Writing a Quote
Quotes give voice and integrity to the release. The original intention of a press release quote was to give the media an approved statement from the organisation's heads or specific project leader so they could quickly and accurately paste content into their article.
A Quote Should Support The Release
A press release quote still does that and more. The best quotes put the press release into context, while putting a human face on the news.When you write a press release quote, think art, not science. A quote needs to support the release, provide authentic insight, and tell a story to create connection with the reader.
Media People Appreciate A Quote More Than Anything Else
Quotes and online press releases should be written to give the media an approved statement that they can use to quote, if they write a story based off your release. Be sure that you get your organization's approval, as well as the person or people you are quoting before you distribute it. It is very common practice for the release writer to draft the quote that they want the organization's leader to say, so it best fits the release. Then the person being quoted does a final edit, to make sure that the edit is true to their voice.
More Than One Quote
There can be more than one quote in the release if that is a more constructive way to make a statement. There could also be more than one person quoted, as long as both of their statements support the message of the release. Quotes used in press releases need to include who is saying it, and usually their role within the organization. If people outside the organization are cited, that person's connection to the company needs to be clarified.
Quote Should Be Meaningful and Convey Message
Make sure the quote has depth, don't quote for the sake of quoting. Make this writing meaningful, and matters so it pays off. Simply saying, we are pleased to announce, is not only boring, but it can also give the press release an amateur tone. It can be a media flag when overused words like pleased and excited are used. Personally, I would be pleased, excited, and thrilled to never see those press releases ever again.
Don't discount the power of a quote
This is your opportunity to really tell the story, and often sell the story from your organization's perspective.
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