As PR professionals, pivoting is par for the course. Ducking, weaving and finding new approaches as we negotiate with media to achieve results for clients is a perennial part of our playbook.
DAX annual reports: volume shrinks slowly but steadily
As with the 2016 analysis, the shortest report comes from the consumer goods group Beiersdorf – with 106 pages. Deutsche Bank leads the analysis's ranking: It reports on the past fiscal year on 496 pages. As in 2016, this is the Bank's longest report, with almost twice as many pages as the average.
The long-term comparison of the average length shows a clear trend. While the average volume in 2000 was 134 pages, it rose to 194 pages in 2005 and 280 pages in 2010. However, this was followed by a turnaround: the volume of annual reports declined significantly. From our point of view, this development is positive. The annual report should concentrate on the essentials and avoid unnecessary redundancies. This is the only way to give the reader a compact overview of the financial year.
In addition to more compact reporting, another explanation for the smaller scope is certainly the significant shortening of the image sections. This has been observable for several years. The image part of the DAX annual reports will be dealt with in more detail in the next part of the series. The complete analysis can be read in the blog Geschaeftsberichte.de (in German).
The COVID-19 pandemic has restricted face-to-face meetings and travel. However, negotiations and deal-making are sill possible, explains Thorsten Hofmann, head of the C4 Center for Negotiation.
ECCO Hamburg | ad publica won an International German PR Award in the category ‘Technology and Innovation’ for its public relations campaign for Hamburg firm LUIS Technology