Tips To Write a Better Boilerplate
Each paragraph of your press release has a job. For example, the first paragraph summarizes the information in your press release. This means that each time you write a press release, you’re creating new information, with one exception. The boilerplate is a paragraph that serves the same purpose and remains exactly the same in every press release.
What is a Boilerplate?
Boilerplate content is content that can be used repeatedly without changing it. In a press release the boilerplate is typically a paragraph that describes your company. It can include information about people in your company, history, awards, services and products, as well as other relevant details.
Here’s an example of a boilerplate:
About IMPACT Marketing & Public Relations
Approaching its 10th anniversary in 2015, IMPACT is a full-service marketing and public relations firm serving clients throughout the Mid-Atlantic and Northeast. Specialties include marketing strategy, digital marketing, graphic design, media relations, community outreach, social media marketing, web design/development, and search-engine marketing. The growing firm is proud to have won many prestigious PRSA awards for its client websites, marketing campaigns, writing, and pro-bono services.
Be Ultra-Specific
When you’re writing your boilerplate, be specific. This is the place to put dates and details about who you are. For example, if you’re a marketing coach then what type of marketing coach are you? Who are your clients? What do you specialize in?
Authenticity and Transparency Matter
It’s essential that you tell the truth in your boilerplate. There’s no wiggle room for exaggeration or misleading information. First, you’re sending this press release to the media and they will be able to quickly tell if you’re being honest. Second, it’s in your best interests to be upfront and accurate.
Tell Them What You Do
Make sure to tell your readers not only who you are but what you do. What problems does your business product or service solve? How do you help people? What needs do you address and how do you address them?
Use Names and Numbers
This goes right back to being ultra-specific. If you have a bit of factual data, like “10 Years,” that can boost your credulity or authority, then use it. If you have a recognizable name in your organization, use it.
Finally, make sure to keep your boilerplate current. In addition to making sure that the names and dates are updated, you also want to update your boilerplate with any relevant keywords, awards, and other important information. For example, if you say you’ve been in business for ten years you want to make sure to at least update that information each year.
The boilerplate is often the last piece of information that a journalist or prospect will read. Make sure that it accurately reflects your organization and gives you the credibility and authority your organization deserves.
For more information on writing an effective press release boilerplate, check out our post here.
