What is the difference between case studies and white papers? What is the MPR value and purpose of each? Explain your answer in detail

Question

What will be an ideal response?

Answer 1

Case studies are short-format articles that take a problem-solution approach to a particular issue based upon the expertise of a professional or organization. A company can self-publish them either as a part of its Web site or sales literature. However, a company realizes the greatest MPR value when a media outlet publishes the case studies instead. A typical case study describes a problem or challenge faced by an industry or segment of consumers and explains a possible solution and how to implement it. In addition, it should illustrate the benefits of the solution in terms of money saved, ease of implementation, and the time required to complete that solution. The firm's product or service may be part of the solution, but the case study cannot overtly sell that product or service. The author should also strive to include alternatives to his or her own products, if they exist, in order to ensure a measure of objectivity in the piece. Once the study is published, it can then take on a life in other areas of the marketing mix, such as being posted on the firm's Web site or appearing as part of its printed sales literature. It can also be useful as a part of the firm's media kit to provide additional background about the company and its products to journalists and to reinforce the perceived newsworthiness of the firm.

White papers are similar to case studies, but they are strictly factual. There should not be even a hint of selling in them. The PR purpose of a white paper is to position a person or organization as an expert and to gain exposure in influential circles. The topics for white papers can be problem-solution; a new discovery or theory; or a new application to an existing product, service, theory, and so on. White papers are unique in that they take technically complex information and translate it into a format that helps buyers make educated decisions without selling to them. This last statistic is evidence that white papers have the ability to spread word-of-mouth; they also add credibility to your press kit and pitching efforts.