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Unit Overview
Learning Objectives
-- understand the purpose of annual reports
-- be able to identify and draft key sections
-- know where to find samples online, and understand the design considerations
Purposes of Annual Reports
-- disclosure to shareholders
-- information to potential investors
-- a corporate image piece
-- financial and operations information
-- management information
-- vision and mission statements included
Key Considerations
-- corporate image reflected, must be designed with that in mind
-- high production values
-- accurate financial, operations, and management information
-- clear writing style
-- excellent graphics that tell the story of the company
-- vision and mission included
Guides to the construction of the annual report
Theme
Shareholder's Letter
Marketing Section
The Words
Samples --- The Report Gallery
Corporate websites, with financial reporting included (quarterly and annual reports)
More reports: CAROL
Anadarko Petroleum
Analog Devices
Anheuser Busch
Applix
California First Bank
GenAmerica
Balancing Public Relations, Promotions, and Disclosure Requirements
-- While your primary mission is to describe the financial and operations health of the organization, you must keep in mind that what you construct is a public document, and will influence decisions to purchase stock or invest in the company. Thus, the approach you take must be balanced, and you must recognize the needs of your audience.
Work:
Draft an annual report for a company you are familiar with. Be creative!
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