E.W. Scripps engages audiences with digital annual report
When traditional print no longer told the full story, the media company adopted a new format that captures its multifaceted media work.
The E.W. Scripps Company’s growing media portfolio includes 21 local television stations, newspapers in 13 U.S. markets, and several digital operations. When it comes to reporting, those outlets are already riding the digital wave, using video and other interactive elements to tell compelling stories. In preparing the company’s 2013 annual report, it became apparent that a strictly print format just couldn’t keep up. So, just like their reporters on the ground, Scripps officials took the report digital, with highly successful results.
The report highlights investigations by journalists in local markets, the company’s coverage of breaking news, and the storytelling power of its photojournalists. It cleverly does the job of targeting multiple audiences, including current and potential employees, and current and potential investors. Those interested in the company’s financial portfolio, for example, will find visually appealing snapshots of the numbers, with links to more detailed information and seamless video accompaniment. The section “Best Stories of 2013” features award-winning stories, investigations, and digital products and services produced by Scripps employees and serves as a key recruitment tool for new talent.
E.W. Scripps and Black&White earn top honors in the Best Microsite category of PR Daily’s 2014 Digital Awards for taking its annual report to the next level. Congratulations to Carolyn Micheli, vice president of corporate communications and investor relations, and Valerie Miller, corporate communications manager, for their winning effort.
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