How to write a more compelling leadership message

The leadership message is the most widely read section of a report. Investors, analysts, employees and regulators often start here. Yet many messages still open with the same familiar line: “Despite challenging conditions, we delivered a successful performance last year.” That is often where readers lose interest. A well-written leadership message brings the company's strategy, real challenges and future direction together in a distinctive voice. Five approaches can help.

Use a clear, personal voice

Readers want to feel that the words genuinely come from the leader. In Pearson's 2024 annual report, the new CEO reflects on the first year in office, combining strategic progress with personal observations. That individual perspective gives the message character. L’Oréal takes a different approach, using a short CEO interview to cover innovation, priorities and the highlights of 2024 in a natural flow. A video accompanies the text in the digital report.

Put the numbers in context

Figures need interpretation. The leadership message in Aksa Doğalgaz's 2025 Integrated Annual Report places subscriber numbers, network length and gas distribution volumes in the context of the transition to lower-carbon energy systems. Operational achievements become part of a strategic narrative. The CEO message in Pepkor's sustainability report similarly presents investments in energy security, including solar capacity, and improvements in ESG ratings through specific figures and concise explanations.

Be candid about challenges and trade-offs

The most persuasive messages acknowledge complexity. The leadership foreword in DSV's 2023 Sustainability Report directly addresses the challenge of decoupling economic growth from environmental impact, sets out the timetable for sustainability commitments and reflects on progress. This gives readers a sense of both candour and management's command of the issues. Warren Buffett's letters to Berkshire Hathaway shareholders remain a familiar example: he acknowledges mistakes, explains the thinking behind decisions and maintains a consistent long-term perspective.

Connect strategy, risk and value creation

The leadership message should be part of the report's wider narrative. In integrated reports and TSRS-compliant sustainability reports in particular, readers expect climate, human capital and supply chain issues to be linked to financial resilience and the capacity to create long-term value. A significant proportion of the sustainability reports reviewed in 2025 made these connections in their CEO messages. Without them, the message risks becoming a foreword detached from the report itself.

Choose the length and format deliberately

Most effective leadership messages run to 400–800 words. Longer texts tend to attract less attention unless supported by video or an interview format. Some companies place messages from the CEO and Chief Sustainability Officer side by side: one sets the overall direction, while the other explains tangible progress. In digital reports, a short video message can significantly strengthen the impact of the text.

Before publication: a five-question checklist

• Does the message tell readers what the company will focus on next year?
• Does it include at least one tangible achievement and one genuine challenge?
• Are the figures explained in a strategic context?
• Is the language free of corporate jargon, and does it reflect the leader's own voice?
• Is the message consistent with the main themes in the rest of the report?

A final thought

An effective leadership message offers a credible roadmap. It gives readers a realistic picture of the past year and shows how management sees the future. As annual and integrated reporting matures in Türkiye, turning the leadership message into one of the report's strongest narrative tools can make a direct contribution to corporate credibility.