By Jonathan Kantor
Quick! Guess which part of the white paper development process is most responsible for delaying the project completion time?
If you guessed the research, editing or writing phase, you’d be wrong.
The single biggest area that consistently extends the completion of a white paper is the review cycle. Depending on the number of people involved in this process and the hierarchy of the organization, a review can add anywhere from several weeks to several months before a typical 10-page white paper can be considered complete.
Unfortunately, extending the completion deadline as a result of a lengthy review cycle can also have a considerable impact on the ultimate effectiveness of your white paper. This can range from shortening its shelf life to increasing its inaccuracy as a result of changes that have taken place in product development or the competitive landscape during this same period.
To avoid unnecessary delays, consider these five steps to reduce your white paper review time:
1. Designate an Internal Project Manager: This person would be responsible for facilitating and shepherding internal and external communications among the white paper author and all of the designated reviewers.
2. Choose Reviewers Wisely: Subject matter experts (SMEs) play a critical content role in a white paper project. When deciding on who to use, try to choose those experts who also have the time to read and review the subsequent drafts. For example, don’t pick someone who travels extensively or frequently participates in lengthy meetings that increase the probability that the draft review will be given a low priority.
3. Use a Backup Resource: If it is essential that the SME/reviewer is a CEO or high-ranking executive, designate a backup SME that can attend the initial content development sessions. These backup resources can be used to inspect the paper for initial technical accuracy in the event that the original participating executive may be absent during the review cycle.
4. Communicate Milestones and Reminders: When the first draft is sent to all of the designated SMEs/reviewers, include a date when you expect the reviewed draft to be returned. Establish realistic review periods, usually within one or two weeks. Also communicate the importance of getting the paper completed on time and the role that the review process has in meeting the final deadline objective. In the event the return date lapses, send out another high-priority email reminding all reviewers of the project importance and the need to get the changes back on time.
5. Consult a Higher Authority: In the event that your messages go unheeded, don’t be afraid to carbon copy the reviewer’s direct manager or supervising manager in your message appeals. Like a good shot of drain clog remover, this often works in freeing the bottleneck and getting information flowing again.
By applying these five techniques, you can significantly reduce your review cycles and meet your critical publication deadlines.
About the author: Jonathan Kantor is the principal and founder of The Appum Group, an organization that specializes in the creation of professional business and technically oriented white papers for the technology, construction, pharmaceutical, finance, retail, and consumer industries. He can be reached at jkantor@appum.com and check out his blog.
