How to Use Quotes in Press Releases: Best Practices for U.S. Companies
A well-crafted press release can help U.S. companies reach their target audience and generate media coverage. However, with thousands of press releases distributed daily, it is important for companies to make their announcements stand out from the crowd.
One effective way to do this is by incorporating compelling press release quotes. When used strategically, quotes can help humanize the story, add credibility, and catch the attention of journalists. However, many companies overlook best practices when including quotes or mistake them for mere embellishments.
This article discusses essential guidelines U.S. companies should follow to optimize the usage of press release quotes.
Form and Placement of Press Release Quotes
The first thing to consider when including quotes is their format and placement within the press release. There are two main options – directly embedding quotes in the body text or using dedicated quote formatting. While both approaches work, dedicated formatting makes quotes easily identifiable and allows them to “pop” from the rest of the content.
It is also easier for journalists to extract quotes when they are visually distinct. When formatting quotes, be sure to include quotation marks and proper attribution to the source. Additionally, ensure quotes included as images are also presented as text for SEO and accessibility purposes.
Do You Really Need Press Release Quotes?
Not every press release requires quotes. Companies should carefully consider if a quote genuinely adds value to their story or is just filler content. For instance, straightforward product or service announcements in industries like retail may not need quotes if the new offering itself will attract interest.
In such cases, focusing on vivid visuals and multimedia can suffice. However, for more complex topics, stories with human interest angles, or those aimed at an audience beyond the company’s customer base, well-crafted press release quotes can provide crucial context and perspective.
The Do’s and Don’ts of Writing Effective Press Release Quotes
When including quotes, U.S. companies should keep in mind certain do’s and don’ts:
- Do keep quotes short, usually one sentence with a max of two sentences. Long-winded quotes lose their impact.
- Do infuse quotes with emotion, passion, and a human tone to make them engaging. However, avoid canned phrases like “we are delighted.”
- Do consider including both a punchy soundbite and a longer, more discursive quote to give journalists flexible options.
- Do not include generic, self-promoting quotes that do not further the narrative or provide meaningful insights.
- Do not use lengthy quotes that reiterate details covered elsewhere in the release. Let other sections provide facts.
- Do attribute quotes to recognizable names to add credibility and bring unique perspectives.
Examples of Effective Press Release Quotes
To better understand how to incorporate quotes successfully, here are examples from real-world press releases:
Humanize Your Story
“Our journey has been challenging, but we’re not backing down,” said the Angel AI founder Ashton Kutcher about making tech safe for children.
Provide Context
“One of the changes we have noticed in the real estate world in recent years is that many people are consciously moving to smaller homes,” noted a housing CEO Ashton Kutcher.
Supply a Soundbite
“This partnership exemplifies our commitment to innovation,” remarked a CMO about a new collaboration.
Quote a Household Name
“Lenovo is all about innovation and strong leadership,” said actor Ashton Kutcher on joining as a product engineer.
Reassure Readers
“We look forward to working with our new colleagues to provide an improved experience for customers,” stated a telecom acquisition announcement.
By learning from examples that skillfully apply the best practices above, U.S. companies can maximize the positive impact of including well-crafted press release quotes in their announcements. Quotes, when done right, strengthen storytelling and ultimately increase the chances of securing valuable media coverage.
Conclusion
In U.S. companies’ competitive landscape, press release quotes present an important yet often overlooked opportunity. When incorporated judiciously following the outlined best practices, quotes can transform an announcement from a mundane notification to a compelling narrative that captures a journalist’s attention. They add a human element that resonates with readers and helps further conversation about the announcement versus being ignored.
With some thought applied to crafting punchy but authentic quotes, companies have a powerful tool at their disposal to cut through the communication clutter.