Employee Annual Reports: Thriving Amidst Corporate Change

By Brockway, Laurie Sue | Public Relations Journal, July 1989 | Go to article overview

Employee Annual Reports: Thriving Amidst Corporate Change


Brockway, Laurie Sue, Public Relations Journal


EMPLOYEE ANNUAL REPORTS

Employee annual reports began to emerge as a trend earlier in this decade--one of many responses to the massive restructuring of corporate America. Since then, as reorganizations and mergers and acquisitions have continued, as global marketing has flourished, as 'automatic' employee loyalties have waned, and as employee information expectations have become increasingly sophisticated, many companies have added these publications to their employee communications roster.

Given the explosion of other types of employee publications, and the fact that employee annual reports are totally voluntary, the question is, why? Most organizations have several reasons, but they seem to share the common thread of needing a special format to communicate particularly dramatic or far-reaching changes within their own companies, their industries, and the economy.

"I think there's a great need to communicate to employees with a more sophisticated document that gives specific information," says Greg Samata, whose Chicago-based design firm handles about 20 annual reports per year, three of which are employee annual reports.

"The complexity and changeability of the economy so threatens feelings of security that employees need to know that a company is truly doing okay," says Bryan Peterson, a Dallas-based designer whose firm also handles dozens of stockholder and employee reports. "Morale is an increasingly important theme in these reports," he notes.

Hard facts, user-friendly format

In terms of function and format, employee annual reports tend to fall somewhere between the traditional nonsense, "just the facts, ma'am" stockholders' report and the more informal, consumer-oriented employee newsletter/magazine. Employee annual reports decidedly deal with important issues, including marketing, finances, competition and other external factors affecting the company. But statistics are commonly presented in user-friendly charts, or within an article discussing the company's progress and status from a broad-based perspective.

Similarly, while employee annual reports cover what's happening in the boardroom, they may relate this to the outside world, by "taking" readers into the field. Messages from top brass often appear, but they tend to have an informal tone.

Keeping tabs on one another

The employee report is also a way to consolidate information and inform each department/division/subsidiary of what the other is doing. With divestitures, expansions into foreign subsidiaries and/or acquisitions by foreign parent companies, this is a bigger challenge than ever. "Identity is a major issue," says Samata. "As companies grow, divest, move into international markets, they have to position themselves to their employees, as they do with other constituents. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Employee Annual Reports: Thriving Amidst Corporate Change
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.