Using quotes for press releases comes with a handful of benefits, but it requires using them in the right way. Find out the best practices for using quotes in a PR effectively.
Every press release is capable of telling a story, and what makes a story interesting is the quotes that add a voice to the content. Quotes can help to humanize press release content that is often utilized as a business tool for official announcements. Whether it is a statement by a spokesperson, CEO, an employee, or customers, you can add their thoughts to add more depth and perspective to your PR content. Quotes for press releases are not ornamentation; rather, they are a strategic placement of real human voice and emotions that helps the PR resonate with the targeted audiences. Quotes in PR are also the best way to stand out in this digital landscape that is increasingly getting saturated with AI usage.
How to Make Press Release Quotes Sound Natural?
According to journalists, one of the most common issues of using quotes in a press release is that it often sounds overly promotional or scripted. The strongest quotes in a PR are more likely to be something that any speaker would naturally say in a statement, interview, or conversation. Therefore, when you are drafting a quote,
- Use only Plain Language – Try to avoid using phrases like “we are proud to declare” or “we are thrilled to announce” or “innovative solution” that sound vague. Use simple language that is specific, understandable, and meaningful in context.
- Add Perspective – Use quotes in a PR as supporting statements to the story. It should explain why the news matters or provide an insight that helps in business communication. It should offer the point of view for the announcement.
How Long Should a Press Release Quote be?
A press release is a brief official document, and journalists and media naturally like shorter quotes that are easy to use as reference or to make it understandable for all kinds of readers. While there are no strict rules for the length of the quote, it remains concise in most cases and works effectively. The quote must communicate a single idea with clarity in one or two sentences. The tips you should follow are,
- Try to communicate just one thought rather than multiple messages together.
- Keep the quote relevant, but do not make it repetitive with information that is already provided in the PR
- If the quote is essential but lengthy, try to break it down into small portions with an opportunity to split or simplify.
You can also make the quote shorter by offering additional context through the following sentence instead of putting everything in a single quote. Journalists prefer this format as it offers the flexibility for them to use only the portion of the quote based on their context.
How to Format Press Release Quotes?
Just like press releases follow a format, there is a format for quotes too, and you need to keep an eye on the following aspects,
- Proper Punctuation – Punctuation is a priority for press releases, and it is even more important for quotes. In AP style PR, periods and commas belong with the closed quotation marks and help to deliver the message with the right emotion.
- Full Attribution with First Reference – On the first reference, make sure to attribute the quote with the speaker’s full name and the title of the company.
- Keep it Simple and Clear – Always make sure to keep the language simple and clear to resonate with maximum readers, even if they do not belong in the niche.
- Optimize for Readability – The quotes should always appear in regular text and not in italics or any special language. There should be no question marks or exclamations, but only statements. If the quote is too long or includes multiple ideas, break it into multiple quotes or paragraph breaks.
- Keep the Quote as Text – Always keep the quote as text in the content rather than adding it as an image or an embedded link. It makes it easier for journalists as well as screen readers and allows for creating a quick impact. While quote graphics are effective on social media, they are not effective in the press release itself. So, make it readable as text.
Where to Place the Quotes in a Press Release?
The best position for quotes in a press release is highly dependent on the story that you are representing through the PR. You need to place it where it holds the most value and helps to resonate with the overall message.
- At the Beginning – For major business announcements such as product and service launches, company rebrands, mergers and acquisitions, etc., immediate engagement is required, and placing the quote at the beginning is a preferable choice here.
- Within the Body – In many cases, the quotes are added after the important information is shared in the content. Quotes are added within the body to establish key facts, provide additional context or perspective, along with insights to understand the announcement.
- Near the End – Closing quotes seem to work the best when you are trying to establish a long-term vision or provide readers a broader takeaway from the PR message.
How Many Quotes Should you Add in a Press Release?
In most cases, one or two quotes are enough to resonate with the message, and you should keep it limited. Overusing quotes in a press release can make the content look spammy and invalid. Make sure to focus on each quote and add it with reference to the content to make it valid. Also, make sure the quote is relevant to the PR story, or else it can lose its gravity.
Final Thoughts
Quotes are one of the several other important elements in a press release, yet using them requires so much attention to detail. This applies to all elements, and that is what makes press release writing an intricate work. You might be able to craft the content, but it might not be as effective as a professionally crafted PR. Make sure to hire a professional PR agency to write the content and use quotes effectively.
