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How do you tailor your financial reports to different stakeholder groups?

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How to communicate financial results to stakeholders

As an executive manager, you need to present your financial results to various stakeholder groups, such as investors, board members, employees, customers, and regulators. But how do you tailor your reports to suit their different needs, interests, and expectations? In this article, we will share some tips and best practices for effective financial communication with different audiences.

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1 Know your stakeholders

The first step is to identify and understand your stakeholder groups and their characteristics. What are their goals, motivations, concerns, and preferences? How familiar are they with financial terminology and concepts? How much detail and explanation do they need? How do they prefer to receive and consume information? By answering these questions, you can segment your stakeholders and customize your reports accordingly.

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2 Choose the right format and channel

The next step is to select the most appropriate format and channel for delivering your financial results to each stakeholder group. For example, you may use a formal and comprehensive annual report for your investors and board members, a concise and visual dashboard for your employees, a simple and engaging newsletter for your customers, and a compliant and accurate filing for your regulators. You may also use different channels, such as email, web, social media, or video, depending on the accessibility and convenience of your stakeholders.

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3 Highlight the key messages and insights

The third step is to craft your key messages and insights that you want to convey to each stakeholder group. What are the main achievements, challenges, and opportunities of your financial performance? How do they relate to your strategic objectives, vision, and values? How do they affect your stakeholder group and what actions do you expect from them? By focusing on the most relevant and impactful information, you can capture the attention and interest of your stakeholders and avoid overwhelming them with too much data.

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4 Use clear and consistent language

The fourth step is to use clear and consistent language that matches the level of understanding and tone of your stakeholder group. Avoid jargon, acronyms, and technical terms that may confuse or alienate your audience. Explain any complex or unfamiliar concepts or metrics with simple and relatable examples or analogies. Use positive and constructive words that convey confidence and credibility. Maintain a consistent style and voice across your reports and channels to ensure clarity and coherence.

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5 Provide context and comparison

The fifth step is to provide context and comparison that help your stakeholders interpret and evaluate your financial results. How do your results compare to your previous periods, budgets, forecasts, or benchmarks? How do they compare to your competitors, industry, or market? What are the external and internal factors that influenced your results? How do your results align with your stakeholder group's expectations and interests? By providing context and comparison, you can demonstrate your performance and progress and address any questions or concerns that your stakeholders may have.

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David Knea

VP Technology | CPG, Finance, Business Engagement, Complex Programs, Consultant, Strategic Account P&L, Global Delivery. I help activate digital commercial & martech capabilities > $100MM product portfolios.
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While the results you report on may have obvious interpretations to you, they might not to your stakeholders. Further, your findings may be referenced at a future date. Providing context across a timeline with benchmarks ensures that your audience sees the big picture in a consistent and referenceable way. They will know where the journey started, where you are now, and where you may be headed. This is the basis for a roadmap. It will help you align stakeholders to common objectives, tell your story, and guide them through change as you move forward.

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6 Invite feedback and dialogue

The final step is to invite feedback and dialogue from your stakeholder groups and show that you value their opinions and perspectives. How can they contact you or your team for more information or clarification? How can they share their comments, suggestions, or feedback? How can they participate in your decision-making or planning processes? By inviting feedback and dialogue, you can build trust and rapport with your stakeholders and foster a collaborative and transparent relationship.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you tailor your financial reports to different stakeholder groups?

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1 Know your stakeholders

2 Choose the right format and channel

3 Highlight the key messages and insights

4 Use clear and consistent language

5 Provide context and comparison

6 Invite feedback and dialogue

7 Here’s what else to consider

Executive Management

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How do you tailor your financial reports to different stakeholder groups?

1

2

3

4

5

6

7

1 Know your stakeholders

2 Choose the right format and channel

3 Highlight the key messages and insights

4 Use clear and consistent language

5 Provide context and comparison

6 Invite feedback and dialogue

7 Here’s what else to consider

Executive Management

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