Press Release Boilerplate Examples Every Startup Can Learn From (Plus a Formula!)
What to steal: The first sentence in this example is crystal clear[7]. Aim to get the description of your services as succinct (thought the word “leading” is the leading cause of reporter eye-roll).
What to skip: The phrase “musician-focused” jumps out because it’s not in parallel structure with the rest of the list items. This makes for a confusing reading experience, which is jarring in an otherwise really effective blurb.
- Airbnb (History + Services + Benefits + Size)
“Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world – online or from a mobile phone or tablet. Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 191 countries. With Experiences, people can see a different side to a destination through unique, handcrafted activities run by locals, while a partnership with Resy provides access to the best local restaurants in selected countries. All of this is brought together in one easy-to-use and beautifully designed website and app.”
What to steal: This boilerplate is a great example of being both direct and illustrative. The first sentence tells the reader what the company does, and the second shows it. Masterful!
What to skip: This thing’s too long. Plus, for all those words, it doesn’t include any aspirational language about the company’s larger goals. Don’t forget to communicate your vision!
- Groupon (Aspiration + Services + Benefits + CTA + Long)
“Groupon (NASDAQ: GRPN) is building the daily habit in local commerce, offering a vast mobile and online marketplace where people discover and save on amazing things to do, see, eat and buy. By enabling real-time commerce across local businesses, travel destinations, consumer products and live events, shoppers can find the best a city has to offer.
Groupon is redefining how small businesses attract and retain customers by providing them with customizable and scalable marketing tools and services to profitably grow their businesses.