Volume III: Issue 9

This month we analyze the components of putting together an effective annual report and provide special tips for working with television producers.

Developing an Effective Annual Report

The importance and purpose of an organization's annual report should not be underestimated. Annual reports typically communicate with a variety of audiences, including customers, employees, donors, stakeholders, government regulators and investors.

Research shows that the average reader spends approximately three and a half minutes reviewing an annual report. So, how do you make an impact in that small window of time?

The following tips will ensure your annual report makes a statement:

It must be well-written - The copy you choose has to tell a memorable story. Your copy to should give readers a complete analysis of your organization’s progress and future goals, keeping in mind that the writing should be readable to the intended audiences.

Embrace “unique” and “attractive” - Use your imagination and creativity to make your document appeal to your intended audience. Considerations include: textures, shapes, fonts, colors and binding techniques. As well, pay attention to the cover, as it is the first impression.

Space is your friend - Avoid the temptation to fit too much information into too few pages. Maintain appropriate design scale and take advantage of white space for an inviting look.

Financial information - Readers can easily get lost in the financials. Try incorporating some of this important information in charts and graphs. You also might consider an alternate way to present the financials, such as a CD.

Honesty is the best policy - The report should provide an analysis rather than just a summary of the past year, and a sense of the organizational direction for the coming year.

Bang for the buck - Pay attention to the dollars spent on the report and what they will yield for your organization. Make it worth the time and money you spend.

Get it out there - Don’t just mail out copies of your annual report and put the rest on a storage shelf. Post the report on your organization’s Web site and archive past reports as well.

Working with Broadcast Producers

Congratulations! You have successfully pitched an idea to a television broadcast outlet.. The hard work of getting the producer interested in your story is over and now you want to make sure that your message is communicated accurately.

To make the process go as smoothly as possible, it is important to keep a few things in mind:

• Once you have confirmation that your piece is going to be produced, ask the producer to send you a description of the program on which it will air, if it is a part of a series, request a description of the series and the episode of which your piece will be a part. 

• If someone from your organization is going to be interviewed for the piece, ask if there will be a pre-interview. The producer will send you sample questions and schedule a time for a mock interview with your spokesperson. This will give everyone involved an idea of the direction and scope of the actual interview.

• Try to get a sense of what your contact’s relationship to the story is. Is she coordinating other producers, reporters and film crews? If there are others involved try to get to know them as well, they may be able to help you place stories in the future.

• Do not be bashful about recommending story angles. You know your topic best, if you think you have an interesting angle that fits in with the story arc being created, speak up.

• Keep a list of any materials you send, if you expect them to be returned, include a shipping address that cannot be removed. You may have to remind the producer to return your items after the program airs.

Best regards,

Peter Rush, Chairman & CEO

Visit Our Web site: www.kellencommunications.com 

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