What is a backgrounder?
A backgrounder is typically a three- to a five-page article that summarizes a current issue or event related to your company. It can also be shortened to summarize general company information on a company website’s About page or Wiki page that the company creates and maintains. Backgrounders are usually strictly informational and don’t contain promotional language. They’re generally written in the first person to give the impression that the company is speaking directly to their audience.
When and why is a backgrounder used?
A backgrounder is usually included with a press release that goes to media outlets to get in touch with reporters. A press release is typically a one-page statement that companies or public officials use to announce a new product or service or to address an issue. A backgrounder gives context into the issue or topic by providing necessary information about the company issuing the statement.
Reporters can learn about a company by reading the backgrounder, allowing them to write quick and accurate pieces about the company and topic without having to conduct extensive research.
Benefits of writing a backgrounder
Here are some potential benefits of including a backgrounder in your press release:
- Improves accuracy about company information:As a business owner, writing a backgrounder can help you make sure that media outlets have access to accurate company details and contact information.
- Increases your chances of getting your story picked up. Because reporters already have some information to start with, they are more likely to continue to research your issue, therefore making it more likely your company would get in the news cycle.
What to include in a backgrounder
What you include in your backgrounder may depend on the purpose of your press release. For example, if your press release highlights a new product, your backgrounder might be more focused on the history of that product within your company and the manufacturing process. In contrast, a general press release about your company might require a backgrounder solely focused on detailing your company’s history and current offerings. Whatever your purpose is, consider including the following topics in your backgrounder:
Company history
Writing about your company’s history and how it developed through the years can provide media personalities with useful background information to include in their articles. Some components to include when talking about your company’s history include:
- Year founded
- Starting size (number of employees)
- Starting location
- Initial products or services
Company founder(s) background
It’s also important to include some information about your company’s founder(s) and current CEO. This can help boost credibility and provide the media with additional insights into how your company started. You can include the following details when talking about your company’s founder(s) or CEO:
- First and last name
- Educational background (degree type, degree subject, school and years attended)
- Professional background (industries, job titles and years of experience in those areas)
- Reasons for starting the company (if talking about the founder)
Company purpose (products and services)
Make sure you highlight your company’s purpose within your industry. This could include an overview of the services you provide and the products you sell. Here are some examples of things to include in this section:
- Company products or services (brief description of each and their purpose to the consumer)
- Audience demographics (gender, age, location)
Company mission statement
Providing your company mission statement can give the media more insights into your company’s purpose and values in case writers want to quote it in their articles. If your company has a slogan or core values, you can also add these.
Quantitative statements and notable mentions
Throughout your backgrounder, you can include quantitative statements that provide the media with factual evidence about your company’s audience, sales and other factors. To make these statements credible, you should include any awards or mentions you’ve received within your industry. Here’s an example for a local automotive group:
“Our customer base spans four counties in the state of New York, including Albany, Rensselaer, Saratoga and Greene. Thanks to our large following, we won the Family-Owned Business of the Year Award in 2018 and 2019.”
