At the bottom of the media release or in a media kit, is a boilerplate about the company sending. Basically it is information about a company and if you want publicity, then you need to really get clear on who you are and what you do.
It provides a high-level overview of a company and what it does. Chances are you already have something like this on your website on the About Us page. So you do not have to start over, you can use that in your media kit.
Writing the boilerplate with publicity in mind
- Don’t make the journalist have to guess what you do by being too clever or giving too much information.
- Don’t make it too long – for a media kit, 100 to 250 words max.
- Don’t use jargon or industry lingo
- Avoid using flowery language and over inflated claims – ‘we are the leaders in our industry’ … ‘our products are unique’
- After reading your boilerplate, a journalist, blogger, or podcaster should understand EXACTLY what your company does.
- Where is your company
- When was it founded?
- What do you sell or do?
- Why you do what you do?