As an ESG report writer, I’ve worked on a range of sustainability reports over the years, but each one still teaches me something new. Most recently, I helped an international organisation transform a rough internal draft of their 2024 ESG report into a clear, consistent, and professional publication.
Here are 10 things I learnt during that project:
1. Getting stakeholders aligned isn’t easy
Stakeholders are busy, and they often have very different views and priorities. To get the right information, you sometimes need to be (politely) persistent and communicate clearly. Diplomacy really is key.
2. ChatGPT is everywhere — and not always a time-saver
Around 70% of the draft content I received had been written with ChatGPT. This isn’t necessarily a bad thing—it’s a helpful tool, especially for non-native English speakers. However, clients need to realise that when I write content from scratch, I can ensure much better alignment with their tone, style and messaging from the outset. Reworking content that’s been generated by AI often takes longer than expected, as I need to untangle awkward phrasing, fill in missing context, and rewrite sections to meet brand guidelines. In some cases, it’s more efficient (and effective) to start fresh.
3. Tone of voice matters
Many organisations have internal guidelines for how they communicate. One of my responsibilities as an ESG report writer is making sure that every section of the report follows the same tone of voice and editorial style, even when the content has come from a dozen different people.
4. A clear narrative transforms everything
A strong “red thread” running through the report can make a huge difference. My role often includes connecting the dots between different sections to build a cohesive and engaging ESG story.
5. The first draft is just the beginning
Even when clients come to me with a complete draft, the content usually needs to be rewritten, restructured, or supplemented with new material. Clear writing is only possible when the underlying structure is strong.
6. Being involved early delivers better results
Clients usually approach me in one of two ways:
- With a near-final draft compiled from stakeholder inputs
- Or at the beginning, to help collect and shape those inputs
The second option is more work, but it results in a much stronger and more authentic report.
7. Interviews reveal hidden gems
Some people are much better speakers than they are writers. Holding interviews or online meetings allows me to uncover details, insights, and stories that would otherwise be missed or lost in translation.
8. Writers see the whole picture
A skilled writer can step back and see the sustainability report as a complete, flowing document. Without this, some sections can feel out of place or lack context. The job is as much about structure and messaging as it is about grammar and style.
9. Previous reports are a goldmine
Looking at older ESG or corporate reports can reveal a lot about a company’s communication style and how their sustainability journey has evolved. It’s always worth reviewing these before starting.
10. Don’t forget internal communication
After the report was published, I created intranet posts to promote it internally. This helped ensure employees were aware of the report’s key messages—and could easily access and share it. Internal engagement is just as important as external visibility.
If you’re in need of an experienced ESG report writer who can bring clarity, structure, and storytelling to your next sustainability report, I’d love to hear from you. Drop me a line today: info@elizabethjoss.com.