TAYBURN KURUMSAL
CHANGING TIMES
Ediz Usman
Partner & Client Relations Director
Changing
perceptions demands
a wide range of
communication skills.
It needs to be
ensured that there is
no confusion about
how a company is
perceived now or in
the future.
THE FUTURE
The role of corporate reporting has changed in
recent years. Too often annual reports simply
describe past events. The world is changing
fast and nowadays corporate audiences need
more than recorded history. They require
information that helps them assess the impact
of the previous year’s activities and evaluate the
coming year’s performance. In uncertain times
they have questions about the future and want
reassurance that change can be positive. One
cannot predict the future but can help answer
the questions. Creative design solutions help
people understand where a company is going
by presenting a broader picture of its vision and
strategy, values and personality. The result is
corporate reporting that goes beyond what
happened yesterday into what happens next.
PERCEPTIONS
In today’s corporate world one should never
jump to conclusions. Where companies once
portrayed a static, unchanging image, corporate
personalities are now constantly evolving.
Changing perceptions demands a wide range
of communication skills. It needs to be ensured
that there is no confusion about how a
company is perceived now or in the future.
AUDIENCES
Today, reports must address a much wider
audience than the traditional one of
shareholders and financial institutions,
environmental and social groups, public
agencies, customers, suppliers,
and–especially–employees have all steadily
gained importance. These make up the broad
and influential group of "stakeholders":
individuals, organizations, and groups whose
interests are linked to what a company does. To
reach them effectively, the message needs to
be conveyed precisely, systematically.
CORPORATE VALUES
Transparent reporting is no longer optional.
It took the magnitude of some serious
international scandals to bring home the
consequences of deceiving the stakeholder.
In corporate reporting there has often been a
fine line between putting a gloss on company
performance and downright deception. An
annual report is an authoritative, quasi-legal
document that people put their trust in. So, even
if the news is bad, transparency should never
be compromised.
CONTACT INFORMATION
Contact Name
Mr. Ediz Usman
Partner & Client Relations Director
E-mail
[email protected]
HOW DO WE COMMUNICATE CHANGE?
Communicating effectively means making sure
the right message gets to the right people in the
right format. At Tayburn Kurumsal, it starts with
understanding your key objectives and
analysing your target audiences. But that’s not
the whole story. When we apply our creative
skills we are coming up with idea-based
solutions that are unique to you. Using
graphics, text, photography, and illustration-the
tools of our trade-we create a design strategy
that is as individual as a signature or a
fingerprint.
In an increasingly competitive and crowded
marketplace we can make sure that your
company is instantly recognisable, whatever
else is going on.
Website
www. tayburnkurumsal.com
FEDERATION OF EURO-ASIAN STOCK EXCHANGES YEARBOOK 2003/2004
PAGE 14
HOW DO WE MANAGE CHANGE?
Over the years Tayburn Kurumsal has produced
hundreds of annual reports and stakeholder
communications for clients all over Turkey and
beyond. Our job is to translate strategic
concepts into powerful communications,
whether in print or digital format.
It can be a complicated procedure that requires
a range of management skills to ensure a
smooth transition from initial briefing to final
delivery. At Tayburn Kurumsal, we have those
skills. And, crucially, we have invested in
technologies that speed up and simplify the
whole process. Posting proofs on password
protected websites allows us all to get to
the sign-off stage quicker. Once there, new
repro printing techniques dramatically improve
the quality of the end product. Throughout the
process, we are very conscious of the need to
keep an eye on the basic-controlling cost and
meeting deadlines. We understand what things
can go wrong. It makes us even more
determined to get it right. That’s our job.
The highest international standards of
stakeholder communications define and
underlie Tayburn Kurumsal's approach.
Our solutions are tailored exactly to the needs
of each project. Solution-providing is what our
creative and technical teams are most proficient
in. Equipped with the most advanced, state-of-
the-art technology, we specialize in developing
innovative products and in pioneering the
introduction of new products and services to the
Turkish market.
ABOUT TAYBURN KURUMSAL
Tayburn Kurumsal is a company that
specializes in the design, editing and
production of stakeholder communication
products of all kinds. Tayburn Kurumsal has
been active in Turkey since 1995, the year it
entered into a strategic partnership with the
Tayburn Group, Scotland's leading design
firm.
Tayburn Kurumsal's basic stakeholder
communications products are annual reports,
interim reports, environmental reports, and
human resources reports. The company
designs and produces such communication in
both printed and digital form.
Tayburn Kurumsal acts as a stakeholder
communications partner for every company
that it works with. That partnership entails full
responsibility for understanding a client's
corporate vision and culture, completely
satisfying its needs, and coming up with
solutions that are original, creative, and
functional. That is Tayburn Kurumsal's
mission.