Crafting a Boilerplate Press Release: A Step-by-Step Guide (+ 3 Examples)

By Intelligent Relations Team

October 3, 2022

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Need to draft a press release on behalf of your brand or business? Don’t forget to craft a catchy boilerplate — a key component that adds color and credibility to the focus of the announcement. 

While frequently written off as unimportant compared to dynamic press release features like eye-catching headlines, getting the boilerplate right is vital to a press release’s success. 

When it comes to media contacts, this short organizational bio may be a journalist’s or editor’s first encounter with your company, so making a good impression is a must. 

Below, we provide essential details about the press release boilerplate section, including:

• What is a Press Release Boilerplate?
• What are the Characteristics of a Press Release Boilerplate?
• How to Format a Press Release Boilerplate
• Press Release Boilerplate Examples

What is a Press Release Boilerplate?

A press release boilerplate is an announcement with a concise paragraph or “boilerplate” at the end of the document that provides background information on the company or organization featured in the release. It’s an expected industry-standard addition for any media announcement.

Think of it as a condensed version of the “About Us” page from your website.

Good boilerplate content includes fundamental information about your company’s products or services. It should also cover big-picture details about your overall goals and market presence. 

Here’s an example of a press release boilerplate for Intelligent Relations:

Intelligent Relations, a startup founded in 2020, offers a turnkey approach to traditional PR by leveraging deep AI analysis, powered by a talented team of PR professionals who help customers build a broader and more direct set of media relationships. Intelligent Relations is based in Boston, Massachusetts.

The term boilerplate was coined in the 19th century, referring to the way in which printing presses created steel templates during the printing process. Modern-day boilerplates essentially serve the same purpose — brief and impactful tools that are used again and again.

A proper press release boilerplate is both a great introduction to a company and a recognizable reminder for future press release pitches.

Within the format of a press release, the boilerplate always appears at the same point in its layout — underneath the main body of the copy and ultimately rounding off the announcement. Every journalist that reads a press release expects to find the boilerplate in the same place.

In PR, a memorable press release boilerplate offers a few benefits:

• It helps boost SEO.
• It provides clarity on who the press release issuer is. 
• It positively impacts outreach strategy after a successful submission.

Not sure how to write a press release? Check out our full guide: How to Write the Perfect Press Release

What are the Characteristics of a Press Release Boilerplate?

Also known as boilerplate statements or boilerplate texts, a boilerplate for a press release is the standardized section at the end of a press release that provide essential information about the issuing company or organization. 

Let’s break down the key characteristics of press release boilerplates: 

• Company Information: This includes the full legal name of the company or organization, its location (often city and state), and sometimes the country if it’s an international entity. 

• Brief Description: A concise overview of what the company does or its primary activities. This can include its industry focus, key products or services, and any unique aspects that distinguish it in the market. 

• Contact Information: Contact details for media inquiries or further information. This usually includes a media contact person’s name, their job title, phone number, email address, and sometimes social media handles. 

• Legal Information: Sometimes includes legal disclaimers or statements required by regulations, such as forward-looking statements or trademark notices. 

• Boilerplate Format: Typically, the boilerplate is formatted in a standardized way, often in a smaller font or italicized, to distinguish it from the main body of the press release. It’s usually placed at the end of the press release, after the main content and any “###” or “End” indication. 

• Consistency: It’s designed to remain consistent across different press releases issued by the company, ensuring that key information about the organization is consistently communicated to the media and the public. 

Pro Tip: Press release boilerplates are reference points for journalists and readers who want to quickly understand key details about the company issuing the press release, so remember to keep them succinct and informative.

Need to write a press release under embargo? Don’t worry! Have a look at our full guide on embargoed press releases: Embargoed Press Release Guide 2024 (+ Examples and Tips)

How to Format a Press Release Boilerplate

As previously mentioned, it’s standard for a press release boilerplate to appear below the main body of the announcement copy, but above the contact information for press queries. When it comes to writing a press release boilerplate section, shorter is better. A boilerplate should be no longer than 100 words.

Lengthy press release boilerplates risk losing a reader’s attention. 

Make life easier for your media contacts by including all the necessary information about your company or organization. Leaving out pertinent details forces contacts into avoidable research that wastes their time and increases the likelihood of rejection.

While there are no fixed rules on what information to include in a press release boilerplate, publications will expect the following:

• What the Company or Organization Does: Include details that explain your vision and purpose, products and services, as well as your target audience.Highlight your position in a larger context by explaining what problems you’re solving. 

• Where the Company or Organization Operates: For instance, what markets are you in and what areas do you serve? This is crucial information that will help editors determine if your press release is a fit for their publication.

• Facts and Figures: Consider mentioning when the company was founded or how big it’s grown. Mention things like staff size or annual revenue.

• Awards and Achievements: If your company won industry awards or received recognition, mention it. Not only does it boost credibility, but it gives reporters an incentive to cover your announcement.

Pro Tip: For a polished press release boilerplate, hit these key info targets. The press release itself should start with a compelling headline, followed by a concise lead paragraph and short paragraphs with bullet points for easy reading.

Not sure how to format a press release in general? We’ve got you covered! Learn more about press release format best practices here: The Must-use Industry Format for Press Releases

Press Release Boilerplate Examples

The best way to learn is through inspiration. With that in mind, we’ve compiled a selection of press release boilerplates we believe check all the boxes. 

While each example covers a different industry, these press release boilerplates clearly state who they are and why they matter. Each highlights its position and impact on a wider audience. 

Use these boilerplate examples to craft your own:

1. Apple Boilerplate Press Release Example

Check out this boilerplate from a June 10, 2024, Apple press release announcing Apple Vision Pro global pre-order dates. Note the digestible length. Apple expertly packs a ton of information in this 92-word statement. It provides a bit of history, its current status, a comprehensive list of products and services, and a closing sentence that highlights the company’s size and mission.

2. Love.Life Boilerplate Press Release Example

Integrated health and wellness company Love.Life recently announced the opening of its flagship holistic health and wellness club in Los Angeles, CA. The press release boilerplate for this relatively new company makes a good first impression by providing its mission, backstory, and detailed contact information while adhering to the preferred word count.

3. Intelligent Relations Boilerplate Press Release Example

Finally, here’s a boilerplate from a 2023 Intelligent Relations press release announcing new platform features. Remember, concise is nice, and this example covers crucial company info in just 69 words!

Pro Tip: Timing your press release submission is crucial. Send it early in the week and early in the morning to maximize visibility and engagement from journalists. Avoid sending releases on Fridays or before holidays, as they are more likely to be overlooked.

Once you’re ready, how and when do you submit a press release? For more information on press release submission timing, read our guide: A Quick Guide to Press Release Submission Timing

Key Tips for Writing a Boilerplate Press Release

Since the boilerplate is a standardized section of a press release, you’ll likely use it over and over. Why not get it right the first time? Having said that, creative freedom is still important when it comes to drafting your company’s press release boilerplate.

What the boilerplate examples above demonstrate is that while a boilerplate includes fundamental details, it’s also subjective to your industry. With that in mind, following the key tips below while drafting a press release boilerplate will keep you on the right track.

1. Keep Your Press Release Boilerplate Short 

Reporters see thousands of press releases submitted over the course of their careers, and they don’t have time to sift through them all. So, if a contact actually makes it all the way through your press release, that’s great news — just make sure your boilerplate isn’t too long!

On the other hand, you don’t want the boilerplate to be too short either. Find a sweet spot that conveys necessary information in a clear and concise manner. As mentioned earlier, 100 words or less is a good rule of thumb.

2. Ditch the Industry Jargon 

While writing your press release boilerplate, avoid the use of industry jargon. Good examples are buzzwords with little meaning, obscure acronyms, and overly specialized language. This is off-putting, and often confuses rather than impresses a reader. Most reporters are averse to fluff. 

3. Backup Your Main Points 

Facts and figures go a long way. Reporters love to see main points backed up with proof. Statistics give a press release boilerplate more authority, and they should be included if it’s fitting.

For example, if your company recently expanded, consider stating how many new locations or offices have been opened or how many new employees have been brought on. If you’ve experienced exponential growth, mention revenue statistics.

4. Review and Edit

Once you’ve written your press release boilerplate, read it. Now, read it again. And maybe once more for good measure. This exercise will help you make sure your boilerplate does what it’s intended to do — educate and pique the interest of the reporters reading it. 

As you proofread, ask yourself, “Does each sentence provide value?”

Self-editing is tricky, so consider asking a colleague or a professional to review your boilerplate. Remember, you can’t edit a boilerplate once a press release is distributed or published, so this is an important step.

Also, keep in mind that while you may make minor tweaks to a boilerplate before submitting a press release, the copy tends to stay the same for each.

Once you’ve finished your press release and boilerplate, it’s time to send it! Not sure how to submit a press release? Read more here: The Ultimate Press Release Submission Guide

Key Takeaways

As you can see, a boilerplate is a critical part of any press release. With this guide, you have all the tools you need to write a compelling boilerplate press release for your company or organization. Just remember to convey all important information about your company in a few concise sentences.

Still not sure your boilerplate press release is just right?  We can help. Simply book a free consultation with us to get expert insight into how to improve your press release or your press release boilerplate.