How you end a press release is as equally important as how you begin it. The lead in the release is the important news you are sharing – the compelling, creative content you need to communicate with your target audience. But how do you wrap up the message? Make sure there’s a solid boilerplate about the company or organization issuing the release.
Why are boilerplates important?
Whether you issue one release a year or 100, a boilerplate is your chance to tell the reader about your company or organization.
Journalists use them as they write their stories; the information in a boilerplate provides key facts and differentiators that help news media shape their story. Employees can even refer to them to help explain to friends and family what they do.
As a company strives for consistent messaging, a boilerplate is also a piece of content that can be used across multiple channels.
Follow these tips to write an effective boilerplate.
1. Stick to the facts. Start with some key facts around who, what, and where. Who is the company? What do you do? Where are you located? What is the website address? Remember, a good boilerplate is easily scanned for quick info.
2. Keep it concise. During a recent customer consultation about an upcoming announcement, we discussed how the legalese included with press releases is often longer than the release itself. When it comes down to talking about who you are and what you do, less is more.
3. Eliminate jargon. After reading your boilerplate, your audience should be able to describe what your company does to a total stranger. If they can’t, it’s usually because the boilerplate is loaded with jargon. If you make highly-specialized widgets that are used in a niche market, include a simple sentence to describe that without excessive embellishments.
4. Make it discoverable. Consider what the most important keywords are that would drive search results to your company. Make sure you include those in your boilerplate. Don’t go overboard and stuff the boilerplate with keywords; a little will go a long way here if you’ve optimized your release effectively.
5. Regularly audit. Once a quarter or once a year, you should review what’s been included in your boilerplate. Make sure key facts and figures are updated and any brand positioning statements are still relevant.
As you plan and write your press release, don’t forget to consider how you’ll distribute it and who will help you reach your target audience. Download Ten Questions to Ask Your Press Release Service before Sending Your Release for tips on finding your perfect press release distribution partner.
Author Catherine Spicer is a manager of customer content services with more than 20 years’ experience counseling brands on their content. She also authors Beyond PR’s long-running Grammar Hammer series. Follow Cathy on Twitter @cathyspicer and tweet her your #grammargripes.
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