{"id":3942,"date":"2023-11-17T12:32:53","date_gmt":"2023-11-17T12:32:53","guid":{"rendered":"https:\/\/halvarsson.se\/create-a-buzz-from-the-annual-report\/"},"modified":"2023-11-21T13:49:06","modified_gmt":"2023-11-21T13:49:06","slug":"create-a-buzz-from-the-annual-report","status":"publish","type":"post","link":"https:\/\/halvarsson.se\/en\/create-a-buzz-from-the-annual-report\/","title":{"rendered":"Create a buzz from the Annual Report"},"content":{"rendered":"

Challenge:<\/span><\/b><\/span>\u00a0<\/span>Use strong messages, both in the narrative and in the format.<\/span><\/span>
\n<\/span>Be personal:<\/span><\/b><\/span>\u00a0Experiment with unique storytelling approaches or an unexpected structure.<\/span><\/span>
\n<\/span>Spread messages through other channels:<\/span><\/b><\/span>\u00a0Build interest in the long-term goals of the business and showcase the progress made.<\/span><\/span>
\n<\/span>Be bold:<\/span><\/b><\/span>\u00a0Choose unexpected communicative concepts and visual solutions that can attract attention on social media and drive traffic to the report and the company.<\/span><\/span>\u00a0<\/span><\/p>\n

An essential aspect is to present a concise and clear report with a narrative in the front end that demonstrates how the company creates value for owners and other crucial stakeholders, \u00c5se B\u00e4ckstr\u00f6m explains.<\/span><\/span>\u00a0<\/span><\/p>\n

Another crucial aspect is to find a logical structure throughout the report.<\/span><\/span>
\n<\/span>\u2013 Establish a common thread that ties together the various sections and parts of the entire report.<\/span><\/span>
\n<\/span>\u2013 Don’t be afraid to challenge with ambitious goals, as long as you support them with facts and figures in the back end.\u00a0<\/span><\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Another vital aspect is to use editorial techniques such as message-driven headlines, introductions, fact boxes, and quotes.<\/span><\/span>\u00a0<\/span><\/p>\n

\u2013 Don’t forget to disseminate the content and conclusions found in the annual report through other channels, both internally and externally.<\/span><\/span>\u00a0<\/span><\/p>\n

A common mistake is wanting to tell too much to many stakeholders simultaneously.<\/span><\/span>
\n<\/span>\u2013 Determine the target audiences and then shape the content based on their needs. Stick to the target audiences and tailor the messages. Don’t forget and don’t back down.<\/span><\/span>\u00a0<\/span><\/p>\n

This will become even more critical when CSRD\/ESRS is introduced into Swedish legislation, according to \u00c5se.<\/span><\/span>
\n<\/span>\u2013 The risk then is that the reporting becomes too technical. And that the narrative about how value is created is overlooked due to a focus on compliance with new regulations.<\/span><\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>Another common mistake is that companies repeat arguments and concepts incessantly.<\/span><\/span>
\n<\/span>\u2013 Sometimes the word “sustainability” appears 20 times on one page. Additional editorial oversight is recommended.<\/span><\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

\u00c5se B\u00e4ckstr\u00f6m’s quick tips for creating a buzz from the annual report:\u00a0<\/strong><\/p>\n