17. THE LEAD
Delayed lead
Used to create ambience and
entice reader into story
May start with a quotation,
question, description
Summary lead/
Image: tvtropes.org Inverted pyramid
Captures key info early
Not often used for features
19. ANNUAL REPORTS
Comprehensive report on a company's activities
throughout the preceding year
Provides information about the company's
activities and financial performance
Aimed at shareholders and other interested people
20. ANNUAL REPORTS
Statutory requirement for all
public listed companies and
statutory boards
Tells where company is going
in the future
Marketing and public relations
tool
Permit is needed for publishing annual report
21. ANNUAL REPORTS: CONTENT
Message from Chairperson/CEO
Corporate Profile
Operations Overview
Highlights of the year
Financial Summary
Balance Sheet & Income Statement
Independent Auditor’s Statement
Image: theclipgroup.com
22. CORP COMMS INVOLVEMENT
Collate info - requires working with:
Chairman/CEO
Company Secretary
Finance/Investor Relations Departments
Deal with Designer and Printer
Draft corporate sections e.g.
Chairman’s Statement
Operations Overview
List of Board of Directors
Proofread and Translate (if needed)
Press checks
24. Target Audience/Purpose
Format
How info is organised
Position brochure
Standalone/part of a series
Length/Pages/Folds/Size
Paper quality/finishes
Budget
Usage
Image to be projected
Image: landinidesign.com
26. Front Cover
Logo, Company Name and Tagline
Tagline
Company’s contact Company name and logo
info
Back Cover
Company’s contact info Image: smiletemplates.com
28. Inside Front Panel
Most important panel
Essence of message
Good location for a glowing
Outside back flap Outside middle panel Outside front panel
testimonial
Usually written last
Inside front panel Inside middle panel Inside back flap
Inside Panels
Complete description of
the intended message
e.g. what the company
does and its full suite of
products/services
Image: stocklayouts.com
35. Large, usually in colour
Designed to be seen by
people on the move
(crucial)
Dominant visual
component
Minimal text - key info Image: srsc.org.sg
36. Costly to produce
(size, material)
Announcements/
provide info
Put up at locations
where intended
target audience is
likely to pass by
Image: hpb.gov.sg