Writing an Effective “About” Section in a Press Release: Complete Guide

In a professional press release, every section matters. Yet one of them is too often overlooked: the “About” section, also known as the boilerplate.
Placed at the bottom of the release, just before press contacts, it plays a key role in establishing credibility and helping journalists quickly understand your message.

Here’s how to write a relevant, clear, and optimized “About” section.

What is an “About” Section in a Press Release?

The “About” is a short institutional paragraph presenting the company, organization, or institution behind the press release.
It usually begins with the phrase: “About [Organization Name]”.

Its purpose is simple: to quickly inform journalists or readers about who you are and what you do, while providing credible context for your announcement.

Why is the “About” Section Essential in a Press Release?

• It contextualizes the announcement

• It strengthens credibility with the media

• It helps journalists better understand the sender

• It gives direct access to key information

A press release without an “About” section often leaves unanswered questions, which can reduce its media impact.

What Should an Optimized “About” Include?

To be effective and SEO-friendly, the “About” must answer Who? What? Where?
It can include:

• Official name of the company or institution

• Year of creation

• Industry or field of activity

• Name of the leader or CEO

• Mission or purpose

• Key figures: revenue, number of employees, geographic coverage

• Link to the official website for further information

SEO Tip: include keywords related to your industry to improve visibility.

How to Write a Compelling “About” Section?

1. Placement and Length
Always place it at the end of the press release, just before the press contacts.
Ideal length: 3 to 6 lines, with a clear and professional tone.

2. Stable and Reusable Text
The “About” should be a standardized paragraph that can be reused in most of your press releases.
It should only change in case of major updates (merger, repositioning, new leadership…).

3. Partnerships
If several organizations are involved, add one “About” per entity (maximum 3–4 sections for readability).

The “About” Section: A Small Detail with Big Impact

Although often considered a minor detail, the “About” section is a strategic tool to:

• improve understanding of your press release,

• strengthen your professional image,

• and boost your SEO through keyword-rich content.

Do not underestimate this section—it can make the difference between a press release that gets read… and one that gets ignored.