Boilerplate
A boilerplate is the standardized "About [Company]" paragraph at the end of a press release that provides journalists with factual background information about the issuing organization.
Boilerplate text is a fixture of standard press release formatting. It appears after the body copy, typically preceded by the phrase "About [Company Name]." Its purpose is to give journalists unfamiliar with the brand a quick, factual reference they can use when writing their coverage.
What a Good Boilerplate Includes
- Company name and founding year
- Core business description — what the company does, in plain language
- Key products, services, or platforms
- Industries or markets served
- Notable clients, partnerships, or milestones (optional)
- Headquarters location
- Website URL
Common Boilerplate Mistakes
- Writing in promotional language ("industry-leading," "pioneering," "best-in-class") rather than factual description
- Including too much detail — a boilerplate should be 3–5 sentences maximum
- Failing to update the boilerplate as the business evolves
- Using the boilerplate space for SEO keyword stuffing
Boilerplate vs. Company Description in a Pitch
A boilerplate is a static reference block — written for journalists, not audiences. A company description in a pitch email or media kit is more dynamic, tailored to the specific journalist and story angle being pursued. Both serve different functions in a complete media relations strategy.
Related Terms
Inverted Pyramid
The inverted pyramid is a journalistic writing structure where the most important information is presented first, followed by supporting details in descending order of significance — the standard format for press releases and news reporting.
Media Pitch
A media pitch is a short, targeted communication — usually an email — sent to a journalist or editor to propose a story idea, offer an expert source, or suggest coverage of a newsworthy development.
News Release
A news release is an official written statement from an organization distributed to media outlets to announce a newsworthy event or milestone — functionally equivalent to a press release, with the term preferred in digital-first contexts.
Press release
A press release is an official written statement issued by a company or organization to announce news, updates, or events to media outlets and the public. It is used in digital PR to secure media coverage, improve online visibility, and strengthen brand credibility.
PR & Marketing Glossary