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Can your report survive in a multi-audience world?

Can your report survive in a multi-audience world? . Lynn Patterson Director, Corporate Responsibility Communications lynn.e.patterson@rbc.com. Established 1864 in Halifax, Nova Scotia Part of Canadian landscape and history

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Can your report survive in a multi-audience world?

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  1. Can your report survive in a multi-audience world? Lynn Patterson Director, Corporate Responsibility Communications lynn.e.patterson@rbc.com

  2. Established 1864 in Halifax, Nova Scotia Part of Canadian landscape and history Voted “Canada’s Most Respected Corporation” for “Social Responsibility” 11 years running Listed on major international SRI indices Record profits in 2005 Stock split in 2006 About RBC

  3. “Community Report” (1999) evolved into CR report in 2002 Regulatory requirement Team of .6 full-time staff + 2 freelance writers, designer, translator, print management coordinator Budget $350,000 CDN (for print) Proactive responses to DJSI, JSI, FTSE4Good and Innovest Reporting at RBC

  4. Who’s reading these things anyway? • www.pleon.com

  5. Main audiences Source: Pleon (Diagram 10)

  6. What stakeholders want to seeSelection: “very important” Source: Pleon (Diagram 1)

  7. Usefulness“Has the information contained in these CSR reports been useful to you in your professional work?” Source: Pleon (Diagram 5)

  8. Usefulness to investors”A CSR report should be a useful source of information for investors/shareholders” Source: Pleon (Diagram 6)

  9. CR reports are failing to meet the expectations of almost all their readers Dos and Don’ts “Do design your report in a way that your key messages can be conveyed in half an hour’s reading time.” “Don’t attempt to write a CSR report with the intention of meeting the demands from all your important stakeholders and major regional markets Stakeholder expectations are too different.” “Don’t try to reach consumers with your CR report. Use marketing, advertising and communications on selected single issues of CSR relevance instead.” Pleon conclusions

  10. Reaching other audiences

  11. Opinion leaders: who do you trust? Source: Edelman Trust Barometer

  12. Who do you trust? Source: Edelman Trust Barometer

  13. Who do you trust? Source: Edelman Trust Barometer

  14. Who do you trust? Source: Edelman Trust Barometer

  15. Edelman recommendations Source: Edelman Trust Barometer

  16. Back to RBC: reporting then (1999) • Community Report • 2 editions

  17. RBC reporting now (2006) Consumer Brochure Annual Report (4 page section) • CR Report • 3 print and PDF editions • 2 HTML editions • 2 audio editions Corporate Responsibility external website Online Sustainability Report (70 page PDF on external website) Specialized reports to key stakeholders ( CDP, Equator Principles, Employment Equity etc) One Report database, for submissions to SRI researchers (DJSI, FTSE4Good, GRI etc. 350+ data points)

  18. Discussion: Putting it all together Lynn Patterson Director, Corporate Responsibility Communications and CEO Speaking Program lynn.e.patterson@rbc.com 416-974-1381

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