Category Archives: Narrative structure

Content Crisis: Awash in words

By Richard Ketchen | Published: February 20, 2013

I’ve always considered myself a swimmer. So when I decided to swim laps as a way to add variety to my winter fitness routine, I thought, okay, I’ll just jump in and go. I lasted three minutes, probably less, before stopping, gasping for air at the poolside. That experience got me thinking: just as I [...]

Also posted in Annual reports, CSR reporting, Communication strategy, Corporate reporting, Messaging strategy, Uncategorized, Web writing | Leave a comment

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 | 1 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