Boilerplates are standardized company descriptions appearing at the end of every press release, providing context about your organization for journalists and audiences unfamiliar with your business. Effective boilerplates convey essential information concisely while reinforcing brand positioning and credibility.
Purpose and placement of boilerplates follow consistent conventions in press release writing. Boilerplates appear after the main body content and quotes but before contact information, typically preceded by 'About [Company Name]' or similar introductory phrase. This placement allows readers to understand your announcement first before accessing company background.
Length guidelines suggest keeping boilerplates to 100-150 words—long enough to provide meaningful information but concise enough that busy journalists will actually read them. Every word must earn its place, conveying maximum information in minimum space. Avoid the temptation to turn boilerplates into exhaustive company histories or product catalogs.
Essential elements that effective boilerplates typically include are company name and founding year, core business description or mission, products or services offered, key differentiators or competitive advantages, significant achievements or milestones, customer base or market position, and company location. Not every boilerplate needs every element—select what's most relevant to your organization and target audiences.
Writing style for boilerplates should be factual and professional without marketing hyperbole. While boilerplates are inherently promotional, avoid superlatives like 'leading,' 'best,' or 'premier' unless you can objectively substantiate such claims. Focus on concrete facts—number of customers, years in business, patents held, or market share—rather than subjective quality claims.
Company description should clearly explain what your organization does in accessible language that non-experts understand. Many boilerplates fail this basic test, using jargon-heavy descriptions that leave readers confused about the actual business. Test your boilerplate on people outside your industry—if they can't explain what your company does after reading it, revise for clarity.
Differentiation in boilerplates communicates what makes your organization distinctive without explicitly claiming superiority. Perhaps you use unique technology, serve a specific market segment, take a particular approach, or have specialized expertise. These differentiators help journalists understand your market position and why your announcements merit coverage.
Achievement inclusion provides credibility markers that build confidence in your organization. Relevant achievements might include customers served, awards won, funding raised, patents obtained, or industry certifications. Choose achievements that resonate with your target audiences and support the positioning you want to establish.
Updates and versioning ensure boilerplates remain current as your business evolves. Review boilerplates quarterly and update when significant changes occur—new funding, major customer wins, product launches, or strategic pivots. Nothing damages credibility like outdated boilerplates referencing old information or excluding recent developments.
Customization considerations involve whether to maintain a single standard boilerplate or create variations for different contexts. Most organizations benefit from a standard boilerplate used consistently. However, companies with distinct business units might create unit-specific versions. International press releases may require adapted boilerplates addressing regional market presence.
SEO optimization of boilerplates provides ongoing search visibility as press releases are indexed online. Include relevant keywords naturally within boilerplate copy—company name, products, services, and industry terms. However, prioritize readability over keyword density. Boilerplates serve human readers first and search engines second.
Legal review ensures boilerplates don't include problematic claims or statements. Have legal counsel review boilerplate language, particularly regarding market position, product claims, or achievement descriptions. This review prevents inadvertent legal issues or misleading statements that could create liability.