication.
Digital added value too
Just like the forms of presentation, the target groups for annual reports are becoming increasingly diverse. The addressees are not only the financial community, stakeholders and business journalists, but increasingly also partners, suppliers and even the company's own employees. In other words, generally any type of interested party in the company. Annual reports offer additional added value - for example, when they are used to support recruiting measures.
If the annual report is to reach its target groups with pinpoint accuracy, the printed version is no longer sufficient. Infel therefore offers media formats in which the print version "only" forms the basis for an integrated, cross-media communication concept - including vodcasts, e-journals, animated graphics or microsites. The motto here has proven to be: as much print as necessary, as much finely tuned digitalization as possible. The right mix is crucial!
Elmar zur Bonsen
Infel AG, Elmar zur Bonsen. E-mail: [email protected]
Points with Infel
Corporate communication is successful when it offers solutions for specific challenges. Concepts are needed to accompany change processes, manage brands, boost sales, convey an image, maintain a dialog with customers or bring values to life. High-caliber speakers will reveal how to score points with communication at the new Infel "Competence Series 2009". It starts on September 24. Participation in the event evenings is free of charge.
Further information and registration at:
www.infel.ch/kompetenz
The dates:
Thursday, September 24, 2009, 5:15 p.m.
BRAND+SALES
Topic: Intelligent strategies in brand and sales management
Communication
Speaker: Klaus Lintemeier, consulting firm Deekeling Arndt
Thursday, October 22, 2009, 5:15 p.m.
CHANGE+VALUES
Topic: Values: An empty phrase or a competitive advantage?
Speaker: Hans Rudolf Jost, change management expert
Wednesday, November 11, 2009, 5:15 p.m.
IMAGE+DIALOGUE
Topic: Communication behavior is changing - but how?
Speaker: Lothar Rolke, Professor at Mainz University of Applied Sciences
Points with Infel
Corporate communication is successful when it offers solutions for specific challenges. Concepts are needed to accompany change processes, manage brands, boost sales, convey an image, maintain a dialog with customers or bring values to life. High-caliber speakers will reveal how to score points with communication at the new Infel "Competence Series 2009". It starts on September 24. Participation in the event evenings is free of charge.
Further information and registration at:
www.infel.ch/kompetenz
The dates:
Thursday, September 24, 2009, 5:15 p.m.
BRAND+SALES
Topic: Intelligent strategies in brand and sales management
Communication
Speaker: Klaus Lintemeier, consulting firm Deekeling Arndt
Thursday, October 22, 2009, 5:15 p.m.
CHANGE+VALUES
Topic: Values: An empty phrase or a competitive advantage?
Speaker: Hans Rudolf Jost, change management expert
Wednesday, November 11, 2009, 5:15 p.m.
IMAGE+DIALOGUE
Topic: Communication behavior is changing - but how?
Speaker: Lothar Rolke, Professor at Mainz University of Applied Sciences
