{"id":29689,"date":"2022-05-26T11:58:31","date_gmt":"2022-05-26T15:58:31","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=29689"},"modified":"2023-12-20T10:48:28","modified_gmt":"2023-12-20T14:48:28","slug":"press-release-boilerplate-best-practices","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/05\/press-release-boilerplate-best-practices\/","title":{"rendered":"Press release boilerplate best practices"},"content":{"rendered":"<h2>Boil your company down with boilerplates<\/h2>\n<p>Boilerplates: Can\u2019t live with \u2019em, can\u2019t get a decent one through approvals.<\/p>\n<figure id=\"attachment_29690\" aria-describedby=\"caption-attachment-29690\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29690\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/press-release-boilerplate-best-practices\/press-release-boilerplate-best-practices\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"press-release-boilerplate-best-practices\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;About us&lt;\/strong&gt; A boilerplate is the short \u201cAbout us\u201d paragraph at the end of a release that describes your organization.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png\" alt=\"Press release boilerplate best practices\" title=\"Press release boilerplate best practices\" width=\"450\" height=\"300\" class=\"size-full wp-image-29690 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29690\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/press-release-boilerplate-best-practices\/press-release-boilerplate-best-practices\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"press-release-boilerplate-best-practices\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;About us&lt;\/strong&gt; A boilerplate is the short \u201cAbout us\u201d paragraph at the end of a release that describes your organization.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png\" alt=\"Press release boilerplate best practices\" title=\"Press release boilerplate best practices\" width=\"450\" height=\"300\" class=\"size-full wp-image-29690\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/press-release-boilerplate-best-practices-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-29690\" class=\"wp-caption-text\"><strong>About us<\/strong> A boilerplate is the short \u201cAbout us\u201d paragraph at the end of a release that describes your organization. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/boilerplate-word-highlighted-on-white-paper-274372331\" rel=\"noopener\" target=\"_blank\"><em>Image by Sohel Parvez Haque<\/em><\/a><\/figcaption><\/figure>\n<h3>What is a boilerplate in a press release?<\/h3>\n<p>A <a href=\"http:\/\/en.wikipedia.org\/wiki\/Boilerplate_%28text%29\" target=\"_blank\" rel=\"noopener\">boilerplate<\/a> is the short \u201cAbout us\u201d paragraph at the end of a release that describes your organization.<\/p>\n<p>The term <em>boilerplate<\/em> dates back to the late 1800s. Then, boilermakers would stamp their company details on the end plate of a steam boiler so people would know who made it. Later, newspaper syndicates articles\u00a0 on steel printing plates that came to be known as boilerplates.<\/p>\n<p>Today, \u201cboilerplate\u201d refers to any canned copy that\u2019s ready to use over and over again. That ranges from syndicated stories to standard provisions in legal documents to generic computer code.<\/p>\n<p>So how do you write an effective boilerplate? Before you write a press release, make sure your boilerplate follows these best practices:<\/p>\n<h3>Include just the facts, ma\u2019am.<\/h3>\n<p>What goes into a good boilerplate?<\/p>\n<p>To decide, think like your target audience. Ask, \u201cWhat would a journalist or blogger need to know to define my company in an article or post?\u201d<\/p>\n<p>For the most part, you\u2019ll want to stick to the 5 W\u2019s. You might want to include:<\/p>\n<p><strong>WHOM you help<\/strong>. AllianceBernstein\u2019s boilerplate, for instance, says, \u201cFor over 40 years, AllianceBernstein Investments, Inc., \u2026 has helped investors \u2026\u201d<\/p>\n<p><strong>WHAT you make or do<\/strong>. AllianceBernstein: \u201d \u2026 mutual funds, college savings (529) plans, retirement products and separately managed accounts.\u201d<\/p>\n<p><strong>WHERE you\u2019re located<\/strong>. List your headquarters location and summarize the rest in a phrase.<\/p>\n<p><strong>WHERE readers can find you online<\/strong>. To optimize your boilerplate for news portals:<\/p>\n<ul>\n<li><strong>Link your company name<\/strong> to your homepage.<\/li>\n<li><strong>Include the URL in parentheses<\/strong> after your company name<\/li>\n<\/ul>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Example: \u201cWylie Communications Inc. (http:\/\/www.WylieComm.com) \u2026\u201d<\/div>\n<ul>\n<li><strong>They don\u2019t need to know how to find you on Twitter<\/strong>. Link to your homepage only.<\/li>\n<\/ul>\n<p><strong>WHY you\u2019re an industry leader<\/strong>. Don\u2019t just call yourself a leader. Deliver a compelling proof point.<\/p>\n<p>Rosetta Stone\u2019s boilerplate, for instance, says:<\/p>\n<h5>Teaching 29 languages to millions of people over 150 countries \u2026<\/h5>\n<p>And:<\/p>\n<h5>For the second year in a row, Fairfield Language Technologies is one of the fastest growing technology companies in Virginia as ranked by Deloitte and Touche.<\/h5>\n<p>You might also include:<\/p>\n<ul>\n<li><strong>Your stock ticker symbol<\/strong><\/li>\n<li><strong>The year you were founded<\/strong>, if notable. American Express, for instance, notes that it was founded in 1850. Wylie Communications, on the other hand, doesn\u2019t mention that it was founded in 1996.<\/li>\n<li><strong>Your size<\/strong> in measures that make sense for your organization. That might be in annual revenues; assets under management; number of employees, clients, members, outlets or products sold.<\/li>\n<\/ul>\n<h3>What to leave out of your boilerplate<\/h3>\n<p>What you take out of your boilerplate is almost as important as what you put in. Drop the:<\/p>\n<p><strong>1. Vapid marketing slogans<\/strong>. Skip the marketing fluff.\u00a0 Even though, according to Kevin Dugan, marketing communicator and blogger for <a href=\"http:\/\/badpitch.blogspot.com\/2006\/02\/bad-business-to-business-pitches.html\" target=\"_blank\" rel=\"noopener\">Bad Pitch Blog<\/a>, it \u201creads like brand poetry to marketing, legal and the CEO.\u201d<\/p>\n<p>If the reader can\u2019t tell what you make or what industry you\u2019re in after reading your boilerplate, go back to go. \u201cInnovative investment solutions from a diverse line of investment vehicles,\u201d for instance, gets me nowhere.<\/p>\n<p><strong>2. Adjectives and other hype<\/strong>. Here\u2019s a boilerplate that\u2019s virtually breathless with self-congratulations:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Design authorities have referred to Carter\u2019s style as \u201cthe new traditional\u201d and have lauded his unusual sense of refinement and seamless blending of contemporary with antique. Working from his passion for aesthetics and inherent good taste rather than formal training, Carter has achieved something quite rare in the world of interior decorating \u2014 a signature look.<\/div>\n<p>Tellabs\u2019 boilerplate, for instance, says: \u201c\u2026 43 of the top 50 global communications service providers choose our mobile, optical, business and services solutions.\u201d<\/p>\n<p>Show me your awards and recognition. Don\u2019t tell me about them.<\/p>\n<p><strong>3. Footnotes<\/strong>. Shoot the lawyers if they even suggest them.<\/p>\n<p>Also, drop the calls to action. This is no place for your 1-800 number.<\/p>\n<h3>Press release boilerplate template<\/h3>\n<p>There\u2019s no one way to write a boilerplate. But here\u2019s a formula I use, based on an elevator pitch model that Mark LeBlanc created for small business owners:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">XYZ company (http:\/\/XYZ.com) works with CLIENTS1 who want to BENEFIT1 and with CLIENTS2 who want to BENEFIT2. The LOCATION-based DEFINE company does that through PRODUCT\/SERVICE1, PRODUCT\/SERVICE2 and PRODUCT\/SERVICE3. TANGIBLE PROOF POINT OF INDUSTRY LEADERSHIP.<\/div>\n<p>Here\u2019s how it looks when I fill in the blanks:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Wylie Communications Inc. (http:\/\/www.WylieComm.com) works with communicators who want to reach more readers and with organizations that want to get the word out. The Kansas City-based business communication firm does that through writing workshops, writing and editing services, and website and publication consulting. That work has earned nearly 60 awards, including two IABC Gold Quills, the Pulitzer Prizes of business communications.<\/div>\n<h3>Keep boilerplates short.<\/h3>\n<p>I\u2019ve seen boilerplates that are as long as 400 words. People: That\u2019s too long for the average news release, let alone the boilerplate.<\/p>\n<h5>\u201cFreud could have a field day with the overcompensation that leads to boilerplate abuse.\u201d<\/h5>\n<h6>\u2014 Kevin Dugan, marketing communicator and blogger, in Bad Pitch Blog<\/h6>\n<p>Instead, keep your boilerplate to 100 words or less. Even better: Keep it under 50 words.<\/p>\n<p>Why so short? When your boilerplate is too long, you:<\/p>\n<ul>\n<li><strong>Overpay for distribution<\/strong>. BusinessWire charges a base rate for the first 400 words of a release and an additional fee for every 100 words after that. Long boilerplates can break the budget.<\/li>\n<li><strong>Irritate your audience<\/strong>. \u201cEditors\/journalists across the board \u2026 agreed that pitches [and releases] should have less boilerplate,\u201d <a href=\"https:\/\/www2.gwu.edu\/~media\/research_report.pdf\" target=\"_blank\" rel=\"noopener\">according to a Cision\u2019s study<\/a> (PDF).><\/li>\n<li><strong>Risk public humiliation<\/strong>. See Bad Pitch Blog\u2019s piece about a <a href=\"http:\/\/www.newswise.com\/articles\/fireproof-your-summer-with-tips-from-the-hearst-burn-center\" target=\"_blank\" rel=\"noopener\">261-word boilerplate<\/a> under a 169-word release. And here\u2019s a <a href=\"http:\/\/badpitch.blogspot.com\/2006\/02\/bad-business-to-business-pitches.html\" target=\"_blank\" rel=\"noopener\">Bad Pitch Blog rant<\/a> about a 178-word boilerplate.<\/li>\n<\/ul>\n<p>TheSteelAlliance\u2019s boilerplate, for instance weighs in at just 44 words:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">TheSteelAlliance is a coalition of more than 110 producers and affiliated organizations that came together for the first time in 1997 to launch a nationwide consumer campaign about the benefits of steel. Visit www.TheNewSteel.com for more information about the Nerves of Steel survey.<\/div>\n<p>Anything missing? I\u2019d probably add the headquarters location and the organization\u2019s URL.<\/p>\n<p>Avoid this approach. Embassy Suites\u2019 boilerplate is 174 words long. (Embassy Suites also includes Hilton Hotels\u2019 71-word boilerplate, bringing the total to 245 words.)<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\u201cEmbassy Suites Hotels was the first all-suite upscale hotel to enter the industry and today has more than 160 hotels. Each Embassy Suites Hotel offers spacious, two-room suites that include a separate living area with a sofa bed, private bedroom and bath, two televisions, a wet bar, refrigerator, microwave oven, and work desk with amenities like high-speed Internet access and two dual-line phones with voice mail in most locations. In addition, the suite rate at all Embassy Suites Hotels includes a cooked-to-order breakfast each morning and a two-hour Manager\u2019s Reception** each evening. Other standard amenities include an indoor pool, fitness room and on-property restaurant in most locations. To make reservations at an Embassy Suites Hotel in resort and destination areas, travelers can call 1-800-EMBASSY or visit the Embassy Suites Hotels website at www.embassvsuites.com. Embassy Suites Hotels participates in the Hilton HHonors\u00ae guest reward program that allows its members to DoubleDip\u00ae by simultaneously accumulating both hotel points and airline miles with each qualifying stay. Embassy Suites Hotels is a part of Hilton Hotels Corporation.\u201d<\/div>\n<p>You could cut this in half by summarizing the laundry list of amenities, dropping the reservation line and linking to the honors details.<\/p>\n<h3>Polish your boilerplate copy.<\/h3>\n<p>Whatever you do, make sure you write a great boilerplate. Every press release template and effective press release includes one.<\/p>\n<p>Your lawyers and leadership team demand it. So do your press release distribution services. Maybe they support brand awareness? They support search engines, social media and content marketer content.<\/p>\n<p>So press release boilerplates aren\u2019t going anywhere.<\/p>\n<h5>\u201cOnly two things will survive global warming: cockroaches and boilerplates.\u201d<\/h5>\n<h6>\u2014 Ann Wylie, writing coach, Wylie Communications<\/h6>\n<div id='MMC-Leads' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-80\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Hook readers with great leads<\/h3>\r\n\t\r\n<p>You\u2019re not still packing all of the Ws into the first paragraph, are you? Cranking out \u201cXYZ Company today announced \u2026\u201d leads? If so, your News Writing 101 class called and wants its leads back!<\/p>\r\n\t\r\n<p>To win today\u2019s fierce competition for your readers\u2019 attention, you need more sophisticated, nuanced leads \u2014 not the approaches you learned when you were 19.<\/p>\r\n\t\r\n<p>Learn how to hook readers with great leads at our <a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>lead-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect 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boilerplates<\/p>\n","protected":false},"author":6,"featured_media":29690,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[],"class_list":{"0":"post-29689","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Press release boilerplate best practices<\/title>\n<meta name=\"description\" content=\"About us: A boilerplate is the short \u201cAbout us\u201d paragraph at the end of a release 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