A press release boilerplate gives a brief description of your company and key business information at the end of a press release. A boilerplate adds credibility to your press release so it’s more likely to get picked up by the media. A boilerplate is typically 100 words and is used for all press release types.
Here are the seven steps to writing an effective and captivating boilerplate:
1. Determine the Goal of Your Boilerplate
Your boilerplate could have a few different goals. It could be to highlight your longevity, showcase your company culture, or tell the reader about your recent accolades, which is why it is a key component of the press release format. While none of these are wrong, decide what is most important for your business and build your boilerplate copy around that.
According to one study, most journalists get between 50 and 500 press releases a week, and many journalists spend less than a minute reading a press release. This means a strong boilerplate is essential in helping reporters to quickly identify your business and decide whether they should write about your business.
Because of the number of press releases received by journalists and the way they scan them, your boilerplate will have a major impact on whether your press release gets read in its entirety and if journalists choose to cover it in their reporting. You need to be sure that you know what is most important to express and communicate in your boilerplate.
Some companies choose to be humorous to show their company culture in their boilerplate, while others highlight their growth or revenue. Other companies want to focus more on how many employees or locations they currently have. Start writing your boilerplate by deciding what your overall goal will be.
Examples of Boilerplate Goals
- Showcase Company Longevity: Express how many years you’ve been in business or how many generations your company has been owned by the same family.
- Highlight Company Culture: Briefly list the unique ways your company has built an accepting or fun culture, with a few examples that demonstrate its uniqueness.
- Mention Recent Awards or Achievements: List your recent awards, achievements, or major company milestones.
2. Write a Description of Your Business
In order to clearly and concisely communicate what your business does in your boilerplate, you should start by writing a brief, one- to two-sentence description of your business. This will allow you to capture the essential parts of what you want to say in your press release boilerplate.
One easy way to write a short company description is to think about writing this as a shorter version of your website’s “About” page. See if you can write your main company description in just one sentence. You can use this structure:
“<Business name> creates <offering> to help <target audience> <solve a problem> with <differentiating characteristic>”
Here are a few questions to help you write your business description:
- What industry is your business in?
- What does your business do?
- Who does your business work with?
- Where is your business located?
- When was your company founded?
- What size is your company? (employees, revenue and locations)
- Have you received any awards, commendations or recognition?
Once you have this description written, you will be able to focus on the other elements that are most important and valuable to include in your boilerplate. While you do want to show your company’s impressiveness, be careful to stick to the facts regarding your company, size, revenue, and awards.
Boilerplate Example of Company Description
3. Add Relevant Business Details
You want to be certain that if a journalist only reads your boilerplate, they have all the critical information they need regarding your company. You also want your boilerplate to attract attention by giving details on your business’ impact, revenue, internal or external growth, and relevance.
Boilerplate Example with Added Business Details
4. Include Your Mission Statement
You will also want to include a brief summary of your company’s mission statement in your boilerplate. You can lead with it or you can weave your company mission throughout the boilerplate. Including your mission statement will show those reading your boilerplate what your company is all about. Oftentimes, this summary will be what compels a journalist to find out more about your company.
You can also use the boilerplate to describe your future vision for your company and to show the goals your company is trying to accomplish. Below is an example of how to summarize your mission statement in your boilerplate by leading with it.
Boilerplate Example with Leading Mission Statement
5. Use Keywords
One of the goals of writing and then distributing a press release is to increase the overall awareness and visibility of your business. One of the ways to do this is to use keywords that people are likely to use when they are searching for what your business does. Keywords are the words that people type into a search engine like Google when they are looking for something specific.
In order to be certain that you are using the right keywords throughout your press release and boilerplate, you should make a list of keywords that describe your business, services, product, or overall brand. Having this list will allow you to use the same keywords that journalists themselves will choose to use when writing about your business. Plus, adding them to your boilerplate will help journalists find your press release when they search for these keywords.
To identify your keywords, type your main offerings into a search engine like Google. Then, make note of any related keywords that appear in the related searches at the bottom of the page. To dig into more data related to your keywords, including traffic and competition, you can use a keyword tool like Google Keyword Planner.
Boilerplate Example with Keywords
6. Add a Call-to-Action
As you end your boilerplate, you want to give your readers a specific call to action. You can do this by providing a link to your website where they can get more information about your company, or you can ask them to follow you on social media.
You want to spend a little time thinking about what type of call to action you want to use in your boilerplate because if you’ve written a great press release and boilerplate, it is likely that readers will want to know more about your company. Below is an example of a boilerplate from LivePerson that shows how you can include a call to action.
Boilerplate with Clear CTA
7. Refine Your Boilerplate
Your boilerplate needs to be short, clear, and compelling. This usually means you want to read it a few times, edit anything that is not necessary, and add more colorful details where you can. You want to keep the entire boilerplate to under 100 words, so edit until you get as close to that as possible.
A few tips to keep your boilerplate focused:
- Don’t use industry jargon or vague wording in your boilerplate
- Don’t make it overly wordy
- Don’t exaggerate your size or awards
- Do include some recent awards or reviews in your boilerplate
- Do include your company tagline
- Do keep it short
- Do use facts
Your boilerplate is one small, but important part of your press release. Check out the articles below for more advice related to writing, formatting, and distributing your press release to get the best results possible.
- How to Write a Press Release in 8 Steps – This is a step-by-step guide to writing a press release, accompanied by a template to ensure you include all the necessary elements from your headline to your boilerplate.
- How to Send a Press Release in 5 Steps – Once you’ve written your press release, it’s time to send it out to the media. This article gives you all the best practices to finding relevant media contacts, submitting your press release correctly, and following up effectively to ensure you secure coverage.
- Best Press Release Distribution Services for 2018 – To get the most out of your press release, consider using a service to help you reach contacts at top media outlets. If you’re looking for the best distribution service, we’ve compiled a list with the five top options.
Your boilerplate should concisely tell the reader the most important and compelling details about your business. It must be short, clear, and show how your company stands out from the others in your industry. A press release boilerplate should be a shorter version of what you have on your website’s “About” page.