How to distribute your annual report

The way that we all consume media has changed dramatically. Throughout this century, we’ve seen a major shift toward a ‘print to digital’ transformation. Glossy hard-copy brochures, articles, manuals and many other printed items have been replaced with digital campaigns and automated software.

This does not mean that digital is always best. Both print and digital offer different benefits when used correctly. Your target audience and industry sector may determine which route you take. A company committed to reducing its carbon footprint may prefer to be digital-only, while those with established or tactile luxury brands may wish to produce a printed report.

When planning your annual report, as with any marketing campaign, it’s important to consider the unique properties of both media to decide which is best suited to your particular purpose.

Which annual report format is right for your organisation?

There isn’t a single “best” format for every organisation. The right choice depends on who you’re trying to reach, how they’ll consume your report and the role the publication plays within your wider communications strategy.

Why choose a printed annual report?

Printed annual reports remain valuable for many organisations. They provide a premium, tangible experience and are often preferred for board meetings, AGMs, investor presentations and high-value stakeholder communications.

They can be left on coffee tables and in reception areas where they are easily accessible to site visitors. When combined with decorative printing techniques, they become a publication that really reflects the quality of your brand.

These are four benefits of printed reports:

• Tangibility – Physical material feels more ‘real’ to the brain. It has a meaning and a place. It is better connected to memory because it engages with our spatial memory networks.
• Credibility – There is something about print that gives a sense of legitimacy. We associate weight with quality.
• Branding – Print is excellent for solidifying your brand identity. Its tactility engages our senses, forging a deep emotional connection.
• Engagement – Consumers are more engaged when reading printed material, whereas websites are often skimmed in as little as a 15-second visit.

In an era of ‘fake news’, print remains a more trustworthy medium than digital outputs. In the UK, traditional media is trusted by 57% of people compared to 36% for online-only media and 28% for social media. Proof that the printed word is still more trusted than digital statements.

Why create a digital annual report?

While print has its benefits, digital media is highly convenient, being available from anywhere in the world, and enabling content to come to life through video and interactivity. There are two approaches to a digital-first report:

Interactive PDFs

Interactive PDFs build on the familiarity of traditional reports while improving navigation and usability. Hyperlinked contents pages, internal navigation, embedded video and clickable references make it easier for readers to find the information most relevant to them without changing the overall reporting format.

Annual report microsites

Annual report microsites provide the greatest flexibility for organisations looking to maximise engagement. Unlike PDFs, microsites are fully searchable by Google, easier to update after publication, and can incorporate video, animation, interactive charts and responsive layouts that work across desktop, tablet and mobile devices.

They also allow organisations to measure user behaviour through analytics, helping communications teams understand which sections stakeholders engage with most.

If your objective is to maximise organic visibility and keep your report discoverable beyond the reporting season, a microsite is often the strongest option.

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Planning your first report? Read our Annual Report Examples 2025

Hybrid annual reporting

Increasingly, however, organisations are no longer choosing between print and digital—they’re combining both.

A typical hybrid approach might include:

• a professionally printed report for investors and board members;
• an interactive PDF for wider stakeholder distribution;
• a dedicated microsite highlighting key themes and performance;
• supporting content for social media, websites and email campaigns.

This allows organisations to tailor their communications to different audiences while maintaining a consistent narrative across every format.

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Learn more about our annual report design process

The main benefits of a digital annual report:

• Global distribution – Digital reports can be accessed instantly from anywhere in the world, making them ideal for organisations with international stakeholders.
• Lower costs – Using digital media avoids the costs of printing and distributing hard-copy reports.
• Reader analytics – Digital media enables you to get to know your report users better. What sections are they spending more time on? What devices are they using? Such insights can help you improve the user experience in future reporting campaigns.
• Virality – Digital media can have a huge impact, fast. Virality refers to your report’s ability to create a viral loop – taking the conversation to social media and gaining wider reach.
• Interactive content – You can let readers search your digital document easily, navigate quickly and interact with its content – potentially allowing them to access a deeper level of messaging.
• Sustainability – There’s no waste with digital media – no excess printed copies to worry about.