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Can your report survive in a multi-audience world? . Lynn Patterson Director, Corporate Responsibility Communications lynn.e.patterson@rbc.com. Established 1864 in Halifax, Nova Scotia Part of Canadian landscape and history

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can your report survive in a multi audience world

Can your report survive in a multi-audience world?

Lynn Patterson

Director, Corporate Responsibility Communications

lynn.e.patterson@rbc.com

about rbc
Established 1864 in Halifax, Nova Scotia

Part of Canadian landscape and history

Voted “Canada’s Most Respected Corporation” for “Social Responsibility” 11 years running

Listed on major international SRI indices

Record profits in 2005

Stock split in 2006

About RBC
reporting at rbc
“Community Report” (1999) evolved into CR report in 2002

Regulatory requirement

Team of .6 full-time staff + 2 freelance writers, designer, translator, print management coordinator

Budget $350,000 CDN (for print)

Proactive responses to DJSI, JSI, FTSE4Good and Innovest

Reporting at RBC
main audiences
Main audiences

Source: Pleon (Diagram 10)

what stakeholders want to see selection very important
What stakeholders want to seeSelection: “very important”

Source: Pleon (Diagram 1)

slide7
Usefulness“Has the information contained in these CSR reports been useful to you in your professional work?”

Source: Pleon (Diagram 5)

slide8
Usefulness to investors”A CSR report should be a useful source of information for investors/shareholders”

Source: Pleon (Diagram 6)

pleon conclusions
CR reports are failing to meet

the expectations of almost all their readers

Dos and Don’ts

“Do design your report in a way that your key messages can be conveyed in half an hour’s reading time.”

“Don’t attempt to write a CSR report with the intention of meeting the demands from all your important stakeholders and major regional markets Stakeholder expectations are too different.”

“Don’t try to reach consumers with your CR report. Use marketing, advertising and communications on selected single issues of CSR relevance instead.”

Pleon conclusions
opinion leaders who do you trust
Opinion leaders: who do you trust?

Source: Edelman Trust Barometer

who do you trust
Who do you trust?

Source: Edelman Trust Barometer

who do you trust13
Who do you trust?

Source: Edelman Trust Barometer

who do you trust14
Who do you trust?

Source: Edelman Trust Barometer

edelman recommendations
Edelman recommendations

Source: Edelman Trust Barometer

back to rbc reporting then 1999
Back to RBC: reporting then (1999)
  • Community Report
  • 2 editions
rbc reporting now 2006
RBC reporting now (2006)

Consumer

Brochure

Annual Report

(4 page section)

  • CR Report
  • 3 print and PDF editions
  • 2 HTML editions
  • 2 audio editions

Corporate Responsibility external website

Online Sustainability Report

(70 page PDF on external website)

Specialized reports to key stakeholders

( CDP, Equator Principles, Employment Equity etc)

One Report database, for submissions to SRI researchers

(DJSI, FTSE4Good, GRI etc. 350+ data points)

discussion putting it all together

Discussion: Putting it all together

Lynn Patterson

Director, Corporate Responsibility Communications

and CEO Speaking Program

lynn.e.patterson@rbc.com

416-974-1381