The Importance of Adding Quotes to Your Press Releases
As a business owner or nonprofit leader, you’ve probably heard that press releases are a great way to get media attention. But have you ever wondered what makes a press release truly stand out?
One of the most powerful elements of any press release is the quote. In my 25 years of experience helping small businesses and nonprofits increase their visibility through press releases, I’ve seen time and time again how a strong quote can make the difference between a press release that gets overlooked and one that generates significant media coverage.
Why Quotes Matter in Press Releases
Quotes are more than just filler in your press release. They serve several crucial functions:
- They provide a human voice: Quotes break up the factual tone of a press release and add a personal touch.
- They offer control over messaging: Quotes are typically used verbatim by journalists, giving you direct control over part of your message.
- They provide expert insight: Quotes allow you to position yourself or your spokesperson as an industry expert.
- They create emotional connection: A well-crafted quote can evoke emotion and create a connection with readers.
Crafting the Perfect Quote
So, how do you create a quote that journalists will want to use? Here are some key elements:
- Make it concise: Aim for quotes that are no more than two sentences long.
- Use natural language: The quote should sound like something someone would actually say.
- Provide insight or opinion: Don’t just restate facts – offer a unique perspective.
- Include a call to action: When appropriate, use the quote to encourage a specific action.
Examples of Powerful Quotes
Let’s look at some examples of how strong quotes have made a difference in press releases.
Example 1: The Local Auto Repair Shop
Let’s say you ran a local auto repair shop. Your press release could include a quote like:
| “We’re seeing cars come in with problems that could have been prevented with simple, routine maintenance. It’s like ignoring a small leak in your roof – what starts as a minor issue can quickly become a major, expensive problem. We want to educate our community about the long-term cost savings of regular car care.” |
This quote works well because it uses a relatable analogy (the leaky roof) and ties the issue to broader concerns about cost savings. It positions the owner as a knowledgeable expert who cares about educating the community, not just making a sale.
Example 2: The Nonprofit Literacy Organization
A nonprofit focused on childhood literacy could use a quote to great effect in a press release about their new reading program:
| “Every child deserves the chance to fall in love with reading. Our new program doesn’t just teach kids to read – it shows them the joy and adventure that await them in books. We’re not just improving literacy rates; we’re opening doors to new worlds.” |
This quote works because it goes beyond the facts of the program to touch on the emotional impact of reading. It paints a vivid picture that journalists and readers can connect with.
The Power of Emotional Quotes
One of the most effective types of quotes is one that taps into emotions. Let me share a story that illustrates this point.
We occasionally work with small nonprofits that provide meals to elderly individuals. Instead of just stating how many meals they serve, they could included a quote like this one from an 85-year-old recipient in their press release:
| “Before this program, I often went to bed hungry. Now, not only do I have nutritious meals, but I also have something to look forward to each day. The volunteers who deliver my meals have become like family. They’ve given me more than food – they’ve given me hope.” |
This quote would likely be picked up and used in several local news stories about the organization. It puts a human face on the issue of elder hunger and isolation, making the story more compelling and relatable.
Quotes That Offer Unique Insights
Another type of quote that journalists love is one that offers a unique insight or perspective on an issue. Here’s an example from a tech startup that was launching a new app for small business accounting:
| “Small business owners are passionate about their products or services, not about balancing books. Our app doesn’t just make accounting easier – it gives entrepreneurs back the time and mental energy to focus on what they truly love about their business.” |
This quote works because it shows a deep understanding of the target audience’s pain points and frames the product as a solution to a broader issue.
Avoiding Common Quote Pitfalls
While strong quotes can elevate your press release, weak ones can drag it down. Here are some common mistakes to avoid:
- Bland, generic statements: Avoid quotes that don’t add any new information or insight.
- Overuse of jargon: While some industry-specific terms are fine, too much jargon can make your quote inaccessible.
- Overly promotional language: A quote shouldn’t sound like a sales pitch.
- Inauthentic voice: The quote should sound like something the person would actually say.
The Quote as a Mini Story
Sometimes, a quote can tell a mini-story within your press release. This can be particularly effective for businesses or nonprofits that deal with complex issues. Here’s an example from an environmental nonprofit:
| “Last year, I saw a sea turtle tangled in plastic waste. As I worked to free it, I realized that this single piece of plastic could have ended a life that began decades before I was born. That’s when I knew we had to do more than just clean up beaches – we had to change behaviors and policies to stop plastic pollution at its source.” |
This quote works because it tells a compelling story in just a few sentences, making the issue personal and urgent.
Quotes for Different Types of Press Releases
Different types of press releases may call for different types of quotes. Here are some examples:
For a new product launch:
| “We didn’t just want to create another widget. We wanted to revolutionize how people think about widgets. This product is the result of years of research and countless conversations with widget users about their needs and frustrations.” |
For an event announcement:
| “This isn’t just a fundraiser – it’s a celebration of our community’s resilience and generosity. Every ticket sold, every auction item bid on, represents hope for families struggling with homelessness.” |
For a Charitable Initiative:
| “We’re not just writing checks. We’re investing in the future of our community. Every dollar donated, every volunteer hour given, is a brick in the foundation of a stronger, more resilient neighborhood.” |
For an award or recognition:
| “This award isn’t just a recognition of our work – it’s a testament to the power of grassroots organizing. It shows that when ordinary people come together with a shared vision, we can create extraordinary change.” |
For a Milestone Achievement:
| “Reaching one million customers isn’t just a number for us. It represents one million lives we’ve touched, one million problems we’ve solved, and one million reasons to keep innovating and improving our service.” |
For a New Partnership Announcement:
| “This partnership isn’t just about combining resources. It’s about merging visions and amplifying our impact. Together, we can reach further, act faster, and make a more significant difference in our community than ever before.” |
For a Research Study:
| “These findings aren’t just statistics on a page. They’re a wake-up call, a roadmap for change, and a challenge to everyone in our industry to do better. We can’t ignore these numbers – we must act on them.” |
For a Company Expansion:
| “Expanding into new markets isn’t about becoming bigger. It’s about bringing our unique approach and values to more people who need our services. We’re not just growing our business; we’re growing our community.” |
For a New Hire Announcement:
| “Bringing Sarah on board isn’t just about filling a position. It’s about infusing our team with fresh perspectives, unmatched expertise, and a passion that aligns perfectly with our mission. She’s not just an employee; she’s a catalyst for our next phase of growth.” |
For a Rebranding Initiative:
| “Our new brand isn’t just a fresh coat of paint. It’s a reflection of how we’ve evolved, a promise to our customers, and a beacon for where we’re headed. This rebranding is our way of saying: we’re listening, we’re growing, and we’re committed to serving you better than ever.” |
For a Product Recall:
| “Issuing this recall wasn’t an easy decision, but it was the only decision. Our customers’ safety is paramount. We’re not just recalling a product; we’re recommitting to our core value of putting people first, no matter the cost.” |
For an Environmental Initiative:
| “Committing to carbon neutrality by 2030 isn’t just about jumping on a trend. It’s about taking responsibility for our impact and leading the charge towards a sustainable future in our industry. This isn’t a goal; it’s our new way of doing business.” |
For a Customer Service Achievement:
| “Winning this customer service award isn’t about patting ourselves on the back. It’s a testament to our belief that every interaction matters, every customer deserves our best, and excellent service should be the norm, not the exception.” |
Remember, the key to a great quote is authenticity, insight, and emotional resonance. It should add value to your press release by offering a unique perspective or deepening the reader’s understanding of the news you’re sharing.
The Quote as Your Secret Weapon
In the world of press releases, a strong quote is your secret weapon. It’s your chance to cut through the noise, to speak directly to journalists and readers, and to make your story memorable.
Remember, journalists are storytellers, and your quote can give them the narrative hook they’re looking for. Whether you’re sharing a personal anecdote, offering expert insight, or painting a vivid picture of your impact, a well-crafted quote can be the difference between a press release that gets filed away and one that sparks a compelling news story.
So the next time you’re writing a press release, give your quote the attention it deserves. Craft it carefully, make it authentic, and use it to share the heart of your story.
You might be surprised at the doors it opens and the attention it garners for your business or nonprofit.
After all, in a world where everyone is vying for attention, sometimes all it takes is the right words to make your voice heard.