Planet Relations

One of the best methods for selling a green service is the white paper. White papers can be an effective method for educating potential customers by providing unbiased information and analysis regarding a business problem (and potential solution) your prospects are likely facing. Public relations helps line up those experts needed to speak on the subject.

There are a variety of public relations delivery methods (press releases, customer testimonials, FAQs, etc) that function as marketing communications collateral. Their purpose is to help communicate a particular point of view (e.g., our product/service is wonderful). Companies that sell complex products or services face the added challenge of explaining their offering without drowning in marketing speak. Brochures that resort to 'the first', 'best-in-class', or 'revolutionary' create sceptics in the opening few sentences. 

Customer/expert quotes (grabs attention) that lead to case studies (validates that others have similar problems) that lead to white papers (confirms that the solution is credible) is a successful strategy that blends public relations with marketing communications. Developing ongoing relationships with trusted experts is at the heart of public relations. 

Other uses for white papers include:

• Generating sales leads by requiring website visitors or email recipients to register (contact info!) to receive a copy;
• Educating employees and giving them the tools they need to avoid sounding like marketing drones; and
• Cultivating additional experts by providing unbiased information validated by their peers.

Well-written white papers build credibility and support for an organization's product or service, which in turn helps to sell.