When writing a news release, too many people in the public relations profession confuse the boiler plate with the lead. Let me explain.

A boiler plate is one paragraph that has background information about the entity putting out the release. The boiler plate is put at the end of the news release.

Typical information in a boiler plate is when the company or organization started, the extent of its physical operations, and how many people it employs or customers it serves.

And yet, some public relations writers include boiler plate type of information in their lead! I call that a “boilerplate lead.” This to me is crazy because…it’s not news!

How many times have we seen a lead like the following one I made up about a fictional company:

The John Doe Company, a division of Jane Doe Company International and the recognized leading global manufacturer of network hardware and software for the home and office, today announced an innovative new hand held controller for video game enthusiasts.

There are so many problems with this lead that I almost don’t know where to begin. But the root of the problem is that the company’s boiler plate has somehow wormed its way into the lead from its rightful place at the very bottom of the news release.

The phrase: “a division of Jane Doe Company International and the recognized leading global manufacturer of network hardware and software for the home and office,” has no real relevance to the news being announced.

By inserting that type of information into the lead, the writer uses close to 30 words before ever getting to the news being announced!

So close your eyes and picture yourself as the typical news editor. Your desk is overflowing with snail mail and your computer inbox has 500 emails. And then this news release lands on your lap. How many seconds would it take you to toss this?

Wouldn’t it just be better to write:

The John Doe Company has introduced an innovative new hand held controller for video game enthusiasts.

Ok, so it’s not the greatest, most creative lead I could have written. But it’s to the point, easy to understand and the editor doesn’t have to wade through 30 words before reaching the news being announced.

So do your client(s) and news editors around the world a huge favor: avoid throwing your boiler plate into your lead.