Writing a press release with the intention of attracting a large audience stream is a tough job. The story or the news but catch the reader’s eye. However, since press releases are directed towards business promotion, the language or writing style can become tedious for the writer. Writers often complain about the monotony in press release writing. The ones who dare to include new components are often stopped by the client or the editorial team citing global rules and benchmarks. The other side of the story is that the same kind of writing is also a matter of boredom for the readers. In order to bring about a change in the course of a PR and make it interesting, quotes in press releases are often used to break the conventional rhythm.
Writing Styles
Every PR writer knows by heart the guidelines of a good press release. Business news always popularly answers the 5Ws. These are basic facts about the business and the news. At the same time, it also raises questions on the authenticity of those facts. So, quotations or quotes are very crucial in this regard. It ensures the source of the news and the facts which allows journalists to consider your PR with a validated tag. One must also remember that just adding quotes will not do the trick. There is a manner in which they must be applied to make for an interesting read.
Guidelines for Quotes in PR
• Include the first full idea. Do not forget to mention the name of the speaker, company, and title
• Use of punctuations must be correct within a quote
• If a speaker is mentioned more than once in the PR, only their lasts name is adequate
• Try to include quotes that speak in the present tense. It is because most news features are written in the past tense
• If you change your paragraph and not the quotation, you need not add a new attribution. But in case the speaker is changed, start a new paragraph for his or her quote. Never include quotes from different speakers in one single paragraph. It takes away the highlight of the quotes and gives a generalized idea
• Partial quotes may be used depending on the writer’s choice
Quotations Best Practices in a PR
A good writer will always come up with the best press releases inclusive of the right use of quotes. Businesses often miss out on opportunities because of the lack of professional PR writers. Journalists are flooded with hundreds of PRs on a daily basis. So to make one stand out, the right efforts must also be given. Writing a memorable PR may be one of the most underrated ways to successful promotion and marketing. A quote can make readers stop and think encouraging them to check out the business itself. Many marketing experts have also revealed how quotes in PRs can drastically change their quality and hence, the potential to reach new heights.
There are many practices of delivering a good quotation. The following are some of the best tips to create an outstanding PR for the business.
• Bold Statements- A prediction or a statement that is provocative in nature said by one of the leaders of the company can make the readers stop and take an interest
• No Empty Statements- Do not include quotes by CEOs or directors that say that they are happy about the content or news in the PR. These quotes are not at all newsworthy. Rather, try to include important facts about the company in the PR
• Authority- It is always better to quote an authority or an expert of the company in a PR rather than a spokesperson
• Ask Better Questions- As a PR writer, you must think like a journalist. For better quotes, it is imperative to ask better questions. Think about the target audience and their needs. Make your story relatable
• No Buzzwords- Stay away from cliches. They are overdone and everyone is bored of its excessive use. Use conversational tones in a quote. They are much more realistic. Avoid jargons. In case you do, define it because your audience may not be aware of it
Why Quotes Work
To put in simple words, quotes make information more vivid. They provide information about a product or a launch in the most relatable way. Quotes directly encourage people to endorse a business. Also coming from a high-ranked figure, quotes are influential and inspirational in their own accord.
Authority
Quotes lend authority to business. If someone influential comments on a business or its product, the media automatically take notice of the PR. It all comes down to the media shortlisting your PR for publishing. This generates traffic and thus sales. So, the potential of quotes in a PR is not just specific to good writing practices. It can help in bringing home a sales turnover that may not have been possible otherwise.
The Personal Touch
Let us face it, press releases can be big snorers. They can bore out a reader easily. Quotes break this monotony and add the edge of realism. Any reader can relate to it. A quote adds a personal touch that makes a press release more interesting and understandable before the readers. A business that gives its audiences a human touch is always ahead of its game. An in-house quote adds to this touch even more by reflecting how close or important their products are to them. Audiences are always looking for an emotional angle even in business. It is what drives some of the biggest companies in the world towards the epitome of success.
Natural Quotes
Do not make up a quote for the business. Always remember that no shortcut can escape the audience's eye. Rather, include simple natural quotes that are not heavy on the language. Quotes that cater to everyone in terms of their facts, as well as their conversation style, is a major element of a successful press release.
Conclusion
A press release is made up of many components all of which collectively define its quality and potential. Quotes are one of the most important ones but often undermined by writers. However, with time and exponential competition, everyone is trying to include the best practices in their promotional goals. As a writer, one must be wary of how quotations can make or break a successful PR campaign. It is crucial. It is unavoidable. Get the best research done on how to incorporate a quote within a press release. Every business is thriving for the best outcome. It is your responsibility as a writer to come up with the best format that is for everyone. Simple and to that point is what everyone is looking for. Make your quotes newsworthy and vivid in their facts by using relevant quotes.
