8 Tips for Cooking up a Hot Company Boilerplate

Posted: October 08, 2012

[caption id="attachment_10849" align="alignright" width="380"]© Pakhnyushchyy - Fotolia.com[/caption]What's that one paragraph you put in every press release to describe your company? Is it compelling and descriptive, or full of flat, general statements? Turn up the heat on your company boilerplate, by following these eight tips.

As a PR professional, you are probably called upon from time to time to create a company boilerplate—a one-paragraph corporate profile for use in press releases and other written materials. If so, you know what a challenge it can be to convey a sense of what an organization does and what makes it unique in only a few sentences.

With that in mind, here are eight quick tips for writing an effective company boilerplate.

Be Specific: Don’t use vague generic phrases such as “cutting-edge technology company” or “industry-leading software provider.” For one thing, no serious media outlet will use these phrases. For another, it tells readers nothing about what your business does or what makes it interesting or useful to them. Instead, clearly spell out the company’s primary product or service. For example: “XYZ Corp. develops PC software to help solar energy companies design, budget and manage residential and industrial installations.”
Tell the truth: This should go without saying, but do not embellish or exaggerate facts about the organization. Leaving aside the moral implications, the Internet makes it too easy for journalists and prospective customers to discover inaccuracies that could do serious damage to a business’s reputation.
Focus on what’s special: Try to identify the aspects of the company that set it apart. It doesn’t need to be offering a cure for shyness or a new flavor of ice cream to stand out. It may be as simple as holding a unique position within its geographical area or industry. (“Eco-Bright Cleaners is the only environmentally friendly dry cleaner in Haversford County,” “Palandino’s has been named best seafood restaurant in the county by the Pear Valley Times for the past four years.”)

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Biz Tip provided by Laurie Dovey, Executive Director for POMA.