Aside from having a great news angle and an interesting title, there’s another key part of your press release that REALLY catches a reader’s eye: the quote. With some distribution companies (including Online PR Media!) you have the option to feature a “pull quote.” The pull quote allows you to highlight one of the quotes from within your press release in a special, highlighted box, bringing attention to something you obviously find interesting and important. Don’t waste this chance!!
I never realized how important the feature quote was until I started skimming press releases myself. Did you catch that? Skimming. That’s what most readers do when viewing online content. Our goal is to help you get your story in front of as many people as possible. The first step is to take your most important ‘nugget’ — the quote — and feature it front and center!
Give Your News Some Personality
We talk a lot about how your press release should have a valid news angle, and it should read as if it’s a newspaper article or an evening news release. There’s always stress put on the ‘voice’ of your PR, and how it should be professional and, above all, objective. That’s why the quote is so exciting! It’s your chance to be subjective, and show your readers why you’re so great! As long as it has valid attribution (source of the quote) and is publishable (no cursing, slander, or lying) you can brag about your company or product!
Accentuate The Positive
Having a powerful and positive quote in your release, and using that as your pull quote, means it will make an impact with your reader. Often, your PR will be skimmed before it’s fully read. Readers will skim the title, look at the photo, read the pull quote, and decide whether to actually read it or not. The quote is an extra chance your press release has to impress the reader and pull them in. Use it to wow them!
Save The News For The Rest Of The PR
In a press release of around 400 words, we usually recommend two quotes. However, a lot of people will use the quote as another place to pass on facts about their product or company, which is a lost opportunity! You have the other 250-300 words of your release to talk about the news, the facts, and the objective information. The quote is your place to go all out and show your reader what someone really thinks about what you’re doing or saying! Use it well!
Writing For The Ear
We read an article last month that discussed writing for the ear instead of the eye. The human brain better processes information when it’s written in concise, straightforward, and simple terms. Using long multi-syllabic technical terms may make a longer sentence, but it won’t feel like you’re conversing with your reader. The quote in a PR is the same way. It should read as if someone is actually speaking it! Read your quote out loud to ensure it makes sense, sounds good to the ear, and above all, wows your listener!
This Time, With Feeling!
A quote should make your reader feel something. Your quote should be tailored to the emotion you’d like your readers to feel. Do you want them to be empathetic towards the people your product helps? Do you want to prove to them what type of situation your product is useful in? Do you want to reinforce facts with a real life story?
Skip The Standard
The reason you’re writing a press release is because you’re proud or excited. That’s why there’s no need to begin your press release quote by telling the reader that you’re “proud” or “excited.” Give them the inside scoop of something specific, instead of a dull, “We’re so proud to announce…” or “We are thrilled about this product…”
What Say You?
If you had to give someone advice about writing a press release quote, what tips would you give?