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What's in store for this edition:
Annual Reports Glow Up
Annual Reports
Do annual reports sound about as exciting as reading the phone book? They can be boring if you present them that way, but they’re secret credibility and storytelling tools in disguise. Something that every company could use, large or small.
What is an annual report?
An annual report is essentially a yearly recap of your business performance, including wins, losses, and plans for the future. It usually includes a note from leadership, key financials, a performance analysis, and what’s coming next. I personally think they should also include stories of the impact your company has created.
Why they matter
How often do you get a chance to create one document that shows your commitment to transparency, tells the stories that matter to your company, and at the same time attracts donors, investors, employees, or clients?
Plus, in many cases you need some kind of annual report for compliance anyway. So make it useful!
So what should they include?
A sincere, heartfelt message from leadership that isn’t AI‑written.
Simple, visual financial highlights whenever possible.
Big wins and milestones from the year.
The challenges and risks you faced.
A short list of goals and priorities for the coming year.
Impact stories, employee standouts, and other memorable moments from the year.
💫 Pro Tip: Nonprofits create a donor-oriented annual report that translate their Form 990 data into impact stories, charts, and photos. It’s a great way to showcase their mission, programs, outcomes and a way to thank their supporters.
Small business, you can make one too!
You don’t need a huge, slick corporate report. Make a “year in review” page, PDF, or blog post.
Take one strong message from the year and use it on your website, in your newsletters, in social posts, and in your everyday conversations.
Ask yourself: What would my report say about my business if I had to explain it on one page?
Don’t make these Annual Report mistakes
Making it too dry. Dry = boring, which means getting skipped or quickly forgotten.
Using lots of jargon. Honestly, who’s going to read something they can’t easily understand?
Hiding the challenges the year brought. There’s no transparency in hiding things, and people value transparency because it fosters trust.
3 ideas of how to repurpose annual report for content
Leadership letter → content everywhere
Turn the CEO or founder letter into social posts, a blog article, and an updated “About” page.
Turn it into a Q&A or interview format for a feature story.
If it’s interesting and well written, it can become the basis for a bylined article you can pitch to newspapers or trade outlets.
Human stories → spotlight series
Profile the volunteer who makes a difference.
Share a story of the veteran whose life improved because of your nonprofit’s services.
Highlight an employee who goes above and beyond.
All of these stories showcase who you are as a company and what you stand for.
Stats → visuals
Look through your annual report for interesting stats.
Turn them into simple infographics or charts.
Share them on your website, LinkedIn, and newsletters.
Annual reports may sound corporate, but at their core they do one important job: they communicate. They tell where the business has been, what has been accomplished, and what’s ahead for the future.
“In God we trust; all others must bring data.”
Do this now: I challenge you to create a simple annual story for your business! I’d love to read it and get inspired.
Write a leadership message.
Gather 3 impact stories.
List the main challenges you’ve faced.
Write down your goals for coming year.
Term to Learn
Media Monitoring Report is a document that summarizes and analyzes earned media coverage within a specific period.
FAQ
Q: What’s the difference between a “legal annual report” and a “communications annual report?”
A: The first one is for the IRS or state filings to stay compliant, the second is the one you share with those interested in your company. This issue is talking about the communications annual report.
Get PR techniques from recent news.
Newsworthy
The Best Stories Coming from the World Cup
There were so many great stories coming out of FIFA this year. From campaigns generated media buzz, to social media strategies that captured hearts and new fans, to unexpected friendships and more. Here’s a list of standouts for me:
Japanese fans cleaning up the stadium always make headlines. These respectful fans, armed with blue trash bags, leave their section cleaner than when they arrived. Who doesn’t love the Japanese fans?
Iran’s message of peace made headlines during a difficult time. In a handwritten note, they thanked their host city, Los Angeles, and wished for global peace, respect, and friendship.
The tiny island nation of Cape Verde had a legendary run against the greats. They held Spain to a 0-0 draw. Their 40‑year‑old goalkeeper had 7 crucial saves in the game versus Spain, and his mom got to see him play in the Uruguay game, just in the nick of time.
The Tartan Army invaded Boston and other U.S. cities with their beer-drinking, bagpipe-playing, kilt-wearing enthusiasm, celebrating Scotland’s return to the World Cup after a three-decade drought.
Lawrence Kanas helped Team Algeria feel right at home. Locals welcomed them with block parties, Algerian‑inspired dishes added to menus, and a marching band playing their national anthem.
The World Cup gave America an image reboot. Thousands of TikToks, videos, and reels captured visitor joy and the unexpected experiences they found: hospitality, Texas BBQ, Costco runs, air conditioning, Waffle House and free refills, national parks, and friendly people. All of this gave international visitors a far better impression than the usual bad‑news headlines.
FIFA trying its best to hide logos — and the companies playfully messing with them was hilarious. Haven’t they heard of the Barbara Streisand effect?
The unexpected friendship and friendly rivalry between Norwegian Airways and British Airways had my husband and I more interested in their socials account than in the game. Norwegian Air dared British Airways: if Norway won, British Airways would switch its social media logo for a day; if England won, Norwegian would do the same. The follow‑up posts and comments showed this friendly rivalry captured hearts and attention worldwide. Hats off to Eivind Hammer Myhre and the Norwegian Air communications team—you caught a lot of people’s attention..
What was your favorite story?
✍️ Key PR Takeaway: Use sporting events, like World Cup, Super Bowl, and the Olympics to create memories for your clients by participating, having a unique voice and joining in with wholesome, fun, on-brand campaigns.
Attention Seeker of the Week
Clifford
If you happen to be in near Watertown, Wisconsin and you love pets check out this Ma, Paws, and Me Pet Rescue. Maybe one of these furry attention seekers will wiggle their way into your heart and home! Like Clifford - a sweet 5 year old who is looking for the right home to take him. If you love a pooch that’s a professional lap-warmer, fetches a ball like no other, and is very lovable he might be the perfect pooch for you. Thanks to Lindsay for introducing us to this fine attention seeking charity.
Congrats to team Spain, what a win! World Cup is over, now what?
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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