Raytheon has a clear set of corporate social responsibility (CSR) goals: protect the environment, support military families and veterans, spark interest in science, technology, engineering and math education, and create stimulating career opportunities. With a commitment to transparency, the organization has communicated its work toward meeting those goals with an annual report that’s won first place in the “Print” category of Ragan’s 2017 PR Daily Awards.
In 2017, Raytheon made some big changes to its report, including a feature that lets people select the issues that are important to them in order to build a report that contains just those topics. The report introduced new subjects and also adopted an integrated communications strategy.
Notable for this report, though, is that Raytheon produced its first printed executive summary. The summary is useful, given that a PDF of the full report runs 150 pages. The executive summary features big, bold images and crisp reviews of the organization’s activities. For those seeking only a summary, the print document delivers a rich overview. It also serves as a gateway to the online version, inspiring many readers to dig deeper.
Congratulations to the team behind the report: Pierre Brennecke, Tina Martineau, Pam Erickson, Greg Baerg, Nick Miller, Chris Hawley and Kevin Wynn.