Transcript ppt - Terena

How to make an annual
report
Veerle Custers
TF PR, 28th Sept 07
Why?
1. Legal obligation
2. Gain credibility, transparency
3. Image and identity
4. Motivate personnel
5. Tool for evaluation
6. Information
The annual report has become more and
more a communication/PR tool and less
a financial tool (more creativity and more
dynamic) .
Why we use it at BELNET
1.
2.
3.
4.
5.
6.
Legal obligation
Gain credibility, transparency
Image and identity
Motivate personnel
Tool for evaluation
Information
Target audience
1.
2.
3.
4.
5.
6.
7.
8.
Staff
Politics / Government / Parliament
Administration / Ministries
Clients: universities, colleges, schools,
research centers, …
Organizations: other NRENs, TERENA,
Dante, …
Key contacts: researchers, …
Suppliers
Media, journalists
Target audience for BELNET
1.
2.
3.
4.
Staff
Politics / Government / Parliament
Administration / Ministries
Clients: universities, colleges, schools, research
centre, …
5. Organizations: other NRENs, TERENA, Dante, …
6. Key contacts: researchers, …
7. Suppliers
8. Media
1550 copies (750 Nederlands, 650 français, 150
English)
Questions
1. What are the primary and secondary
target groups of a annual report?
2. Can you reach some of these groups
more efficiently in a other way?
3. What does the target group interest
most?
4. What do they already know about your
organization?
5. What image do they have of your
organization? What image do you want
them to have? Can an annual report
help?
6. Do you want to inform? Motivate? Keep
in contact? Reassure?
How?
Find a method that works within your
organization.
Evaluate after each annual report and make
changes in the project mgt for next year.
For example: a annual report task force
Do’s:
- Be very clear on what you expect from
others.
- Be very clear on who takes the final
decision.
- Ask for administrative support
Theme
-
Central message
Topical matter/subject
Influence on what comes
Don’t: postpone choice of title
Do: test translation of the title
Table of Contents
-
-
Point of view of the reader vs.
structure of the organization
Mind mapping, think ‘out of the
box’
Adapt to chosen theme
Use testimonials (internal, external)
Overview of important
facts/projects
Collecting the information
Do:
- Give asap instructions
- Hold on to a realistic timing
- Check the information
- Be critical
- Double check the information
- Centralize the information
- Keep in mind target groups and goals
- Triple check the information
- Use project sheets + interviews
Criteria for content
YES
NO
-Facts
-Specific projects and
realisations
- Past actions with link to
future
- Clear figures
-Opinions
-General description of
the past year
- Dwell on past and future
- Vague words as ‘many’
or ‘few’
- Promotion of minister in
charge
- Promotion of
commercial suppliers
Criteria for style and
structure
YES
- Titles and subtitles
- Frames to highlight a
project
- Interviews
- Visuals: graphs, tables,
…
- Images and photo’s
NO
- jargon, technical
terminology
- Abbreviations without
full name in footnote or ( )
- Management language
- Long texts
Lay-out
- What image do you want?
- House style?
Do:
- Get professional advice
Don’t:
- Let too many people decide
2003
Target
audience
Customers: TCP, UCP, …
Project
The first report was written entirely internal.
For translations, lay out and printing we
worked with separate suppliers.
Structure
Simple, based on organisation
Visuals
Graphs and pictures of cables
2004
Target
audience
Customers: TCP, UCP, …
Project
Also outsourcing editing, but this didn’t
work.
We used the first ‘draft’ and did the editing
ourselves.
For translations, lay out and printing we
worked with separate suppliers.
Structure
Simple, based on organisation
Visuals
Graphs, no pictures but graphical
elements
2005
Target
audience
Decision makers: politicians, ministers,
partners, rector, headmasters, key
contacts, researchers, …
Project
Outsourcing of the entire project (editing,
translation, lay-out, print) to a
professional communication agency.
Communication unit responsible for
coordination (internal + external) +
decisions.
Structure
Theme, strategic introduction
Point of view of the readers
Testimonials
Visuals
Graphs, pictures of people, picture of
board members
Target
audience
Decision makers: politicians,
ministers, partners, rector,
headmasters, key contacts,
researchers, …
Project
Outsourcing of the entire project
(editing, translation, lay-out, print) to
a professional communication
agency.
Communication unit responsible for
coordination (internal + external) +
decisions.
Structure
Theme, strategic introduction
Point of view of the readers
Testimonials
Visuals
Graphs, pictures of people, picture of
board members
2006
Target
audience
Decision makers: politicians,
ministers, partners, rector,
headmasters, key contacts,
researchers, …
Project
Outsourcing of the entire project
(editing, translation, lay-out, print) to
a professional communication
agency.
Communication unit responsible for
coordination (internal + external) +
decisions.
Structure
Theme, strategic introduction
Point of view of the readers
Testimonials
BUT
Less pages, focus on activities in
2007 and on what’s new, limit
general corporate information
Visuals
Graphs, pictures of people, picture of
?
2007