Category Archives: Narrative structure

What makes a great annual report?

By Richard Ketchen | Published: October 19, 2011
Asking an investor what makes a good annual report is like asking somebody what makes a good pizza. Some enjoy the simplicity of a thin, crispy crust topped with only tomato sauce and cheese. Others prefer thick-crusted varieties capable of supporting a shopping-cart load of toppings. What’s the secret sauce for annual reports? Like good [...]
Also posted in Annual reports, Corporate reporting, Integrated reporting, Messaging strategy, Plain language, Stakeholder communication, Strategic messaging | Leave a comment

4 narrative elements for effective annual reports

By Richard Ketchen | Published: April 1, 2010
A good annual report has all the elements of a good story. It offers powerful images, plenty of detail and a story line that interests, captivates and engages the reader. Producing an effective annual report doesn’t require you to write like Hemingway or Grisham, although that wouldn’t hurt. The effectiveness of your report depends more [...]
Also posted in Corporate reporting, Financial writing, Stakeholder communication | 1 Comment