Fact Sheets are a powerful

way for USGS scientists to

rapidly communicate the results

of their work directly to the public. These concise official publications can be particularly useful in helping readers understand and live with natural hazards. Fact Sheets also increase

public awareness of the USGS'

role. Careful review and edit are

especially important with Fact

Sheets because they often touch

on sensitive issues and must

present a clear, unambiguous

message to the general public.

The mission of the U.S. Geological

Survey (USGS) is to provide the Nation

unbiased scientific information about our

restless and environmentally fragile

planet. The results of USGS work are

used by policymakers, private industry,

and the general public. Because of their

technical nature, however, many USGS

publications do not convey a clear message to the non-scientist.

Fact Sheets, an official publication series of the USGS since 1994, are proving

effective in fulfilling this important part

of our mission. For example, these concise publications can be powerful tools

for directly alerting the public to natural

hazards—enabling readers to better prepare themselves and also allaying unwarranted fears.

As with other USGS publication series,

Fact Sheets must go through the official

approval process, including review, editing, and Director’s approval. Because they

often touch on sensitive issues and must

present a clear, unambiguous message to

the public, a thorough process of review

and editing is especially important for

Fact Sheets.

What Authors Need To Provide

• DRAFT TEXT (No more than 1,500 words

for a 2-page Fact Sheet; 2,500 words for a

4-page Fact Sheet)—Initially, authors

should not worry too much about length

or the use of technical terms; culling a

more detailed text and rewording it for

the general public is easier than filling

gaps in an incomplete text. Editors can

greatly assist authors by doing substantial rewriting and can help craft an attention-grabbing introduction.

• GRAPHIC MATERIAL—Illustrations may

include photographs (those showing

people actively working are particularly

good), small maps, technical diagrams,

and sketches. Editors and graphic artists

can help produce easily understood

graphics from technical illustrations or

even from rough ideas or sketches.

• CONSULTATION—Frequent consultation is required between authors, editors,

and graphic artists. An effective Fact

Sheet is usually the product of extensive

interaction and feedback.

About the Process

• REVISE! REVISE! REVISE!—Expect the

text, captions, and illustrations to go

through many successive versions,

bouncing back and forth among editors,

authors, graphic artists, and reviewers.

Much of the writing, editing, reviewing,

and “polishing” occurs concurrently.

Captions often reach final form last,

after the graphics are completed.

• TEAMWORK—Every phrase in a Fact

Sheet must be carefully considered to

ensure that it can be clearly understood,

cannot be misread, and conveys no unintended meanings to the non-technical

reader. Experience has shown that the

synergy of people working together not

Essential Elements of a Good Fact Sheet

• Good science

• Short, active, and non-technical title

• Brief abstract

• Attention-grabbing introduction (usually a story)

• Clear, concise message that readers can relate to

• Well-explained benefit to society

• Point of contact for more information

• Eye-catching, effective graphics

• Format that identifies it as a USGS product

No matter how well written, a Fact Sheet will not convey its message unless it is picked up and read. In publications intended for a general audience, the importance of color and format cannot be overstated. An attractively

formatted, color Fact Sheet with a striking illustration on the first page is far more likely to be picked up and read

by a member of the public than is a plainer looking black-and-white product. Colorful illustrations, an interesting

format, and a bold, active title help capture the viewer’s attention at a quick glance.

Creating an Effective Fact Sheet

U.S. Department of the Interior

U.S. Geological Survey

USGS Fact Sheet-008-97, version1.1

Revised March 2000

COMMUNICATING U.S. GEOLOGICAL SURVEY SCIENCE TO THE GENERAL PUBLIC
For more information contact:

Western Publications Group (650) 329-5038

U.S. Geological Survey, Mail Stop 951

345 Middlefield Road, Menlo Park, CA 94025

http://geopubs.wr.usgs.gov

only results in higher quality but also saves

time. For example, a team of two editors

rewriting and “polishing” the text of a Fact

Sheet at the same computer monitor has

proved more time-effective than a single

editor working alone. Roundtable discussions between the authors, editors, and

graphic artists are also very productive.

• REVIEW & TEST MARKETING—Different eyes see different things, so you almost

cannot have too many people read and

review a Fact Sheet. For example, each of

the 13 Fact Sheets in the series Reducing

Earthquake Losses Throughout the United

States (produced in 1995 and 1996) was

routinely reviewed several times by 7 to 11

people, including editors, graphic artists,

authors, series coordinators, and the Publications Group Chief. All of them found

some way to improve each Fact Sheet. In

addition, many of the Fact Sheets were

reviewed by non-scientists outside the

USGS (often family members); the comments of these “test readers” from the

general public often also resulted in significant improvements.

General Tips

• COLOR! COLOR! COLOR!—Tasteful

and effective use of color makes it more

likely that the general public will pick up a

publication and read it. Some black-andwhite images can be successfully incorporated, but usually color is the attractant.

• BANNER HEAD—A series banner head

above the Fact Sheet’s title is a good way

to tell the reader the general subject area

being discussed. Future related Fact Sheets

can then be placed in the same series.

• "SPEAK PLAINLY"—Because Fact

Sheets intended for the public must be

easily understood by a broad audience,

text should be written for a high-school

(“National Geographic”) reading level.

Peter H. Stauffer and James W. Hendley II

Graphic design by

Susan Mayfield and Sara Boore

Technical terms should be used only if

absolutely essential to convey the meaning, and any technical term used must be

explained clearly.

• CONCISENESS—The final abstract of a

Fact Sheet should be about 70 words long.

The final text (excluding captions) for a 2-

page Fact Sheet should be about 1,000

words (2,000 words for a 4-page Fact

Sheet). To achieve the required conciseness, eliminate anything that is not necessary. As you read the information contained in the text, ask yourself, “Will the

public really care about this?” If the answer is “No,” either delete the particular

item or, if it is essential to the story, make

it relevant. Subheadings and bullet items

are not generally used (because they require extra space) but may be appropriate

for some topics, as with this Fact Sheet.

• ABSTRACT & CAPTIONS—Because

some people will only read the abstract

and captions and look at the illustrations,

these elements should carry the essentials

of the message contained in the Fact Sheet.

Captions may therefore purposely repeat

portions of the text, sometimes verbatim.

• COOPERATORS—When appropriate,

non-USGS organizations and groups involved in the work discussed in the Fact

Sheet can be listed under “Cooperating

Organizations,” usually following the

names of authors and graphic designers.

• POINT OF CONTACT—So that the interested reader can get more information on

the topic presented, a point of contact

should be given at the end of each Fact

Sheet. Include a telephone number, mailing address, and e-mail and (or) website

address. Because people’s assignments

change, it is best not to give a person’s

name as the point of contact. An 800 telephone number is best, and the caller

should be able to talk to someone immediately or leave a message that will receive a

prompt response. If appropriate, reference

can be made to related Fact Sheets.

Fact Sheets created through the intensive

review and editing process outlined here are

already reaching a broad audience. Public

demand has been so high for these products

that many have been reprinted within months

of publication, even with initial printings of

10,000 copies each. By using effective products such as these Fact Sheets, USGS scientists can bring the benefits of their work

more directly to the citizens of our Nation.

Creating an effective Fact Sheet for the general

public involves many revisions and much teamwork.

Every aspect of a Fact Sheet must be carefully

considered to ensure that it will be clearly understood by the non-scientist reader. Roundtable

discussions and bouncing successive revisions

among team members produces a synergy that not

only results in higher quality but also saves time.

As shown by these diagrams and the final Fact

Sheet illustration derived

from them, editors and

graphic artists can produce

Printed on recycled paper

Seismic records (upper right) obtained during

the 1984 Morgan Hill, California, earthquake

led to an improvement in the Uniform Building

Code (a set of standards used in many states).

The center of the gym roof shook sideways

three to four times as much as the edges. The

Code has since been revised to reduce the

flexibility of such large-span roof systems and

thereby improve their seismic resistance.

AUTHORS

EDITORS GRAPHIC

ARTISTS

PROGRAM

MANAGERS

REVIEWERS

REVIEWERS INCLUDE

• Technical reviewers

• Test readers

• Publications Group Chief 

(final review and 

Director's approval)

SYNERGY FUELS THE CREATION OF EFFECTIVE FACT SHEETS

attractive, easily

understood images

from highly technical material or even

from rough ideas or

sketches.