White Paper Pundit

Using referenced sources is a critical component to building the credibility of your white paper. Unfortunately, not all white papers effectively practice this concept.

An article that recently appeared in the Philippine Daily Inquirer regarding libel laws in that country, takes a somewhat jaded viewpoint of white papers and their use of anonymous sources: 

“In early America, there appeared pamphleteers who published scurrilous pamphlets—not unlike the present “white papers” against persons issued by anonymous sources—attacking the enemies of the authors. Those pamphlets usually resulted in the aggrieved parties at that time challenging the authors to duels. The duels were a “breach of the peace” to prevent which the founding fathers passed the libel law so that those libeled can sue in court instead of challenging their tormentors to duels. This is the libel law that we inherited.”

While this journalist’s perspectives on white papers could use a refresh, his view of using anonymous sources in a white paper should certainly be heeded.

Making claims in your white paper without valid references or legitimate sources can destroy the credibility of your white paper, making it come across to your reader as either biased or factually incorrect. Some of these practices include:

- Leaving out a named source – if you think your reader won’t notice, they will.

- Using “un-named” or an “anonymous” sources - such as the use of the term “anonymous sources indicate that such a position is sound”. Readers won’t believe that they exist unless you can attach a name to that source.

- Using old news references – Articles and stories posted on the Internet quickly go out of date. Don’t use news references that are older than three years from the date of your white paper. They won’t be credible.

- Using associate references or sources – Associate references or sources are those that have a relationship with the sponsor of a white paper. These could include named sources from within your enterprise (such as a quote from the CEO or chairman), references within the same industry, a parent company or division, or a business partnership that has a vested interest in your business. All of these sources tend to create the appearence of bias. Look for well-established, valid third party sources to back up the claims made in your white paper.

This entry was posted on Sunday, January 27th, 2008 at 6:08 pm and is filed under White Paper Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.