The primary concern of a Annual Report should always be the message €?the story €?the account by which the next chapter will be defined. This story, if it is to be successful, will morph into any shape or format that the prospective audience has access to, thereby being everywhere it needs to be €?all at once.
Every brand has a personality, and when it comes to speaking with your current investors, chances are they identified and bought into that personality long before you began communicating with them. It is all too easy to get caught up in the requirements side of reporting and forget the communication opportunity.
Honesty is the best policy when it comes to Annual Reports. By being transparent and realistic about the current state of affairs - by having a battle plan - you will maintain control of your conversations and preserve a public image that depicts integrity and strength while also instilling confidence in your shareholders.