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The author will build a logical framework with evidence from previous work, while acknowledging opposing viewpoints or possible contradictions.
The writer meets with the marketing staff to discuss the information to be presented, to determine an angle, and set parameters on facts and messaging.
The author may have a background in the topic or product, but this is not required.
They are both presented with an emphasis on narrative rather than design, so neither will have flashy artwork or photographs and statistics are presented in black and white tables or graphs.
They are similar in length - from 6 to 12 pages, give or take.
For these documents, the authors are not only responsible for the narrative, they are also the lead investigators in the study, the experts analyzing data for their peers in the scientific world.
Their published work is inexorably tied to their names, their careers, and their professional legacy.Looking behind the surface, however, reveal 3 important differences.Commercial white papers are written by a company's in-house staff or by a freelance writer under contract.This last type, the concise document with information to solve a problem, came to be the formula for what is now known in many industries as a "white paper." Today, white papers are produced for sales purposes by for-profit companies, making them a marketing tool that can often be confused with a neutral scientific paper.While both publications have their purpose, it is important for the consumer to know how they differ.Important publications will continue to be cited in future work, each citation listing their name and article.Journal authors also take complete responsibility for the content of their articles, presenting their data at conferences, answering questions for interviews, and providing additional materials to those researchers wanting to know more.Both will have citations, either as footnotes or end notes, using current research from respected journals and thought leaders.Even the formatting will look similar, with section headings including a brief summary, background, analysis, and presentation of data.Final approval for these publications is granted by a panel of peer editors as well as the journal editor, often after several rounds of edits and clarifications that can take up to a year - in addition to the months or years required for the study itself.The goal of the white paper is to direct the reader towards making a specific decision.