Sharpening a core narrative in reporting
Pearson aims to help people realise the life they imagine through learning. It creates vibrant and enriching learning experiences, using innovative technologies, to enhance learner experiences, providing school and professional students with digital content, assessments, qualifications, and data.
Sector
FTSE100
Client
Pearson
Regions
Global
Scope
Annual report
The task
Pearson came to us as it was searching for an experienced copywriter who could hit the ground running. A new Chair was finding his feet and needed help articulating his thoughts for the Annual Report. An experienced CEO needed to be interviewed and represented accurately. And its evolving strategy had, in places, got lost in translation needed clarity.
The requirements
We worked closely with Pearson's IR team to understand the corporate story, then interviewing members of the leadership team to draft core sections of the Annual Report. Getting a consistent tone of voice, aligned to key messaging, was essential from the outset, particularly with a new Chair and CEO needing to speak with one voice.
Over several years, we have worked with Pearson to refine messaging in its Annual Report, sharpening narratives in the strategic and front sections, so that they reflect the company story, strategy and ambitions, and satisfies rigorous Board approval.
The results
Pearson is a company in transition, pivoting from a traditional textbook publisher into an education technology leader, scaling AI across its offerings to create personalised learning and streamline assessment. Our work has helped bring out consistent messaging around the company's evolving purpose: helping people realise the life they imagine through learning. Year after year, Pearson has asked us back, a mark of the trust built with its IR team and Board, and proof that we can work at the level a FTSE 100 company demands.
01
Board-ready leadership narrative
We helped a new Chair find his voice and worked with an experienced CEO to ensure their perspectives came through clearly and consistently. Interviewing the leadership team directly, we shaped statements that read with confidence and authority, giving the Board a narrative it could stand behind.
02
Strategic clarity at Scale
Pearson operates as a large, global matrix organisation with many stakeholders, and a strategy that isn't always easy to summarise in one voice. We worked to bring coherence to that story, articulating how the company is evolving for the digital age and translating complex strategic thinking into a clear, compelling narrative for investors.
03
A Trusted, Multi-Year Partnership
Across changing leadership teams and several reporting cycles, we've continued refining Pearson's Annual Report, from front-section strategy to company purpose. That continuity, working comfortably with FTSE 100 Boards and IR teams alike, is why Pearson keeps asking us back.
“It has been a pleasure to work with Hailhurst on our annual report over the last few years. Their ability to understand our corporate story and translate it into a compelling, consistent and cohesive narrative throughout the report has been very impressive. Their professionalism, creativity, and collaborative spirit made the entire process smooth and enjoyable. We are incredibly grateful for their outstanding work and look forward to continuing our partnership in the future.”
— Communications Director Pearson