As someone who has worked in public relations for a few decades, I’ve seen my fair share of press releases. And over the years, I’ve noticed a troubling trend: quotes in press releases have become increasingly formulaic, self-congratulatory, and, frankly, less credible. The trend originated in the USA but clients worldwide have come to believe that this is how things need to be done.
I disagree. It’s time to take a step back and reconsider the purpose and function of quotes in press releases. Who are they for, and what do editors and readers want from them?
What is a quote doing in a press release?
At their core, quotes serve to add a human voice to the story. They provide an opportunity to inject personality, emotion, and subjective perspective into what otherwise should be a straightforward recitation of facts. A well-chosen quote can make the news more relatable and engaging for readers.
From an editor’s perspective, a good pre-written quote in a release removes the effort and delay involved in making contact and finding a slot to interview the subject in the hope she or he says something quotable. That’s a big time saving in a world where editorial resources are thin on the ground. But the fact that the same quote is available to all media outlets means that it has to be really good to survive the inevitable resistance that comes with “not invented here”.
Despite that high bar, the default approach seems to have become a standalone quote about two-thirds of the way through the release, often simply recapitulating what has already been said. You know the ones – they start with phrases like “We are delighted” or “We are thrilled”, as if anyone cares, and proceed to blandly summarise the news.
Making quotes work harder
There’s a better way. The real power of a quote is that it allows us to say things that are subjective and might otherwise get edited out as self-serving puffery. The sort of media you actually want to appear in will baulk at grand claims being presented as “news” in the body of the release without third party validation. But when those same sentiments are expressed as a quote, it provides an opportunity for us to frame your news in the most favourable light, using more colourful and impactful language. It’s a chance to really drive home the significance and benefits of the announcement, from your point of view.
Which raises an important consideration: rather than relegating quotes to the bottom of the release as an afterthought, should we be deploying them strategically to shape the narrative and make our case more powerfully. Instead of using them for simple recapitulation, we could be using them to introduce some of the most important aspects of the story early on, with the bonus that we can put our spin on things.
By putting story development into an early quote, this also creates space further down to develop the narrative and key messages more fully, or even to include a second quote to provide additional context or an alternative perspective.
No robo-quotes, please
When crafting quotes, authenticity is key. They must sound genuine. Except where speakers are well-known public figures (not many of us are), we don’t need to worry unduly about whether a quote accurately reflects our actual voice. Very probably nobody else will have any idea what that is anyway. And – how can I put this politely? – most of us need a bit of power-assisted steering when it comes to saying things in a memorable way.
Reporters are looking for succinct, soundbite-worthy quotes that encapsulate the heart of the news and can be easily shared on social media. Overly formal or cliched corporate-speak undermines credibility. Don’t be afraid to include a brief personal anecdote or meaningful bit of context that lets the speaker’s personality and perspective shine through.
And let’s mix things up a bit. While quotes from CEOs and top executives are common, consider varying the voices represented. An endorsement from a customer or end user will inevitably be more powerful than an inside out view. And a quote from an engineer, designer, employee who was directly involved can lend insight and credibility.
In PR, our ultimate goal is to tell compelling stories that resonate with audiences. Quotes are a key tool in bringing those stories to life – but only when used effectively. By rethinking our approach to quotes, grounding them in authenticity, and deploying them strategically to advance the narrative, we can craft press releases with more credibility and impact.
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