INTRODUCTION
When a new municipal project is announced, you can expect questions from residents, businesses and elected officials. Creating an FAQ for the project is one of the best ways to address those common questions with your messaging strategy.
Here is how to write an effective FAQ for your proposed municipal project:
WHAT TO INCLUDE IN YOUR MUNICIPAL PROJECT FAQ
Start by figuring out the questions your audience will likely ask. This could be fundamentals like project purpose, timeline, budget and community impact. Use those questions to build the bones of your FAQ.
As you draft responses, rely on the approved project talking points so the messaging stays consistent. Keep each answer direct and easy to understand. If renderings or visuals are available, include them, too.
Equally important is anticipating concerns before they become complaints. Consider questions about construction traffic, cost to taxpayers, timeline disruptions and who is responsible for different parts of the project. It’s best to control the narrative around these types of issues.
Throughout the FAQ, use plain, jargon-free language. This document must be accessible to media, residents and other stakeholders, not just those familiar with the municipal process. Apply appropriate graphic treatment to the document as well (e.g., clear headers, readable fonts), and include a QR code that links to the project website.
HOW TO GET YOUR FAQ REVIEWED AND APPROVED BEFORE IT GOES PUBLIC
Start drafting your FAQ early, since it may need to be circulated among several individuals. Be sure to mark the document clearly with a “CONFIDENTIAL DRAFT” watermark on the document itself and in the email subject line. This step signals that the content is not yet approved for public release.
Build in time for numerous rounds of revisions, and before final approval, verify that your FAQ is fully consistent with related materials like slide decks and press releases. Misaligned messaging across project documents can damage credibility.
As the project evolves, make sure to update your FAQ.
WHERE AND HOW TO DISTRIBUTE YOUR FAQ
Post the FAQ to your official project website as the primary reference point. Share it digitally through municipal email lists and social media and make it available at relevant government offices.
You also should distribute the FAQ at your public meetings, community listening sessions, etc.