Press releases are meant to officially announce newsworthy information to the media and the public. Ideally, they should be timely, informative and provide value to the editor or reporter that they, in turn, would pass along to their readers or viewers.

One element of a press release that should not be neglected is the "boilerplate." On a press release, the boilerplate is a brief paragraph or two at the end that describes the organization or organizations referenced in the release.

Press release boilerplates are typically separated by the bolded words "About <Company Name>" and are meant to serve as background information for journalists. While some e-news sites and print outlets will include boilerplates in their postings or articles, most major media will not.

Boilerplates should contain brief, factual information about the organization(s) and not be a litany of all products, services or clients. Text in either the third or first person is acceptable, but the boilerplate should refrain from blatantly promotional language (e.g., "We are the best!") or time-sensitive information (e.g., "…offering major incentives through August"). They can be revised every so often to incorporate new company information.

A starting point is to think of the press release boilerplate as the print equivalent of your company's elevator speech. Here are some typical elements that are found in boilerplates (note: you do not need to include all of these):

• What the organization does (it's okay to weave in some brief branding messages)
• Date the organization was founded
• Major locations or branches
• Main products and/or services
• Major clients
• Industry or community awards
• Web site and/or phone number for additional information

Since the boilerplate may not be reproduced in an online posting or article, make sure brief contact information is included in the main body of the press release as well.

S&A Cherokee uses a wide variety of communications specialties to ensure our clients are fully prepared to meet the demands of an ever-changing marketplace. Communications needs differ from one organization to another. S&A Cherokee assists with taking control of the communications process and develops strategies that are uniquely customized for each client.

To discover how S&A Cherokee can help you with your public relations needs, contact us for a free consultation.