What’s on your [media release boiler]plate?

When did you last look at your media release boilerplate? How old is it? Who wrote it? Have you just been updating facts and stats for years, without a real re-write? Given how often this copy goes out the door, perhaps it’s time for an overhaul.

Nonprofit and association boilerplates often read like an everything-but-the-kitchen-sink dumping ground for facts and stats. Commonly spotted elements:

• # of members
• # of people served
• # of people affected
• Date the organization was established
• # of offices/locations
• Mission statement (versus tagline)
• Industry-specific jargon

So, if everyone else is serving up the same list of facts, what can you do differently?

Make sure your boilerplate is communicating your brand.  So you have 30,000 members – does the reader know whether that’s a good thing? Impressive? Relevant? If it is, by all means, keep it. If not, why use up valuable real estate?

Put some thought into other information that reinforces your brand position. Tell people about the difference you are making. For example:

• Are you the first organization to achieve something significant for your cause? The only?
• Are you a leader or innovator in a certain area?
• Do you have facts/stats about the real impact you are making?
• Have you won any awards or been recognized in another way that proves your organization’s value?

Make sure your media release boilerplate is filled with brand strengthening copy and then don’t let it stagnate: revisit this important text at least once a year.