Most press releases suck. 
They’re boring, self-indulgent, and written according to the same template everyone else uses for their press releases. One of the most annoying things about the press release template is the boring, lifeless executive quotes it demands. Think about it. When is the last time you saw a press release that didn’t contain 2-3 throwaway quotes from some exec talking about how great his company is?
Press Release Quotes
A press release quote is a statement attributed to a specific person, typically a company executive, spokesperson, or expert, included within a press release. These quotes serve several important purposes:
- Provide credibility: Quotes from authoritative figures lend weight and authenticity to the information presented in the press release.
- Add a human element: They personalize the news by including a human voice, making the content more relatable and engaging.
- Offer insights: Quotes can provide expert commentary, additional context, or unique perspectives on the news being announced.
- Highlight key messages: They often emphasize the most important points of the press release in a more memorable way.
- Create soundbites: Well-crafted quotes can be easily picked up and used by journalists in their articles, increasing the chances of media coverage.
- Convey emotion or attitude: Quotes can express enthusiasm, confidence, or other emotions related to the news, which might be inappropriate in the more formal body text of the release.
Press release quotes are typically written in a more conversational tone than the rest of the release and should sound natural when read aloud. They’re usually placed strategically within the body of the press release to break up the text and reinforce key points.
The Problem With Most Press Release Quotes
If you ask me, the type of press release quotes most people use just might be the main reason most of today’s press releases are so awful. The quotes are just thrown in there out of obligation, not to add to the story. They’re interchangeable, and most of the time, they’re made up, because no person I know really talks like this:
“A critical focus for Albemarle’s FCS team is to support the efficient development of complex multi-step synthesis’ for our customers,” said Steve LeVan, Division Vice President – Fine Chemistry Services. “Our new lab gives our European customers a convenient way to increase collaboration and consultation with Albemarle scientists, ultimately accelerating the process from idea stage to commercialization.”
Seriously. What the heck does any of that even mean? It’s just a collection of buzzwords and slogans thrown together with a set of quotation marks placed around it. The quote doesn’t add anything to the story, and it just seems to be put in the press release for the sake of being there. In short, it’s a throwaway quote.
Why are Most Press Release Quotes so Bad?/h2>
So, why do so many press release quotes suck? After thinking about this for a long time, here are some of the reasons I’ve pinpointed.
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They’re full of hype –
Most people realize press releases need to be written in a straightforward, unbiased manner, but they’ve discovered a loophole. The loophole is that by adding quotation marks around a hype-filled, self-promotional statement, you can get away with it. Except that you can’t. Quotes do not give you license to turn your press release into an advertisement. In fact, when you try to do this, you lose credibility with your reader.
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They’re too long –
Do we really need 2 or 3 paragraphs full of executive quotes in each press release? If the quotes are like the one above, count me out. Instead of using full quotes in your press releases, use short snippets that capture the most interesting parts of the quote. Consider the example from this press release: Ellison said that anyone who speculated about massive job cuts at Sun “should be ashamed of themselves,” adding that Sun employees have had “enough angst without reading this garbage.” These are short, powerful quotes that get to the heart of what Ellison was saying.
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They don’t sound real –
I understand the desire to control and fine tune the message, but these pre-written, heavily edited quotes are just ridiculous. They’re fake and everyone knows it. Instead of making up quotes, try actually interviewing the executive so you can get a feel for how he or she really talks. This will help you capture real quotes that are more interesting and less generic.
How to Improve the Quotes in Your Press Releases
To improve the quotes in your press releases, consider the following strategies:
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Make them sound natural:
- Write quotes as people actually speak, avoiding overly formal or stilted language.
- Read the quote aloud to ensure it sounds conversational and authentic.
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Focus on key messages:
- Ensure each quote reinforces or expands on a main point of your press release.
- Avoid repeating information already stated in the body text.
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Add value and insight:
- Include information or perspective that isn’t found elsewhere in the release.
- Offer expert commentary or unique viewpoints on the news.
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Keep them concise:
- Aim for quotes that are one to two sentences long.
- Break longer statements into multiple quotes if necessary.
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Use strong, active language:
- Choose impactful verbs and descriptive adjectives.
- Avoid passive voice and filler words.
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Tailor to the speaker:
- Match the tone and vocabulary to the person being quoted.
- Consider their position and expertise when crafting the quote.
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Include emotion or personality:
- Express enthusiasm, pride, or other appropriate emotions related to the news.
- Let the speaker’s personality shine through to make the quote more memorable.
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Avoid jargon and buzzwords:
- Use clear, accessible language that a general audience can understand.
- If technical terms are necessary, provide brief explanations.
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Make them quotable:
- Craft soundbites that journalists would want to use in their articles.
- Consider using analogies, metaphors, or other rhetorical devices to make quotes more engaging.
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Attribute appropriately:
- Ensure the person quoted has the authority to speak on the subject.
- Use their full name and title in the first attribution, then just their last name for subsequent quotes.
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Revise and refine:
- Draft several versions of each quote and select the strongest.
- Get feedback from colleagues or the person being quoted to ensure accuracy and effectiveness.
Examples of Press Release Quote Improvements
I find it’s always easier to grasp a point when I’m given examples, especially before and after ones. Here are a few – plus my commentary on why the change improves them. See if you can see what else could be done to improve them.
Example 1: Making it sound more natural and adding value
| Original: “We are pleased to announce the launch of our new product, which we believe will revolutionize the industry.” Improved: “Our new XYZ device isn’t just an upgrade – it’s a game-changer. It solves the top three challenges our customers have been facing for years, and we can’t wait to see how it transforms their daily operations.” This improved version sounds more conversational, expresses enthusiasm, and provides specific value propositions. |
Example 2: Focusing on key messages and using strong language
| Original: “The merger of our two companies will create synergies and enhance our market position.” Improved: “By joining forces, we’re not just combining two companies – we’re creating a powerhouse that will redefine industry standards and deliver even greater value to our customers.” The improved quote is more specific, uses stronger language, and better communicates the impact of the merger. |
Example 3: Keeping it concise and avoiding jargon
| Original: “Our innovative, cutting-edge AI-powered solution leverages machine learning algorithms and big data analytics to optimize business processes and drive operational efficiencies across multiple verticals.” Improved: “Our new AI tool makes big data simple, giving businesses clear insights they can act on immediately. It’s like having a brilliant analyst working for you 24/7.” This version is shorter, clearer, and uses an analogy to explain the technology in accessible terms. |
Example 4: Adding personality and emotion
| Original: “We are excited about the potential environmental impact of our new sustainability initiative.” Improved: “When I look at my grandchildren, I’m reminded why this sustainability initiative matters so much. It’s not just about numbers on a spreadsheet – it’s about making sure they live on a healthier planet.” This quote adds a personal touch and emotional resonance to the announcement. |
Example 5: Tailoring to the speaker and adding expertise
| Original: “Our company is committed to innovation in the field of renewable energy.” Improved: “As a physicist who’s spent 20 years in the renewable energy sector, I can confidently say that our new solar technology is pushing the boundaries of what we thought possible. We’re not just improving efficiency – we’re rewriting the rules of energy generation.” This quote is tailored to a technical expert, showcasing their credentials and providing a more authoritative perspective on the innovation. |
Example 6: Creating a quotable soundbite
| Original: “Our new app will help users manage their time more effectively.” Improved: “In today’s world, time is the new currency. Our app isn’t just a tool – it’s a time machine, giving you back hours in your day you didn’t know you had.” This version uses a metaphor to create a memorable soundbite that journalists might be more likely to quote. |
Example 7: Addressing customer pain points
| Original: “We believe customers will appreciate the features of our new product line.” Improved: “We’ve listened to our customers’ frustrations with existing products, and we’ve responded. Our new line doesn’t just meet their needs – it anticipates them. That’s why we listen and react – so we can give them exactly what they’ve been wishing for.” This quote demonstrates customer-centricity and directly addresses how the product solves problems |
Example 8: Conveying excitement about partnership
| Original: “We are pleased to announce our partnership with XYZ Corp.” Improved: “Partnering with XYZ Corp is like adding rocket fuel to our mission. Their expertise complements ours perfectly, and together, we’ll be able to serve our customers in ways neither of us could have achieved alone. I haven’t been this excited about a collaboration in my entire career.” This quote expresses genuine enthusiasm and clearly articulates the benefits of the partnership. |
Example 9: Commenting on industry trends
| Original: “The market is changing, and we are adapting to meet new demands.” Improved: “We’re not just riding the wave of industry changes – we’re creating the next swell. This pivot isn’t a reaction; it’s a proactive leap that will set new standards for what customers can expect in our field.” This version positions the company as a leader rather than a follower and uses a surfing metaphor to make the point more vividly. |
Example 10: Addressing a challenge or setback
| Original: “We faced some difficulties but are working to resolve them.” Improved: “Let’s be candid: we hit a roadblock. But in my experience, it’s not the absence of challenges that defines a company – it’s how we respond to them. We’ve turned this setback into an opportunity to innovate, and I’m confident we’ll emerge stronger than ever.” This quote demonstrates transparency, resilience, and a positive outlook in the face of difficulties. |
Take a look at the quotes you use in your press releases. Could they be better?
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Grab your free copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: https://www.ereleases.com/free-offer/big-press-release-samples-book/