White paper, policy paper, press release, and briefs—what are they, how to and why use them?
Every week, many organisations in the EU bubble release paper, briefs, communiqués. How to ensure yours stand out and are relevant to your target audience?
White papers, policy papers, policy briefs, ebooks, slide decks, non-papers, and communiqués are some of the many documents actively spread in the bubble.
But is your organisation using them the right way? Are you sure your stakeholders find what they seek in your communications? Let’s discuss what these respective documents are and how you can improve yours.
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White papers vs briefs
Traditional marketing distinguishes between two kinds of communication: white papers and briefs.
While both are mostly online pdf documents, they serve different purposes and thus have different formats. The white paper proposes a solution to a definite problem. The brief is rather a showcase of the organisation’s services.
In the EU policy world, the white paper offers a political or regulatory solution, while the brief could cover policy development around a specific topic.
Now, the array of papers and public documents can be traced back to one of the two materials. This way, a policy paper and non-papers follow the rules of the white paper. On the other hand, policy briefs (developments around a certain file), briefs, slide decks, and other information materials are—broadly speaking—briefs.
What your stakeholders are looking for
White paper: your solution to a policy issue
With this dichotomy in mind, it is easier to understand what you need to put in your various communication supports.
The white papers (and policy papers…) will provide your organisation’s—or industry’s, NGO’s, etc.—solution to a problem that you will define. The best format, argues David M. Scott in The News Rules of Marketing & PR, is A4, portrait.
This is indeed the solution that your stakeholders will be looking for. A Commission official drafting a proposal will look for alternatives to answer the problem the EU institutions are trying to solve. With a white paper, you have the occasion to say “Here is our proposition. We think it is the best alternative because…” and list your arguments.
You understand that you need also to show the disadvantages of your solutions and explain 1. why they are negligible compared to the advantages your solution offers, and/or 2. the elements to put forward to solve them too. This will reinforce the credibility and authority of your white paper.
Briefs: position yourself as a “thought leader” and expert
The brief format, on the other hand, does not respond to a problem, but rather offers insights. It gets your organisation seen and considered. It helps to establish your organisation as a “thought leader”.
Let’s say you defend the German automotive industry. Ideas for briefs format documents include:
Figures about the state of the industry,
The steps that the industry took to transition to environmental-friendly practices,
The advancement of an automotive-centric German regulation, and its relations to its EU counterpart,
What your organisation does for the German and EU automotive industry.
While policymakers will not find direct solutions, they will find expertise and figures in your briefs. This is the moment to show yourself and paint a positive image of your organisation, its missions, and its goals.
Once you will be considered a reliable partner by your peers and policymakers, your white papers will be so much more impactful.
According to David M. Scott, you want to prefer a landscape, slide-like format to your briefs.
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Alexandre Météreau is the author of The Beubble and a specialist in European policies and politics. Discover more about Alexandre at alexandre-metereau.eu.