Boilerplate basics: Don’t squander a golden opportunity
While some industry vets are moving away from the press release, there are still important uses for traditional tactics. Here’s how to make the most of this PR staple.
Though it comes at the end of a press release, the boilerplate should be regarded as a vital element, right up there with the headline and opening paragraph.
However, many PR pros treat a boilerplate like a box to be checked off—something they know they need to include, but don’t really put a lot of thought into.
It’s time to break that bad habit and craft a killer boilerplate that will get your press release noticed the next time you pitch.
What is a boilerplate?
At its core, a boilerplate is an “about us” statement that comes at the very end of a press release, briefly explaining to the reader who is pitching.
It may seem really easy to rip a version of your company bio from your website or most recent trade show flier and drop it into your press release.
Don’t.
The boilerplate is your chance to make a real first impression on your readers, showing them what your brand is all about and why they should care. It should be engaging and informative.
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