The boilerplate is the brief company description at the end of every press release. It's often the only background information journalists use when writing about your announcement. A strong boilerplate helps establish credibility and context; a weak one undermines everything else in your release.
What Makes an Effective Boilerplate
Effective boilerplates are factual, concise, and distinctive. They answer the question "who is this company?" without promotional language or unverifiable claims. They provide enough context for journalists to understand your organization without requiring additional research.
A typical boilerplate runs 3-5 sentences. It includes when the company was founded, what products or services it offers, and what makes it distinctive. It should be written in the third person and present tense.
Essential Elements
Start with a basic company identification: name, what you do, and when you were founded. Then add what makes you different: your approach, your market position, or your mission. End with a forward-looking statement or indication of your market impact.
Example: "Acme Corp, founded in 2010, provides cloud-based project management software for enterprise teams. The company's platform integrates with leading productivity tools to streamline workflow automation. Acme Corp serves over 2,000 organizations worldwide."
Common Mistakes to Avoid
Many boilerplates read like marketing copy. Avoid superlatives ("best-in-class," "industry-leading") unless you can prove them. Avoid mission statements that sound corporate and empty. Avoid jargon and buzzwords that mean nothing.
Don't confuse boilerplate with tagline. Your boilerplate describes what you do; your tagline expresses how you do it. Both have their place, but they're different elements serving different purposes.
Updating Your Boilerplate
Review your boilerplate quarterly or whenever significant company changes occur. Milestones that seemed important a year ago may be outdated. New achievements may deserve inclusion. Keep it current without constantly rewriting its core structure.
Legal should review your boilerplate to ensure accuracy, especially regarding claims about market position or customer counts. Misleading boilerplate can create liability issues.
Variations for Different Audiences
While you should maintain one core boilerplate, you might develop variations for different contexts. A technical publication may appreciate more product detail. A business publication may prefer market position information. Have a primary version and be prepared to adapt slightly for specific outreach.
The key is consistency. Your boilerplate appears in every release. It should accurately represent your company across all communications.
A strong boilerplate reinforces your brand with every press release. Take time to craft one carefully—it'll serve you for years.
