Beyond the Annual Report: How to Make the Most of Your Company’s Communications

By November 21, 2019 Corporates
Beyond the Annual Report: How to Make the Most of Your Company’s Communications

For years, a company’s annual report has been more than a regulatory obligation. It has grown into a veritable event, a chance for the company to shine a spotlight on itself and, dressed in its best, tell its story to the world.

But the practice is a little out of step with today’s world. For one, the blockbuster, printed out book format of the annual report is on its way out. A recent survey by Austrian firm Nexxar showed that in Europe, where the survey was conducted, far fewer companies are putting out printed reports compared to 10 years ago.

Reports published online, in PDF or other digital formats, are taking the printed report’s place. It isn’t just more environmentally friendly, it’s also in keeping with how we consume information nowadays. 

But there’s another important point: In an always-on world where companies have to fight for eyeballs as well as customers, and where information is constantly streaming in, and from, all directions, is it enough to release your annual report once a year and leave it at that?

In Nexxar’s survey, most respondents do exactly that. Only 36.8 percent of them said they send out content from their reports in the weeks and months after publishing. 

“Companies are investing loads of working hours and big sums of money in project parts such as planning, editing, and design but forget about the report communication after publication, contrary to all other communication products,” the firm writes.

Beyond the Annual Report: How to Make the Most of Your Company’s CommunicationsModern Times, Modern Tools

The incongruity is clear: As this kind of information publishing goes digital, the thinking behind the distribution and communication of it remains very much analogue. 

The insights contained in your annual report have a longer shelf life than you think. Facts, stats, figures, and lessons can be plucked, designed, and spun off into fresh pieces of content that you can distribute for weeks and months afterwards. This includes slide decks, PDF leaflets, infographics, videos, and more.

These days, your stakeholders are everywhere all the time, be it shareholders, investors, analysts, or clients. They receive information on their phones, they look for insights on social and professional networks, and they get up-to-the-minute updates on their business and personal interests. 

Most companies that do employ modern-day communication avenues tend to pick the usual ones: LinkedIn, Twitter, EDMs, and so on. While this is absolutely advisable, you might not be getting the most out of your communication potential through these platforms.

Ideally, you’d want a platform where you can share that information and be positive it will reach the right people that can bring value to your company.

An All-in-One Solution

Through Corporate Solutions, Smartkarma enables listed companies to participate in a network where hundreds of independent analysts and institutional investors are already connected. Among many other features, Smartkarma Corporate Solutions makes it easy for your company to publish and share anything from annual reports to analyst presentations and news announcements.

In your dedicated company page, there is space for you to post:

  • Presentations – Annual reports, analyst and investor presentations, earnings results presentations, etc.
  • FAQs – anything you want to communicate or clarify
  • News updates – any developments or announcements you want to highlight
  • Events announcements – share any events you are putting together to draw attention to the company, such as investor and analyst days, earnings briefings, and so on
  • Reports – post reports others have written about your company, based on the information you have shared

This ensures that stakeholders can find a trove of information that you handpicked, all in one place, which you can share with your intended audiences.

The Middle East Investor Relations Association puts it very well in its newsletter: “Given all the hard work behind these key investor sources of information on your company and its business, make the most of your content… if it’s not easy to find, useful, and engaging, why would anyone bother?”

Why indeed?

There is a lot more that Smartkarma Corporate Solutions can do for your company. Learn more by signing up for a FREE account and experience a brand-new range of services for C-Suite and Investor Relations personnel of listed companies, designed to help IR professionals establish and maintain valuable connections to the investment and analyst communities.

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