Doug Newsom and Bob Carrell

Introduction / Overview• If you are going into public relations, your

university experience is just the beginning.

• Beyond reports and proposals, public relations professionals must compose other kinds of research papers.

• Outside academia these are often called white papers. In public relations they are called backgrounders or position papers.

Introduction / OverviewBackgrounder is similar to a historical

research paper that looks at the situation or problem in the present by considering its origins and its implications for the future.

The position paper more closely resembles a research paper that takes a point of view or perspective on a situation and marshals evidence in support of the position taken.

Introduction / OverviewReports have obvious value for internal

decision making and planning, but they can be critical in media relations, particularly in responding to reporters’ inquiries.

Your company’s executives must be able to respond quickly and knowledgeably to reporters’ questions. A “No comment” response is not acceptable.

Introduction / OverviewThe role of PR writer in such instances is to

provide either in-depth information on the topic (in the form of a backgrounder) or a clear definitive company point of view (in the form of a position paper).

As the PR writer, you are the eyes and ears of company spokesperson.

You have to arm them with facts – solidly researched and documented, organized with logical position, clearly written and easily understandable.

Introduction / OverviewGood PR departments do not wait until a reporter

calls to begin developing basic information for backgrounders or position papers.

PR staffers routinely comb popular and specialized media and documents, searching for salient bits of information affecting their company or industry.

Bits of information are accumulated and filed for reference. When the task of writing a backgrounder or position paper is assigned, they already have a head start on research.

Introduction / OverviewSometimes backgrounders and position papers are

written and filed away for later use. Preparing backgrounders and position papers is

often the first stage in planning a new public relations program.

At some point, company management will decide to stay with the present system or go with the time-of-day system. The backgrounder will help management make this decision. If the decision is to adopt the time-of-day system, the backgrounder will be used as a basis for developing and writing a company position paper on the new system.

Introduction / OverviewBoth the backgrounder and position paper will

contain information necessary to write news releases, ads, brochures, speeches and articles for the company.

Backgrounders tend to be heavy on facts and light on opinion. Position papers are heavy on opinion or interpretation, supported by only a few selected facts.

Both can deal with broad or specific questions or issues. However, backgrounders tend to deal with general topics, whereas position papers tend to treat specific issues.

BackgroundersBackgrounders have many purposes. They

serve as information for company executives and employees. Provide source materials to copy writers preparing ads, news releases, brochures, speeches or articles for company magazines.

May also be used as documents to hand out to reporters or members of the public who inquire about certain topic.

BackgroundersCompany executives on speakers’ circuit can

use them to bone up on a subject to field questions from audience.

Hallmarks of a good backgrounder are accuracy and comprehensiveness. This means that the topic must be thoroughly researched.

BackgroundersResearchDoing research for backgrounders often

involves using all research skills and techniques.

You are not being professionally responsible if you leave one bit of salient information unread or ignored in your evaluation.

Research is a never-ending process. Once a backgrounder is completed, it becomes less useful with each passing day because of new information.

BackgroundersYou should establish the practice of

accumulating pertinent information, filling it and updating the backgrounder at regular intervals.

Backgrounders that do not include the very latest important information are worthless.

BackgroundersWritingWriting a backgrounder begins first with a

simple statement of the issue and why it is important.

Including such a statement may appear trite, but it is necessary to focus your research and writing. It keeps you on track.

Opening statement should be both precise and concise. Besides helping you in the writing, it tells the reader what to expect in the document.

BackgroundersOnce opening statement is honed to

perfection, write the body of the backgrounder.

Be sure to provide an adequate, clear history of the issue, thorough discussion of present situation and implication of the future.

BackgroundersBackgroundAs the name implies, a backgrounder supplies

background on the topic or issue.Should provide a fairly complete historical

overview so a reader unfamiliar with the topic can understand how the current situation evolved.

Answer the question “Why are things the way they are today?” You can’t answer this question without giving details about how things were and how and why they have changed.

BackgroundersTypical backgrounder includes such details as

significant historical events, legislative enactments, changes in government and company policy and applicable social conditions.

It specifies names, books, documents, articles and reports that played an important part in the development of the issue.

In sum, this section of the backgrounder should describe the evolution of the current situation.

BackgroundersCurrent SituationHaving built a foundation on the past, you should now

examine the current situation, including reviewing current and public and company policies.

These points could be extended to include a discussion of alternative policies now under consideration.

Purpose of backgrounder is to assemble and convey information, not to judge it. Any discussion of policy or alternatives should be presented from an objective, neutral position. Stick to facts. Describe policy options, discuss their good and bad points, but don’t judge them.

BackgroundersImplications Next step in writing the backgrounder is to

examine the consequences of selecting one policy over another.

If the backgrounder does not address such future implications directly, it should at least highlight points that must be considered.

Identifying the implications of a certain policy includes anticipating developments. PR writer has to be aware of the flux of ideas about the issue and which of the issue may gain or lose support over time.

BackgroundersPerhaps a public policy change is being

debated in Washington. Perhaps an extensive government study is under way, the results of which won’t be released for a year. Perhaps the topic will be the focus of a convention this year.

In all these cases, the issue and its implications are likely to be in the news now and in the future.

As a PR writer, you must be ahead of these developments.

BackgroundersDocumentationYou must present full documentation of the

information you use in the backgrounder. Before you write, get a reliable style manual and study it carefully.

Style manual can help you properly cite the material you use in the backgrounder.

Use footnote or endnote system of citation, and include a complete bibliography at the end.

BackgroundersIt is important to cite your sources carefully,

because people using the backgrounder, whether inside or outside your company, may want to pursue a specific point more fully. Or if they find any discrepancy between the facts in the backgrounder and those in some other source, they may want to evaluate the sources you have cited.

This is especially important when a backgrounder provides the foundation for a position paper.

Position PapersAs the name implies, a position paper is designed

to state a company’s position on an issue.The issue may be local, regional, national or

international in scope.For example, your company opposes a national

health insurance plan under consideration in Congress. The position paper should say why.

Your company may also take a positive position regarding a substitute proposal authored by a representative from the local district. The position paper should explain why it supports the substitute plan.

Position PapersLike the backgrounder, the position paper requires

extensive research. Much of the information you need will be found in the backgrounder, so new research should be minimal.

At this stage, you need to solicit the input of management, which must scrutinize salient information, sort out the pros and cons of the alternative positions and then make a policy decision.

Research on a problem may produce a backgrounder that results in a management decision to offer or support a solution. Then you may be asked to write a position paper.

Position PapersOnce that decision has been made, you can write

a thorough position paper representing the company’s point of view.

If PR professionals in the company are held in high esteem, management may ask that a proposed position be written and used as a basis for discussion.

A draft position paper is written with the expectation that it would be approved in principle, modified, or rejected. After modifications are completed and approved, a final version is prepared for distribution to management and publics.

Position PapersWhenever a new issue surfaces, the PR

department should alert management to the need for a position paper. Recognizing the issue constitutes the first step in writing a position paper.

Position PapersStating the IssueNo position paper will have much value if it fails

to state the issue clearly.Your job demands that you describe the issue

fairly and honestly. Don’t distort the issue to suit your purposes or to make it easier to form - or defend - an opinion. Purpose of a position paper is to address an issue squarely, not evade it.

Don’t dance around an issue; meet it squarely near the beginning of the position paper. One of the most obvious ways of doing this is by providing relevant background information.

Position PapersBackgroundFor a position paper to be more

comprehensible, you must provide pertinent background information. Remember a position paper is not a historical analysis; leave this to the backgrounder.

Give enough information to provide a context for your position and to help your readers understand why the subject under discussion has become an issue.

Position PapersPositionDon’t keep your readers in suspense. Come to

the point immediately. Don’t try to build suspense by including elaborate citations of facts and flashy figures, and don’t culminate the paper with an eloquent conclusion.

Begin by stating your position, so readers will know where you stand. Then support it with facts, logically organized and clearly written. Use examples or metaphor that readers can understand.

Position PapersUse statistics sparingly but include enough of

them to support and reinforce your points.Make your point in clear, plain language; then

select just the right statistics to support it. If you feel a lot of statistics should be included as support material, put them in an appendix so they don’t overpower the paper.

Always provide the source of your statistics. Readers who spend time with such information place a lot of weight on the authority behind the numbers.

Position PapersConsider both SidesAlthough a position paper should come down

strongly on your side of the issue, don’t ignore opposing sides. You are expected to amass as much information as you can in support of your point of view, but don’t stack your cards.

Position Papers“Card stacking” is a propaganda device where

all supporting arguments are given but no opposing points are mentioned. This gives the impression that the favorable evidence is more compelling than it really is.

Such a position paper may seem impressive at first glance, but when readers discover other points of view, they will distrust not only this message but others you send them later.

Position PapersConsider the PublicAlthough most position papers are written for

internal use by management, some are written for distribution to other publics.

Even when writing a position paper you believe will only be used internally, you must keep in mind other potential publics. For example, a position paper may be written for presentation to board of directors by management in an attempt to explain company policies to stockholders. But Wall Street analysts may ask to see the company's position too. And what about the media’s business editors? They may ask for and should be given copies.

Position PapersThis can pose serious problem for you as a

writer, because information that makes sense to your management may not make sense to the external publics or to stockholders.

It would be ideal to write one version of a position paper for use by all possible publics, but the nature of the issue may make this impractical.

So you may have to write more than one version of the same paper. You should not tell a different story in each version, rather you should tell the same story differently and appropriately.

Position PapersRecommendationIt is generally perceived as bad form to be against

something without offering an alternative solution.Taking a position means being both against one

thing and for something else. If you omit your alternative proposals from your position paper, you will inevitably be asked what you recommend as a suitable substitute for something you oppose.

Sometimes position papers suggest new policy on an issue or support a recommended but not yet implemented policy. Position papers can also support existing policy in the face of proposed change.

Format When the writing is completed, determine its

format and method of distribution. A backgrounder or position paper intended for

internal use is usually typed on plain or letterhead paper, copied, assembled, stapled and then delivered.

Those distributed outside the company may be produced the same way, or they may be published as a printed booklet or monograph, embellished with art, color, design, and typography and printed on expensive paper.

Format Some companies prepare backgrounders for public

consumption on special forms. These forms contain a certain printed company heading with the word backgrounder prominent.

Other companies produce punched versions suitable for inclusion in a loose-leaf notebook.

Many backgrounders and some position papers include charts and illustrations to help explain the topic. Computer software allows you to easily add these items. For formal reports, preparing graphics for reproduction is often done by graphic artists.

Special UsesPosition paper also have other uses although

they may be used as frames of reference when questions come from journalists and to reorient spokespersons and management personnel.

Position papers can be used as the basis for an essay or commentary to be submitted to the op-ed page in local newspaper.

The position paper should have enough documentation in it to stand alone as the basis of an op-ed-piece.

Special UsesAnother special area is the use of position papers

as the locus for image ads and public service announcement (PSAs) for an organization.

Position papers can be of enormous help in positioning or repositioning an organization as it tries to shape and project a consistent image.

Plans for action, as in lobbying for or against something, can spring directly from position papers.

Backgrounders may be of use, but it is the position paper that sets the direction and highlights major points of contention.