Category Archives: Narrative structure

Bring your story to life, strategically

By Richard Ketchen | Published: May 15, 2012
Building or maintaining trust requires candid, meaningful dialogue with stakeholders. Storytelling is among the actions discussed in my last article (New trends in sustainability reporting) that can help companies establish stronger – and stickier – connections with employees, shareholders and other stakeholders. Whether you’re writing an annual report or giving a presentation, the objective is [...]
Also posted in Annual reports, Communication strategy, Messaging strategy, Stakeholder communication | Leave a comment

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.
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, Sustainability reporting | 1 Comment