Where is a Boilerplate Usually Positioned?
At the bottom of a press release.
Over the years, it has become apparent that once someone reads through the article, the boilerplate is a valuable add-on to learn more about the organization(s) mentioned in the piece. It adds a hint of authority and ownership to the general press release.
Key Purposes of a Boilerplate
Now that we’ve covered what a boilerplate is and where it’s placed, some may still question its necessity. The answer — it is.
More importantly, they matter to journalists and your company.
Journalists are often busy with tons of stories to cover. Sometimes, there are follow-up stories or additional details that are required. A boilerplate is an easy way for journalists to reach out to media contacts for further information on a particular story and to enhance the contextualization of news stories.
However, for a company, boilerplates may serve a whole other purpose.
Brand Awareness
As mentioned above, a boilerplate is a concise description of a company. Since it contains the name of the organization, a brief introduction of what it does, the products and services offered, along with supplementary information on milestones, they can be an instrumental tool to create awareness.
An Opportunity to Highlight Key Achievements and Drive Engagement
Along with details about the company, many PR professionals also add further information such as the number of clients they work with, notable awards, global expansion and international presence, initiatives (please remove the acronym), and quantitative achievements such as total conversions and total return on investment acquired.
It can also facilitate effective networking, resulting in profitable business opportunities. Industry-driven news websites attract important decision-makers from other organizations, who may find information in this boilerplate valuable, giving rise to potential business opportunities.
Journalists or professionals from agencies that conduct conferences and other networking events may also perceive the information in the boilerplate as extremely valuable and a reflection of the company's success. It can also pave the way for speaking engagements and other lucrative opportunities.
Call to Action
Boilerplates usually conclude with an action-driven statement. This could range from ‘Visit our website to learn more’ or ‘Request for a demo here.’ It is a valuable strategy to drive high-intent users to a company’s website, contact your sales team, and more.
Proven Tips to Write Compelling Boilerplates For Press Releases
An effective boilerplate requires high levels of precision, clarity, and accuracy. After all, it is an essential marketing tool for a company to be published widely across important news platforms.
Here are some time-tested tips for writing an insightful boilerplate.
Tip #1 Include the Name of the Company, Logo, and Tagline
This will answer the ‘who’ and ‘what does your company do’ questions. They are essential to a company’s brand identity. Further, repeated distribution of press releases with these elements will help to establish top-of-mind recognition.
Tip #2 What Does the Company Do?
Since boilerplates are typically one paragraph long, information on what the company does needs to be precise and concise. It should address the type of work the company is involved in and explicitly state its products and services.
For instance, Netflix’s boilerplate has “world's leading internet entertainment service.” The information is glanceable and communicates the point across quickly.
Tip #3 Metrics
Like awards and recognitions, metrics can also tell a compelling story about the quantitative success of the company. Depending on the company's industry, metrics can range from the number of countries it operates in, number of clientele, subscriptions, daily or monthly active users, conversions achieved, sales, year-on-year growth, and more.
For startups, metrics can include the funding received and growth thus far.
Tip #4 Awards and Achievements
This is an opportunity to show off — a little.
Received a renowned industry award? Has the CEO gained esteemed recognition? Is the company recognized for a healthy work environment? These are all worthy of promotion across marketing channels, including the boilerplate.
Potential clients and candidates who read this may be further incentivized to contact the company to inquire.
Tip #5 Make it Action-Driven
After a highly compelling narration of the company and its achievements, it is time to evoke action. Many boilerplates include links to the company website; some invite readers to book a meeting or a demo, while others share a media contact for further inquiries.
A meaningful call to action is crucial to ensure the company is reachable and adds credibility to the overall press release. Don’t forget to add links to social media pages for readers to follow the company’s online presence.
Final Thoughts
Boilerplates in a press release are imperative. It is an effective tool to shed light on the company or companies involved. Media professionals should understand their purpose and how they can be used to create brand awareness and open avenues for business. Creating a boilerplate is simple, yet it has the power to truly build credibility, trust and boost the business.
Looking for more PR tips? Head over to Canada Newswire to view our array of resources and blog articles.
