Each year, the annual report season is met with trepidation -- if not downright horror -- by corporate communicators. And for good reason. Producing annual reports is time-intensive and pressure-driven, so much so that budgets and schedules are easily derailed -- leaving you, the client -- accountable for the end result. If that's not bad enough, there are a number of strange, anxiety-causing myths swirling around annual report production. If you feel you're about to suffer yet again, read on.

Myth #1: Annual Reports Require Specialists
Consultants who develop annual reports, and only annual reports, are perhaps this myth's biggest proponents. Why? Usually because their abilities are limited to solely annual reports. They lack a broader perspective and strategic skills. Understanding the ins & outs of annual reports is no big mystery. You can certainly benefit from good designers who are dynamic thinkers and who offer advanced communications skills.

Look for designers whose work reflects insight to the problems they solved -- people who are strategic, not just tactical. Does their work:

• Express sensitivity to the issues, or is the solution a common, expected one?
• Strike the appropriate tone for the intended audience, or do they seem to talk to the wrong people and miss the mark?
• Make good sense, or worse, does it seem arbitrary?

Myth #2: Annual Reports Are Always Over Budget
The greatest skills required for annual report projects are meticulous organization and attention to detail. Unfortunately, these points are often overshadowed by a focus on showy and attractive graphics. While graphics are vital to any annual report, they often represent only 25% of the whole project. Less obvious but highly critical organization skills will eliminate or minimize budget overruns due to poor planning.

Ask yourself a few simple questions to decide if your design company has the organizational skills needed. Do they:

• write a clear, concise and thorough proposal? The clarity of their proposal will reflect the clarity of their thinking process and their organizational skills.
• outline printing estimates logically, so you can compare and contrast important numbers? Is it clearly itemized (per unit costs, shipping, tax, etc.)?
• explain your options in advance, so you can make well-informed decisions?

If you answered no to any of these questions, your designer assuredly won't know how to control your job.

Myth #3: The Printing Process Controls You
Printing is an art, not a science, that requires constant judgment calls. Unless you have the assistance of professionals, expect sleepless nights. Make sure your design company has the necessary in-house knowledge and expertise.

Preparation for printing begins long before you are on press. Unless your design company has an expert who knows the technicalities of printing, they cannot:

• understand the economies and limitations of the printing and finishing processes.
• set up files in accordance with the way printers work, not the way designers work.
• prepare artwork in a way that ensures efficiency and minimizes the possibility of unforeseen problems.
• understand all aspects of how artwork is translated into the final printed piece, and closely supervise the printer throughout the process.
• determine and document which changes are the result of a printer's error and which are billable to you.

Myth #4: Designers Just Want to Win Awards
If your past experience leads you to believe this, get another designer...fast! Reputable design consultants -- and there are many -- focus on fulfilling their clients' needs, not their own interest in professional award competitions. If your concerns are not your designer's first concern, your annual report will ultimately not reflect your company, it will reflect theirs.

By reviewing annual reports from your designer's other clients, you will understand immediately if their work has the same overall style and tone (not good), or if each report accurately reflects that company's true personality and is tailored to their needs (very good).

Myth #5: The Commission Is a Secret
There is no concrete reason why you shouldn't know the commission your designer receives for supervising the printing process. If this information is not readily given in your designer's proposal, then simply ask for it. If it still isn't forthcoming, then you can assume that your design firm's commission is excessive, and their business practices are questionable.

By following our tips, you can rest assured that the next annual report will be on time, on budget and in sync with your company's strategic and marketing needs. Time and financial pressures may still remain, but won't it be nice to work with a design team who's thinking of you? Anxiety relieved.