This article is part of a larger series on Press Release.
A press release boilerplate is simply a one-paragraph description of your company and key business information that goes at the bottom of a press release. In addition to giving interested journalists information about your business, it adds credibility to your press release and gives you a place to add a call to action and a link to your website. To write a boilerplate, determine your angle, describe what your business does, and add a call to action and your contact information.
Ensure that all your hard work in writing and preparing your press release proves to be a worthwhile investment by using a press release distribution service. Using a top provider like Newswire guarantees your press release gets in front of the right journalists in the right places, giving your press release maximum exposure and the best chance of landing press.
Here are the five steps to writing an effective press release boilerplate:
1. Determine the Angle of Your Boilerplate
A boilerplate is just a 100-word (or less) description of your business, but it can be written a number of ways. For example, your angle might be to showcase or highlight specific information that aligns with your business’ goals or brand image, its longevity, your company culture, investors and funding rounds, or recent accolades or accomplishments. While none of these is wrong, decide what is most important for your business and build your boilerplate copy around that.
To determine what your boilerplate angle will be, consider the goal of your press release. For example, a startup seeking exposure to attract investors might include financial information in their boilerplate.
Still need to write the body of your press release? Jump over to learn the right way to write a press release so that it lands press coverage.
2. Write a Description of Your Business
You should use your boilerplate to attract attention by adding details about your business’ impact, revenue, internal or external growth, and relevance. You want to be certain that if a journalist only reads your boilerplate, they have all the critical information they need regarding your company.
In order to clearly and concisely communicate what your business does, you should start by writing a brief, one- to two-sentence description of your business. This allows you to capture the essential parts of what you want to say in your press release boilerplate.
An easy way to write a short company description is to think about it as a shorter version of your website’s “About” page. See if you can write your main company description in just one sentence using this structure: “<Business name> creates <offering> to help <target audience> <solve a problem> with <differentiating characteristic>.”
Once you have this part of the description written, focus on the other elements that are most important and valuable to include in your boilerplate. 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 (such as in terms of employees, revenue, regions served)?
- Have you received any awards, commendations, or recognition?
- What is your market share?
- What is your mission or vision statement?
- Who are your company’s founders or chief operating officers?
3. Add a Call to Action
At the end of your boilerplate, you want to give your readers a specific call to action (CTA). You can do this by providing a link to your website where they can get more information about your announcement or your company, asking them to follow you on social media, inviting them to call your business, or some other desired action.
Spend some 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
4. Provide Your Contact Information
After writing your boilerplate, add your contact information. Journalists will reach out to you for more information and even to schedule an interview if they’re interested in covering your story. So make sure you provide the phone number and email address of the primary contact, whether that is you or another member of your team.
5. Edit Your Boilerplate
Finally, double-check your boilerplate before sending it out. Remember that it needs to be short, clear, and compelling. This usually means you need to read it through a few times, edit anything that is not necessary or inaccurate, and add more colorful details where you can. Ideally, you want to keep the entire boilerplate to around 100 words or less.
Keep in mind that it’s often difficult to edit your own writing, so ask a colleague or friend, or hire a professional editor to review it for you. A press release that is poorly written or riddled with errors will make your business appear unprofessional and is unlikely to result in press coverage. If you plan to use a press release distribution service, choose one that comes with professional editing services, such as Newswire.
Frequently Asked Questions (FAQs)
Where can I find more press release boilerplate examples?
The best way to find examples of press release boilerplates is by looking at published press releases. An easy way to do this is by going to a press release distribution and syndication site like PR Distribution. From there, you can browse their latest press releases, as well as search by topic or industry.
What is the standard format of a press release?
Press releases all follow the same standard format and structure. For a press release, start with your header, which includes your business’ logo, contact information, and release date. Then include an attention-getting headline, a few paragraphs describing your newsworthy announcement, your boilerplate, and contact information for follow up. For more details, including a free press release template, check out how to format your press release.
How do you send a press release?
After writing your press release, the next step is to distribute it to the media for publication. If you have a list of existing press contacts, send your press release directly to them. If not, compile a list of media contacts who cover similar topics by using LinkedIn or an email finder. To save time and to increase your exposure, use a press release distribution service, such as Newswire or eReleases. Get step-by-step details on how to send a press release.
The job of the press release boilerplate is to concisely tell the reader the most important and compelling details about your business. In just one short paragraph, a reader should have a solid grasp on what your business does, as well as any additional information that supports your brand or press release goal. Once you’ve written your boilerplate and your press release is ready to go, get guaranteed exposure to thousands of media contacts using Newswire.