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ABOUT Emotive Brand
Rebecca Treacy-Lenda, a Strategist at Emotive Brand, is an award winning communications professional with more than a decade of experience in corporate communications and public relations. Rebeccaspecializes in sustainability strategy and communications having managed the industry-leading UPS sustainability report for several years.
Rebecca is part of the team at Emotive Brand, an award-winning brand and design consultancythat transforms businesses by making brands matter more to people.
For more than 15 years, our team has beenprovidingstrategy, content development and design services to the Fortune 500 to help evolve their corporate reporting. We have built a strong reputation for our work in Sustainability,Corporate Responsibilityand Annual Reporting.
We viewcorporate responsibility reportingas an equation, not a annual document. Therefore, our approach is to build the strongest available reporting equation, in any given year, as part of a multi-year evolution that benefitstheclient, its stakeholders, and society. For further reading of our approach, please seeAn Equation for Sustainability Reporting.
Our ability to understand the complexities and nuances of global corporations, coupled with a deep understanding of corporate reporting, has given Emotive Brand a keen abilityto recognizethe right stories to tell, to the right audience, at the right time and in the right way.
Sustainability Reporting 101 - Part 8: The Pros and Cons of Five Sustainability Report Formats
What format will your corporate sustainability report (CSR) take? Determining how to present the final product is one of the key decisions to make as you develop the strategy and project plan for a CSR. The format not only has budget and timeline implications, but it also impacts the way your report is organized and written. For example, writing for the web requires a very different approach than a long-form printed copy.
It wasn’t too long ago that most companies simply prepared printed documents and/or an online PDF of the same printed report. But now it is possible to take advantage ofnewer technologies that offer more sophisticated ways to reach target audiences with your company’s sustainability message.
Having more formats available to use is fantastic, but it also complicates the decision-making process. In order to choose the best option, it is critical to have a strong strategy in place. For example, the strategic prioritization of your report audience is key to ensuring that you develop a format to effectively engage them. In addition, time and resources need to be carefully considered in order to make sure that your plan won’t overextend your team or budget.
Keeping in mind that you can, and probably should, choose a combination of forms, here are the pros and cons of the key options:
Some companies produce printed copies of their full-length report.
Pros: A printed version is portable and not dependent on technology. Your readers can bring copies with them to meetings, conferences and sales calls. Many of the executives I’ve worked with like to have a physical copy of the report.
Cons: If the medium really is the message, then a printed report using paper made from trees may appear contrary to your commitment to sustainability. If you do print a report, at a minimum, you should use recycled (100% post consumer waste if possible) and responsibly sourced (FSC) paper. Also, the project plan needs to factor in printing time, so there will be at least two additional weeks between finalized files and a launch that includes hard copies.
Printed Executive Summary
Many companies print a summary version featuring highlights and main messages from the full report.
Pros: This format provides the benefits of a physical copy without using quite as much paper. It can be used effectivelywith your target audiences who might not be inclined to read the full report. The executive summary also can drive your audience to read the expanded detail provided in the full report.
Cons: An abbreviated version, by definition, does not include the entire span of reported information. Also, printed copies still use paper.
Providing a downloadable version of a print document online is another common format for sustainability reports. Some companies make their report downloadable in sections or in a “build your own” PDF, allowing audiences to focus on the sections that interest them.
Pros: This is a very sustainable, budget-friendly option. One benefit is that paper usage is left to the discretion of your audience. You can make the files available online very quickly, so your timeline can be a bit shorter if this is your primary distribution method.
Cons: PDF files do not provide the interactive experience of a website, eBook or mobile application. And if your readers do print them out and share them, the copies may not represent your brand professionally.
Sustainability reports are generally available somewhere on the company website. But how the report is presented online ranges widely between a basic downloadable PDF and highly sophisticated, interactive online experiences.
Pros: The options are almost limitless interms of how you want to organize and engage your audiences. In fact, the web allows you to serve up specific content to a wide range of audiences. With the web, it is possible to keep some evergreen content and refresh other content to give your audience a reason to come back regularly.
Cons: From a project management and timeline perspective, websites can get very complicated, very quickly. They can also get very expensive, very quickly. Developing a sophisticated website also requires a high level of technical expertise from your team.
A few leading companies have begun to produce next generation reports in ways that take advantage of newer technologies and appeal to the increasingly sophisticated preferences of their audiences. These formats represent the future of reporting and usage of these technologies will continue to increase until it becomes the norm.
Pros: The accessibility and interactivitymakes these technologies a great way to engage some of your key audiences with your sustainability report.
Cons: It is not yet feasible to reach everyone using only these newer formats because they are not accessible to many potential readers at this point. That means that these cannot yet replace the other formats mentioned here, but will need to be produced in addition. Andsimilar to websites, these new technologies will inevitably complicate yourproject plan, increase your budget and require technical expertise from your team.
Determining the format is a key decision that will directly impact the successful execution of your reporting strategy, so it is important to consider it carefully
Rebecca Treacy-Lenda, a Strategist at Emotive Brand, is an award winning communications professional with more than a decade of experience in corporate communications and public relations. Rebecca specializes in sustainability strategy and communications having managed the industry-leading UPS sustainability report for several years.
Rebecca is part of the team at Emotive Brand, an award-winning brand and design consultancy that transforms businesses by making brands matter more to people.
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