We’re seeing a lot press releases that are being distributed without an “About” section at the end. This may seem more like no big deal, but it really isn’t! That final paragraph in your press release is actually a really powerful sales tool at your disposal. It’s where you get to talk up all of the things that set your business apart from the pack!
Why? The “About” section doesn’t have to focus on the news you’re announcing today. It is a general overview of everything your company does. This ensures that your reader knows who you are, what you’re about, and why you have the authority to be making an announcement in the first place. Even better, it means you don’t have to be crafty and try to work your promotional message in to the text of your news!
Don’t Get Too Fancy
Many companies avoid writing an “About” section, but barring any big changes in your company, you only have to write a boilerplate once. It should be factual and to the point. Because it’s an overall summary of who you are and what you do, it should have clarity but not be so specific that you couldn’t put it on any press release you put out there. For instance, if your company produces construction products, you wouldn’t have one boilerplate for lumber PR, one for power tools, and one for safety items. Instead, you would write ONE that states you sell the following types of construction equipment: lumber, power tools, and safety items. Make sense?
Spend Time Polishing Your Boilerplate
This one paragraph could be the only section your reader skims before deciding to click through to your website. Being conscious of the perception you would like the public to have of you or your company, it’s very important that you perfect your “About” section. Be sure to mention any special awards, certifications, designations, or recognitions you received while telling the reader what you’re about. The “About” section isn’t just for bragging, though, so be careful with the tone!
Some Great Press Release Boilerplate Examples:
Read the full Jack’s Country Store press release
Read the full Pressure Profile Systems press release
Will A Boilerplate Help My SEO Results?
Some companies want to pack their boilerplate full of SEO keywords. Granted, it’s a fairly easy way to get your keywords in, because you’re using common terms associated with your company. However, organic search results are best derived from original, prominent content. Because your boilerplate is essentially “stamped” on ever release, it’s not exactly original. Secondly, it’s at the bottom of your release, so it’s not very prominent. (And no, don’t move it up, or it will disrupt the flow of your news!) That said, just use the “About” section as a little intro to what you are known for, and not as part of a marketing strategy.
What do YOU think is an important part of a boilerplate? Do you include an “About” section in your PRs? Give yourself a plug! Add your boilerplate in the comments section!
**Awesome thumbnail photo of two super happy guys courtesy of glennwilliamspdx on Flickr. This picture just gives me a smile **