Boil it down
Explain ‘About us’ in your boilerplate
Boilerplates: Can’t live without ’em, can’t get a decent one through approvals.
A boilerplate is the short “About us” paragraph at the end of your releases that describes your organization.
It’s the boilerplate’s ubiquitousness that makes it important. Your boilerplate gets used over and over again. Depending on the scope and reach of your media relations efforts, your boilerplate could be posted and published thousands and thousands of times — and read by millions and millions of people.
Some PR pros argue that that makes the boilerplate the most important paragraph in your organization.
The problem is, too many PR boilerplates are far too long, too broad and too fluffy to be very useful.
Include just the facts, ma’am.
What goes into a good boilerplate?
To decide, think like a reader. Ask, “What would a journalist or blogger need to know to define my company in an article or post?”
For the most part, you’ll want to stick to the 5 W’s. You might want to include:
WHOM you help. AllianceBernstein’s boilerplate, for instance, says, “For over 40 years, AllianceBernstein Investments, Inc., … has helped investors …”
WHAT you make or do. AllianceBernstein: ” … by providing innovative investment solutions from a diverse line of investment vehicles including mutual funds, college savings (529) plans, retirement products and separately managed accounts.”
WHERE you’re located. Olympic Paints and Stains, for instance, mentions that the company is based in Pittsburgh.
WHERE readers can find you online. Create inbound links for your website. To optimize your boilerplate for news portals:
- Link your company name to your home page
- Include the URL in parentheses after your company name
Learn more about why this approach works.
WHY you’re an industry leader. Don’t just call yourself a leader. Deliver a compelling proof point.
Rosetta Stone’s boilerplate, for instance, says, “Teaching 29 languages to millions of people over 150 countries …” and “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.”
And Tellabs’ boilerplate offers this proof point: “… 43 of the top 50 global communications service providers choose our mobile, optical, business and services solutions.”
Other details to consider. You might also include:
- Your stock ticker symbol, if applicable.
- The year you were founded, if notable. American Express, for instance, notes that it was founded in 1850. Wylie Communications, on the other hand, doesn’t mention that it was founded in 1996.
- Your size in annual revenues; assets under management; number of employees, clients, members, outlets or products sold; or other measures that makes sense for your organization.
Reach bloggers, journalists and readers.
Want to deliver successful media relations pieces?
- Get it off your desk: Invite Ann’s team to handle a PR writing or editing project.
- Polish staff skills: Bring Ann to your organization for a PR writing workshop.
- Boost your own abilities: Work with Ann to improve your PR writing skills in one-on-one writing coaching. Or find out about Ann’s next Anatomy of a News Release 2.0 webinar.
- Learn more: Study Ann’s Anatomy of a Release, Pitch and E-mailed Release toolkit. And get free writing tips every month when you subscribe to our e-zine.
- Join the club: Get the full story in the latest issue of Rev Up Readership. And find dozens of advanced PR writing tipsheets on RevUpReadership.com.
About Ann Wylie
Ann Wylie is president of Wylie Communications Inc., a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Wylie is the author of RevUpReadership.com, a toolbox for writers, and Wylie’s Writing Tips, a free e-zine. She has earned more than 60 awards, including two IABC Gold Quills, for her work.
Copyright © 2011 Ann Wylie. All rights reserved.