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Basic PR FAQ Format
The PR FAQ should be the starting point for all of your other product documents:
- Engineering team should be able to use PR FAQ as starting point for Scoping. Design team should be able to use PR FAQ as starting point for design documents.
- The sales team should be able to use your PR FAQ to design the sales playbook for the new product
- Marketing should be able to use the PR FAQ to create actual press releases
- Your executive sponsors should be able to use your PR FAQ to understand the resource allocation needed to build the product, etc.
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FAQs
A set of public frequently-asked questions and their answers. This should be a comprehensive list of everything that a customer might want to know about the product.
It should include any reasonable question that comes up when discussing the new product/feature with customers and customer-facing teams during the development of the product/feature.
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Internal FAQs
A set of private, internal frequently-asked questions and their answers in a format that can be understood by every other stakeholder.
An FAQ might include wireframes of a product with a strong UX component, or a link to separate wireframe documents, but the PR should rely on text alone. This will allow all internal stakeholders to get clarity on the product/feature.
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Why does the PR FAQ format work?
The PR/FAQ format works because it is:
- Customer-centric
- Forcing your assumptions to be explicit
- Interpretable by any stakeholder
- Increases the ownership of stakeholders
- Simple enough to be created by any stakeholder
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How does this PR FAQ format differ from Amazon?
There are three main ways that my PR FAQ documents differ from Amazon’s:
- Allow some design elements
- Allow more details about potential solutions
- Elicit feedback in multiple different ways
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IDEAS CURATED BY
Evelyn Lopez's ideas are part of this journey:
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How to identify and prioritize customer needs
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