How to Launch Products that Matter With a PR FAQ.
Walk backwards to launch forward with a customer-centric approach that drives real impact.
This is one of the worst nightmares for product marketers: You’re working on a product launch, but as you gather the team, it becomes clear that there’s no unified vision of what this product truly means for your customers.
Features have been developed, deadlines met, yet the overarching purpose feels weak, almost lost.
It’s a common challenge, but there’s a simple, powerful framework that can bring everything into sharp focus. It’s an approach that has fundamentally reshaped how I kick off product launches and how it can redefine your role as a strategic driver of product success.
What is a PR FAQ, and Why Should Product Marketers Care?
The PR FAQ, which stands for Press Release and Frequently Asked Questions, is a document that Amazon uses internally to propose and refine new products or features. The idea is straightforward: you begin by drafting a press release as if the product is already launching. This is followed by a FAQ section that anticipates questions from customers, stakeholders, and internal teams.
At its core, the PR FAQ is a document designed to ensure that product development stays laser-focused on customer needs and outcomes. While it’s a framework commonly associated with product management, it holds significant potential for product marketers, offering a unique way to influence the product’s direction and ensure that what gets built is truly aligned with customer expectations.
Why a PR FAQ is essential for Product Marketers
Helps shape the Product Roadmap with customer-centric narratives
One of the most powerful aspects of the PR FAQ is how it enables product marketers to actively shape the product roadmap. Instead of being reactive—promoting products after they’ve been defined—you can use the PR FAQ to influence what gets prioritized and developed.
By crafting a compelling press release that clearly articulates the customer problem your product solves, you can help steer the product team towards features that resonate most with your audience. This isn’t just about selling a story; it’s about embedding the customer’s voice into the very DNA of the product.
Helps refining features for maximum impact
Even when a product or feature is already in development, the PR FAQ can serve as a critical tool for refinement. Writing a press release forces you to distill the essence of a feature into a narrative that’s both compelling and understandable. This exercise often highlights areas where a feature may need additional polish or where its benefits can be better articulated. By bringing this clarity to the product team, you help ensure that every feature not only works as intended but also delivers real value to the customer.
Helps drive a shift from output to outcome-oriented development
The PR FAQ is a powerful antidote to the “feature factory” mentality that unfortunately exists in many product teams—where the focus is on delivering features rather than on their impact.
By framing the discussion around a press release that celebrates the product’s benefits and customer impact, the PR FAQ encourages the team to think critically about the outcomes they’re driving towards, not just the outputs they’re delivering.
It’s a mindset shift that can transform how product teams approach development, prioritizing meaningful results over a simple checklist of features.
I talked about driving this mindset shift here:
Enhances cross-functional alignment
One of the most significant challenges in any product launch is ensuring that all teams—product, marketing, sales, support—are aligned. The PR FAQ provides a single, cohesive narrative that everyone can rally around. When every team member understands the product’s purpose, its benefits, and the answers to potential challenges, it streamlines communication and minimizes the risk of misalignment. This clarity is invaluable, especially in complex organizations where multiple teams need to move in alignment.
Elevates your role as a strategic partner
Often, product marketers are perceived as the final step in the product journey—the team that takes the finished product to market. The PR FAQ changes this dynamic, positioning you as a strategic partner from the start. By contributing to the PR FAQ early in the process, you’re not just preparing for a launch; you’re actively shaping the product itself. Your insights into customer needs, competitive landscape, and market trends become integral to the product’s success, giving you a seat at the table where critical decisions are made.
Implementing the PR FAQ in your Product Marketing launch strategy
Craft a Customer-Focused Press Release
Start by writing a press release as if the product or feature is ready to launch tomorrow. The press release should speak directly to the customer, focusing on the problem the product solves, the benefits it offers, and the emotional connection it creates. The goal is to make the product’s value immediately clear and compelling, setting the stage for everything that follows.Develop a Comprehensive FAQ
After the press release, build out a detailed FAQ section. This should cover questions from three key perspectives: customers, internal stakeholders, and external partners. Anticipate objections, clarify any ambiguities, and address potential challenges. The more thorough you are here, the fewer surprises you’ll face during development and launch.Collaborate with Product Teams Early
Introduce the PR FAQ early in the product development process. Share it with product managers, engineers, and other stakeholders to ensure that the entire team is aligned on the product’s goals. Use the PR FAQ as a living document, updating it as the product evolves. This early collaboration not only improves the final product but also strengthens cross-functional relationships.Keep the PR FAQ Updated Throughout the Product Lifecycle
The PR FAQ shouldn’t be a one-time effort. Keep it updated as the product evolves and as you receive feedback from customers and stakeholders. This ensures that the document remains a reliable source of truth for the product’s purpose and direction, guiding future iterations and helping maintain alignment across the organization.
From Features to Value
The Amazon PR FAQ is more than just a documentation tool—it’s a strategic framework that can redefine your role as a product marketer. By focusing on outcomes rather than just outputs, you can influence the product roadmap, refine features, and ensure that every product you help bring to market delivers true value to your customers.
As product marketers, our mission is to bridge the gap between what a product does and why it matters.
The PR FAQ helps us do that by keeping the “why” front and center throughout the entire product development process. It’s a tool that not only makes our jobs easier but also makes the products we support better.
A practical example to guide your first PR FAQ
To make this concept more actionable, I’ve included an exclusive, in-depth guide for paid subscribers. This 18-page document walks you through every step of the PR FAQ approach, complete with a real-world example to help you see how it all comes together.
Pro tips and best practices: Actionable tips for refining your PR and FAQ documents, ensuring they remain focused on delivering the intended vision and meeting customer needs.
Step-by-step FAQ development: Best practices for creating both customer-facing and internal FAQs that address critical questions and ensure alignment across teams.
Real-world example: A full PR FAQ example, illustrating how to effectively communicate a product's value and navigate potential challenges.