After completing the first four workflow steps, you will notice some text in your filled-in template that is neither green or blue highlights. These are the so-called Dateline and Company Description at the start of the first paragraph, and the Boilerplate and Contact Information at the bottom of the press release. Here we show you how to fill in those blanks.
- Dateline. The Dateline is located at the top of a press release, just after the headline and before the start of the first paragraph. The Dateline describes where and when the press release was issued and it follows the following simple structure: City, Month, Day, Year –. For example: New York, Jan. 25, 2016 —
Determining the location can be a bit tricky. Usually it’s the city where the sender of the press release is based. Or in the case of event news, companies typically use the city where the event is held to highlight the connection. But what do you do when you are based in Chicago and you received an investment from a New York-based private equity fund? Well, that’s up to you and the investor. In that case, you can also decide to use two city names in the Dateline. For example: New York and Chicago, Jan. 25, 2016 —
- Company Description. This is a short and pithy description of your company activities. It’s often derived from the Boilerplate and highlights your company’s size and scope in its most important business. For example: Royal Philips, a global leader in health technology,…
The Company Description is often the same but it can change from press release to press release, depending on the main topic of the announcement. For example, Royal Philips also uses the following Company Description to target a more specialized audience: “a leader in integrated image-guided therapy solutions”
- Boilerplate. Also known as the About Us section. This is the bottom paragraph of your press release in which you give a short bio of your company. The Boilerplate concisely explains what your company does, when it was founded, where you are based, your strong points, and how many people work at the company. At the end of your boiler plate, you can add the address of your company website. The Boilerplate typically doesn’t change from press release to press release. Here’s an example from Apple:
Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch and Apple TV. Apple’s four software platforms — iOS, macOS, watchOS and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.
- Contact Information. Located right below the Boilerplate, this section lists the contact person’s name, phone number and e-mail address. Make sure this person is available to speak with the press on the day the press release goes out – and preferably also the days after. When the press release involves another company (e.g. in the case of a product partnership announcement), it’s often a good idea to also add their contact details.
To get the most out of Publiqly, be sure to also take a look at our full Resource Library here for more tips and tricks.