A frequently asked questions (FAQ) document is one of the most valuable and must-have materials because it supports both clients and PR professionals in the development of consistent key messages. Typically, an FAQ appears on a company website and acquaints potential customers with information that builds awareness for the brand and promotes its product or service.
For public relations professionals, we regularly draft internal FAQs that serve as a foundational material when kicking off a partnership with a new client. It allows PR professionals to take a step back and ponder the intricate questions members of the media might ask. Gathering these questions ahead of time makes it easier to urgently address media requests in a timely and consistent manner.
Below are a handful of tips to create straightforward yet comprehensive FAQs that can be utilized throughout media relations to deliver consistent and strong messaging.
Best Practices for Creating an Effective FAQ
Include Common Questions – Incorporate the simple, common questions that may seem unnecessary in FAQs. Although it may seem tedious, it’s important to take this time to be thorough and include every piece of information you believe reporters will want to know about the organization. With this document, every member of the team has ready-to-use, approved messaging that has been thoughtfully written out.
Categorize the Document – Organize the FAQ in a systematic way that focuses on the company and its offerings first, then goes into the broader questions. Keeping them structured and grouped will save you time in the future to clearly identify what you’re looking for and ensure that anyone reviewing the document can easily find the content they need.
Keep it Short and on Message – When possible, keep the language clear, conversational and succinct. It’s important to use simple language that fully aligns with the company’s mission statement and its value propositions. Additionally, FAQs should include proof points that back up any claims to ensure information is accurate, convincing and believable. Remember, your goal is to clearly answer the media’s questions, not confuse them!
Write for Your Audience – It’s critical to ponder the types of questions reporters will ask once they receive a story idea. Review your client’s top priority journalists and read recent articles. This will help you get a sense of their style and spark a slew of questions that help make the relationship much for effective for all parties involved.
Beneath I’ve compiled a few example questions for inspiration.
Example Questions to Consider:
- What is the product/service?
- What pain point does the product/service address?
- What are the key benefits?
- What are the drawbacks or shortcomings of the product/service?
- Who’s the target audience?
- Who are the company’s top competitors?
- When was the company founded?
- Where is the company located?
- Who is on the executive team?
- How many people are employed at the company?
FAQs can be a great public relations’ tool that serves as a foundational material, offering access to client-approved language to answer media requests swiftly. Hopefully, these tips and example questions will guide you to create an FAQ that instigates connections with reporters to drive meaningful results for clients.