Quotes serve critical functions in press releases by adding human perspective, emphasizing key messages, and providing journalists with ready-made soundbites. However, many press releases waste quote opportunities with generic, promotional statements that fail to add meaningful value beyond body text.
Purpose-driven quotes serve specific functions rather than simply repeating information already stated. Use quotes to provide emotional reaction to announcements, offer expert analysis or prediction, explain strategic thinking, or add credibility through third-party validation. Every quote should answer the question: what does this add that couldn't be conveyed in standard press release copy?
Conversational language makes quotes sound authentic rather than corporate and scripted. People don't speak in formal business jargon, yet many press release quotes sound nothing like natural speech. Read quotes aloud—if they sound stiff or unnatural, rewrite until they reflect how people actually talk while maintaining professionalism.
Avoiding redundancy requires ensuring quotes don't simply restate facts already presented in body text. If your press release states 'The company reported 47% revenue growth,' the CEO quote shouldn't be 'We're pleased to report 47% revenue growth.' Instead, use quotes to interpret facts, explain their significance, or share reactions: 'This growth validates our three-year strategic pivot toward enterprise customers.'
Attribution specificity adds credibility and context to quotes. Rather than generic 'company spokesperson' attribution, name individuals with specific titles. Include credentials when relevant—'Dr. Sarah Johnson, Chief Medical Officer' carries more weight for health announcements than simply 'Sarah Johnson, executive.' Specific attribution makes quotes more credible and quotable for journalists.
Customer and third-party quotes provide validation more powerful than self-promotional statements from your organization. When possible, include quotes from customers, partners, industry analysts, or other external voices. These third-party endorsements demonstrate that others value your announcement, strengthening credibility significantly.
Forward-looking statements in quotes provide vision and context beyond immediate announcements. While body text focuses on current news, quotes can discuss implications, future plans, or broader industry trends. This forward-looking perspective demonstrates strategic thinking and gives journalists hooks for bigger-picture stories.
Emotion and enthusiasm appropriately expressed in quotes add human interest without crossing into hyperbole. Compare 'We're pleased with these results' with 'These results represent the culmination of intense effort by our entire team, and I couldn't be more proud of what we've accomplished together.' The second version conveys genuine feeling while remaining professional.
Multiple quote sources add depth and perspective to complex announcements. Include quotes from different organizational levels or functional areas—CEO for strategic perspective, product leader for technical details, customer for user experience. This multi-voice approach provides richer storytelling than single-source quotes.
Length considerations require balancing comprehensiveness with readability. Most press release quotes should be 1-3 sentences, conveying complete thoughts without becoming paragraphs. Longer quotes risk being edited by journalists or simply skipped by readers. When complex points require more space, consider using two separate quotes instead of one lengthy statement.
Industry terminology in quotes should match your audience. Quotes in trade press releases can include technical terms that industry insiders understand and expect. Consumer-focused press releases require more accessible language. However, avoid over-simplification that makes executives sound uninformed about their own industry.
Quote authenticity benefits from involving quoted individuals in the writing process when possible. While PR professionals often draft initial quote language, sharing drafts with the attributed executive for refinement ensures the final version sounds like something they would actually say. This collaboration improves authenticity and secures buy-in from quoted individuals.