DIY PR by Penny Haywood Calder

Penny Haywood Calder set up PHPR in 1986, riding out booms, busts and bursting bubbles, to become stronger than ever.
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Monday, 19 April 2010

Create Interesting White Papers to Support your Business

Many business owners are sitting on marketing information that throws an interesting sidelight on their sector. Perhaps your company is bucking a recessionary trend? Or you've noticed that sales have changed in surprising ways?

That might be enough to be the germ of an idea for a press release.

Or you may have more in-depth information that allows you to demonstrate your expertise? In which case, an expert guide might be useful to prospective customers and a good marketing tool for your business. Not to mention creating some useful extra content for your website.

If you have a wealth of information and consider yourself at the forefront of some aspect of your business sector, you may consider a more in-depth white paper. These normally run to 10 or more A4 pages, using graphs and pictures plus graphical devices to underline your points.

But before you start, why not take a lead from the professional journalists and chose a key theme to follow through the release, guide or report? Journalists are masters of writing compelling way and their example will help to steer you away from churning out a self-serving document that no-one wants to read.

There are some useful suggestions in a piece called 5 Ways to Create a more Engaging Introduction (http://www.whitepapercompany.com/blog/?p=4638).

Labels: expert guides, PR, press releases, white papers, writing

posted by Penny Haywood Calder # 19:31 0 Comments

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