At the Nov. 15 PR NEWS "Best Practices in PR Measurement" seminar, Christy Beckman, VP public affairs for St. Louis-based Solutia shared insights about what investors look for in an annual report. She based her observations on qualitative research from Solutia's latest round of focus group testing.
Predictions about Future Performance. Investors don't want to read old news. This finding often contradicts CEOs assumptions that they are required to discuss the previous years' performance in their letters.
Charts and Graphs. Readers want the option to skim the information rather than devoting hours to plowing through tables. Offer graphics that are easy to grasp at a glance.
The Basics. Don't overestimate the amount of knowledge investors have about your company. Provide an overview of products and services.
Attractive Presentation. Don't be cheap. Focus group participants always react negatively to bare bones approaches. A cheap-looking annual report represents a company in trouble to investors. Spend what it takes to offer crisp photography and strong design.