UberMedia does exactly that in this release: It mentions all the rankings (WSJs Top 50 Startups) it has been a part. The goal is to give readers add (i.e. Journalists) an idea of the companys size, growth and potential. In fact, this should be your primary aim when writing any boilerplate: get journalists interested. If youre a large company, you can do this by showcasing your size and new initiatives (as in the dominos pizza example above). If youre a smaller company, hook in journalists by talking about your established backers, new technologies, and growth. What Not to do: Bad Examples of Company boilerplates Before i discuss how to actually write a great boilerplate, let me share some examples of what not to do when writing company boilerplates.
Did you notice all the keywords peppered throughout the boilerplate? This ensures that if a journalist was to search a press release database for those keywords, mediateks release would show. Another common practice in boilerplates is to include data about the companys size, revenue or employee count. Heres a great example from Dominos pizza showing this practice: From store count and revenue to market presence and founding date, this press release includes a ton of numbers to give readers an idea of the kind of company theyre dealing with. What about a press release from a smaller company? Heres one example from Phyn, a new water purifier company: Its a common practice to mention your backers if youre a young company, especially if the backer itself is well-known. Phyn does exactly that in the above example. Another practice is to mention any major awards or rankings your company has been featured.
What Is a, brand, positioning, statement?
A typical press release follows this format: This format facilitates the reverse pyramid structure. That is, the freshest and silas most important information goes at the top. Repetitive or less important information goes at the bottom. Thus, the company boilerplate which is not crucial to the actual news in the press release finds a spot near the bottom. For best results, i encourage you not to tinker with this format. Journalists have a workflow where theyre used to seeing the title-content-boilerplate structure.
Changing it wont make for a happy journalist. Examples of Company boilerplates Before i share tips and tactics for writing more effective boilerplates, lets take a look at a few examples from some of the worlds leading companies. (Hint: every large company maintains a separate newsroom section on its website where you can find all its press releases. Use it to get a feel for how effective press releases are written.) Heres one from Mediatek, a taiwan based semiconductor manufacturer. It does routine a great job of explaining what the company does.
For example, here. Amtraks press release with a link to its blog and social media profiles: Easier searchability: journalists researching your business can search for your boilerplate text and find all press releases from your company. Alternatively, adding relevant keywords to the press release ensures that journalists can find your release when searching through a press release database. Beyond all of these practical benefits, having a company boilerplate is simply standard industry best practice. Journalists will ask for your boilerplate. So will pr agents.
Its just something you have to do when you write press releases. Dmitry's take, as your business grows, it will need to reach out to the press more and more. A new investment, a new launch, a key hire, a big milestone all of these warrant press releases. Creating separate boilerplates for all these stories will waste your time and create an inconsistent brand image. So create a standard boilerplate you can use for all stories. You can modify this slightly for topic specific boilerplates (say, a boilerplate about new launches can mention your product line, one about a new key hire can mention your leadership teams experience, etc.). If youd rather just get press mentions without all this hard work, just hit me up at JustReachOut and Ill fix you up! Where does the boilerplate go in the Press Release? This one is simple easy enough to answer the company boilerplate always goes at the bottom of the press release, but above the company/PR person contact information.
Jennifer Rice: Succinct, positioning
Some other uses and benefits are: saves time: every press release requires an about section. Having a polished and proven boilerplate text essay ready saves you tons of time when youre drafting a new release. Seo: The boilerplate text is repeated across all your press releases which are subsequently published by hundreds of sites. Adding your target keywords in the text ensures that your business name gets associated with said keywords. Think of it as an example of an author trust signal, google will start associating your business name with a keyword if it sees the two placed together consistently. You can also add keyword-rich links in the boilerplate for added seo benefits. Ctas: you can add targeted ctas in your boilerplate and direct all traffic to a relevant pdf page.
You wonder: Did I write about this company simple earlier? Or was it another similarly named company? This is where company boilerplates help. By standardizing the about text, you add much-needed consistency and clarity to your press releases. Since the boilerplate remains the same, it cues journalists into your companys description across different releases. It makes journalists jobs easier and helps them remember your company better. A win-win for everyone involved. Thats just one of many different uses of company boilerplates.
is the purpose of the company boilerplate? As this Fractl survey revealed, 57 of journalists receive between 50 and 500 pitches each week. Another survey found that journalists spend less than one minute reading press releases and thats for releases they actually opened! Put yourself in the shoes of a journalist. Youre going through dozens of press releases every day. They all seem to sound similar and come from companies you can neither recognize nor remember.
See this bit of text at the bottom of this press release by Apple about the imac Pro? The same text appears verbatim at the bottom of another press release about the iphone. Is Apple getting lazy? Is it running out of copywriters? What youre looking at is Apples company boilerplate. The boilerplate text is standardized,. It is used on every press release with little to no change. You might make a few minor tweaks for different releases, but gpa the overall text remains largely the same.
Plan Outline: a, visual, business
What is a company boilerplate? A company boilerplate is a few paragraphs of text about the company that goes at the bottom of all its press releases. This text describes the company, its purpose, and often, its size, presence, and chief locations. When it comes to writing a company boilerplate you might have heard this saying: Start from the bottom. What this means is that when youre writing a press release, you should start with the company boilerplate first. This is standardized copy about your business that appears at the bottom of every press release (hence, beauty start from the bottom). A good company boilerplate will have an immense impact on all your press outreach. In this post, Ill show you how to cook up a deliciously impactful company boilerplate and get the most out of your press releases.