White papers and press releases: whats the difference?
Press releases are short, factual announcements of interest to a certain audience. This format has existed for perhaps 100 years. Until recently, press releases were used to influence media “gatekeepers” and gain publicity for their sponsor. The most effective press releases were recycled by journalists into printed articles. Today, press releases are available to anyone on the Web, without the need for any gatekeeper. A contemporary press release must be highly factual. In fact, there are rules about what a public company can say in a press release. White papers, on the other hand, are persuasive essays about a certain product, service, technology or methodology. Modern white papers have existed for perhaps 50 years and the format has evolved quickly since the turn of the century. While a white paper is sponsored by a company—the same as a press release&mdash white papers are generally much longer than press releases, with more room to present facts and develop arguments. White papers
