This post first appeared in Anthony Bullick’s Daily Post column.
With ESG (environmental, social, and governance) continuing to come into sharper focus for more businesses, one of the most common queries is how to create an ESG report.
In summary, ESG highlights the impact an organisation has beyond making profits.
An engaging report that succinctly tells the brand’s story across all three elements of ESG ensures the company’s reputation is enhanced with its actions clear to see.
As with any internal or external communications, understanding the context and the audience will play a crucial role in its success.
Typically produced with investors in mind, ESG reports are now read by wider stakeholders including clients, politicians, councillors, employees, and local residents.
These all impact the type of information shared as well as tone of voice and industry jargon. It also affects the design, layout, and format.
For most organisations, an effective ESG report will be between six and 12 pages, with a mix of copy and visuals including pictures and graphics.
Data and stats add depth and evidence to the story being told and presenting these in an infographic improves readability.
Many brands will already be carrying out relevant ESG activities, with a proactive PR and communications strategy likely already resulted in pre-approved content suitable for repurposing.
To avoid reinventing the wheel, review web stories, press releases, features, newsletters, and social media posts shared in the last 12-18 months.
Follow a simple structure in each report to guide the reader, who may be new to ESG, through your approach to the topic, the activity carried out, and plans for the future.
Uploading your report online will allow you to include digital media such as video and podcasts.
Link your Google Analytics to the page correctly to allow for in-depth review and analysis of people’s behaviour. For example, which pages did people evaluate the longest and which videos were watched the most?
Share the ESG report across your relevant channels including social media, e-newsletters, and intranet as well as displaying it prominently on your website to make it easy to find.
It’s also important to take into account accessibility: consider whether the report should be available in multiple languages and where a web-friendly version can be uploaded.
If printing to share at trade shows, networking events and with clients, use sustainable options to ensure messages in the report match the actions surrounding its production.