I raise my proverbial hat to all PR rock stars that have the golden quill –that keen ability to whip up a perfectly clean press release with precise AP style, concise language and problem solving messaging. But, no matter how strong your inverted pyramid is, it’ll all fall down without a proper cornerstone – and I’m talking about a skillfully crafted quote.

Writing quotes is one of the most difficult aspects of crafting press releases to master, after all, no one likes to put words in someone else’s mouth. But, in the factual, succinct land of press release body content, a quote provides a point of reflection for the reader, and a rare opportunity to integrate feeling, opinion and personal insight.

I never really realized the true importance of the “feature” quote, until I too began to struggle in my own attempts, and began scanning various published press releases. While looking for inspiration, I was very shocked with some of the patterns I noticed. So, for my own personal sake, I came up with the following four simple tips for drafting quotes:

1. Don’t be a square- Skip the standard, robotic prose and use language that conveys excitement. Although it is common industry knowledge that most quotes are prepared, do your best to create natural sounding dialogue. A great way to do this is to have a quick discussion with the individual you’re quoting and develop a feel for their personality. It also always helps to remember: if the quoted individual doesn’t sound excited about the news you’re releasing, why should anyone else be excited about it?

For example, instead of saying “We are truly excited about this new, green project,” reference how the project will positively affect the community, the environment and the future.

2. Add value - Facts are best used in the body of your release, but quotes can be utilized to build on these facts and add value to your message or announcement. Great ways to do this include inserting opinion and answering any possible looming questions. In fact, this is your opportunity to use P.D.A, and I’m not talking about public smooching! In this case, elaborating with P.D.A. means providing background on any problems faced, explaining any important decisions made leading up to the announcement and expanding on actions that will result from the element you are announcing. If you can tie all three aspects into your quote, you’ll be surprised at the added level of value you’re able to create in just a few sentences.

For example, when announcing a new hire, instead of saying “He/she will be a very valuable asset,” elaborate on his or her specific experiences and skills that made the new hire the best candidate, and provide action by explaining what he or she will add to the company.

3. Avoid jargon and meaningless, irrelevant language – A majority of PR professionals, myself included, have been guilty of this at one time or another. “I am pleased to receive this award, it is an honor” or “It is an exciting day for the company, we are all thrilled to release this innovational, cutting-edge product.” While these are natural, common and habitual phrases that we are exposed to on an everyday basis, they don’t add any actual value to your message. Following up on facts with specific rationale clarifying why the company or individual is ecstatic, or explaining what specific aspects make the product so “cutting-edge” or “innovational” will greatly increase the probability your quotes are called on to help tell a story.

For example, instead of mentioning that your product is “innovational and industry-leading,” reference what problems the product was designed to solve, and explain how it is advancement when compared to other products in its class.

4. Take your target audience into consideration- This is an encompassing theme in public relations, and applies equally to quotations. If your primary audience consists of technical trade publications and your press release is a product announcement, speak on behalf of the solution the product provides, and feel free to get technical. On the other hand, broadcast stations love “sound bite clips,” which are most often short, to the point and convey an emotional response or elaborate on possible community impact.  Similarly, newspaper quotes, which tend to be light and insightful, are also frequently based on potential impact and have the prized ability to insert your company’s opinion into an otherwise objective piece.   

Finally, if you believe you’ve mastered the guidelines above, put it to the test! Try deleting the quotes from the last few press releases you’ve written, and see if they still tell the whole story. Sure, all the vital facts and eye-catching headlines will remain, but truly well-crafted quotes add an extra dimension of personality to releases that leave a noticeable void once taken away. While client approval is the first step in judging your personal success, you’ll know you’ve really become a quote writing guru when reporters rely on your quotes to tell their story, which will ultimately achieve strategic messaging goals and create news value that would otherwise be impossible to convey through typical, factual copy. So, when you’re writing quotes on behalf of your clients, raise their voice, and tell their story!