Annual reports are a great way to tell your story, share your impact, and set the tone for what’s next.
But if your team dreads the company annual report process, or you feel like your report just isn’t hitting the mark, it might be time to rethink your approach.
Here are some common annual report pitfalls and how to overcome them:
Problem 1: The Report Comes Out Too Late to Be Relevant
Solution: Publish in a Timely Manner
Waiting too long to work on and release your annual report can make it feel irrelevant and outdated. Stakeholders have moved on, and your team misses out on an opportunity to close the year with confidence.
Instead, aim to publish while your fiscal year is still fresh. Whether your fiscal year ends in June, September, or December, plan ahead by outlining timelines and determining who will contribute to the report so that it releases with intention and impact.
Problem 2: It’s Not Clear Who You’re Talking To
Solution: Write with Your Internal and External Audiences in Mind
Annual reports often try to be everything to everyone. Ask yourself: Is this report for your board? Your staff? Your growers? Your investors?
When you tailor your content, you increase its relevance. For example, internal audiences may care more about operational wins, while stakeholders want high-level financials and strategy. Consider breaking out content pieces to serve both groups.
Problem 3: It’s Too Long and Dense to Be Read
Solution: Make It Digestible and Engaging
Only some people will read a 30-page report cover to cover. But let’s be honest, no one really wants to read walls of text. If your annual report overwhelms at first glance, most readers won’t even try.
Break it up into manageable sections, use easy-to-scan headlines, engage your reader with infographics and callouts, and highlight key numbers and quotes. Better yet, consider a landing page summary version alongside the full report to offer a quick, engaging overview. By making the information more digestible, you boost reader engagement and maximize your efforts.
Explore some of our Annual Report work:
Bringing It All Together
Annual reports are a great way to communicate your organization’s performance, but only if they’re done well. By following these tips, you can be sure that your annual report will be timely, relevant, and engaging – everything an excellent annual report should be.
If your team is feeling stretched thin or unsure how to move forward, McCracken can help. We bring deep agricultural knowledge, strategic storytelling, and creative execution to help you craft a report that works hard for your brand.
Let’s make your next annual report one to remember. Reach out to our team to get started.
