I’m sure that most of us have come across something during our placement that made us think “why haven’t we been taught this already?” There have been a few times I can count where I have been left feeling quite amateur and clueless. But I guess that’s what this experience is all about. We will learn 10 times the amount of things that a text book could ever teach us by working in the real world.
When my boss came to me and asked me to write a white paper for her, I couldn’t hide the confusion on my face. White paper? What the? Not to mention, Sally was quite shocked that I had never heard of it before. Before shrinking into a corner, she asked me to research it. A mere Google search made it quite clean as to why she was so shocked I had never been taught about it at uni. So, to save you guys the embarrassment, I thought I’d fill you in on white papers.
“A white paper is an authoritative report or guide that helps solve a problem. White papers are used to educate readers and help people make decisions. These types of white papers are almost always marketing communications documents designed to promote a specific company's or group's solutions or products. As a marketing tool, these papers will highlight information favorable to the company authorizing or sponsoring the paper.”
More simply put, a white paper is a highly strategic and useful tool in PR. It assists with positioning, tactical sales and organisation-stakeholder relationships as the target audience can use its contents to gain an understanding of an organisation. It can also be part of a program to help rehabilitate an organisation’s reputation after it has undergone a crisis (this is where the real PR kicks in!)The thought leadership it shows, its linking with other reputable organisations and the manner in which it discusses its insight and activities can all impact positively on knowledge of, and perceptions towards, an organisation.
The ultimate objective of the white paper is to position the organisation more favourably with priority stakeholders.
So now that I, and now you, know what a white paper is and its purpose, I wanted to ask you guys whether you had come across the concept in your work placements, and if so, how useful you have found them? Now that I know what they are, I seem to be hearing and seeing them a whole lot more, and I can appreciate how they assist an organisation’s repute. If not, maybe you might be able to share with me a time in your placement where you have felt this same sense of embarrassment of not knowing something you feel that you should.
2 comments:
Hey Laura,
I have never heard of White Paper either so don't feel too embarrassed! Thank you for providing a good example for future reference!
I have been in a similar situation at my work placement when I've been asked to do something and I've been left feeling completely dumb-founded for not knowing how to do it... in my case, this was valuing media.
We have never covered it in class and even after my boss gave me some brief instructions I still found it hard to understand. At one point I had to email a paper for their advertisment rates and when a page full of numbers and figures came through I had NO idea which was the correct fugure to use etc.
To be honest, I still don't feel too confident with valuing but I've at least had an attempt at it and won't feel AS confused if I have to do it again!
Wow. I have never heard of "White Paper" either!! Funny that we don't get taught such important and useful skills in our three year degree!
I have definitely been in a similiar situation at my work placement where I have been given a task and have had absolutely no idea how to achieve it.
I think this is probably the case for most of us as it is most likely everyones first real internship and it cannot be expected that we know how to do everything straight off the bat and we in fact still learning!
Good to know that I'm not the only one that feels a little stupid at times :)
Olivia Russell
14278396
Post a Comment