If you’ve taken a look at lots of press releases, a few things might stick out over time. One of these is the addition of quotes. It’s not unusual to see one or two quotes in your average press release, with some even being a core point of the release.
But why should quotes be included in press releases? Whose quotes should you include? And how can you maximize these benefits without overwhelming the reader? In this article, we’ll break down everything about adding quotes to press releases of any type.
The Importance of Quotes
First and foremost, it’s important to understand why quotes might be added to press releases in the first place and how they enhance them. Broadly speaking, press releases fulfil the following functions:
Keeping the Text Engaging
In many cases, press releases are not overly interesting things to read. Unless the development itself is very interesting, it’s easy to get bored reading them. Adding quotes, on the other hand, means that the press release is instantly made more interesting. We often like to know what other people have to say about a certain thing, and this is amplified when it is an important person related to the connection.
Offering Sound Bites
Many times, when you put out the press release, you are hoping that some media will take it on and create a story around it. By putting in quotes, you give them instant sound bites that can be included in various stories. An executive giving commentary about the state of the industry, while mentioning their new product, is instantly quotable, and this benefits you. By doing this work in advance, your press release is more likely to be covered compared to others in the same niche.
Offering Context
Besides keeping the press release interesting to read and possibly gaining more coverage, quotes also offer important context around a development. If two businesses are merging, for example, having quotes from the executives of each explaining how the development came to be or how excited they are about it helps to ground the news. By understanding how those behind the scenes perceive the development, you can add more credibility to whatever you’re discussing.
How To Utilize Quotes
After understanding the importance of quotes, you need to apply them in the most effective ways possible. Depending on how you infuse quotes in your press release, you can either improve the experience for readers or make it worse. And, of course, all these will trickle down to you. Here are a few things to keep in mind when choosing quotes for press releases:
Decide The Number Of Quotes
One of the easiest ways to ruin a press release is by putting too many quotes or too long quotes within it. As much as quotes can help press releases become more interesting to read or more likely to be picked up, they can also become tedious if overdone. As a rule, limit quotes to two or three maximum. Also, make sure each quote does not take up more than a paragraph. If the quotes appear as a giant wall of text, readers will be less interested in engaging with them. Also, make sure there is some visible space and a few lines of text between each quote. You don’t want them following each other directly, as this will read awkwardly.
Choose the Subject
A quote has to be attributed to someone, and so, ahead of time, you want to decide who will be quoted in the press release and who will not. Some of the people who should be included for press release quotes are:
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Executives in the relevant companies
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A team member behind the product or service
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A third party with relevance to the development
Request the Quotes
In the process of writing a press release, you’ll need to review and possibly edit the quotes, and so, you’ll need to get your hands on them as early as possible. If you plan to submit the press release for publication on Thursday and want to write it on Tuesday, request the quote the week before.
Most likely, the executive in question will need time to come up with their ideas, and it is best to ask ahead of time to avoid delay. If they are comfortable, you could have someone on the team write a quote on their behalf and have them review and approve it before it goes out. This will save everyone time and effort.
Review and Edit the Quotes
As we’ve said, quotes often need to be edited and reviewed before they go to print. If the executive is sending in their thoughts, it’s most likely that they will give you a wall of text and thoughts that might not immediately connect. It’s your job to then edit it down to a reasonable length while also keeping the most important bits front and center. If they are speaking about certain sensitive aspects of the development, have the legal team look over the quote to make sure nothing inappropriate or incriminating is being said.
Maximize the Quotes
There is so much potential for promoting your business using quotes in your press releases and even outside. Besides putting it in the press release itself, consider sending these quotes to journalists working on various stories. If the quote has to do with technology and sustainability, for example, you can reach out to a journalist who is known to cover such stories and offer them industry insight. If they take on your request and publish the quote, it means more eyes on your business and more benefits overall.
Conclusion
Quotes in press releases are one of the best ways to drive traffic, create context, and keep readers engaged. At the same time, there is an art form to putting out a good quote, and this needs to be kept in mind. As we’ve broken down in this article, you should thoroughly vet the quotes in question, make sure only the best points are used, and maximize their reach. Speak to us here at XpressWire, and we can help to craft and publicize a press release that will make the most of whatever quotes you have.