PR is full of jargon; AVE (advertising value equivalent); holding statement (a pre-prepared statement in readiness for being approached by the media about an issue) and owned media (content created by PRs for their client and used on company blogs, social media profiles and company websites) are just some of the most over-used.
Also up there is the term ‘boilerplate’ – a short company description found at the end of the press release, and in an extended form on your ‘About Us’ page.
A typical boilerplate consists of just a few short sentences and sums up exactly what your organisation does, your values and key messages. It should be used at the end of every corporate press release and updated regularly.
It offers journalists and other influencers or stakeholders a quick overview of your business and what makes your organisation stand out. It’s also a great way to get your core values and key messages in the public domain.
We put together boilerplates for each of our clients. In fact, it’s one of the first jobs we do after our first big sit down together, because to write a perfect boilerplate you have to totally ‘get’ what a company is about.
And when we’re writing them we consider three main points:
- What does this organisation offer its clients?
- What makes it different from any other organisation in the same sector?
- What are its core values and key messages?
Here’s a real-life example from one of our clients:
Founded in St Helens in 1932, Ena Shaw is the UK’s premier soft furnishing manufacturer.
The family-run business offers bespoke and ready-made products – including curtains, blinds, lampshades and cushions – across its three soft furnishing brands: Curtain Express, Tru Living and Montgomery.
Working with a network of independent retailers across the UK, Ena Shaw is a champion of the British high street and has its own lifestyle shop, Ena Shaw Home, in St Helens.
Need any help putting one together for your firm? You know where we are. Give me a call for a free 30-minute brew and a chat: 0161 696 6949This article first appeared in the jwc monthly update mailer. If you haven’t subscribed you can do so below.
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