Press release boilerplates are a brand’s digital signature

At the end of every impactful press release is a short but powerful section that lesser-known companies and even established businesses underappreciate and overlook — the boilerplate. 

This short paragraph, also known as an “about us” section, packs a punch, offering a concise description of your company and serving as your brand’s digital signature or calling card. When it comes time to craft a compelling boilerplate, however, it easily becomes an afterthought or an add-on that lacks strategic positioning and is super general. But, if done right, it can leave a lasting impression and help your company’s credibility.

What is a press release boilerplate?  

The boilerplate is the final paragraph at the end of a press release. Its purpose is simple: to provide a snapshot of your business and offer more context of the company behind the news. Consider it a longer version of your elevator pitch in written form, which must perfectly weave together elements of a clear brand identity. 

Typically, a boilerplate in a press release provides pivotal information about your business’s history, mission, values, accomplishments, accolades, and, most importantly, its unique selling points.  

Components that make or break a press release boilerplate  

A well-rounded and functional boilerplate should be concise yet substantial. Here are the details that every optimized boilerplate should include:

• A company descriptor: Provide a brief overview of what your company does. Emphasize the core products or services it offers, the industry it operates in, and the audiences it serves. Details like its year of establishment and the locations it operates in are also key. 

Example: Wasteless is an AI-powered company that automatically lowers the price of perishables in supermarkets as they near their sell-by-date.

• Mission and vision: Your mission and vision should set you apart from your competitors and resonate with readers by helping them understand the problem you’re trying to solve. This statement should quickly expand on your company’s broader objectives, what it stands for, and how you’re bringing value to your customers' lives.

Example: Wasteless is on a mission to fight global warming by reducing food waste in supermarkets across Europe.

• Benefits: Make your company's contribution clear from the start. Consider the overall benefit your company is trying to make and the specific audiences that are being impacted. The more obvious this is, the more likely you are to connect with that target group and the journalists who serve them.

Example: Wasteless aims to eradicate food waste, one of the largest CO2 emitters. In addition to helping consumers and the environment, Wasteless helps retailers save and repair their costly discounts by applying its AI-based markdown optimization solution.

• Credibility boosters: Social proof is a big part of building and maintaining brand credibility. If you haven’t received company awards or been recognized by well-known organizations, include metrics like funding, financial growth, milestones you’ve already achieved, or market relevance.

Example: Wasteless is backed by $9.75M in funding. The company has received numerous accolades, including being singled out by the FAO’s State of Food & Agriculture and gaining recognition from the World Economic Forum as a leading solution to boost the circular economy.

• Link to your company website: When you first mention your company name, include a backlink to drive traffic back to your website. This will also make it easy for readers to effortlessly look up your company to find out more, which potentially leads to a conversion.
• Contact information: Providing contact details is essential so readers can get in touch. This could be via your website or a PR contact in case reporters have further inquiries

Additional tips on writing an effective press release boilerplate  

Crafting a boilerplate isn’t a one-size-fits-all task. Here are pro tips to make yours memorable and engaging:

• Keep it brief and precise: Aim for ideally 150 words. If you focus on delivering only the most pivotal information for immediate clarity and impact, then you’ve got your bases covered and will be able to repurpose your boilerplate when, for instance, applying to speak at industry events or when nominating your company for an award.
• Tailor it to the press release: Adapt and tweak your boilerplate to ensure it’s always up to date and aligns with the press release's focus and the audience you are targeting. For example, if the press release announces a partnership, make sure to update your boilerplate to acknowledge your new partner in your collaborative work.  
• Avoid industry jargon: Maintain a professional but accessible tone. Avoid overloading your boilerplate with buzzy terms that might alienate broader audiences.  
• Highlight your unique selling proposition: Think about what sets your company apart from competitors and use your boilerplate as an opportunity to showcase your company’s unique strengths.  
• Regularly update: Businesses evolve, and so should your boilerplate. Review it frequently to ensure the information remains accurate and relevant. 

The positioning in the press release is also strategic. It’s the last positive association journalists, and other readers will have with your brand and what they will remember, so incorporate your brand personality by reflecting this in your tone and language. This is a surefire way to reinforce your brand identity. So, whether your brand voice is bold, refined, or innovative, make sure your boilerplate reflects that.

Why does your boilerplate matter?

Don’t be fooled, a boilerplate isn’t just a block of text — it’s an opportunity to reinforce your brand’s credibility, build and reinforce your reputation, and encourage readers to take a particular action or gain a deeper understanding. It’s where journalists, prospective business partners, investors, future customers, and even regulatory bodies can quickly grasp what sets your company apart. By emphasizing key achievements, you immediately maximize the potential of your boilerplate and position your business as a leader in your industry.  

Aside from prospective customers, boilerplates increase the likelihood of journalists covering your story. A professional boilerplate makes their job easier and again ensures consistency in how your company is portrayed in the media. Investors, partners, and recruits could also scan press releases. By providing a sharp, punchy boilerplate, you can appeal to these audiences as well and spark interest in future collaboration.

Make your next boilerplate count  

A well-crafted boilerplate isn’t simply a closing section of your press release — it’s a valuable branding tool that introduces your business, builds credibility, and drives action. By being mindful of what you include in your boilerplate and optimizing every section, you’ll be able to draft a boilerplate that adds real value to your press releases and gains the attention of your target audience. Whether you’re writing your first press release or looking to revamp an old boilerplate, always keep it concise, impactful, and reflective of your brand’s identity. 

Want more personalized advice for creating effective press releases? SlicedBrand has successfully helped companies, no matter their industry, craft compelling messaging for everything from their press release to their boilerplate.