Using Quotes Effectively
How to write and place quotes that add credibility and human interest to your announcement.
Quotes add a human voice to your press release and provide perspective that straight facts cannot. They're often the most-quoted part of your release, so getting them right is crucial.
Who Should You Quote?
Quote your CEO, founder, or relevant executive for company announcements. For product launches, quote the product lead or CTO. For partnerships, include quotes from both parties. For funding, quote the CEO and lead investor. The person quoted should have direct involvement and authority.
What Makes a Good Quote?
Good quotes provide insight, context, or vision that facts alone cannot convey. They should sound natural and conversational, not like marketing copy. Focus on the 'why' and 'what it means' rather than repeating facts already stated. Example: 'This funding allows us to accelerate our mission of making healthcare accessible to underserved communities' is better than 'We're excited about this funding round.'
Quote Placement Strategy
Place your first quote in the second or third paragraph, after you've established the key facts. This provides context before adding perspective. If you have multiple quotes, space them throughout the release. End with a forward-looking quote about future plans or impact.
Writing Authentic Quotes
Avoid corporate jargon and buzzwords. Write how the person actually speaks. Use contractions ('we're' not 'we are') for a natural tone. Keep quotes to 2-3 sentences maximum. If you need to say more, use multiple shorter quotes rather than one long paragraph.
Attribution and Titles
Always include the speaker's full name and title after the quote. Use present tense: 'says' not 'said'. Include relevant credentials if they add authority. Example: 'says Dr. Jane Smith, Chief Medical Officer and former Mayo Clinic researcher.'
Key Takeaways
- Actually interview the person being quoted when possible
- Avoid generic quotes like 'We're excited to announce...'
- Use quotes to add emotion and personality
- Include forward-looking statements about impact
- Make sure quotes sound different from the body text
Common Mistakes to Avoid
- Quotes that just repeat facts already stated
- Using marketing language or buzzwords in quotes
- Making quotes too long (over 3 sentences)
- Quoting people without relevant authority
- Forgetting to include proper attribution
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