NEW YORK--(BUSINESS WIRE)--Business Wire and Edelman Financial Communications & Capital Markets today announce the results of a new study supporting the use of visual storytelling in earnings reporting.
In total, 300 retail investors, more than 20 Wall Street professionals and select financial media professionals were surveyed about how earnings data is consumed, comparing traditional quantitative earnings releases with releases featuring visual, creative assets.
The conclusion was a clear consensus that using visual storytelling as a supplementary tool aids in the ultimate goals of investor relations professionals.
Key findings include:
- The earnings release is considered to be an essential resource for all audiences and provides fast, easy-to-access data.
- Ninety-two percent of institutional and retail investors believe the future of earnings releases is more visual and features creative storytelling; these investors also believe this is a step “in the right direction” for the industry.
- However, there is still absolutely a need for traditional financial data to accompany the visual-driven elements of an earnings release; it must be clear that these earnings infographics are in addition to and not a substitute for, traditional earnings statements. In fact, this multimedia tool is most effective when used in addition to traditional releases, focused on quantitative data.
- Both institutional and retail investors agree they need earnings data “at the drop of a hat” and that visually-driven earnings releases are accessible, easy to read, easy to understand and it is easy to find relevant data.
- Investment professionals and financial media value quotes from the highlights section and presenting in a visual manner makes them more readily accessible for readers.
“As we see more and more companies incorporating visual elements in financial reporting – whether through infographics or directly within their press releases - we wanted to take a step back to see how key stakeholders view this trend,” said Deb Wasser, Executive Vice President, Financial Communications & Capital Markets at Edelman. “The quarterly reporting process is not just about recapping historical financial results. It’s an important touch point on the health of an organization and the company’s vision for the future. Visual elements are a great way to incorporate brand image and company narrative into the financial reporting process,” added Wasser.
“Adding a visual interpretation of earnings results transcends satisfying solely primary stakeholders such as the institutional investor community and makes the data accessible to a much broader audience. The world is shrinking and the IR community needs to think about financial disclosure as a message that needs to reach all stakeholders, not just investors,” said Michael Becker, Business Wire’s Executive Vice President, International Business Strategy.
Further information and a download of the full report are available here.
About Business Wire
Business Wire, a Berkshire Hathaway company, is the global leader in press release distribution and regulatory disclosure. Investor relations, public relations, public policy and marketing professionals rely on Business Wire to accurately distribute market-moving news and multimedia, host online newsrooms and IR websites, build content marketing platforms, generate social engagements and provide audience analysis that improves interaction with specified target markets. Founded in 1961, Business Wire is a trusted source for news organizations, journalists, investment professionals and regulatory authorities, delivering news directly into editorial systems and leading online news sources via its multi-patented simultaneous NX Network. Business Wire has 31 offices worldwide to securely meet the varying needs of communications professionals and news consumers.
About Edelman Financial Communications & Capital Markets
Edelman Financial Communications & Capital Markets is a boutique strategic consultancy with the reach and resources of the world’s largest public relations firm. We advise public and private companies on strategic and capital markets communications to help position them effectively with the financial community during transformative events as well as during normal-course business. Clients choose to work with us because of our specialized and experienced financial communications team, our ability to provide the full range of Edelman’s services (such as digital and social media, public affairs and employee engagement) and our ability to access Edelman’s global network of 65 offices around the world. For further information on the research please visit www.edelmanfincomms.com