Journalists we have talked to said that many businesses don’t really understand the role of the quote and tend to include facts that could simply be in the release. If your business is sending out a press release to announce a relaunch, for example, a classic mistake would be a quote like ‘We’re delighted to announce our relaunch'. A good quote needs to add something of value to the story. People want to know why you are relaunching, and how it will be of benefit to them.

Watch Tet Kofi talking about telling your story in PR:

Personalise the story

While in many cases a press release is there to outline your business’s latest news, your quote adds a personal reflection on the story. People want it to feel personal rather than just another corporate soundbite.

A quote should not be used for the ins and outs of what you want to say, such as what you are doing, or when, save that for the content. Think about how has the topic of the story impacted on the business or the people working in the business. How will the news impact your industry or maybe the wider economy?

Share Why

Explaining the why of your story in a quote can be useful as long as you keep it succinct. It will make your story look more personal and engaging.

Sometimes the reason why is not easily explainable in a short quote. A more interesting angle can be to explain why now. It makes it feel more realistic and engaging and actually connected to what is going on in the market. This is what journalists are looking for:  stories that are connected to the news and to the market.

If your business has done something or produced something that is related to a topic that is all over social media, capitalise on that and share it in a press release. By explaining why you’re doing what you’re doing now, you immediately bring context to your press release.

Think about who is being quoted

In many press releases the business owner or key people in the business will be quoted, but sometimes it’s good to provide additional sources.

If any news or data has been released recently that relates to your press release, you can make reference to it, but if you are able to quote the source you will lend even more weight to your press release.

Quotes from people of authority will provide additional credibility, especially if they make reference to your business. Looking again at your own business, a quote from a customer in the form of a testimonial also adds great credibility to your press release.

Be edgy

Don’t be afraid to go against the grain with your quote.

Many businesses just say what they think people want to hear. If you genuinely see things differently then make sure you convey that in your press release and, importantly, in your quote. In business, nothing is clear-cut, and different sectors will be affected by things in different ways.

Different Types of Quotes for PR

1- The problem-based quote

The ‘issue-based’ quote is one of the simplest to write as it works well to connect your business with journalists and other businesses, as everyone likes problems to be solved. 

What is the issue that you managed to resolve? If you can relate it to the sector or market you’re operating in, it will help the journalist visualise the big picture. If the journalist can see the story visually, they are more likely to write about your company.

Examples:

"We expect Christmas to be one of the busiest times of the year because of the mad rush and hectic nature of the season. During December, picking a restaurant can be tricky when organising a pre-Christmas dinner with friends, and the KtchUp app simplifies this process " - Ktchup

"The idea came to me after seeing all the Christmas adverts for processed sugary treats for Christmas pudding and dessert. I thought why couldn’t there be healthier, more nutritious version of the trifle for people that don’t want to fall of the wagon at Christmas time and using Naturelly as a pouring jelly was perfect for this brilliantly healthy layered dessert" - Naturelly

2- The emotional quote

We cannot emphasise enough how using emotion in your press release can help with engagement and drive attention to your PR. People respond strongly to genuine emotions being expressed, so capitalise on that when including quotes in your press release.

Quotes are ideal for this because they bring a human angle to your story. Including emotive words or sharing a personal experience will help you trigger empathy from the readers. People appreciate honesty.

Examples:

"We are delighted to have won the regional finals & be highly commended in the nationals at the Wedding Industry Awards. It is a fantastic achievement to be not simply awarded but equally voted for by our happy customers. We have been successful in our category Finishing Touches for three years running now and to win at the national finals in London has left us over the moon." - Venue Lighting

"Handwriting gives physical form to our thoughts and emotions, it is profound how important being able to write well is to our learning journey and future trajectory in life, as strong literacy skills open the doors to a productive economic future." - Start-Bee

3- The assessment-based quote

Another way to write a quote that stands out from the crowd is to base it on an assessment, ideally an assessment that you have carried out. If you cannot do this, then use a generic assessment instead.

Using an assessment based-quote will legitimise what you are saying, and will better reinforce that this is a factually based quote. A well-written press release should help the journalist visualise a story.

Examples:

"The days of the old-fashioned sales meeting are over. You can no longer turn up to a meeting with your PowerPoint and your pitch, expecting 20 minutes of your prospect’s undivided attention while you list your product features one by one. These days, it’s all about the sales conversation – and that conversation is all about your customer." - iPresent

"Whether you’re the dad of a six-year-old who has just started to use the family tablet or a 14-year-old with their own connected smartphone and console, this is an issue that affects us all. But while the internet can seem scary for children, our guide recognises that it can also be a huge force for good. Children love to go online. That’s why it is about digital resilience, not unenforceable rules or draconian censorship." - DaddiLife

4- The figure of speech: Use an analogy or a metaphor

Using a figure of speech in a quote can be an effective means of attracting attention from journalists as it is both relatable and will make it easier to visualise. Which is very good if you are writing an article or blog. Journalists and bloggers often shorten quotes to make them catchier, so a metaphor or analogy can help readers understand your point quickly.

 Example:

"You don’t wait till they’ve banned all cars from the roads before you let your children walk across. You teach them the skills they need to be safe, even though crossing the road is inherently risky. We hope the ebook helps to do the same for internet use." - DaddiLife

5- The inspirational quote

An inspiring quote added to your press release is an excellent way to arouse empathy and humanise your story. Use words that will have an impact on your reader, talk about your achievements, your struggles, or even talk about universal themes. You want your quote to connect with the reader, and inspire them to check out your product or service. Make it relatable.

Examples:

"It’s important to do what makes you happy. Spend money on yourself and the things that you enjoy, whether that is spending time reaching an exercise goal, booking a holiday to look forward to, or even simply eating 5 pieces of fruit each day. These goals can all up our sense of happiness and well-being and contribute to beating the January blues" - Distinctly.co

"It’s great that we are among a select few distilleries in the UK choosing to run solely on green energy; we hope that we can inspire more businesses to make a conscious effort to look at the impact they have on the environment." - Cooper King Distillery

6- The humoristic or punchy quote

Don’t hold back from being a little cheeky when writing a quote. Journalists prefer people who have an opinion to share as opposed to a dull statement of no interest. Sometimes introducing humour or sarcasm can make the difference. If you have a funny video, related to your quote, you can also include that, as videos have been shown to increase engagement.

Example:

"Fresh, plus natural is as good as it gets for food,’ says Mark, ‘and we are setting the challenge for 2018 for those who have already broken their "twice a week" gym session resolutions to focus on good fresh Suffolk grown produce as a good and equally healthy alternative" - Taste Collective Limited

A good quote can make all the difference in a press release, so make it count! Remember that your quote should always add value to your content. Make it memorable and relatable, so always use good quotes for a standout press release.