Crafting reports that lead conversations, not follow them

Thoughtful, well-researched reports have become a vital tool for brands that want to establish authority and earn trust in their field. But they need to offer more than buzzwords to truly resonate.

Brands need to tap into their industry knowledge, provide actionable insights and fill real needs for clients and stakeholders.

“Reports like the Edelman Trust Barometer or Mercer’s Global Talent Trends have been successful because those companies have the expertise to own the story from all angles,” said Adam Kiefaber, Worldpay’s senior director of content. He’ll present a case study on his company’s Global Payments Report at Ragan’s PR Daily Conference in May.

“These reports speak to their brands and help build awareness for both the report and the company,” Kiefaber added.

The focus of Worldpay’s GPR is simple: how consumers want to pay for things in the top 40 markets worldwide. That’s of deep importance to Worldpay’s payment processing clients.

However, Kiefaber emphasized that not every company should create a report. Instead, they must be genuinely aligned with a company’s expertise and provide real value to clients. He pointed to the explosion of AI-related reports as an example of trend overload.

To ensure a report is relevant, Kiefaber shared the critical evaluation criteria his team uses:

• Is it on-brand?
• Does it address client needs?
• Does the company have expertise in the area?
• Will it provide actionable insights?

“Ask yourself: Why this report? Why us? Why now?” Kiefaber said.

Regional strategy and tailored communications

Worldpay’s report integrates information from internal experts, consumer surveys and external partners.

The most recent edition of the GPR, released in mid-March, is over 160 pages long and provides insights for businesses looking to expand globally or enter new markets.

A central part of that is positioning content in a way that makes sense for specific countries or even smaller regions. Understanding these nuances makes it easier for businesses to optimize their payment strategies at local levels, Kiefaber said.

For instance, while the majority of consumers in Poland embrace real-time account-to-account payments, the United States still largely relies on credit and debit cards.

Worldpay taps into regional market managers who know their respective region best, Kiefaber said. That collaboration begins early in the process, ensuring that each market receives tailored support that it can use for external communications, whether it’s for clients or media professionals on embargo.

“When we present the report to our regional market managers or others who will be discussing it, we give them six key trends they can talk about no matter where they are in the world,” Kiefaber said.

Working with influencers and the media

Having a signature report and flagship campaign enables a brand to build a strong reputation not just with clients, but also with the media, Kiefaber said.

From a PR perspective, Kiefaber has liked to say Worldpay considers GPR “the gift that keeps on giving.” As the “buy now, pay later” concept grew in popularity, for instance, the GPR had already covered it, giving it a new level of authority within the industry.

“So when the New York Times needed data on BNPL, they came to Worldpay,” Kiefaber said. “Other media see that and request similar data.

“Over time, your report becomes a resource,” he added.

Visuals and accessibility

Worldpay has a small, dedicated team that works year-round on the GPR to ensure each edition improves on the last. Kiefaber said they started on the 2026 version the day after the release of 2025’s report.

The report has evolved from a text-heavy document to one that incorporates charts, graphs and market-specific guides.

“It’s like reading a sports magazine preview of the upcoming season,” Kiefaber explained. “You can flip through and quickly understand key insights without reading the entire report.”

Beyond visual enhancements, Worldpay added a content hub that features market-specific assets, such as promotional materials, market guides and localized collateral, making it easier for teams to communicate relevant information to their audiences.

A short video provides a straightforward breakdown of the report’s highlights, with a clear call to action.

“It really comes down to the basics,” he said. “It has to be on-brand, on-topic and timely.”

The PR Daily Conference will take place May 21-23 in Washington, D.C.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.