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Interesting stuff.

Re: boilerplates, I hesitate to tell this anecdote but what the hell:

I actually worked somewhere where the boilerplate was so sacred to the CEO that he did not approve a substantive change to it during my entire tenure there.

Handcuffs, anyone?

Mike Bawden

I just wrote a press release for a new client yesterday and included a draft boilerplate (they didn't have ANYTHING before). When I sent the release to the client for review and feedback, he called and asked about "the disclaimer" at the bottom of the release.


Truer words may have never before been spoken in this dark art we call "PR."

And, oh yeah Kevin, you're gettin' blogged for this one.


Mike Bawden
Brand Central Station

Kevin Dugan

It always amazes me the amount of time spent agonizing over such a small piece of content placed at the very end of a document. My favorites are the long-winded, "kitchen sink" boilerplates that are so lengthy, every release is automatically two pages long. Companies should consider it their elevator speech--concise, substantive and engaging. Points added for being free of buzzwords.

Jack Yan

It’s certainly needed, and brief is good. Every few years our boilerplates get so big that we wake up and realize we have to trim them!


That is a thought, to think Ipod got all that press from changing their boilerplate. I am a student in public relations, and as a senior, I would have thought I would know what a boilerplate was in a news release by now. Sadly, I have not learned that so I googled it. Funny thing is, I am in a program called UPC, we bring all entertainment to campus, and I write all the press releases for events. There is a blurb i must include about our program at the end of each one. . ., hmm, a boilerplate! Good to know that they need to be short and to the point but having all needed information. And props to Apple for including the Ipod in theirs and getting more press. And good to know that media does actually read news releases. . . sometimes.

Jeremy Pepper

Owen is always a fun read, and even more fun to work with. He has an interesting point though, that when Apple included the iPod in the boilerplate, it really had a significant impact on the business.

As for boilerplates, my favorites are those that are tag-fests, mostly from the dotcom era. Let's try to put in every company possible that we worked with and worked at, to get pickup!!

Kevin Dugan

Ah yes, ticker spam. Good times. Good times.

Mike Driehorst

Yes, boilerplates should be reviewed and changed as needed. But, it's not awful if they are rarely changed.

Isn't the main purpose of that paragraph (one, please!) to give a *brief* summary of the company. It's intended for those media outlets who are not familar with that company. I bet most reporters don't even read them.

-- Mike

Jack Yan

I’m with you, Mike: I only read it if I don’t know the company. Otherwise, I ignore it.

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