When releasing annual reports, it can be challenging for companies to attract media coverage without a major announcement or newsworthy moment.
But these reports don’t just contain valuable information for stakeholders – they can also be valuable to reporters looking to uncover industry trends or refer to report findings in their ongoing coverage.
That’s why it’s always worth flagging your annual report to reporters who are friendly to your organization or covering your industry to call out key themes, topics or data from the report that may be of interest.
Our colleagues at the Health Media Insights newsletter share some tips for ensuring reporters can get the most out of your annual report:
Craft a compelling narrative. Couching your report around a central theme or narrative, such as sustainability or community impact, makes it easier to digest and increases the chances that your overall story breaks through if the report is covered by the media. Aim to connect your company’s news to a pertinent industry topic to help inform potential reporting.
Highlight impact with data. Notable data can show how your organization is helping to improve the health of those in your community. Consider flagging relevant data points for specific reporters based on their coverage beats so they can keep in mind for future coverage.
Prioritize accessibility. The format and design of your annual report is as important as its content. Ensure that the style and design elements you use to compile your report are both easily digestible and adhere to your audience’s expectations.
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