In general, the term boilerplate refers to a standard, reusable piece of content that's used in various pieces of content, from articles to communication materials like press releases and contracts. It serves as a template for specific types of content, allowing consistency and efficiency in writing and communication.
There's also boilerplate code in computer programming, which is standardized code that can be used in various contexts on a website or within an app. In contract law, a boilerplate clause is a standard provision covering generic or routine matters.
Boilerplate text is typically used in public relations at the end of a press release, acting as a touchpoint between the author — the company — and the reader — usually a journalist or writer. Boilerplates are designed to provide context, create interest, and communicate the key elements of a message in a concise and engaging way.
In press releases, boilerplates serve as the "about us" section, giving journalists and other readers more information about the company that released the information to provide them with more context.
Even though boilerplates come at the end of a press release or article, they provide crucial information about the company's background, purpose, and significance in relation to the press release content.
Your boilerplate shouldn't be an afterthought. Keep reading to learn more about how to craft a compelling and useful boilerplate for your next communication.
The key elements of a boilerplate, often used in corporate communications and press releases, typically include:
This section includes the company's contact details, which are essential for journalists, readers, or other potential stakeholders who may want to reach out for further information or interviews. This information usually consists of the company's website, email address, and phone number.
Many companies add a more personal touch by including the name and contact information of the person in charge of media relations, giving those who wish to contact them the best way to do so.
A concise overview of the company provides essential background information. It often includes details like the company's location, year of establishment, and a brief description of its primary products, services, and areas of operation.
The company's mission statement outlines its fundamental purpose and objectives. It conveys the broader goals and aspirations of the organization, which can help readers understand the company's values and direction.
In some cases, the boilerplate may also include the company's core values, which represent its fundamental beliefs and guiding principles. Including core values can offer additional insights into the company's culture and ethos.
A well-crafted boilerplate is an essential component of a press release and corporate communications that encapsulates the core identity and purpose of an organization. Boilerplates are designed to provide a snapshot of the company, its mission, and its core offerings while also offering a point of contact for media inquiries.
Here is an example press release boilerplate language for reference:
About Intuit Mailchimp
Intuit Mailchimp is an email and marketing automations platform for growing businesses. We empower millions of customers around the world to start and grow their businesses with world-class marketing technology, award-winning customer support, and inspiring content. Mailchimp puts data-backed recommendations at the heart of your marketing, so you can find and engage customers across email, social media, landing pages, and advertising— automatically and with the power of AI.
Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With 100 million customers worldwide using TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.
Intuit Mailchimp Forward-Looking Statement Disclaimer
Intuit's forward-looking statement applies to the information you see here. Because products and features can change at any time, make your purchasing decisions based on currently available technology.
Press Inquiries for Intuit Mailchimp:
Media contact name
Media contact email
This press release boilerplate for Mailchimp succinctly and clearly describes the core business, positioning us as an email and marketing automation platform for growing businesses. The boilerplate introduces our offerings and underscores our value proposition. It emphasizes our commitment to providing world-class marketing technology, award-winning customer support, and the application of AI for data-backed recommendations.
Furthermore, the boilerplate effectively integrates Mailchimp with its parent company, Intuit, presenting a broader corporate perspective. This connection showcases the extensive range of services available to customers, lending credibility and depth to the brand. The inclusion of website and social media links is a practical touch, making it convenient for readers to access further information and stay updated about Intuit and its products.
Lastly, the boilerplate demonstrates transparency and legal compliance by featuring a forward-looking statement disclaimer.
Tailor your boilerplate
When crafting your boilerplate, it's essential to tailor it to suit your specific needs and the context in which it will be used.
Consider the specific nuances and characteristics of your industry. Highlight what sets your company apart within that industry, whether it's your technological innovations, unique products or services, or your long-standing history.
A boilerplate for a tech startup will differ from that of a healthcare provider. By addressing industry relevance, you ensure that your boilerplate resonates with readers who are familiar with the industry, making it more engaging and informative.
Your boilerplate should be adaptable to different audience segments. Recognize that various stakeholders, such as investors, customers, partners, or regulatory bodies, may read your press release or documents.
Tailor your boilerplate to address the needs and interests of these diverse groups. For example, investors might be interested in financial achievements, while customers may value the quality and benefits of your products or services. By understanding your audience, you can make your boilerplate more relevant and engaging to each group.
Keep in mind that your boilerplate should remain in legal compliance. Incorporate any necessary disclaimers, compliance standards, or other legal requirements. Failing to address legal compliance in your boilerplate can lead to potential legal issues and damage your company's reputation.
Crafting an effective boilerplate is crucial for creating a lasting impression. Here are some tips for making your boilerplate stand out:
- Conciseness and clarity: Keep your boilerplate concise and clear. It should be a brief and easily digestible snapshot of your organization. Consider your boilerplate language and avoid jargon and unnecessary technical terms. Use plain language that can be understood by a wide range of readers. Most boilerplates are just a paragraph long because they're designed to provide context, but they shouldn't overshadow your main message in a press release or corporate communication.
- Incorporate brand personality: Infuse your brand's personality into the boilerplate. Whether your company is known for innovation, reliability, sustainability, or any other distinctive trait, try to reflect this in your language and tone. The boilerplate should align with the overall image you want to project.
- Highlighting achievements and milestones: Use the boilerplate as an opportunity to showcase your organization's key achievements and milestones. Whether it's awards, significant product launches, or industry recognitions, mention these highlights to build credibility and trust with your audience.
- Evolve over time: Keep your boilerplate up to date. As your company grows and evolves, ensure that your boilerplate accurately reflects the latest achievements, mission, and values. Regularly review and update it to maintain relevance and keep it aligned with your current positioning.
- Keep contact information current: Verify that your contact information is up to date. Providing accurate and easily accessible contact details is essential for journalists and other readers who may wish to get in touch for further inquiries. If you have a public relations agency, they'll most likely be the point of contact, but you can choose to have all media inquiries sent directly to you.
- Include social media links: If your company is active on social media, consider including links to your social profiles. This can help readers connect with your brand easily.
Common mistakes to avoid
Avoiding common mistakes in your boilerplate is essential to ensure it serves its purpose effectively. While every company should have a boilerplate statement on their press release, that doesn't mean it has to be boring or sound just like everyone else's.
One of the most common mistakes is creating a boilerplate that's too generic. Your boilerplate should not read like a template that could apply to any company. It should capture the unique essence of your organization. Avoid using vague, cliched phrases that lack substance. Instead, focus on specific achievements, values, and your brand's personality.
Another common mistake is neglecting updates. Your boilerplate should evolve with your organization. Neglecting to update it can result in outdated information that doesn't accurately represent your current status, achievements, mission, or contact information. Regularly review and revise your boilerplate to ensure it remains relevant and reflects your company's growth.
Keep in mind that legal compliance is also crucial. Ignoring legal compliance in your boilerplate is a significant mistake. Depending on your industry and location, there may be specific legal requirements for certain statements or disclaimers. Failing to address these can lead to legal issues. Ensure that your boilerplate is legally accurate and complies with relevant regulations.
Additionally, remember the location of your boilerplate — at the bottom of a press release. While it's crucial to provide information about your organization, don't focus solely on your company. The boilerplate is part of a larger piece of content and should bridge the gap between your company and the news or topic at hand, providing context for the reader.
Another thing to consider is the length of your boilerplate. It should be concise and to the point. Lengthy and overly detailed boilerplates can be overwhelming and defeat the purpose of providing quick, informative content. Stick to the most critical information, keeping it within a manageable length.
Adapt to changing business environments
Adapting your boilerplate to changing business environments is essential to maintain its relevance and effectiveness. It's crucial to regularly review and update your boilerplate to reflect the latest developments, achievements, and changes in your organization. Set a schedule for these reviews, whether it's quarterly, biannually, or annually, to ensure that your boilerplate remains current.
Additionally, your boilerplate should have room for expansion and adaptation. As your company grows or diversifies its activities, your boilerplate should be flexible enough to incorporate new information. Consider how you can structure your boilerplate to accommodate additional achievements or business areas without becoming overly cumbersome.
Your boilerplate should also be adaptable for crisis communication. In times of unforeseen events or crises, having a boilerplate that can be adjusted to address specific issues or provide reassurance is invaluable. Be prepared to modify the boilerplate to address crisis-related information, maintaining transparency and trust with your stakeholders.
Keep in mind that it's not just industries that evolve. As technology and communication channels change, consider how your boilerplate can adapt to different platforms. For instance, you might need a slightly different boilerplate for a social media post compared to a traditional press release.
Crafting effective boilerplates can be made easier with the use of various tools and resources.
One of the easiest ways to create a boilerplate is to look at press releases online. You can search your competition's web pages to find recent press releases or do a quick Google search to find press releases related to your industry.
Scroll down to the bottom where it says "ABOUT [COMPANY NAME]," and there's their boilerplate statement.
Other tools you can use include:
- Online templates: There are numerous online resources that provide boilerplate templates for various types of documents, including press releases and corporate communications. These templates can serve as a starting point, helping you structure your boilerplate effectively. Make sure to customize them to suit your organization's specific needs and style.
- Professional writing services: If you want a professionally crafted boilerplate or require assistance in refining your existing boilerplate, consider hiring professional writing services or public relations firms. These experts have experience in creating compelling boilerplates and can tailor them to your organization's unique requirements.
- Legal consultation: If your boilerplate is going in a contract, including complex legal disclaimers or compliance statements, it's recommended to seek legal help. Legal professionals can ensure that your boilerplate adheres to all relevant laws and regulations, reducing the risk of legal issues.
- Corporate communications software: There are software solutions designed for corporate communications and public relations that offer features for creating, storing, and managing boilerplates. These tools often come with collaboration and version control features, which can be especially useful for larger organizations with multiple stakeholders involved in creating boilerplates.
- Internal branding and style guide: Many companies have internal branding and style guides that can include guidelines for creating boilerplates. These guides can help maintain consistency in tone, style, and content across all company communications.
Don't forget to optimize for SEO
Optimizing your press release boilerplate for search engine optimization (SEO) is critical. Strategic keyword placement within the boilerplate ensures that it ranks well in search engine results pages (SERPs) for relevant queries. This enhances the discoverability of your brand and positions you as a relevant solution for those seeking specific information.
Additionally, linking to relevant content within the boilerplate can improve the user experience and provide additional context. For instance, you can link to resources that discuss the specifics of your offerings, providing a comprehensive understanding of your capabilities.
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