2. Reminders
Activities, quizzes, and homework draw on the content in the slides,
2
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.
3. Reading:
READ the PDF in the Module
folder: “A Primer on White
Papers
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
3
4. white papers are
somewhere between a
lively magazine article
and a dry-as-dust
academic paper
What is a white paper?
4
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.
Gordon Graham, a white
paper writer, says…
5. What is a white paper?
5
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.
6. White papers have several
purposes:
1. Propose a solution to a problem.
2. Introduce a new concept.
3. Explain how to perform technical tasks.
6
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.
7. 7
How many pages to white papers
typically have?
Although some can be up to
50 pages!
(The one you write for this
class will be four pages.)
8. Match the 4 types of white papers:
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
8
9. White papers are a lot like
brochures, except
1. People seek them out.
2. 90% of executives find they are helpful for
making decisions
9
What are white papers used for?
10. Why do people use white papers?
10
For Thought Leadership
(to provide theoretical
discussions about the
For Lead Generation
(to get more customers)
future)
To Close Sales
(to provide clients with
something after a purchase)
11. 11
Who typically reads white papers?
-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)
12. 12
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?
13. Assignment Overview
The 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.
13
Booklet-style white paper 4-page document style
17 inches
11 in.
8.5 in.
14. 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.
15. Conclusion & Next Steps
Next Steps
By 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.
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White papers are integral
to business
communication
Writing 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.
