Annual+Reports - Message Design for Public Message Design...

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Unformatted text preview: Message Design for Public Message Design for Public Relations & Organizational Communication Annual Reports Annual Reports and Social Annual Reports and Social Responsibility Reports • Required by law for for­profit organizations • Not legally required for non­profit organizations, universities, foundations. • Produced by both for and non­profit organizations • Rarely read Annual Report Audiences Annual Report Audiences • Shareholders • Potential investors • Financial media and analysts • Customers • Opinion leaders, policymakers, community leaders • Employees for annual reports to employees produced by many for­profit organizations Annual Reports Content Annual Reports Content • Company description* • President's letter to stockholders • Financial statements and review for past 2 years* • Certified public accountant's opinion letter • Explanation and analysis of the financial review for the past year* • Narrative report on business and corporate philanthropy • List of directors and officers * The Nonprofit Annual Report The Nonprofit Annual Report Audiences • Current and potential donors • Directors • Staff • Members • Service users/clients The Nonprofit Annual Report The Nonprofit Annual Report Audiences • Local and national press • Potential staff • Partners • Competing nonprofits • Local community Social Responsibility Reports Social Responsibility Reports • Have arisen in response to public demands for greater corporate accountability and transparency Emerging issues • Environmental degradation & need for stewardship • Exploitation vs. fairness and justice in supplier communities, usually in lesser developed countries • Increasingly vigilant local and national media • Growing green movement & customer demands for responsible products • Shareholders demanding responsible corporate behavior Social Responsibility Reports Social Responsibility Reports Audiences • Business partners • Customers • Local and national press • Potential staff • Partners • Local community • Government regulators ...
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