Though it comes at the end of a press release, the boilerplate should be regarded as a vital element, right up there with the headline and opening paragraph.
However, many PR pros treat a boilerplate like a box to be checked off—something they know they need to include, but don’t really put a lot of thought into.
It’s time to break that bad habit and craft a killer boilerplate that will get your press release noticed the next time you pitch.
What is a boilerplate?
At its core, a boilerplate is an “about us” statement that comes at the very end of a press release, briefly explaining to the reader who is pitching.
It may seem really easy to rip a version of your company bio from your website or most recent trade show flier and drop it into your press release.
The boilerplate is your chance to make a real first impression on your readers, showing them what your brand is all about and why they should care. It should be engaging and informative.
Examples The Walt Disney Company