Understanding boilerplates for ministry promotion
As you plan to write press releases and share about your church and its activities, craft a boilerplate so that everyone on your church staff uses it to keep messaging consistent.
But what is a boilerplate, and what purposes does it serve?
A boilerplate is a brief paragraph that gives basic details about a company, organization, or, in our case, church. It serves as a mini bio and presents an opportunity to highlight what best describes your church.
In this paragraph, avoid fluff and focus on concrete facts. A boilerplate is best when concise and between 50 and 100 words, but the shorter the better.
Include a boilerplate at the end of every press release as a constant reminder for the media on the basics surrounding your local church or ministry.
Think of a boilerplate as a written elevator pitch. A quick summary that gives the reader the basics they need to move forward.
To write one, you'll begin by listing all the pertinent information you want to share. Then, start laying the details out in a fashion that best represents your church.
Some things to consider for your list:
· Full name – In your boilerplate, consider refraining from using UMC and instead state each word. For instance, use First United Methodist Church and not First UMC.
· Church’s mission and vision statement - If your church has a public motto, insert it in the mix, as this helps to keep that message/branding public-facing.
· Location – Your church address is good to include in your boilerplate for a press release, but at minimum, include your city and state.
For example, in your lead, you could note:
First United Methodist Church in Nowhere, Tennessee (123 Wxyz Street) is . . .
· Digital connections – Help people connect with you online by sharing about your official website and social media profiles. When used on press releases, include hyperlinks that allow readers to click through.
· Service details – List the days and times to let people know when they can experience your church services. If you offer hybrid options, note that you have online services and specify when they are and where to go to watch.
For example:
In-person services are held every Sunday at 9 am and 10:30 am CST. Online live streaming of both offerings is available on their website.
An example of a church boilerplate could be:
About First United Methodist Church
First United Methodist Church of Nowhere, Tenn. (123 Wxyz Ave.) is a family of faith committed to making disciples of Jesus Christ for the transformation of the world. Through worship, service and fellowship, the church strives to live out its mission of love and service to all people. Services are held on Sundays at 8 am and 10:30 am CT, with programming for children during both. To learn more, visit the church website at firstumcnowhere.org or find them on Facebook.
Consider a business-oriented boilerplate if you are not with a local church but rather represent a ministry or organization. In this instance, you can omit the address and worship service information and concentrate on the other details. As an example, here is the boilerplate for United Methodist Communications:
About United Methodist Communications
As the communications agency for The United Methodist Church, United Methodist Communications seeks to increase awareness and visibility of the denomination in communities and nations around the globe. United Methodist Communications also offers services, tools and resources for communications ministry. Discover more about the agency at Resourceumc.org/Communications and follow them on Facebook.
Once you have written your boilerplate draft, get it reviewed and approved by the key stakeholders within your local church or ministry. Having buy-in from all parties is essential as it will encourage broad acceptance and use in communication materials.
Only after approvals are in place should you start using the boilerplate on your press releases.
But the utilization of your boilerplate doesn't have to end there.
The whole paragraph, or an abbreviated version, can be used wherever you need a statement to introduce your church to the public. Adapt the content to be relevant for each setting and audience. Consider using it:
· On your church website's About section
· On social media profiles
· For event sponsor info pages
· In community directories
Your boilerplate is a good go-to resource for most situations that require a brief description of your church.
A well-crafted boilerplate and a selection of adaptations will serve you well when reaching out to your community with authenticity and must-know items.
Brenda Smotherman is the lead of public relations at United Methodist Communications and assists in sharing stories of United Methodists putting faith into action and provides publicity support for matters surrounding The United Methodist Church denomination. She has a combined history of 30+ years of experience in marketing and publicity. Smotherman lives in Tennessee with her husband and two rescue dogs.