What Is a Boilerplate in a Press Release? Examples and Best Practices

A press release is a tool used by media relations professionals to share announcements and shape the narrative of a story. They’re typically sent to reporters in advance to gather interest and secure media coverage.

It’s important to remember that there is a standard press release structure to be followed, using several key components—one of which is a company’s boilerplate. To help you craft your own, we’ve rounded up top 30 press release examples worth referencing.

But this begs the question: What is a boilerplate in a press release? Hint: it’s not rolled steel for making boilers. 

What Is a Boilerplate in a Press Release?

In public relations, a boilerplate is an explanation of who the company is and what products or services it’s known for. This description is usually found at the end of a press release. You can also think of it as a company’s official profile.

The boilerplate gives reporters, editors and readers a quick snapshot of the organization, which is especially useful for those who may not be familiar with the brand. It provides just enough context to help someone understand the company’s role in the industry, without having to dig around for more information.

Below, we will walk through the general structure of a boilerplate, as well as examples and best practices for writing your own. 

5 Real Boilerplate Examples

Climate Tech PR Boilerplate Example

About Meteomatics

• “Meteomatics is a weather intelligence and technology company that enables precision forecasts of the weather’s impact on businesses anywhere in the world at any time. More than 600 companies, including CVS Health, Swiss Re, McCain, NASA, Honda, Airbus, Stellantis, and UK Power Networks, rely on Meteomatics for weather data that can significantly impact everything from energy savings and logistics to process automation, risk management, and product design. The company’s robust approach to weather data collection, modeling, visualization, and delivery rivals even the most sophisticated government and commercial services. Its autonomous Meteodrone, paired with high-resolution weather models, including the US1k and EURO1k, enables granular visibility (down to a single square km) into weather phenomena that traditional weather sensing technology does not regularly or accurately observe. Meteomatics is headquartered in Switzerland, with local operations in the U.S., the UK, Germany, Norway, and Spain.”

Boilerplate strengths: The second sentence of this boilerplate calls out several household names that are clients of the business. For reporters reading this boilerplate who may not be familiar with climate tech company Meteomatics—but likely recognize its customers—it’s important to strike a tone of familiarity.

Fintech PR Boilerplate Example

About Zūm Rails 

• “Zūm Rails is the company enabling businesses to power their own payments, banking, prepaid cards and other financial experiences. Zūm Rails’ omni-rail approach to money movement and open banking-powered risk management tools means that companies can utilize the payment methods that best fit their needs in the fastest, safest and most efficient way possible. Through partnerships with leading financial services companies including Visa, Mastercard and Fiserv, Zūm Rails supports the entire payments journey, all in one place. Zūm Rails is backed by Arthur Ventures and headquartered in Montreal, Quebec and Miami, Florida. Learn more at Zūmrails.com.”

Boilerplate strengths: Even though this company is in the very technical field of fintech, the first line of this boilerplate explains exactly what the company does using terminology most people understand, regardless of their background or expertise.

Retail Technology PR Boilerplate Example

About tutch

• “tutch is a technology company, whose in-store digital platform makes it more likely that shoppers will purchase–and spend more. Bridging the gap between online and physical retail, tutch’s solution gives in-store customers a self-service option for easily exploring retailers’ full product catalogs–spanning what’s available in the aisles, online and across their larger marketplace offerings. The software surfaces relevant stock items, custom messaging and a tailored journey based on the products the customer is considering, as well as their location in the store. Created by retailers, for retailers, tutch puts customers in control of their shopping experiences, so retailers can increase in-store revenue and optimize spend. The Microsoft-backed company has operations in the U.S. and Australia.”

Boilerplate strengths: The final sentence highlights this retail technology company’s backing by Microsoft, a well-known and trusted name, which helps build credibility with the reader.

See how a boilerplate is used by media relations professionals.

HealthTech PR Boilerplate Example

About PaceMate

• “PaceMate® is the always-on cardiac device management platform that leading clinicians trust to optimize their practices, prioritize critical patients and deliver better and faster care. The company’s cloud-based system enables care teams to manage cardiac device patients through a single, end-to-end platform that integrates with all EHRs. With always up-to-date, comprehensive data, PaceMate delivers actionable insights for providers to optimize practice performance and drive better patient outcomes. PaceMate is helping integrated delivery networks (IDNs) and academic health systems, including Duke Health, Advocate Health and many others modernize and scale cardiac care delivery. The company is headquartered in Sarasota, Florida. Join us at PaceMate.com to see how together—we never miss a beat.®“

Boilerplate strengths: While fields like healthcare often rely heavily on acronyms, this boilerplate spells out less commonly known terms, like “integrated delivery networks,” to ensure clarity for readers unfamiliar with industry jargon.

B2B PR Boilerplate Example

About Sherweb

• “Sherweb equips MSPs with everything they need to run and scale their offerings through a competitive mix of cloud licenses, digital services and on-the-ground IT solutions. Equipped with a comprehensive portfolio of productivity, cybersecurity, infrastructure, backup and AI-driven solutions, alongside a wide range of professional services, the company’s MSP partners support the IT needs of more than 100,000 companies. Sherweb’s dedicated partner portal enables MSPs to efficiently manage their licensing across a diverse array of cloud solutions from Microsoft, Google and other top providers. The company additionally provides Helpdesk, outsourced support and managed cloud services, helping MSPs extend their capabilities, reduce operational overhead, and enhance service delivery. They also create tailored business solutions to address evolving market needs, such as AI-readiness. Founded in 1998 in Canada, Sherweb has since expanded its presence throughout the US and more recently in Europe.“

Boilerplate strengths: Sherweb offers B2B services to their clients but rather than just listing out what each service is, the boilerplate also highlights the benefits they provide for customers. 

Press Release Structure: Where the Boilerplate Fits in

Here is an overview of a standard press release structure. 

1. Headline: The headline is the first (and often, only) thing your audience will read, so it must grab attention immediately. Typically limited to a single line, the headline should clearly convey the most important fact, announcement or takeaway of the press release. Think of the headline as the title of a news story, something that could realistically appear in a newspaper, online article or broadcast script. It should be concise and newsworthy, avoiding unnecessary fluff or promotional language. Tip: Stay away from words like “groundbreaking” or “transformational.”
2. Subheadline: The subhead is meant to provide additional context to the headline. This should be around a sentence long, and can be a supporting point or expand upon the claim made in the headline. For a reader, the headline and sub-heading should provide a comprehensive overview of what the rest of the release will cover.
3. Lead paragraph: The lead paragraph should include the five main points of every news release: Who, What, When, Where, Why, How. If the reporter doesn’t read any more of the release, they should be able to answer all of their key questions from the first paragraph. 
4. Body content: The body of the press release is the point to expand on the key messages. This includes expanding on the wider industry context, additional details about the news for relevant readers and more. It is important to stick to facts in the body of the press release, rather than opinions. 
5. Quotes: The quotes within a press release are meant to tell what the news means for key stakeholders. There are different types of quotes needed for different types of press releases. For example, in a partnership press release it is typical to include quotes from both partners. 
6. Boilerplate: The boilerplate goes at the end of a press release and provides some basic information on the company. Typically, a company’s boilerplate remains the same from release to release unless there were any substantial updates. 
7. Contact info: Typically, contact information for a relevant media relations professional is included at the bottom of the press release, below the boilerplate so media know who to reach out to if they have any questions.

Press releases come in many forms, and each one can vary in structure and content. You can learn more about the different types of press release structures and download templates here. One thing you’ll notice, though—no matter the topic or layout—every press release includes a boilerplate.

What to Include in a Strong Boilerplate

A boilerplate includes several key elements, including:

• Company name: Boilerplates typically start with “About Company Name.” The company name is then also re-stated throughout the boilerplate.
• What the company does: This includes what products and services the company offers its clients.  
• Unique selling proposition or mission: Differentiating the company is essential so reporters know key factors that make the company unique. 
• Milestones or accolades: Including the number of clients a company serves, the names of its partners, client names, who key investors are and more can help build the company’s credibility in the market.
• Industry or niche: Elaborating on the wider industry context that a company works within can help the reader contextualize the company better. 
• Link to website or newsroom: Including a link to the company’s website at the end of the boilerplate lets the reporter know where they can go to learn more about the company.

Including a boilerplate is one component of press release best practices. Here are some basic press release guidelines, if you’d like to learn more.

If you have any questions about boilerplates, or want to write press releases in a way that delivers tangible results for your brand as a whole, reach out to our team at Channel V Media.