Adding quotes to your press release is a great way to add interest to them and provide a context for your news. They can add all new dimensions in terms of information, and in relation to the reputation of your company.
“What’s in it for me?”
Journalists see hundreds of press releases and media pitches every day. They are always on the lookout for good stories for their target audience. They will use press release distribution services to help them locate content based on keywords. As they scan the results in the interface, at the back of their minds, they will be asking the question, “What’s in it for me?” on behalf of themselves and their readers, too. In other words, why should they care about your information?
Why a press release?
A press release is used by a business or individual to provide a short, structured story for the media in order to offer the facts about a newsworthy event that has taken places, such as a product launch or a live event.
In the case of a product launch, your product will usually be designed to offer a solution to a common problem. The press release will state some of the features and benefits of the product.
Quotes can also do this, making the information more vivid. Quotes from reviews and testimonials, for example, can provide details about why the product is valuable and why people should do business with your company.
Quotes can also lend authority to your business by situating you within your niche. An expert working in your niche or industry commenting on what a breakthrough X product is can really get the media to sit up and take notice. This will mean more media pickups, for more traffic and sales.
The human touch
Quotes also break up the monotony of long, unbroken prose. They lend personality and a human touch to your release. This will give a more human side to your business if your quote is in-house, and what is termed social proof that the product really works if the quotation comes from outside your company.
Opt for natural quotes
A lot of companies write their own quotes and comment on their own products. The trouble is the wording isn’t usually vivid and interesting, but rather dull and wooden. Worse still, it might be filled with industry-related jargon, or meaningless buzzwords like best, fastest, and so on.
The quotes should be short, clear and to the point. They should be spread throughout the second and/or third paragraphs of your release. Your first and second paragraphs should cover all of the facts first, and then start adding further details in the form of quotes, statistics, and more.
Aim for analysis—why is the press release real news. Discuss how the product came to be created, such as spotting X problem and deciding to provide Y solution.
Avoid padding the quotes with words like pleased, excited, proud, and so on. They are dull and don’t add to the impact of the story.
Give brief details about the speakers so the audience can understand why they are worth paying attention to, such as the CEO of the company, the head of the manufacturer who is creating the units for sale, and so on. For example, they might say, “As soon as we saw the design for the awning, we knew it was exactly what tailgaters were looking for. It protects them from the elements and is so easy to use that anyone can assemble it in the bed of their truck.”
Gather a database of people able and willing to comment on your products or niche effectively, and you should have no trouble making your press releases more vivid with the help of quotes.