Branding IR/ON

Around this time every year we get a well-produced hardcover book that highlights the top 100 annual reports of the past year.  It’s great to thumb through - see how our work compares to the top talent, see some really smart design and writing, see the value of well-done print work, both the work celebrated and the Graphis book itself. It’s inspirational.  It’s newly printed, and smells good.

For six years we have been tracking annual report trends of the 15 “most admired companies” as rated by Fortune Magazine. The annual study looks at print and online formats. The majority of the sample have demonstrated continuity in printed presentation over time while while online formats have evolved significantly.

Every year the National Investor Relations Institute runs biannual events targeted at new IR professionals. Weymouth Design exhibited September 20-23 at the NIRI event in Boston covering the fundamentals of IR, including marketing, communication, and finance. Over 110 delegates, 23 speakers, and 10 exhibitors participated.

There are essentially two successful video formats for a CEO to talk to shareholders in an online report: eyes on the camera and an interview format. The eyes-on-the-camera approach can be quite powerful if done properly, primarily because the CEO is talking directly to the viewer just as he or she would in a normal conversation.

There are several ways to create a more interesting look and feel with an interview video. This is particularly relevant with video used in the AR 2.0 format, which tends to be more effective if it is short and crisp and to the point.

The so-called talking head shot is yet another way to project a CEO’s personality. Depending on the CEO’s degree of animation, a talking head shot can be very effective. Be mindful that when shooting talking heads, it is better to use a fixed light and a motor drive rather than a strobe.

Ask any IR specialist what the most important photo in the company’s
annual report is and you’ll get the same answer every time: the CEO
photo. Get it right and it’s smooth sailing. Get it wrong and watch
out. It’s best to hire an experienced photographer, but there are also
a number of steps, tricks, and tips YOU can keep in mind that will help
ensure success.

As promised, part two of my report from NIRI, penned from seat 7E (exit row) on my return flight from Miami Wednesday. The conference provided a window into the increasing demands and options for IR, the changing landscape, and the challenges of engaging the right investors for your company.

The National Investor Relations Institute annual conference kicked off in South Florida on Sunday.  Former White House Economic Advisor, economist, and author Todd Buchholz was the keynote speaker on Monday. Todd set the tone for the conference and provided colorful perspective and commentary on some of the root causes of the recent global financial crisis, historical anecdotes and the changing landscape. Todd views the current state of affairs as a challenge of “human capital” and believes that the U.S. can get back on track if we can win the global “race for IQ points.”

Saturday I am heading to South Florida for the NIRI Annual Conference, and will be posting my take on the goings on in the exhibit hall and program sessions. This year’s focus is on perspectives related to the financial crisis.