Annual Reports That Pay Their Way - Selling the Corporate Message (Hardcover)

Based on extensive research, this book looks at some of the reasons why many annual reports don't earn their keep, and suggests ways in which they can become harder working documents. By examining some of the most successful documents, the author indicates how reports can and should be used if, in the cost-conscious 1990s, they are truly to pay their way. "Annual Reports That Pay Their Way": shows how adding value to annual reports helps to justify their cost; illustrates how to use an annual report as a multi-purpose year round document; describes how to make an annual report speak more persuasively to more people throughout its useful life; rounds up with 16 ways to make annual reports pay their way. There are nine case studies plus many examples from international companies such as McDonald's, Thorn EMI, HJ Heinz and British Airways which illustrate useful and successful reports.