Fact Sheet

A fact sheet is what its name implies: a compilation of facts about a certain topic. Fact sheets are typically used as supplements to news releases, to fill information requests, or as one of several pieces in a press kit. Many organizations keep them on file for standard topics (corporate history, general business facts) so that they can respond quickly to requests for information.

Fact sheets should be written with clarity and for ease of use. First, each one should be focused on one topic. The topic can be as broad as general facts about a company or as limited as facts about a specific community service program. Limiting the topic to a single subject allows for focus in the writing and precision in responding to information requests.

Next, the fact sheet should be written in as direct a manner as possible. Many fact sheets are produced as bulleted lists, with subheads to direct the reader to specific areas of interest. Such a format enables users to quickly find specific points they are looking for. This format is particularly appropriate for media users, who turn to fact sheets for additional information beyond a news release when writing a story. Full sentence style is also used, since not all material lends itself to bullet points, and some material can be presented more clearly in full sentences. As with a news release, journalistic writing style should be followed, although headings are often used. A third possibility is a combination of the two styles: a heading, followed by a brief explanatory paragraph, followed by bullet points. Whatever writing style is chosen, the determining factor should be how to most clearly present the information for easy use.

Finally, the format of a fact sheet should mirror that of a news release. Appropriate contact information is a must, since the piece may not always be used to supplement a news release or as part of a press kit. Even in those uses, it could become separated from the other materials. The date of the most recent update of the information should also be included. This date assures the reader that the information is current and gives the public relations practitioner a quick reference point for knowing when information should be reviewed.

Increasingly, organizations are making fact sheets available on their Web sites. For example, General Electric has fact sheets on topics such as company history and company values accessible through the News Room on its home page (http://www.ge.com). Useful graphics and pictures are easily included through this medium. As both the media and members of the public come to rely more on the Web as a source of information, making company information available in this manner will become more of an expectation than an option.