Writing PR/FAQs¶
What is a PR/FAQ?¶
A document that starts with the end in mind: - Press Release: Announcement of the finished product - FAQ: Questions stakeholders would ask
Structure¶
1. 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.
2. Internal FAQ¶
Business-focused questions: - Why should we build this? - What's the market size? - Who are competitors? - What are the risks? - What does success look like?
3. External FAQ¶
Customer-focused questions: - What is this product? - Who is it for? - How much does it cost? - 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¶
- Write like it's real (present tense)
- Focus on customer benefit
- Be specific with metrics
- Address hard questions in FAQ
- Iterate based on feedback