Today the CBC tabled its annual report in Parliament.
I have no idea what that means – who gets it, and where’s the table? So I asked Wendy Duschenes, Manager, Writing & Publishing Services, Corporate Communications (which means she worked on it all year, but her name doesn’t appear anywhere in the 86 pages. “I did get cookies from my boss.”)
She says the printed copies are delivered to certain MPs and key stakeholders, and the report becomes an official, publicly available document. But the online document is now the key.
“We don’t actually print a lot of copies,” Duschenes says. Approximately 1,800 copies are printed for politicians, government departments and libraries – everyone else is directed to the online copy. In the past, CBC printed as many as 10,000 physical copies.
The document is “a way for CBC to account for its money spent, and get some key messages across,” says Duschenes. “This year’s theme is ‘Striking the right balance’ – how to balance the need to provide programming for traditional audiences as well as new ones, and maintain traditional media while adding new technologies.”
It’s a surprisingly pretty document, with an opening photo essay on CBC’s perceived audience (a sort of “These are the people in your neighbourhood” theme.) CBC show photographs and bright colours are used throughout (”But in the printed copy, it’s a lot more red than orange!”) as a way to grab attention.
“There are a lot of annual reports that cross everybody’s desk every day,” Duschenes says. “They question is, how do you get your message across in an interesting way?”
This is Duschenes’ seventh annual report. “You can survive these things. I’ve already started working on the next one.”