Corporate communications consultancy Blacksun has released digital research measuring the level of consistency between the annual reports and the corporate websites of FTSE 100 and FTSE 250 companies. Consistency of content is key to creating a unified and engaging brand message.

The report found that both FTSE 100 and FTSE 250 companies had a low level flow of content from annual report to website. Consistency of content across both channels was also low. However, although these were some of the general trends identified, results varied widely from sector to sector. The oil and gas sector performed well for both content and consistency, while the telecommunications sector did not performed as well.

Richard Dixon, chief digital officer of Black Sun says, “The annual report and corporate website are both critical communications for telling your corporate story. This research indicates that corporates need to do more to ensure consistency between the two. The result will be greater trust and confidence in their business”.

The report evaluated the communication of key topics within strategic reports such as business strategy, business model, geographical presence, products or services, market context, KPIs and financial performance over time, strategy, risk management, governance, remuneration and CSR policies.