By Josh Kahn, Senior Editor at the Los Angeles office

Ask anyone what makes for a good press release, and the likely first answer is, “a catchy headline.” After all, an engaging headline is what captures people’s interest and makes them want to read a presser in the first place. Headlines are important. However, a slick headline isn’t the only ingredient needed to create a compelling release. It’s not enough to start strong; a release also has to finish strong. Which is why every release needs a clear, simple and informative boilerplate. (more…)

If you’ve never written a press release, much less read one, you might not know what a boilerplate is. So let’s take a look at the history, form and function of the boilerplate.

A Little History

In the mid-1800s, “boilerplates” were steel plates used to make steam boilers for ships. Fifty years later, the newspaper industry adopted the word, and its connotation of sturdiness and reusability, to refer to “a unit of writing that can be used over and over without change.”*

The Modern-day Boilerplate

Today, a boilerplate, in reference to news releases, is the last section of the release where you include general company information.  This chunk of text is usually reused for each news release and across other marketing channels so that messaging is consistent despite the type of communication that is being distributed.  (more…)