What is Push Reporting?
Push Reporting describes a strategically planned, year-long report communication. Annual reports are content champions – they contain a lot of valuable information that is highly relevant to stakeholders. Through active social media communication of selected report content, companies can reach their stakeholders directly. In this way, they generate added value for their audience but also for themselves, by increasing the visibility and reach of their reports.
Where does the name Push Reporting come from?
Push reporting is derived from pull and push communication. In times when print was still the only medium for company reports, classic pull communication made sense – in other words, a large PR campaign for publication and during the year the ball lay with the stakeholders to order the reports. Today, in times of online media and the “attention economy”, in which there is a multitude of information sources the reports compete with, companies can no longer sit back, but must themselves move to an actively managed push communication.
Why did nexxar start a campaign? What is the goal?
Our goal is to make Push Reporting an integrated part of reporting. We believe that companies need to rethink their communication strategy. Currently, report communication still only covers the short time period after publication. For most of the year, it is the stakeholders who have to look for information themselves. But there is a great communicative potential – not only to increase the reach of the reports, but also to increase their significance. A more visible report also has a higher relevance during the year.
Do company reports have such a high actuality during the year?
Strictly speaking, the contents of annual reports are already “outdated” at the time of publication. But they have a latent actuality: Current and future developments give the past related report contents new relevance. At many companies, for example, the visits of the annual report also increase with the publication of quarterly figures. This is also the case when profit warnings or other unforeseen developments become known and cause irritation. In this respect, annual reports are relevant as reference publications throughout the year.
Isn’t push reporting driving up the already high reporting costs?
Compared to report creation, communication costs are negligible. 10 to 15 prepared social media assets, published throughout the year and eventually supported by a targeted ad campaign can already be very efficient. If a report is visible and also internal KPIs prove its relevance, the small additional effort can easily be justified.