The process of creating your story
There are a number of things we do in order to get to the heart of your messaging and tell your story.
Getting to know you
Our research into your company covers many aspects of your communications, from your annual reports and the latest RNS announcements, to investor presentations and your corporate website, along with media articles.
We ask questions: What value do you create for your stakeholders? What are your competitive advantages? What are your future growth plans and does your business model support this? What is your strategy? What is your marketplace like and where is your place within this? What is your financial situation and is it sustainable in the long term? How are you dealing with risks? What consideration do you give to ESG issues? What stakeholder groups are you targeting with your communications? How strong is your governance?
Collaborating with clients is important to us, so we will also have meetings with you. We outline our recommendations for improving your reporting, share our story ideas, and work together with you to make your story understandable.
Gathering story ideas
Your investor presentations, trading updates, and RNS announcements provide the latest information on what you’ve achieved over the past year, along with your current and future plans, and helps us to shape your story. We also use our meetings with you to obtain ideas. If you have a specific theme that you want to focus on, we work with you to craft the message.
From draft to final version
We write a draft version based on our research and analysis of your company. The story contains your theme for this year, and includes three or four key points along with paragraphs (bullet points in the first draft) that provide high-level information and links to more detail elsewhere.
Following this, we talk through your story in our meeting, and create the story in full based on our collaboration.
This is incorporated into our wireframe document. If it’s for an annual report, your story is usually placed at the beginning; for your online report, the story is introduced on the home page. It is then woven throughout other sections of your reporting – depending on your requirements, this might include reference to the theme from the Chairman and CEO in their letters or reports, a compelling investment case, theme-based case studies and Q&As, with the theme written into introductory sections as well, such as strategy, business model, performance, and governance, if applicable. Each client and story is different, so how we tell the story will vary.
When we present the wireframe to you, we talk through your story again and make amendments based on your input.
We also consider visual storytelling. Our creative team collaborates with you to bring your story to life through design.
Publishing your story
We take a multi-channel approach to publishing your story. This includes telling your story in your annual report and on your corporate website. You can use the story in your social media posts to announce the publication of your annual report or website, and also include it in your internal communication with employees.