Sponsorship, Advertising and Organizational Communication
DONATELLA MALAVASI The Multifaceted Nature of Banks’ Annual Reports as Informative, Promotional and Corporate Communication Practices 1. Introduction In the wide field of business studies and discourse analysis, careful consideration has been given to Annual Reports (ARs) as a particular instance of financial communication. Annual Reports have been widely recognized as “the principal document used by most public companies to disclose corporate information to their shareholders” (SEC, Securities and Exchange Commission,1 ). In detail, ARs can be defined as a specific investor relations practice, since they correspond to forms of “communication of information relating to the company to the financial community; analysts, investors and potential investors” (Marston/Straker 2001: 82). Or in Tosun’s terms (2004), ARs have been categorized as a form of financial public relations, which falls within the scope of PRs, i.e. an instrument used for relationship building between organizations and the public. Indeed, annual reports and financial public relations share the primary goal of “com- municat[ing] with stockbrokers, financial analysts, institutional and This chapter is based on a paper presented at the Seminar ‘English in Inter- national Corporate Communication’ convened by G. Garzone and C. Nickerson within the framework of the International Conference ESSE 8, London, 27 August – 2 September 2006. 1 SEC is an American commission whose goals are the protection of investors, the maintenance of fair, orderly, and efficient markets, and the facilitation of capital formation (, last accessed September 2009). Donatella Malavasi 212 private investors, financial columnists, and the financial press, in addition to performance-related...
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