When crafting a press release, one crucial element often overlooked is the boilerplate. While it may seem like a small component at first, the boilerplate serves an essential purpose in shaping the overall message and brand perception. In this article, we’ll explore what a boilerplate in a press release is, why it matters, and how you can write an effective one that enhances your press release’s impact.
Table of Contents
Understanding the Boilerplate in a Press Release
In simple terms, a boilerplate in a press release is a standardized section at the end of the document that provides essential background information about the company, organization, or individual issuing the press release. Think of it as the “about us” section of the press release. It provides readers, especially journalists, with context about the brand, its mission, and its core offerings.
The boilerplate is typically concise, usually no longer than 100-150 words, and it should succinctly capture the essence of the company. It should also include relevant details such as the company’s history, products or services, key leadership, and any other pertinent information that helps readers understand who the issuer is. The main objective is to give media outlets and other stakeholders enough information to accurately portray the company.
The Role of the Boilerplate in a Press Release
The boilerplate has several key functions in a press release. Its role goes beyond just providing background information; it contributes to building credibility, trust, and brand recognition. Here are a few specific functions:
- Brand Consistency: The boilerplate ensures that every press release you issue maintains consistency in how your company is portrayed. Whether you’re sending out multiple press releases on different topics, your company’s identity remains uniform. This consistency reinforces your brand’s messaging across various channels.
- Saves Time: Since the boilerplate is a standardized section, it saves you the time of rewriting the same company details repeatedly for each press release. It’s a template you can reuse, ensuring that you don’t miss key details and maintaining efficiency in your workflow.
- Promotes Your Brand: The boilerplate is an opportunity to remind readers why your company is significant, what value it brings to its customers, and what differentiates it from competitors. Including a boilerplate effectively acts as a marketing tool that subtly promotes the brand without seeming overly promotional.
- Improves Journalistic Efficiency: Journalists and media outlets often rely on boilerplates to quickly familiarize themselves with the company or entity they are writing about. Including key information in your boilerplate allows journalists to write their stories more accurately and efficiently.
- Encourages Further Engagement: A well-crafted boilerplate can entice readers to explore your company further. Whether it’s directing them to your website, encouraging social media interaction, or calling attention to a new product or service, the boilerplate can guide the next step in the customer journey.
What Should a Boilerplate Include?
Now that we understand the importance of a boilerplate in a press release, let’s delve into what information should be included in this crucial section.
- Company Overview: This is the most basic yet vital component. Briefly explain who the company is, what it does, and what sets it apart from competitors. For instance, mention the industry you operate in, the core products or services you offer, and your market position.
- Mission Statement: Many companies choose to include a short, clear mission statement in the boilerplate. This should summarize the company’s purpose and long-term goals. A mission statement gives context to your press release and helps readers understand your company’s larger vision.
- Key Achievements or Milestones: If your company has notable accomplishments, you should highlight them in the boilerplate. This could include recent awards, significant partnerships, or groundbreaking product launches. These elements add credibility to your press release and position your company as a leader in your industry.
- Contact Information: A boilerplate often includes basic contact information such as the company’s website, social media handles, and media contact details. This ensures that readers and journalists can easily get in touch with you for further inquiries.
- Call to Action: Some press releases include a call to action in the boilerplate. While it’s not mandatory, this can be a great way to prompt readers to learn more, subscribe to updates, or engage with your company in another meaningful way.
- Company History (optional): For companies with a rich history or strong brand heritage, including a brief mention of your background can strengthen your credibility. However, make sure to keep it concise and relevant to the context of the press release.
How to Write an Effective Boilerplate for a Press Release
Writing an effective boilerplate requires a balance between brevity, clarity, and engagement. Here are some tips to help you craft a boilerplate that fulfills its purpose:
- Be Concise and Clear: Your boilerplate should be short but comprehensive. Avoid jargon, buzzwords, or overly technical language. The goal is to ensure that anyone reading your press release, whether they’re industry insiders or the general public, can easily understand the key information.
- Focus on Key Information: Only include the most essential details about your company. Journalists and media outlets don’t need a detailed history of your organization. Instead, focus on what makes your company noteworthy and relevant to the press release at hand.
- Use an Active Voice: Write the boilerplate in an active voice to make it more engaging. Passive voice can make the message feel distant and less impactful. An active voice conveys energy and helps you better connect with your audience.
- Avoid Repetition: Don’t repeat information already covered in the body of the press release. The boilerplate is not the place to restate the main message but to provide supplemental background.
- Stay On-Brand: Your boilerplate should align with your company’s tone, voice, and style. Whether your brand is formal, casual, or humorous, ensure that the boilerplate reflects this consistently. It’s part of your company’s overall branding, so it should sound like “you.”
Boilerplate Example for Inspiration
Let’s take a look at a boilerplate example to help clarify how to apply these principles:
Example:
About [Company Name]
[Company Name] is a leading provider of innovative tech solutions designed to help businesses streamline operations and enhance customer experiences. Founded in [Year], the company has rapidly grown to become a recognized leader in [industry]. With a commitment to excellence and sustainability, [Company Name] offers a wide range of products and services, including [specific offerings], serving clients across [regions/industries]. For more information, visit [website] or follow us on [social media platforms].
This boilerplate hits all the key points: it provides a company overview, highlights its commitment to excellence, mentions specific offerings, and includes contact information.
Why Every Press Release Needs a Boilerplate
The boilerplate is often overlooked, but its significance cannot be underestimated. It is the final piece that rounds out the press release, giving journalists and readers a sense of who your company is and why they should care. When crafted well, a boilerplate not only helps position your brand effectively but also serves as a key tool for future engagement. By ensuring consistency in your messaging and saving valuable time, it becomes an integral part of your press release strategy.
Conclusion
In summary, a boilerplate in a press release is much more than just a filler at the end of the document. It’s a critical tool for brand consistency, credibility, and engagement. By crafting a clear, concise, and informative boilerplate, you set your press release up for success, ensuring that your company’s background is presented accurately and compellingly.
