If you’re feeling stumped about how to write a decent press release boilerplate, you’ve come to the right place, friend. Gather around as I share with you the wisdom and know-how to make your company and your events stand out.
A boilerplate succinctly states the most important information about your company. You want media outlets and organizations to remember you, or find your company interesting enough to report about.
How does your company tell its story? It’s important to establish a media narrative that makes you stand out in your niche or industry.
The press release boilerplate sits at the bottom of your press release. Companies should have a standard boilerplate ready to go whenever they need it. Think of it as the company’s watermark, but in writing.
Keep reading to learn how to craft an awesome boilerplate.
A boilerplate refers to the final paragraph of a press release that states essential information about the company and the brand, its accomplishments, and basic contact information. It also needs to include the company’s website.
Writing a press release boilerplate seems so easy that you might not think twice about it. But you should definitely think twice about it. Maybe even think three or four times about it.
Because the way companies present themselves matters. You have one shot to make a strong first impression. Don’t blow it by writing a messy barely readable press release.
Let’s break down the elements that make a well-written PR boilerplate.
You’ve most likely heard about the concept of “the elevator pitch.” This refers to the idea that you should be able to quickly summarize your pitch or your company in thirty seconds, or roughly the length of one elevator ride.
This simple formula essentially creates the press release version of an “elevator pitch.” You need to be able to describe your company’s angle and goals in just one sentence. The formula goes like this:
Writers have room for creativity and spinning a strongly-worded message that turns heads. But this formula should be the blueprint they use when writing the press release boilerplate.
The boilerplate functions as the “About” section at the bottom of your press release. To be able to create the above formula, you’ll want to strategize how you will tell the company’s brand story.
Consider your target audience and what specifically about the company will generate the most interest. When imagining your audience or target consumers, consider their desires, their aspirations, and what sparks their excitement.
How you construct the narrative angle for your boilerplate will impact which of the following components mentioned will be included.
You have many options for deciding what information you want to share in your company boilerplate. Make sure that the elements you choose work for every press release you send out, as the boilerplate is designed to be the standard for every press release your company sends out.
Consider the following components to make up the content of your boilerplate:
Most of the above bullet points are quite self-explanatory, but let’s briefly describe the less straightforward elements. These components can often be open to interpretation, and writing them well will make a huge difference for the boilerplate.
For the brand identity, the company boilerplate should include the tagline and business logo. You can also write a very brief summary of the brand story in a few sentences.
The size of the company might seem inconsequential but it can quantify aspects of your company that speak to its strengths. For example, a company like IBM might write about the number of employees working globally or the number of cities they have offices in. You can also share key statistical data that demonstrates your company’s influence, how many products are sold, or revenue.
Writing about company milestones provides the opportunity to brag about a company’s major accomplishments or mention rave reviews it’s received. You want to talk a big game here. Don’t be afraid to hype your company up.
Describing a company’s aspirations lets you summarize the company’s projected goals, and what it stands for. It allows writing a quasi-mission statement if you wish to work with that angle.
A well-written boilerplate shouldn’t be more than one hundred words long, so choose the elements purposefully. Be succinct.
Decide what action your company wants prospective customers to take. A standard call to action encourages people to visit the company’s website or find them on social media.
Another call to action includes driving customers to buy the product or purchase tickets to the event. You could direct readers to the website in order to obtain more details and updated announcements.
CTA’s also can encourage prospects to reach out to the company directly by phone or email to get connected. See an example of an effective Call to Action below for a made-up company called Global, Inc.
“To find out more information, please visit www.globalinc.org. Make sure to find us on Twitter @officialglobalinc for announcements and news-related happenings.”
The above example clearly and briefly describes what the reader should do next. If you have a strongly written boilerplate and captured their attention, they will want to do this action.
Now that we’ve unpacked the most essential elements or a strong boilerplate, you can begin the fun part: writing it. Your company will only have one boilerplate that gets added to the end of every press release, so we cannot overstate its importance. The steps to writing a top-notch boilerplate for all your press releases include these key steps.
This refers to the planning stage or brainstorming process. At this juncture, you sort out what angle you’re writing from. Also, at this point, you decide what necessary information to include that can be applied broadly to every press release sent out.
When writing a boilerplate, incorporate key information about your company that highlights your brand identity. The boilerplate should emphasize and illustrate key characteristics of the company, how it stands out among its competitors, or maybe feature major areas of growth and impact.
Use the components listed in the previous sections to use brand storytelling that grabs attention. The most important factor: say less.
You can have a great story, but you want to have the evidence to back it up. Showing numbers strengthens the claims made about the company. It offers proof or a demonstration.
For example, consider adding a few sentences describing how much money the company made or how it’s grown financially. You could include how many products you’ve sold, or percentages of positive results.
While this isn’t a number, listing any awards won by the company or accolades and special titles could function as a good data point to include.
This lines up with constructing the call to action in the text of the boilerplate. After you have demonstrated key aspects of the company’s brand, elaborate on how people might use the brand narrative to be inspired to take action.
In what ways does the company encourage people to engage with the brand? At this point, you tell the reader what they should do next.
It would be wise to create a landing page for each business objective, or a landing page designed specifically for members of the press to go for more information. The landing page is more effective than a website’s homepage because, by design, it sets people up to take the desired action.
In the above Call to Action example, we wrote the website as www.globalinc.org. For a landing page, you might write the web address as: www.globalinc.com/press.
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The press release boilerplate demonstrates the major element that defines how a company gains buzz from the press and draws interest.
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