Q&A Sheets

by Kelle Campbell

One of the major tasks of PR practitioners is making it easy for media and the public to find out more about our product/service/issue. A handy tool for this task is the question-and-answer or Q&A sheet.

Like a fact sheet, the Q&A sheet breaks down complicated information into smaller, easier-to-understand parts. The major difference is in the format because, as you've probably guessed, the Q&A sheet takes the form of questions and answers.

The idea is to anticipate the questions that the media and public will have, which makes the Q&A sheet similar to a FAQ Web page. I'd say that these sheets provide a way to address matters that aren't suited to fact sheets, which are best suited to discussing location, features, etc., but not difficult topics.

Consider this admittedly extreme example. Suppose reporters had this question: "Widgets of this type have a reputation for exploding. How can you guarantee public safety?" You can address the matter and provide reassurance more directly in a Q&A sheet.

In her Publicity Hound ezine, PR expert Joan Stewart related the story of an author who created a Q&A sheet as preparation for an interview. The reporter hadn't had time to read the book, so the author handed over the Q&A sheet. The reporter ran its content along with photos of the author.

You can also use Q&A sheets in your press kits or, as Stewart suggests, for preparation for the interview. This is especially useful because you'll be able to figure out how include your key messages gracefully.

I wouldn't recommend memorizing responses, however. You want to sound as if you're having a conversation with the reporter, not reciting.

Here are some very general areas your Q&A sheet could cover:
* What is it?
* Why is it important?
* What is its history?
* What is the problem/deficiency that prompted your effort, and how widespread is the problem/deficiency?
* How does it work?
* How do you differ from competitors?
* What are the potential drawbacks, controversies, or misconceptions you need to address?
* What impact will this have on the future?

So, consider Q&A sheets as part of your PR toolkit.

Kelle Campbell specializes in freelance public relations writing for PR companies, businesses and nonprofit organizations. She has contributed several articles on PR, writing, small business and technology topics to print and online publications. For more information, visit http://www.kcwriter.com.

This article may be freely reprinted as long as the bio is included.

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