Introduction

In our commitment to fostering clarity, alignment, and customer-centric innovation across every department, we are rolling out Amazon’s PR/FAQ model (Press Release/Frequently Asked Questions) as a standard approach for both internal and external communication. This model, a key element of Amazon’s “Working Backwards” process, ensures that every initiative is rooted in a clear understanding of customer needs and a well-defined plan for success.

The PR/FAQ model involves writing a hypothetical press release and a corresponding FAQ before any project begins. This approach forces us to articulate the customer problem, propose a solution, and clarify the benefits for all stakeholders, setting a clear vision that guides each team’s efforts regardless of function.

Why the PR/FAQ Model?

The decision to adopt the PR/FAQ model company-wide brings multiple benefits that align with Workpay’s core values. In summary:

• Customer-Centric Focus: Initiatives start with a clear emphasis on customer needs, ensuring every proposal directly addresses a real customer problem or opportunity.
• Clarity of Vision: Writing a press release upfront forces teams to simplify and clearly articulate their ideas, making the overall vision easy to understand.
• Enhanced Alignment: A standardized document provides a single source of truth, fostering collaboration and clear communication across all departments.
• Efficient Vetting: Early evaluation through the PR/FAQ process helps filter out less promising ideas, focusing resources on initiatives with well-defined customer benefits.
• Guidance for Execution: The final document serves as a blueprint, keeping the team aligned with the original vision and ensuring consistent execution throughout the project.

How the PR/FAQ Model Works

The PR/FAQ model consists of two key components:

Press Release (PR):

A one-page announcement written as if the project—whether a new product, process enhancement, marketing campaign, or any other initiative—is already live. It includes:

• Overview: A concise summary of the initiative.
• Customer & Problem: Identification of the target audience and the problem being addressed.
• Solution & Benefits: A description of the solution, emphasizing its value to the customer.
• Quotes: Hypothetical quotes from leaders or customers to add authenticity.
• Call to Action: Directions for next steps for customers or users.

Frequently Asked Questions (FAQ):

A section that addresses anticipated questions from both external and internal audiences:

• External FAQs: Answer common customer inquiries related to usage, pricing, or service impact.
• Internal FAQs: Address operational, technical, or strategic questions from various teams.
• Key Insights: Detail timelines, resource needs, potential challenges, and success metrics.

Together, these components provide a comprehensive view of the initiative—capturing both the high-level vision and the detailed considerations necessary for execution.

Key Questions to Address:

• Who is the customer? Define the target audience—external users, internal stakeholders, or both.
• What is the problem or opportunity? Describe the customer pain point or the opportunity you aim to address.
• What is the proposed solution? Clearly outline the product, feature, or initiative in simple terms.
• What are the key benefits? Explain why the solution matters and how it stands out from current alternatives.
• Is the opportunity significant? Evaluate the scale and potential impact for both the customer and the organization.
• What does success look like? Define expected outcomes, including key performance metrics and potential challenges.

Steps for Implementation:

1. Identify the Opportunity: Gather your team to pinpoint the customer problem or opportunity.
2. Draft the Press Release: Create a concise, customer-focused press release using the provided template.
3. Build the FAQ Section: Compile anticipated questions and provide clear, thorough answers.
4. Iterate and Refine: Solicit feedback and revise the document until it meets all clarity and detail standards.
5. Finalize and Approve: Submit the polished PR/FAQ for leadership review and formal approval.
6. Implement and Monitor: Use the approved document as your blueprint, updating it as necessary throughout the project.

Next Steps & Resources

To support everyone in adopting the PR/FAQ model, we have organised the following resources:

• Templates and Guides:
  During our recent price change, we implemented this framework and the PR/FAQ used can be found here.
• Leadership and Peer Support:
  Team leads will act as champions of this initiative across the departments. They will offer guidance, answer questions, and help ensure that every PR/FAQ meets high clarity and customer focus standards.
• External Learning Materials:
  For those interested in further exploring the PR/FAQ methodology, here are some excellent resources:
  
  • Putting Amazon’s PR/FAQ to Practice: Commoncog Article
  • Post by Cedric Chen on X: Cedric Chen’s Post on X
  • Working Backwards PR FAQ Template: Working Backwards Resources

These resources provide additional context and practical tips that can be applied to your work, regardless of your department.

Conclusion

Adopting the PR/FAQ model across Workpay is a significant step toward unifying how we approach innovation and change. By starting with a well-crafted press release and comprehensive FAQ, we ensure that every initiative—whether in product, marketing, operations, or HR—is built on a clear understanding of customer needs and a detailed plan for success.

Thank you for your commitment to excellence.

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