How to Write Impactful, Human-Centered Reports

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If we’re to be honest, writing reports is dreadful. Reports are dry. It’s often times the same old story rehashed with new photos and layouts, or even the same narration presented with new P&L numbers. It’s hardly a place where writers can exercise creativity. But it doesn’t need to be. And perhaps we can think of it the other way around first.

Let’s set aside numbers, graphs, and data for a moment and focus on what a report really is–stories.

(in no chronological order)

What are the human stories?

As writers, we are always drawn to people. Fascinating people fascinate us. And perhaps there are already a couple of human-centered stories that are interesting to highlight in the report.

Think about:

A teenager came up with innovative solutions at a site you’re funding? An unlikely marketing strategy proven to work? People are naturally drawn to stories; to how people resolve conflicts in surprising and often times mundane ways. These inspirational stories are often the most memorable parts of the report–more so than statistics and profits.

Feel good photography

Sometimes a writer doesn’t begin with words, but imageries. Perhaps you encounter a striking visual during a recent site visit that represents a certain atmosphere or story. More contemporary reports understand the power of evocative photography. It doesn’t rely on company stock photos. It steers away from corporate images. It knows that sometimes camera lens can be more truthful and grounded than words; and it doesn’t waste space for filler shots.

Think about:

Readers respond quickly to images of people and places. Photos of, say, coffee farmers holding a bunch of coffee fruits, smiling from ear to ear, is one example of a “template” photo commonly used in marketing. The farmer looks happy–and that’s a strong story. While the report might contain informative shots most of the time, it’s good to leave room for photos that are more human-focused, more inspiring and hopeful.

Find data that works

Other than the fundamental information shareholders usually seek, it would be worthwhile to find numbers that stand out. This step would be obvious. But to take it further, perhaps it’s good to ruminate further about how these figures mean in the larger context.

Think about:

Let’s say, you are an EV maker and you see a spike in EV cars adoption this year. Is this figure expected or does it contradict certain assumptions that were prevailing before? Does this figure indicate a research gap in the industry? What caused this figure in the first place? How does this finding relate to the broader issues in the country, or even the world?

Great stories aren’t about the company.

A great report is not about the company. It’s about its mission; about the company’s place in the larger society. It’s a shift of focus from you to the others. A good report should be part of a larger conversation, whether it’s about climate change, inequality, or overconsumption.

Think about:

Sustainable Development Goals (SDGs) are typically used as a framework to measure a company’s impact. But this isn’t the only way to frame your impact. And it doesn’t always need to be success stories. Perhaps this year is a period of questioning, not a year full of achievements. Are there contradictions and surprising findings? How does this year’s stories, despite the flaws, offer hope for the future? If someone from outside your country reads this report, what would they learn from it?

Reports can tell different stories. Even when it’s laden with numbers, it’s still a story. But what story you tell matters. And here we invite you to be more intentional in your storytelling. Because when the story works, it can travel far.

Michelle Anindya

She is a writer and journalist. She is currently a post-graduate student of Anthropology at the University of Indonesia, focusing on how technology is used in religious communities.

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