White Paper GuideCharlotte HydeBrought to you in cooperation with the Purdue Online Writing Lab

Sometimes referred to as Background Reports, White Papers are business documents designed to convey policy, present technical information, or propose a problem and solution.

Often, White Papers give information from completed projects or propose future projects. While not traditionally marketing papers, some companies have begun using White Papers for marketing purposes.

Purpose In a business environment, the topic or problem you want to address in a White Paper will come from your current business needs. Be specific enough to fit the scope of the white paperDefine your purpose clearly

Audience As you plan your White Paper, consider the needs and expectations of your audience.

What does your audience expect from you?What does your audience already know about your topic?What objections might your audience have? How do you expect your audience to use your report?

Research

Primary Research Secondary Research SurveysJournal ArticlesInterviews BooksBlog PostsLibrary Research Official RecordsReviews

Ethics The information in your White Paper should be objective and truthful. Include accurate information from your research. Avoid using biased or non-credible sources. Include all relevant information.

Organization

Title Page Choose a title that both conveys the specific purpose of the White Paper and one that will gain the attention of your intended audience.

Instead ofIncreasing Productivity at Company X

UseIncreasing Productivity at Company X: An analysis of the benefits of Technology X

Table of Contents Your table of contents should include relevant sections and their page numbers. Table of Contents

Abstract..2Introduction...4Technology Zs Performance6Technology Xs Improvements.7Technology Budget...9Recommendation11References12

List of Figures Your list of figures (if applicable) should contain the figure names and page numbers.

Abstract

Introduction

Problem Statement The Problem Statement section provides information about the topic or problem introduced in the White Paper. This section should include a discussion of the importance of the topic or solution. You should present the detailed findings of your research in this section. Questions to consider includeWhat is this topic or problem?Why is this topic or problem/solution important?How does the topic or problem/solution directly affect the audience?

Proposed Solution The Proposed Solution section provides the proposed solution or solutions. Provide all feasible solutions for the reader.Describe how the solution(s) would be implemented.Provide information about costs associated with the solution.

Conclusion This section concludes the White Paper and should summarize the White Paper and include the recommended solution to the problem, if applicable.

Style Use clear, specific and informative headings.

Instead ofUseProblem StatementTechnologys Impact on ProductivityRecommendationUsing Technology X to Improve Productivity

Style Avoid inflated language.

Instead ofUseThusSoTransformationChange

Style Avoid jargon and idioms

Instead ofUseWe hit it out of the ballpark. We succeeded. Technology X costs an arm and a leg.Technology X costs twice that of Technology Z.

Style Write in the active voice when possible.

Passive VoiceActive VoiceThe ball was thrown by the boy.The boy threw the ball. Technology X will be purchased. We recommend purchasing Technology X.

Avoiding Bias Use gender neutral language:Use firefighter rather than fireman.Use flight attendant rather than stewardess. Avoid he or she.

Avoid disability bias:Use people with disabilities rather than disabled people. Use people who suffer from mental health issues, rather than mentally ill people.

Design Abstract

For the past fifteen years, Company X has relied on Technology Z to help us meet our productivity goals. As our company has grown, so has our reliance on technology to meet our goals. As such, our team was tasked with locating new options. This report presents the costs and benefits of upgrading to Technology X. Our team has found Technology X could raise our companys productivity by 25%, with a modest investment that meets the goals of our budgetIntroduction

Our team was tasked with analyzing our current software, Technology Z, to determine if the software continues to meet the needs of our company. In our analysis, we considered the historical performance of Technology Z, our current purchasing budget, and the costs and benefits of newer technology products, such as Technology X.

Design Your audience should be able to easily and naturally navigate through the information in your White Paper. You can increase the readability of your document by includingHeaders and page numbersClear and specific headings and subheadingsRelevant figures and illustrationsBullet points or numbered lists

Visuals Truthful Chart: Obscured Data:

Chart1

9070

Tech Z

Tech X

Sheet1

Tech ZTech X

Cost9070

To update the chart, enter data into this table. The data is automatically saved in the chart.

Chart1

9070

Tech Z

Tech X

Sheet1

Tech ZTech X

Cost90.0070

To update the chart, enter data into this table. The data is automatically saved in the chart.

Resources The Purdue OWL http://owl.english.purdue.edu Purdue Writing Lab @ HEAV 226 Technical Communication textbooks European Commission White Papers http://ec.europa.eu/white-papers/index_en.htm

The EndWHITE PAPER GUIDECharlotte HydeBrought to you in cooperation with the Purdue Online Writing Lab

Welcome to White Paper Guide. This Power Point Presentation is designed to introduce your students to the basics of designing and writing a White Paper. You might want to supplement the presentation with more detailed information posted on Purdue OWL.

*White Papers in all of their forms make up one of the most frequently used reports in business. White papers can be concise or more in-depth depending on the purpose of the White Paper. In addition, White Papers can be formal or informal, depending on the needs of the organization. Because White Papers are intended to convey important information, the language used in White Papers should be clear, concise, and authoritative.

*Students writing a White Paper for a class may or may not have a specific topic or problem assigned. If students are choosing their own topics, they should take care to choose a topic that is specific, clearly defined, and one that addresses a specific audience. For example, if students want to propose a new business, their audience might be that of investors. Or, if students want to propose their company adopt a new technology, their audience might be that of a manager or company owner.

*Students should consider many aspects of their audience. Ultimately, the goal of any white paper is to convey information and/or persuade the audience to either accept the position presented in the White Paper or feel confident they understand enough about the topic to implement the information given in the White Paper. Further audience considerations include the knowledge level of the intended audience and investment of the intended audience (That is, are they already invested in your product or argument? Or, will you need to first convince them of the merits of reading your White Paper?). Students should also consider any time constraints faced by the audience. That is, how much time will the audience have to read the White Paper? In addition, students should consider if the intended audience is internal or external. Will they need to define certain jargon terms if the audience is external?

*Thoroughly research the topic of your White Paper. You should plan to gather sufficient research for the scope of your topic. Research can include library research, internet research, interviews, surveys, government documents, and videos. The type and amount of research you need will vary by project, but you want to obtain a sufficient amount of research to build your ethos and prepare to respond to possible audience objections. Students just starting out in industry or students writing a White Paper for a class can build their ethos through research. A well researched project will help students achieve an authoritative tone. Depending on the topic of the White Paper, both primary and secondary research may be appropriate. Primary research includes information from interviews or surveys. While secondary research includes sources from books, the library, government documents, etc. *Students should compile enough research that they can accurately and truthfully address the topic or problem. If students find they have conflicting information or information which might be considered negative, they should include it, but also anticipate their audiences objections. Students can gain experience in determining the credibility of the source through continued research and discussions during class and/or with their peers. *Organization of the relevant information is key to creating an effective White Paper. Depending on the specific topic, White Paper sections may vary, but, in general, a typical white paper will include a title page, a table of contents, a list of figures, an introduction or abstract, a background of the topic or a problem statement, a proposed solution, a conclusion, and references. In some cases, additional sections, such as a budget or personnel section, may be appropriate. This slide can be supplemented by the General Format section from OWL http://owl.english.purdue.edu/owl/resource/560/01/

*Depending on the audience and purpose of the White Paper, title pages with a professional design can aid in building ethos and gaining the interest of the audience. In an organization, the design of the document may be predetermined by the organizations style guide.

*Programs such as Microsoft Word include tools to auto create a table of contents. These tools can be useful, but students should be sure to edit the information auto created by a program.

*Programs such as Word can also automatically create a list of figures. *The abstract is a brief paragraph describing the purpose of the White Paper, a brief background description of the problem, and the proposed solution. This section should include the main point of the White Paper. Abstracts should give the reader a quick, but complete, overview of the problem and solution. That is, the readers should be able to determine up front the most relevant information. If the White Paper includes a recommendation, the student should state this recommendation in the abstract.

This slide can be supplemented by the relevant section from OWL https://owl.english.purdue.edu/owl/resource/726/07/

*The introduction should give a more detailed picture of the purpose of the paper. In your introduction, you should set up the background/problem address in the White Paper. In this section, you should also address why this topic or problem is important for you audience. Students often confuse abstracts and introductions. Depending on the type of report the student is writing, only one or the other might be appropriate. In the introduction, the student should present the problem and its importance to gain the attention of their audience. The introduction should include a complete overview of the White Paper, and, if appropriate, should include any recommendations to the problem.

*The background/problem statement section of the White Paper includes detailed information about the problem, why the problem is important, how the problem came to be, who is or has been involved in the project, and any other information relevant to persuading the reader that the problem deserves their attention. Students should pay special attention to the concerns of the audience when describing the problem to help persuade them to continue reading the White Paper.

*

As with the problem statement, the proposed solution section should be detailed and the student should anticipate the objections of the audience. That is, rather than write the proposed solution as the only correct solution, the student should research the benefits and possible challenges of both his or her solution as well as those of alternative solutions.

This section can also include future directions for the project, if appropriate.

*

*Your White Paper should be clear, concise, authoritative, and professional. This slide can be supplemented by the relevant section in OWL: https://owl.english.purdue.edu/owl/resource/608/01/

*Of course there are times, when a word such as transformation would convey a more precise meaning, but students should avoid turning to the thesaurus to locate an inflated word when a more common word would help achieve a more readable document.

*Organizations often use their own jargon, and members are encourage to use jargon with internal audiences. But, be careful about using jargon with external audiences, as your meaning may be unclear. Often, your audience will include international readers. To keep your document effective and easy to read for all readers, research your audience and learn how different cultures might interpret your document. In addition, avoid using idioms and slang that might not be clear to readers from other cultures. This slide can be supplemented by the relevant section in OWL: https://owl.english.purdue.edu/owl/resource/608/01/

*Although using active voice can lead to an easier to read document, using passive voice can sometimes be appropriate. For example, if you need to emphasize the research over the researcher, or if you need to follow the old/new pattern. This slide can be supplemented by the relevant sections in OWL: https://owl.english.purdue.edu/owl/resource/539/01/https://owl.english.purdue.edu/owl/resource/600/01/

*Avoiding disability bias helps ensure people are defined by their individuality rather than defined by their disability. This slide can be supplemented by the relevant section in OWL: https://owl.english.purdue.edu/owl/resource/560/14/

*You should design your White Paper to make it easy for your audience to follow and find the relevant information. In addition, a well-designed, professional White Paper can help to build your ethos. Keep the design of your document consistent throughout. Your White Paper will be easier to follow if you use consistent fonts and color and design choices. You can use different fonts for headings and text, but avoid using too many different or conflicting fonts. Keep your color and design choices consistent and professional. This slide can be supplemented with the relevant sections on OWL: https://owl.english.purdue.edu/owl/section/1/7/https://owl.english.purdue.edu/owl/resource/725/01/

*Using headings, figures and illustrations, and bullet points and numbered lists can help break up the text in the document, which makes the document easier to read. Negative space, which is space on the page with no text can help make the document much easier to navigate. Students should not feel they have to fill all of the negative space in their document.

*Visuals and illustrations can help your audience quickly grasp the argument you are presenting in your White Paper. Visuals and illustrations should be relevant and ethically presented. That is, make sure you are not obscuring relevant information with visuals. The visuals you choose should be objective and truthful. Students should include visuals, figures, and illustrations that help advance their arguments. Visuals, figures, and illustrations should not be used for decorative purposes alone, but should include relevant information to help the reader understand the purpose of the White Paper and/or the feasibility of the recommendation.

*The European Commission provides White Paper published since 1993. Students can use these to become familiar with the many different formats and styles of White Papers. White papers should be written according the situation and audience. As such, White Papers do not have a specific, exact format that is appropriate for each and every situation. Rather, this PowerPoint provides an overview of sections and considerations for creating a White Paper, but the student should be prepared to adapt according the needs of the situation and the particular audience.

*