CorpComms Magazine

(1) Check up on best practice

Before writing a word of your annual report it is useful to draw inspiration from other organisations that have done a good job - and to aspire to the very best of best practice. You will want to ensure that the information you provide is directly comparable to that provided by similar organisations, but taking time to look at other reports can also generate ideas about what sort of design to look for and a sense of what pagination might be appropriate. Our Accountability Working Group looked at several reports. Most were from other non-governmental organisations, but we also looked at examples from companies and public institutions. World Vision Australia was top but Save the Children, Oxfam, Human Rights Watch, Plan International and Christian Aid also rated highly.

(2) Establish a clear internal decision-making process

To have a clear sign off process - by whom, and when - is very important as views will inevitably differ. We opted for a cross-organisational team to give full ownership of the project to different teams as well as ensuring that the right content was included. The editorial board provided feedback on drafts so that when we got to the copy-editing and layout stage we would already have broad consensus on content and messaging. But the role of the editorial board was not to get involved with the precise wording of the report. If there were any issues with the writing style or the tone of voice, these would be addressed directly by the publishing team.

(3) Be clear on objectives, purpose and audience, and how the report fits with other reports you already publish

Your objectives/purpose will likely include demonstrating to stakeholders that their trust in your organisation is well placed and their money and time is being put to good and appropriate use, while also demonstrating that you are open, responsible and accountable. For an annual report you should focus on outcomes and impact - not input and activity. You may publish other reports that focus, for example, simply on activities. Your audiences will probably be quite varied and are likely to include your key stakeholders but bear in mind that few people will read the report cover to cover.

(4) Set the bar high and define which standards you want/have to comply with

We needed to comply with the International NGO Accountability Charter and we also wanted to meet the standards set by the Global Reporting Initiative (GRI) and the recently launched NGO Sector Supplement. When trying to meet standards, be wary of the report coming across as very dry and inaccessible; keep in mind the need to be relevant to your readers.

(5) Define what you are going to report on and dedicate most of the report to it

In deciding what you are going to report on, think about the questions typically asked of you. For us, these include our 'political' standpoint, who we are accountable to and how effective we are at changing the world. While answering these, keep in mind that the most important section of the report should be the year's achievements rather than the detail of how the organisation is structured and managed.

(6) Invest time in defining structure and content

For our first full annual report it was very important to invest time in defining the structure and content - if we could get this right the first time round it could act as a template for subsequent years. Try this:

• What the organisation is and does
• Facts at a glance section at the very front of the document - incorporating eye-catching graphics
• The goals it has set, and the progress towards them
• Its achievements during the year
• How it is governed and to whom it is accountable
• How it is managed (financially, operationally and ethically)

Be flexible about overall length, within reason - it is more important to get the report right than argue over pagination.

(7) It's not just about the words

At an early stage, engage designers. Ideally they will deliver a clear concept which enables the two elements (the design and the content) to be intrinsically connected. As part of this, photographs will say as much about the organisation and its achievements as any words, as well as leaving a lasting impression. Many annual reports feature photographs of the board but photos can also represent many of the other people you have worked with and their participation in your work. Don't forget to ensure that you have permission to use photographs, especially of young or vulnerable people, and that you put photos into their appropriate context, perhaps through captions.

(8) Securing the 'buy in'

It is important that senior managers buy into the project as producing an annual report (particularly the first one) is time-consuming and is clearly not a one-team job. Engage staff at early stages by explaining to them what you are doing. Encourage them to think how best they could contribute and keep them informed about how you will move ahead. Having a page on your intranet with the main documents is helpful.

(9) Be smart about the distribution

Factor in all key stakeholders but minimise the waste; ensure that this really is (and is seen to be) a good use of precious funds. You should consider producing a summary version, which will be much more cost-effective to send out and may suffice for some audiences. It can also point people towards an online version of the full report which these days will offer a very quick and easy way of accessing your report. Being smart about distribution is also about not going against your stated green achievements by sending out unnecessary or unwanted copies of the report, or by producing the report on unnecessarily glossy paper, which will likely create quite a negative impression. By using Forest Stewardship Council (FSC) certified paper you will be ensuring that it comes from sustainable sources.

(10) Learning and evaluation

When it comes to evaluation you will need to be honest about what worked well, what was less successful, and what the process has taught you. This will be especially true when producing your first annual report. If possible, conduct an external evaluation as there will be lots of valuable learning. Be open to the recommendations you hear and accept fair criticism. This is the next step we will be taking at Amnesty International UK.

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