STRATEGY : Best practice

An Annual Report’s strategy should underpin the complete report, and introduce discipline to the reporting. It keeps contributors on message and that ensures readers remember the messages you want to communicate.

  1. align the strategy to the reason for producing the report
  2. structure the report so it has a logical flow
  3. navigation is the key to an accessible report – it makes it easy for users to dip in and out of the report
  4. most readers will remember more from an interesting story than a bunch of facts and figures
  5. showing is always better than telling. Design and photography can communicate your message better than just words.
Publishing an Annual Report can be a difficult journey, but having a strong core strategy is one way to keep all the information to message, and that introduces a discipline to all aspects of the report.

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TIO Annual Report 2010

A 'dashboard' approach helped the TIO quickly communicate the activity for the year.