Overview: White Papers

This module provides: (1) An overview of white papers (2) A description of the white paper project

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ENG 317: Business & Technical WritingUniversity of Maine

© 2012 Charlsye Smith Diaz, Ph.D.

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Reminders Activities, quizzes, and homework draw on the content in

the slides, your textbook, and other materials provided.

When you have questions, you should consult the class message board to see if anyone else has received an answer to the same question. If not, post your question or e-mail the instructor.

Once you have completed this module, take the Module 4 Quiz, complete Homework 4, which will help you choose a topic for your next project.

Overview

By the end of this module, you should:

• Know what a white paper is

• Be able to identify different types of white papers

• Know how white papers are used in business

• Understand why white papers are important to business communication

• Know what your next project for this class is and how to begin it

Reading: READ the PDF in the Module folder: “A Primer on White Papers

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What is a white paper?

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Dr. Russell Willerton, a professor of technical writing, says…

white papers are tools used to create a positive image of a company in the eyes of its readership.

white papers are somewhere between a lively magazine article and a dry-as-dust academic paper

Gordon Graham, a white paper writer, says…

What is a white paper?

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Michael Stelzner, author of “A Primer on White Papers,” says

A white paper is a persuasive document that usually describes problems and how to solve them.

The white paper is a crossbreed of a magazine article and a brochure.

White papers have several purposes:

1. Propose a solution to a problem.

2. Introduce a new concept.

3. Explain how to perform technical tasks.

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TIP!Start thinking about the kind of white paper you

might like to write.

Writing a white paper gives you the opportunity to teach others about your chosen field.

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How many pages to white papers typically have?

6 to 12 pages

Although some can be up to 50 pages!

(The one you write for this class will be four pages.)

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Technical

Business Benefits

Hybrid Technical/Business

Benefits

Government

Lead with business benefits, but provide technical

descriptions of process

Describe processes an procedures in precise detail

Describe business advantages of

implementing solutions

Discuss the implications of policy decisions

Match the 4 types of white papers:

White papers are a lot like brochures, except

1. People seek them out.

2. 90% of executives find they are helpful for making decisions

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What are white papers used for?

Why do people use white papers?

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For Lead Generation (to get more customers)

For Thought Leadership(to provide theoretical discussions about the

future)

To Close Sales(to provide clients with

something after a purchase)

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Who typically reads white papers?

Decision-makers and business people

- However –Here are three white papers that college

students might enjoy:

7 Ways to Get Students to Sell Your Brand by MediaMate (notice the layout/design, use of images)

Why Your School’s Social Media Strategy is Falling Behind (notice use of color, images, page design)

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TRUE or FALSE?TRUE or FALSE?

When writing white papers, you should always use double-spacing and 1-inch margins.

White papers are written using an attractive page design. You’ll learn more about page design in Module 6.

You can use a single column, 2 columns, or even 3 columns. Color, images, and charts/graphs are expected.

While the white papers we write are very short, you can look at examples online to get ideas for designing yours.

Ready to start your white paper assignment?

Assignment OverviewThe white paper that you write for this class will be short: only four pages. It will include a cover sheet and 3 well-designed pages.

You could imagine an 11 x 17 sheet of paper folded in half. Each page would be 8.5 x 11, and you would have a booklet-style document.

Or you could design a four-page document that does not require folding.

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17 inches

11

in.

8.5 in.

Booklet-style white paper 4-page document style

Finding a Topic

White papers are about the next best thing, not things people already know about.

For this project, you are going to investigate one of the newest trends in your field. This trend should be so new that you are unable to read about it in a book.

Investigate something from your major or your intended profession. If you plan to go to law school, think about the legal profession. If you plan to work in construction, consider that field.

Submit the Find a Topic Worksheet to your instructor for feedback on two topics that you are considering.

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TIP!Students who choose topics carefully have a the most successful white papers.

Conclusion & Next Steps

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Next StepsBy now, you should have read “A Primer on White Papers” by Michael Stelzner (a PDF available in Blackboard) and this slide presentation.

Now, take the Quiz and see how you do.

Then, do Homework 4 and submit it to your instructor. This homework helps you find a topic, so take your time with it. A good topic will lead to a great white paper. See the details in the Module folder.

White papers are integral to business communicationWriting a white paper gives you a chance to learn about a new trend in your intended field of study and practice writing a commonly used form of business communication.