“A white paper (or “whitepaper”) is an authoritative report or guide that often addresses issues and how to solve them. White papers are used to educate readers and help people make decisions.” http://en.wikipedia.org/wiki/White_paper (Links to an external site.)
For our next assignment, you will produce two, 2-page white papers that will educate readers on best practices for Google Analytics and Google AdWords.
Google is essential in strategic communication as it helps to identify leads, show effectiveness of public relations tools, and show where to spend more/less of your budget as a public relations practitioner.
What is Google Analytics? What is Google AdWords?
By setting up a free, faux account you can test both tools. You should work to familiarize yourself with Google Analytics and Google Ad Words over the next week and explain via two white-papers the best practices on how to use both tools. Please keep in mind that you will be writing two reports that are 2 pages each.
Each white paper should not be a “How-to” set up a Google Analytics or AdWords account, but an explanation of best practices when launching either tool. Use this as if you were going to explain these tools to a client (again, you would be the one setting up the tools, but explaining to your client how to use the tools effectively to ensure ROI). Because both of these tools are extremely complex, you should focus on one topic within each (i.e. Google analytics: Boosting SEO, Google Adwords: Keyword Match).
Each whitepaper should include the following components:
identify an issue/problem
articulate a solution to that issue/problem
describe the value/impact of that solution
write in an engaging and highly readable way
include citations from at least two peer-reviewed, scholarly journal articles (PR Review, Journal of Public Relations, ETC)
make use of the library’s database system
quote the source
synthesize the source
devoid of spelling, grammar, and usage mistakes
Please read through sample white papers to familiarize yourself with the genre of a “white paper” and the purpose of these documents.