You have written a compelling press release—a strong headline, a newsworthy announcement, a quotable executive. But at the bottom, you add a short paragraph that appears on every release. That paragraph is your boilerplate, and it is one of the most important—yet often overlooked—elements of media communications. For a structured approach to mastering all aspects of press release writing, explore our Learning Paths.

In 2026, a well‑crafted boilerplate serves multiple purposes: it informs journalists, builds brand authority, improves SEO, and helps AI systems understand and surface your content. This comprehensive guide explains everything you need to know about press release boilerplates—what they are, why they matter, how to write one, and how to optimize it for search engines and AI discoverability.

1. What Is a Press Release Boilerplate?

A press release boilerplate is a short, standardized paragraph at the end of every press release that provides background information about your company. It typically appears after the main body of the release, often preceded by the word "About" or "About [Company Name]."

Think of it as your company's elevator pitch in written form—a concise snapshot that tells journalists, readers, and search engines who you are, what you do, and why you matter.

A typical boilerplate includes:

• Your company name and tagline (if applicable)
• A brief description of your products or services
• Your mission or value proposition
• Key facts (founding year, location, size)
• Awards, certifications, or notable achievements
• A link to your website and social media

2. Why the Boilerplate Is Important

The boilerplate may be short, but it serves several critical functions:

• Saves journalists' time – Reporters can quickly understand who you are without reading your entire website.
• Provides context – It gives readers background on your company, especially if they are unfamiliar with your brand.
• Ensures consistent messaging – Everyone who reads your press releases sees the same company description.
• Builds credibility – Including awards, certifications, and key facts establishes authority.
• Improves SEO – A well‑written boilerplate with relevant keywords can help your press releases rank in search results.
• Enhances AI discoverability – Large language models and AI search tools rely on clear, structured descriptions to understand and surface your brand. To assess and improve how AI tools find your content, use the AI Discoverability Checker.
• Supports journalist research – Reporters often copy the boilerplate directly into their articles, ensuring accurate attribution.

In short, your boilerplate is often the first—and sometimes only—thing a journalist reads about your company. Make it count.

3. Where the Boilerplate Appears

The boilerplate has a standard location in a press release, but it can also appear in other contexts:

3.1 In a Press Release

The boilerplate is typically the last element of a press release, positioned after the main body and before the media contact information. It is usually preceded by a heading like "About [Company Name]."

Press release structure:

1. Headline
2. Subheadline
3. Dateline (city, state, date)
4. Body paragraphs (inverted pyramid)
5. Executive quote
6. Boilerplate ("About [Company Name]")
7. Media contact information

3.2 On Your Website

The same boilerplate text can be used in your website's footer, "About Us" page summary, or as a meta description. Consistency across platforms reinforces your brand message.

3.3 In Media Kits

Your media kit's company overview is often a longer version of your boilerplate. The boilerplate serves as the concise summary. For a complete guide to creating a professional media kit, see our How to Create a Media Kit guide.

3.4 In Email Signatures

Some companies include a shortened version of their boilerplate in executive email signatures, providing instant context for recipients.

3.5 In Guest Articles and Byline Pieces

When you contribute articles to other publications, an author bio or company description often mirrors your boilerplate.

4. Boilerplate vs Company Description

These terms are often used interchangeably, but there are subtle differences:

In practice, your boilerplate is the core company description that you standardize for press use. It is the shortest, most distilled version of who you are.

5. Boilerplate vs About Us Page

Your About Us page is a comprehensive narrative about your company's history, culture, and mission. The boilerplate is a condensed version used specifically in press releases and media communications.

Your boilerplate should be drawn from your About Us page—think of it as the "executive summary" version.

6. Elements of a Great Boilerplate

A powerful boilerplate includes several key elements. Not every element is required, but the best boilerplates incorporate most of them.

6.1 Company Name and Tagline

Start with your company name. If you have a tagline that encapsulates your brand, include it. This immediately establishes who you are.

Example: "XYZ Company is the leading provider of sustainable packaging solutions."

6.2 Products and Services

Describe what you offer in simple, clear terms. Focus on the problem you solve, not just the features.

Example: "We help e‑commerce businesses reduce waste with compostable, customizable packaging."

6.3 Company Mission

Include your mission or purpose—why your company exists and what drives you.

Example: "Our mission is to make sustainable packaging accessible and affordable for businesses of all sizes."

6.4 Industry Positioning

Explain your position in the market. Are you a leader, an innovator, a challenger?

Example: "Recognized as a leader in sustainable packaging innovation, we serve over 5,000 customers worldwide."

6.5 Company History (Brief)

Include a short reference to your founding year or key history if it adds credibility.

Example: "Founded in 2015, we have grown from a small startup to a global team of 200+ employees."

6.6 Trust Indicators

Build trust with facts: number of customers, geographic reach, revenue, or notable clients.

Example: "Trusted by 50,000+ businesses across 30 countries."

6.7 Awards and Certifications

Mention any notable awards, certifications, or recognitions.

Example: "Winner of the 2025 Green Business Award and B‑Corp certified."

6.8 Contact Information

While the media contact is separate, you can include your website URL and social media handles.

Example: "Visit us at XYZCompany.com or follow @XYZCompany on LinkedIn."

6.9 SEO Considerations

Incorporate relevant keywords naturally. Think about what journalists and searchers would type to find your company.

6.10 AI Discoverability

Write clearly and use plain language. AI models and search engines rely on structured, well‑written text to understand your company.

7. SEO Considerations for Your Boilerplate

A well‑optimized boilerplate can improve the search visibility of your press releases. Here is how to optimize:

• Include your primary keywords – Naturally incorporate 2–3 key phrases that describe your business and industry.
• Use your company name consistently – Ensure your exact company name appears, ideally early in the boilerplate.
• Link to your website – Always include a clickable link to your homepage or a key landing page.
• Mention your location – If you serve a specific region, include the location (e.g., "based in Austin, Texas").
• Keep it fresh – While the boilerplate is consistent, update it periodically with new achievements or statistics.

Search engines index press releases and use the boilerplate content to understand the context of your announcement. A keyword‑rich boilerplate can help your release rank for relevant searches. For more in-depth training on SEO and PR, visit the EMWNews Academy.

8. AI Discoverability and Your Boilerplate

In 2026, AI‑powered search tools like ChatGPT, Claude, Gemini, and Perplexity are increasingly used to find and summarize information. Your boilerplate plays a role in how these systems understand and represent your brand.

• Clarity matters – AI models favor clear, unambiguous language. Avoid jargon and vague statements.
• Structured information – A well‑structured boilerplate with key facts is easier for AI to parse and summarize.
• Consistency – The same boilerplate across multiple press releases reinforces your brand description in training data.
• Factual accuracy – AI tools often cite company descriptions from press releases. Ensure your boilerplate is accurate and up‑to‑date.

Think of your boilerplate as your company's "knowledge card" for AI—make it clear, factual, and informative.

9. How Often to Update Your Boilerplate

Your boilerplate should not change with every press release—that is the point of standardization—but it should evolve as your company grows.

When to update:

• Major milestones – Funding rounds, acquisitions, or significant growth
• New products or services – When your core offerings change
• Rebranding – New name, logo, or mission
• New certifications or awards – Add recognitions as you earn them
• Updated statistics – Customer count, revenue, team size
• Industry shifts – If your positioning changes significantly

How often: Review your boilerplate at least quarterly. Update it immediately after any significant company change.

10. Common Mistakes to Avoid

Even experienced marketers make errors with their boilerplates. Here are the most common pitfalls:

• Being too generic – "We are a leading provider of innovative solutions" says nothing. Be specific.
• Being too long – Boilerplates over 120 words are rarely read. Keep it tight.
• Using jargon – Write for a general audience, not just industry insiders.
• Forgetting keywords – Missed SEO opportunities reduce your press release's visibility.
• Inconsistent versions – Having different boilerplates across releases confuses your brand.
• Missing contact details – Always include your website URL.
• Overly promotional language – Journalists want facts, not sales pitches.
• Not updating it – Outdated information damages credibility.
• Ignoring awards and certifications – These build trust and authority.
• No clear differentiator – What makes you different from competitors? Make it clear.

11. Best Practices for 2026

Follow these best practices to create a powerful, effective boilerplate:

• Start with your company name – Immediate identification.
• State what you do, clearly and simply – Focus on the problem you solve.
• Include your mission or purpose – Adds depth and emotional connection.
• Add a trust indicator – Customer count, years in business, geographic reach.
• Mention one notable award or certification – If you have one.
• Include a link to your website – With relevant anchor text.
• Write in third person – "ABC Company provides..." not "We provide..."
• Proofread carefully – Typos undermine credibility.
• Test it with outsiders – Ask someone unfamiliar with your company to read it. Do they understand what you do?
• Keep it evergreen – Avoid time‑sensitive language like "currently" or "this year."

12. Boilerplate Templates

Use these templates as starting points for your boilerplate. Customize them to fit your brand.

Template 1: Standard Boilerplate

About [Company Name]
[Company Name] is a [industry/sector] company that [solves problem] for [target audience]. Founded in [year], we are on a mission to [mission statement]. We serve [number] customers across [locations] and are trusted for [key differentiator]. Recognized for [award or certification], we are committed to [core value]. Visit us at [website] or follow us on [social media].

Template 2: Startup Boilerplate

About [Company Name]
[Company Name] is a [industry] startup on a mission to [mission]. Founded in [year] by [founder names], we help [target audience] [solve problem] through

Template 3: Nonprofit Boilerplate

About [Organization Name]
[Organization Name] is a [type] nonprofit dedicated to [mission]. Since [year], we have served [number] [beneficiaries] across [regions]. Our programs focus on [key programs]. We are recognized for [award or certification] and rely on [supporters/volunteers] to achieve our goals. Learn more at [website] or follow us on [social media].

Template 4: Enterprise Company Boilerplate

About [Company Name]
[Company Name] is a global leader in [industry] with [number] employees across [locations]. We provide

13. Examples by Industry

Here are concrete examples of boilerplates for different types of organizations:

13.1 Example: Startup (B2B SaaS)

About CloudFlow Solutions
CloudFlow Solutions is a B2B SaaS company that helps sales teams automate their outreach and pipeline management. Founded in 2020, we are on a mission to make sales workflows more efficient and transparent. Today, we serve over 1,500 companies across 25 countries, and our platform has been recognized by Gartner as a "Cool Vendor" in sales technology. Learn more at cloudflowsolutions.com or follow @CloudFlow on LinkedIn.

13.2 Example: Small Business (Consumer Goods)

About Willow & Oak
Willow & Oak is a family‑owned company that handcrafts sustainable wooden home goods. Based in Portland, Oregon, we have been designing and manufacturing eco‑friendly kitchenware since 2015. Our products are made from reclaimed wood and finished with non‑toxic oils. We are proud to be a certified B‑Corp and a member of the 1% for the Planet movement. Visit willowoak.com or follow @willowoak on Instagram.

13.3 Example: Nonprofit Organization

About Clean Water Alliance
Clean Water Alliance is a nonprofit organization dedicated to ensuring access to clean drinking water for communities in sub‑Saharan Africa. Since 2010, we have installed over 500 water purification systems and trained 2,000 local technicians. Our programs have served more than 250,000 people across 12 countries. We are a 501(c)(3) organization and have received four‑star ratings from Charity Navigator. Learn more at cleanwateralliance.org.

13.4 Example: Enterprise Company (Financial Services)

About Meridian Financial Group
Meridian Financial Group is a global financial services firm with $50 billion in assets under management. With offices in New York, London, Hong Kong, and Sydney, we provide wealth management, investment banking, and advisory services to institutional and high‑net‑worth clients. Founded in 1985, we are recognized as a leader in sustainable investing and have been named "Best ESG Advisor" by Global Finance for three consecutive years. Learn more at meridianfg.com.

13.5 Example: Technology Company

About InnoTech Systems
InnoTech Systems is a technology company specializing in AI‑powered cybersecurity solutions. We help enterprises protect their data and infrastructure through intelligent threat detection and automated response. Since our founding in 2012, we have grown to serve over 5,000 customers, including 20% of the Fortune 500. We are a Microsoft Partner of the Year and hold over 30 patents in AI security. Visit us at innotechsystems.com or follow @InnoTech on X (Twitter).

13.6 Example: Healthcare Organization

About VitalCare Health
VitalCare Health is a healthcare provider network with 50 clinics across the United States. We offer primary care, urgent care, and telemedicine services to more than 2 million patients annually. Our mission is to make high‑quality healthcare accessible and affordable for all communities. We are a Joint Commission accredited network and have been recognized by the American Medical Association for excellence in patient outcomes. Learn more at vitalcarehealth.com.

14. How to Write a Boilerplate: Step‑by‑Step

Follow these steps to write a boilerplate that works:

Step 1: Gather Key Information

Collect the essential facts about your company:

• Company name and tagline
• Founding year and founder names
• Products or services (what do you do?)
• Target audience (who do you serve?)
• Mission statement
• Key differentiators (what makes you unique?)
• Key metrics (customers, revenue, locations, team size)
• Notable awards or certifications

Step 2: Draft Your Core Sentence

Start with the most important fact: what your company does and for whom.

Example: "ABC Company helps small businesses manage their finances through intuitive accounting software."

Step 3: Add Your Mission or Purpose

Explain why your company exists beyond making money.

Example: "We believe every small business deserves access to financial clarity and control."

Step 4: Include a Trust Indicator

Add a statistic or fact that builds credibility.

Example: "Trusted by over 50,000 small business owners across 30 countries."

Step 5: Add One Notable Achievement

Mention an award, certification, or recognition.

Example: "Recognized as a 2025 Best Software Product by Tech Awards."

Step 6: Include Your Website and Social

Add a link to your website and relevant social media handles.

Example: "Learn more at ABCCompany.com or follow @ABCCompany on LinkedIn."

Step 7: Combine into a Single Paragraph

Weave all elements into a single, readable paragraph of 50–100 words.

Step 8: Proofread and Test

Check for clarity, accuracy, and typos. Ask someone outside your industry to read it—do they understand what you do?

Step 9: Review Quarterly

Set a calendar reminder to review and update as needed.

15. Boilerplate Checklist

Use this checklist to evaluate and improve your boilerplate:

• Company name – Is your exact company name included?
• Tagline – Is your tagline included (if applicable)?
• Clear description – Does it clearly explain what you do in plain language?
• Target audience – Does it state who you serve?
• Mission or purpose – Is your "why" included?
• Differentiator – Does it state what makes you unique?
• Trust indicator – Is there a statistic or fact that builds credibility?
• Award or certification – Is there a notable recognition (if applicable)?
• Website link – Is your URL included (clickable and active)?
• Social media – Are your key social handles included?
• SEO keywords – Are 2–3 relevant keywords naturally incorporated?
• Length – Is it between 50–100 words?
• Third person – Is it written in the third person?
• Evergreen – Does it avoid time‑sensitive language?
• Proofread – Is it free of typos and grammatical errors?

16. Frequently Asked Questions

What is a boilerplate in a press release?

A boilerplate is a short, standardized paragraph at the end of every press release that provides background information about your company. It typically includes your company's mission, products, key facts, and a link to your website.

Why is a boilerplate important?

A boilerplate saves journalists' time, provides context, ensures consistent messaging, builds credibility, improves SEO, and enhances AI discoverability. It is often the first thing a journalist reads about your company.

How long should a boilerplate be?

A boilerplate should be between 50–100 words. This is short enough to be scannable but long enough to provide essential context.

Where does the boilerplate appear in a press release?

The boilerplate appears at the end of the press release, after the main body and before the media contact information. It is usually preceded by a heading like "About [Company Name]."

Is a boilerplate the same as an "About Us" page?

No. Your About Us page is a detailed narrative about your company's history, culture, and mission. The boilerplate is a condensed version (50–100 words) used specifically in press releases.

How often should I update my boilerplate?

Review your boilerplate at least quarterly. Update it immediately after any significant company change—new funding, new products, rebranding, or new certifications.

Should I include keywords in my boilerplate?

Yes. Incorporating 2–3 relevant keywords naturally improves SEO and helps your press releases rank in search results. However, avoid keyword stuffing—the boilerplate should still read naturally.

Can I use the same boilerplate for every press release?

Yes, that is the purpose of a boilerplate—consistent messaging. However, you should update it periodically as your company evolves.

Should I write my boilerplate in first or third person?

Write in third person (e.g., "ABC Company provides..." not "We provide..."). This is standard for press releases and sounds more professional.

What is the difference between a boilerplate and a tagline?

A tagline is a short, memorable phrase that encapsulates your brand (e.g., "Just Do It"). A boilerplate is a longer paragraph (50–100 words) providing detailed context. You can include your tagline in your boilerplate.

Do I need a different boilerplate for different audiences?

No. A standard boilerplate should work for all press releases. If you need different descriptions for different contexts (e.g., investors vs. journalists), create separate documents but keep your press release boilerplate consistent.

How does a boilerplate help with AI discoverability?

AI models and search engines rely on clear, structured text to understand your company. A well‑written boilerplate with key facts improves the likelihood that AI systems will accurately surface and describe your brand.

17. Final Summary

The boilerplate is one of the most overlooked elements of press release writing. Yet, it is the one piece of text that journalists consistently read and often copy directly into their articles. It is your brand's signature—a concise, powerful statement of who you are and why you matter.

In 2026, with the rise of AI search and increasing media fragmentation, a clear, consistent, and optimized boilerplate is more important than ever. It helps journalists, search engines, and AI systems understand your brand quickly and accurately.

Take the time to craft a boilerplate that truly represents your company. Use the templates, examples, and checklist in this guide. Review it regularly. Your future press coverage—and your brand's reputation—will thank you. To build a complete growth strategy around your brand visibility, explore the EMWNews Growth System.

Ready to write or revise your boilerplate? Start with the checklist above. Gather your key facts. Draft your core sentence. And remember: clarity, brevity, and consistency are your guiding principles.