By Russell Willerton
| Ethics in White Papers: Have You Crossed the Line? We all know that money makes the world go around, and it is important for our companies to make money so that we can keep our health insurance, pay our mortgages, and put food on the table. At the same time, we should not let money cloud our thinking.Enron. WorldCom. Tyco. These are a few corporate scandals that have come to light in recent years. In each case, we can see at least two problems that led to public corporate meltdowns: unchecked greed and a lack of ethics.White papers enter the picture when we use them to attract customers and increase brand recognition; they serve to help keep revenue coming in. It is a challenge to write and distribute white papers responsibly without letting them become mere tools for amassing money.The American Marketing Association (AMA) provides a statement of ethical norms and values for marketers. For this article, I thought it might be helpful to review AMA’s statement’s main points and consider how they might apply to white papers written for marketing purposes. (All direct quotes are from the “AMA Statement of Ethics,” found online at http://www.marketingpower.com/content435.php. The AMA’s statement begins with three overriding principles, and the second is especially appropriate for white paper writers: “Marketers must foster trust in the marketing system. This means that products are appropriate for their intended and promoted uses. It requires that marketing communications about goods and services are not intentionally deceptive or misleading.” In other words, if corporate greed dictates how white papers are written, then writers might be pressured to overstate their company’s qualifications, misrepresent their market share, or mislead readers about the benefits of a product or service. The pressure to increase the spin on a white paper can be great, especially in a competitive marketplace. By resisting that pressure, white paper writers can build trust within their markets and within their industries. The AMA’s ethics statement also lists six fundamental values to which marketers should aspire. These include honesty, responsibility, fairness, respect, openness and citizenship. Here’s how these values apply to white papers: “Honesty–to be truthful and forthright in our dealings with customers and stakeholders.” Certainly, the goal of avoiding misrepresentation falls under this category. Customers, competitors and potential investors do not only read white papers - industry watchers read them too. It is important to be honest with all potential readers. You can expect customers to appreciate and reward you when you treat them fairly. As one expert explained to me, many white paper readers have heard it all before, and they want facts; they can deal with the tradeoffs if you take an honest approach, but trying to pull the wool over someone’s eyes isn’t going to work. “Responsibility–to accept the consequences of our marketing decisions and strategies.” When you write a white paper, you are telling the world what you think a white paper is. Resist pressures to compromise the integrity of what a white paper should be - it is not a collection of fluffy, feel-good statements, but a factual, essay-like presentation of information. “Fairness–to try to balance justly the needs of the buyer with the interests of the seller.” We can see how the previous values of honesty and responsibility overlap with this one. In discussing fairness, the AMA mentions that it is important to avoid conflicts of interest. Third-party white papers could be used to present an appearance of objectivity when, in fact, that company is providing work-for-hire. For example, if the “Zip Company” publishes a white paper about Acme products, Zip should clearly state whether it has any connections to Acme. There are many ways in which a white paper (or any other document) might create a false impression, but that approach could ultimately backfire. As one white paper writer once told me, her company’s telecommunications audience was so smart, they couldn’t be fooled even if the company had wanted to; instead, the company made its case as openly as possible. “Respect–to acknowledge the basic human dignity of all stakeholders.” The AMA points out that marketers should avoid stereotypes, and that is sound advice. As you include examples or narratives in your white papers, remember that professions long dominated by men, such as IT, engineering, and software development, have become more diverse. The AMA also mentions acknowledging the contributions of others; be sure to clearly identify information that you have gleaned from other sources. “Openness–to create transparency in our marketing operations.” This doesn’t call for you revealing your company’s intellectual property or comprising your competitive advantage. What it does mean, however, is that you should be specific and deliberate with the terminology you choose. Make sure that messages from your white papers aren’t confused with promises you agree to in a proposal or statement of work. “Citizenship–to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders in a strategic manner.” We live and work in a many communities - professional communities, virtual communities (such as the WhitePaperSource Forum) and physical communities. Charity and volunteer work might not necessarily involve writing white papers, but each of us can identify opportunities to serve and improve the communities where we work and live. I don’t yet know of any corporate scandals caused by white papers, and I hope I never do. By applying ethical principles through our writing and marketing practices, we can maintain our livelihoods without compromising ideals. About the author: Russell Willerton, Ph.D., teaches technical communication at Boise State University. |
|
