When journalists read your press release, do they instantly know who your company is and what you stand for? If not, you might be missing one of the most important parts of your press release: the boilerplate.
A press release boilerplate is the short "About Us" section that appears at the end of every release. It gives readers and journalists a quick snapshot of your company, its purpose, and its credibility.
In this complete guide, you’ll learn what a boilerplate is, why it matters, and how to write one that stands out. You’ll also see real press release boilerplate examples, expert writing tips, and Search Engine Optimization (SEO) best practices to make sure your “About Us” section adds real impact to every announcement you share.
What Is a Press Release Boilerplate?
A boilerplate is a standard paragraph that appears at the end of every press release. It provides key details about your company in a concise, consistent way. Think of it as your “elevator pitch” for journalists. It gives context to your announcement and establishes credibility. Unlike the main news content, the boilerplate stays mostly the same across press releases, making it reusable and time-saving.
Key points:
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Industry or specialization
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Products or services offered
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Mission and vision
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Key achievements or awards
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Media contact information
When written well, a boilerplate strengthens your credibility and helps journalists quickly understand your company’s background.
Why Every Press Release Needs a Boilerplate?
Every professional press release includes a boilerplate for a reason. It gives journalists essential background, builds brand trust, and ensures that every story you release connects to your company identity.
1. Builds Credibility
Your boilerplate highlights your experience, achievements, and mission. This helps journalists and readers see your business as credible and trustworthy. When your brand sounds confident and consistent, people take your announcements more seriously.
2. Provides Context
Without a boilerplate, readers might not know who you are or why your announcement matters. A short background paragraph gives context to your story, making it easier for journalists to connect your company with your news.
3. Strengthens Brand Recognition
Using a consistent boilerplate across all your releases helps readers remember your name. Over time, this repetition builds recognition and positions your company as a known brand in your niche.
4. Saves Time
Once you create a solid boilerplate, you can reuse it across every press release. You only need to make small updates when your company grows or achieves new milestones.
A good boilerplate works like a professional signature that stays consistent no matter what news you share next.
Key Components of an Effective Boilerplate
A strong boilerplate is short, clear, and factual. It highlights your company’s purpose and credibility without sounding overly promotional. Let’s break down the most important parts.
1. Company Overview
Start with a quick summary that includes your company name, location, and founding year. Mention your main focus or area of expertise.
Example: “XYZ Solutions, founded in 2010 and based in Kansas City, develops software that helps small businesses manage accounting, payroll, and inventory in one platform.”
This gives journalists immediate context about who you are and what you do.
2. Mission and Vision
Add a brief sentence that shares your mission or what drives your company. This helps communicate your brand’s purpose beyond products.
Example: “Our mission is to simplify business management for small companies worldwide and make technology accessible for everyone.”
3. Products or Services
Include a simple line about what you offer. It should connect naturally to your news announcement.
Example: “XYZ Solutions provides cloud-based accounting and payroll software designed to streamline daily business operations.”
4. Achievements or Awards
If relevant, add one or two achievements to boost credibility. Keep them short and factual.
Example: “Recognized as one of the Top 100 SaaS Providers in 2024, XYZ Solutions serves over 10,000 clients across 15 countries.”
5. Contact Information
End with the contact details that journalists or readers can use for follow-up questions.
Include:
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Media contact name
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Email address
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Phone number
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Website URL
When these details are clear, it encourages more media coverage and professional communication.
Each section builds on the last, creating a full but compact summary that represents your company confidently.
Boilerplate vs Company Description
In short, your boilerplate is a mini snapshot for journalists. Your company description is a larger version meant for customers and stakeholders. Both are useful, but a boilerplate must always be precise and professional.
Tips for Writing a High-Impact Press Release Boilerplate
Writing a strong boilerplate takes strategy. You only have about 100 words to describe your brand, so every sentence matters. Here’s a practical step-by-step approach.
Step 1: Start with the Basics
Open with your company name, founding year, and main focus. Keep it factual and avoid filler phrases.
Step 2: Add Your Mission
Include a one-line mission that reflects your purpose. This builds connection and trust.
Step 3: Mention Your Core Services
List your main products or services in one sentence.
Step 4: Highlight Achievements
Add proof points that support your credibility. Use facts or milestones, not marketing phrases.
Step 5: Close with Contact Information
End with contact details for journalists and a simple call to action. When you follow this structure, you create a professional, clear, and reusable boilerplate for every press release.
Examples of Effective Boilerplates
Seeing real examples can make it much easier to understand what makes a boilerplate work. A strong boilerplate should instantly communicate who your company is, what it does, and why it matters all in just a few sentences.
When done right, it reads naturally, builds trust, and reinforces brand identity. Let’s look at a few well-crafted boilerplates from well-known organizations that capture clarity, tone, and purpose perfectly:
AT&T:
“We help more than 100 million U.S. families, friends, and businesses connect to greater possibilities. From the first phone call 140+ years ago to today’s 5G wireless and multi-gig internet offerings, we innovate to improve lives.”
Alzheimer's Association:
“The Alzheimer’s Association leads the way to end Alzheimer’s and all other dementia by accelerating global research, driving risk reduction, and maximizing quality care and support.”
Ace Hardware
“Ace Hardware is the largest retailer-owned hardware cooperative in the world with over 5,900 locally owned and operated stores in approximately 60 countries. Headquartered in Oak Brook, Ill., Ace has been part of local communities since 1924. .”
Common Mistakes to Avoid in Boilerplates
Even though a boilerplate is short, small mistakes can make it less effective. Avoid these common errors to make your “About Us” section sound professional and trustworthy.
1. Using Vague or Overused Phrases
Avoid generic claims like “leading company” or “best in the industry.” They sound promotional, not credible. Use real facts or achievements instead. Example: “Serving 2,000+ clients worldwide” sounds more genuine than “We are the best.”
2. Leaving Out Contact Information
A boilerplate without contact details leaves journalists with no way to reach you for more information. Always include a media contact name, email, phone number, and website link at the end.
3. Repeating the Main News Content
Don’t restate what’s already in the press release. Your boilerplate should focus on your company background, not the announcement. Keep it consistent and evergreen so you can reuse it across multiple releases.
4. Inconsistent Tone with Brand Voice
If your boilerplate doesn’t match your brand’s tone or messaging, it creates confusion. Maintain the same voice across your website, press materials, and media kits.
5. Writing Too Long or Too Short
A boilerplate should be brief but complete. Too long makes it dull; too short makes it unclear. Keep it around 80–120 words, enough to explain who you are, what you do, and where readers can learn more.
How Boilerplates Support SEO and Brand Authority?
While a boilerplate is short, it can still support your SEO strategy and strengthen your online authority. Here’s how to make it work for you.
1. Include Relevant Keywords
Use natural keywords like your company name, services, and industry terms. For example, “press release distribution platform” or “digital PR software.” This helps search engines associate your brand with your niche.
2. Add a Website Link
Include one link to your company website or main landing page. It drives traffic and provides a reliable source for journalists to verify your business.
3. Keep Descriptions Consistent
Consistency builds brand recognition. When you use the same boilerplate across all releases, search engines and readers associate that copy with your brand identity.
4. Use Structured Data When Publishing
If you publish your press release on your own website, add structured data (like organization schema). This helps Google understand your company details and display them in search results.
Over time, this consistency improves trust, visibility, and authority both in the media and online.
Advanced Tips to Perfect Your Boilerplate
If you already have a boilerplate, these tips can help you make it even stronger.
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Update it regularly: Review it every six months or when your company achieves something new.
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Keep it reader-focused: Write it for journalists and readers, not for yourself.
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Avoid buzzwords: Words like “innovative,” “world-class,” or “cutting-edge” add little value.
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Match your tone: Your boilerplate should sound like your website and brand voice.
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Test it aloud: Read it out loud to make sure it flows naturally.
These small refinements make your boilerplate feel authentic and professional.
Final Thoughts
A press release boilerplate might look small, but it carries big impact. It builds brand recognition, earns credibility, and helps journalists understand who you are within seconds.
By writing a clear, consistent, and keyword-optimized boilerplate, you make every press release more professional and discoverable. Focus on facts, keep it concise, and ensure your tone reflects your brand identity.
With the right boilerplate, your company’s story becomes instantly recognizable — and every press release becomes stronger because of it.
Frequently Asked Questions
What is a boilerplate in a press release?
It’s a standardized paragraph at the end of a press release providing key company information.
How long should a boilerplate be?
Around 100 words. Short, clear, and informative.
Where should it go in a press release?
At the end, after the main content and before the contact details.
Should I include a CTA in a press release?
Yes, encourage readers to visit your website or connect with your company.
Does press releases help with branding and SEO?
Yes, it builds credibility, maintains consistency, and can improve your online authority when linked properly.
