The Boilerplate

TODAY’S BUZZ TIP | August 24, 2009

A press release is made up of a set of key components: contact information, headline, dateline, body and ending with the boilerplate paragraph.  The boilerplate is a paragraph that describes the company and appears on every release without modification.  It’s the paragraph that summarizes your company in about 3-4 sentences and includes the links to your website.  You can also think of it as your “About Us” paragraph which should be much shorter than your online version.

The boilerplate is also a key paragraph in terms of reinforcing your message.  Here are a few boilerplates so you can get a sense of them:

Here’s a real one:
Pink Chicken was started by Stacey Fraser, a long-time designer within the fashion industry.  After the birth of her two young daughters, Stacey realized there was a niche for classic silhouettes in beautiful fabrics but with a bohemian feel.  Today Pink Chicken offers an array of vintage-inspired dresses in classic silhouettes but with a retro feel.  The line also includes separates including leggings, sweaters and diaper covers.  For more information, please visit, www.pinkchicken.com.

Here’s a made up corporate one:
Company X is a leading provider of insurance and other financial services to individual and institutional customers. We provide individuals in approximately 10 million households in the U.S. and provide benefits to 200,000 employees and family members through their plan sponsors. Outside the U.S., our companies serve approximately 4 million customers through direct insurance operations in Germany, Paraguay, Peru, China, Poland, Mexico, India, Indonesia, Indonesia and Taiwan. For more information about Company X, please visit the company’s Web site at www.companyxyz.com.

Interested in the Celebrity Gift Campaign?  Please email with your product description and some lo res images for consideration.  Will announce media partnership soon for this campaign’s guaranteed media placement.


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