An improved approach

Writing your corporate reports in a braver and bolder way will help inspire your shareholders

The issue of reporting is rising back up the corporate agenda. With corporate reports increasingly recognised as a key reputation management tool, this development is an opportunity for corporate communication. But communications managers will have to think outside the box, learn about the new options that are available, and give clear signals within the organisation that they are qualified and willing to take responsibility for corporate reporting in its entirety. Suddenly, reporting is interesting again. Unfortunately, the same cannot be said of the reports themselves which, despite highly professional production standards, all too often disappoint readers. But let’s take one thing at a time. For a number of years, the HarbourClub, of which I am president, has supported the Swiss Annual Reports Rating, and this year organised the jury and presentation of the rating awards for the first time. This year saw a substantial increase in the number of participants at the award ceremony. And significantly, in the ten days leading up to the award ceremony, two other events concerning annual reports were held in German-speaking Switzerland alone.

Alexander Fleischer

Since 1998, Alexander Fleischer has worked for PricewaterhouseCoopers in Switzerland, where he heads marketing and communication. Since 2004, he has been president of HarbourClub: Chief Communications Officers, an association that offers its members, Swiss chief communications officers, a platform for sharing personal experience. Its goal is to communicate the importance of corporate communication and promote greater professionalism in the function.