Often overlooked, the press release boiler plate is not given much importance and not paid attention to. Often dismissed, the boiler plate in a press release is written like a ‘shoved down your throat’; boring, run of the mill, ‘should be skipped’ and ‘no need to read’ paragraph.
Often treated as ‘can’t avoid obligation’, the boiler plate in press release is a very important part of your press release. The boiler plate of a press release is what completes a press release format.
What is a Press Release Boiler Plate?
Do you have a website? If yes, you should know that there is a page on your website called ‘About Us’ or maybe ’About Me‘. Right? That very ‘About Us’ page is what a boiler plate in a press release is. It answers the ‘Who you are and What you do’ question. While on your website, your ‘About Us’ content is probably of 5-6 paragraphs or even more, this ‘About Us’ section in a press release is limited only to a paragraph.
How Long Should a Press Release Boiler Plate Be?
How many words should a boiler plate of a press release have? While on your website, your ‘About Us’ content is probably of 5-6 paragraphs or even more, this ‘About Us’ section in a press release is limited only to a paragraph. The boilerplate of a press release should have max. 100 words (give or take).
Why is a Press Release Boiler Plate Important?
Why is a boiler plate in a press release necessary? Through the boilerplate your press release, your company shows credibility to your press release. As a result, you will grab the attention of not only the media but your customers, clients and potential future investors.
What information should Your Press Release Boiler Plate Have?
What does a boiler plate of a press release consist of? What should be in your press release company boiler plate? The boiler plate of a press release gives the readers a brief description of your company, the location of your company and other key information. The boilerplate of a press release is a section where a press release writer will write concisely about a company.
The boilerplate of a press release is usually targeted towards those who have no prior knowledge of the company or show an interest in the company. Though it might look like a brief description of the company, the press release boiler plate can act as a great piece of marketing collateral.
For some the press release boilerplate content might look standardized or just a list of brags, its purpose is far more than one can imagine. A boilerplate is usually found at the end of a press release. And remember, the press release boiler plate should be up to date and clearly written and you should use the same boilerplate on every press release.
Why Is It Called a Boiler Plate?
So how did the word ‘boilerplate’ come into use? Who started using this term first? The term boilerplate came into use in the 1800s. The word ‘plate’ in this context refers to a ‘metal plate’ that manufactured by manufacturers of steam boilers. The manufacturers would use this as their trademark. The manufacturers would attach a metal plate on their boilers so that people would know who manufactured the boiler and where the boiler was made. During the pre technology newspaper printing days, when a newspaper used to regularly cover a company’s story, to save time in the printing process they used these “boilerplates” aka printing plates. Since then, the term stuck.
How to Write Boiler Plate for a Press Release
A freelance press release writer knows that there is no set press release boiler plate format. And in press release writing services there is no press release boiler plate template set in stone. However, you can include the following points to have a best press release boiler plate:
Aspiration: This should cover and show a company’s ultimate goals in a high level view.
Benefits: This is the ‘so what’ and ‘what’s in it for me’ section. It should summarize the benefits the company offers.
Products / Services: This section shows the catalog of the company’s products and services.
Size: This should cover details of not just number of client numbers and employees but also about revenue, funding, and the company’s demographic.
Additionally, when writing a press release boiler plate, you have to make sure that it conforms to a perfect press release boilerplate format and doesn’t go against the press release boiler plate template.
Before you start writing your press release your boilerplate, keep in mind these are the 7 tips that you should keep in mind throughout your press release boiler plate writing process. Further to these tips, you have to keep in mind some Do’s and Don’ts in order to follow a press release boilerplate best practices. Simply put, this boiler plate section in a press release details what to include in your press release boiler plate and what not to include in your press release boiler plate:
The Do’s for a Press Release Boiler Plate
- Collect all background materials that were previously written. Though boiler plate of a press release needs to be the same, it will still need an update from time to time. Add the recent happenings and write it concisely.
- Does your company have a tagline? If yes, insert your tagline in your press release boilerplate.
- Write a clear company description. This should be a shorter version of your website’s “About Us” page. It can be in a format like in which year was it founded, place it was founded, the person who founded it and your current number of employees.
- Does your company rank for any specific keywords? Yes? Then include those keywords in your boilerplate. A professional and expert press release writer knows how to blend keywords cleverly into the boilerplate. A professional content writer/copywriter who has the skills and the expertise of press release writing services knows how to weave keywords into the press release boilerplate so that it doesn’t look as if keywords have been crammed into it.
- If your business has recently won any awards your business, then list them. Writing about awards, recognitions and honours gives your company more credibility to your press release and builds authority
- Stick with a single POV (Point of View). The press release boilerplate best practices call for sticking with a single point of view viz. in Third Person. As is the practice in press release writing services, a press release needs to be written in Third person format i.e. ‘We’, ‘They’ etc.
- Include your website link, the links to your company’s social media handles. These are to be added at the very end of press release boiler plate. Turn them into CTAs for e.g. ‘for more information, go to www…com or follow us on @…. on Twitter and LinkedIn.
- Do go through your boilerplate with a meticulous eye. Give it a final reading to make sure you’re using the most up-to-date terminology and information in your press release boiler plate.
The Don’ts for a Press Release Boiler Plate
- Don’t stuff the boilerplate with corporate jargon. Agreed that in your industry those jargons are commonly used but not in the real world. Not everyone understands corporate jargons. Keep your language simple. AND avoid acronyms. Don’t make people Google search to understand what your acronyms mean.
- Don’t exaggerate. Don’t write hypey words like ‘leading’, ‘amazing’ etc. When you hire a press release writer, don’t make them to write exaggerating or hypey words. And also don’t give your press release copywriter information or make claims that are totally untrue.
- Don’t drag the press release boiler plate content. Don’t go yada yada yada. Don’t make press release boiler plate copy become too long. You don’t want to bore the readers to death. Remember, the boiler plate of your press release should be crisp and concise; under two paragraphs, max 100 words.
- Don’t change your POV (Point of View). Don’t switch from first to third person and then to first person. don’t changes the tenses or the flow of the press release boilerplate.
- Whatever you do, don’t as a CEO or the founder, be the last person to make any last minutes changes or make edits here and there to the boilerplate. As a CEO or a founder, you should only provide the relevant, necessary information or insights when the press release boiler plate is being written.
Now you know what is a press release boiler plate, why is it called a press release boilerplate, where should you place the boiler plate in a press release and what are the Do’s and Don’ts of a boiler plate for a press release? If you need an expert press release writer who can help in writing a press release for your company, you know where to contact me.