Distributing the report

Many companies have strategic communication plans that guide their internal and external communication activities. Not all companies, however, include a sustainable development report in these activities. Although stakeholders do not read reports from cover to cover, the fact that a company actually produces a report shows that it addresses its responsibility in respect to sustainability issues.

Companies can use various channels to launch their sustainable development reports. In addition to mailing it, they can promote it on their websites, or through press releases and advertising.

Who should you send the report to?

This has normally been decided in the reporting objectives when the audience of the report is selected. It is important to ensure that distribution lists are consistent at corporate and local levels, taking into consideration the company's overall strategy and local specific conditions.

Typical addressees are customers, suppliers, media, policy makers, NGOs, asset managers, financial analysts, rating agencies, administrations, government representatives, local associations, etc. Employees should have access to this report, either in its printed form or through the company's Intranet. It is a powerful way to raise their awareness about sustainable development and has an impact both on corporate culture (sharing common goals) and innovation (examples of good practices in the report will encourage creativity).

Companies may also wish to distribute the sustainable development report together with the annual report to increase its standing.

How should you launch the report?

In addition to sending out the report, there are several channels a company can use: annual general meetings, websites, press releases, press briefings, e-mailing and advertising. Another effective way to promote the report is to enclose a summary insert in international magazines. Information and data from the sustainable development report can also be used during presentations made by the Investor Relations department and in speeches delivered by the CEO and the CFO.