Marketwired Blog

The history of the boilerplate and 7 tips on how to write one



If you’ve never written a press release, much less read one, you might not know what a boilerplate is. So let’s take a look at the history, form and function of the boilerplate.

A Little History

In the mid-1800s, “boilerplates” were steel plates used to make steam boilers for ships. Fifty years later, the newspaper industry adopted the word, and its connotation of sturdiness and reusability, to refer to “a unit of writing that can be used over and over without change.”*

The Modern-day Boilerplate

Today, a boilerplate, in reference to news releases, is the last section of the release where you include general company information.  This chunk of text is usually reused for each news release and across other marketing channels so that messaging is consistent despite the type of communication that is being distributed. 

An example of a company boilerplate:

Write Your Own Boilerplate

To see more examples of company boilerplates, visit the Marketwire website and click on any of the recent press releases that were being distributed. If your company does not have a boilerplate in place, here are seven tips to help you write one:

  1. Keep the boilerplate to one to two paragraphs max, to make it concise and easily scannable.  Remember, you are able to tell folks much more about your company on an “About Us” corporate web page.
  2. Stick to verifiable facts.  Do not make any claims or insert any opinions in your boilerplate. Standard factoids might include: the date the company was founded, office locations, public or private status, etc.  Avoid statements that are open to interpretation.
  3. Include a link to your company website.  If you’re submitting a press release, there is a high probability that you have used an anchor text to boost your SEO campaign.  It’s a good idea to insert a full hyperlink to your company website.
  4. Consider a positioning statement or an added value statement.  In addition to the usual company facts, including a compelling fact about your organization attracts readers to a section of your press release that is often overlooked.  For example, if you’re a nonprofit organization, include interesting stats on research, volunteer participation, fund-raising or event attendance.  Reporters and media can take these stats and promote your news release even more.
  5. Avoid industry jargon.  Just as we recommend avoiding industry jargon in your press release, avoid it in the boilerplate as well.
  6. Use relevant keywords.  SEO still matters, whether it’s the first 150 words of a press release or the last 50. Be sure to insert the right keywords so that the boilerplate continues to flow.
  7. Keep it up to date.  Once in a while, re-read your boilerplate to make sure it’s accurate and, if it’s not, revise it so that it remains current and factual.

Do you have any additional tips on perfecting a company boilerplate?  Please comment below or Tweet or Facebook me.  Also, feel free to copy and paste your boilerplate (or link your press release) for others to comment and make suggestions.

*Source: Online Etymology Dictionary


Related posts:



Tags: ,

4 Comments on The history of the boilerplate and 7 tips on how to write one

local online marketing Austin said : Guest Report 6 years ago

local online marketing Austin... [...]The history of the boilerplate and 7 tips on how to write one | Marketwire blog[...]...

How to drive Bloomberg said : Guest Report 7 years ago

[...] The history of the boilerplate and 7 tips on how to write one [...]

Media Relations Minute: How to pitch bloggers | Marketwire blog said : Guest Report 7 years ago

[...] The history of the boilerplate and how to write one [...]

Wes Yee said : Guest Report 7 years ago

Happy to get some feedback on ours: About Semphonic: Semphonic is the world's largest independent Web analytics consultancy, with headquarters in San Francisco and offices in Boston, New York, Washington, DC and Portland, OR. Founded in 1997, the company has helped leading corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel. Clients include American Express, Charles Schwab, Genentech, the National Cancer Institute, Sears and Turner Broadcasting. Semphonic is also the driving force behind the premier Web analytics conference, X Change. For more information about Semphonic, please visit: http://semphonic.com.

Leave a Reply

Your email address will not be published. Required fields are marked

Featured Posts

#CreativePR: Get Out of the Media-pitching Mindset

This is post 3 of our 5-part #CreativePR blog series. Stay tuned for posts 4 and 5, which will look further into ...

Read More

Nasdaq to Acquire Marketwired

Marketwired is pleased to announce our agreement to be acquired by Nasdaq. In this personal message, Marketwired President and CEO ...

Read More

Reverse That PR $H#T

[By Rebekah Iliff] For decades, PR has been *relegated to a position that oft leaves us “last to know first to ...

Read More

How to Evolve with the 2016 PR Trends

[By Alex Hoag] As technology continues to demand change for all industries, it’s important to start your year off by planning ...

Read More

#WPRF2016 Facebook Live Video: PR, Influencers and the Power of Relationships

[By Lisa Davis} Earlier this week, the World Public Relations Forum 2016 (#WPRF2016) wrapped up in Toronto taking with it some ...

Read More



Follow Me

Public Relations Today