Writing PR/FAQs
What is a PR/FAQ?
A document that starts with the end in mind:
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Press Release: Announcement of the finished product
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FAQ: Questions stakeholders would ask
Structure
- Press Release
Headline
Attention-grabbing summary of the benefit.
Subheadline
Target customer and key benefit.
Problem Statement
What problem does this solve?
Solution
How does this product solve it?
Quote from Leader
Why this matters to the company.
How It Works
Brief explanation of the product.
Quote from Customer
Testimonial about the benefit.
Call to Action
How to get started.
- Internal FAQ
Business-focused questions:
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Why should we build this?
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What's the market size?
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Who are competitors?
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What are the risks?
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What does success look like?
- External FAQ
Customer-focused questions:
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What is this product?
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Who is it for?
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How much does it cost?
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How do I get started?
Example Headline
[Company] Launches [Product] to Help [Customer] [Benefit]
[City, State] - [Date] - [Company] today announced [Product], a new [category] that [key benefit] for [target customer].
Tips
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Write like it's real (present tense)
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Focus on customer benefit
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Be specific with metrics
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Address hard questions in FAQ
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Iterate based on feedback
Resources
- PR/FAQ Template