Why include a quote in your press release?
Far from being mere extra lines in a press release, quotes (also called “verbatims”) serve both the media and communicators. Concretely, a quote is a short statement from an executive, a partner or an expert that sheds light on a subject. It allows journalists to support an article and include an opinion or a stance without breaching their code of ethics.
For communicators, a quote is both a way to bring context and relevance to the press release and a lever for visibility in AI search engines. According to a Yext study, 44% of the citations used by generative AI come from brand websites.
Press officers therefore have every interest in optimizing their press releases and making them easily accessible on their website in order to appear in AI answers. All the more so as, according to the Mediaddress report, 73% of journalists use artificial intelligence in their work, 36% of them for research purposes.
How do you write a good quote?
Inserting a quote into a press release cannot be improvised. It must follow an editorial logic from the moment the press release or press kit is written.
First and foremost, it must add information to the body text and not be redundant. If, for example, you remove it and the content remains just as clear, it does not add enough value. A relevant quote must always provide additional insight.
Also avoid long verbatims packed with superlatives such as “We are absolutely delighted and extremely proud of this exceptional expansion, which will revolutionize our growth and radically transform our presence on the international stage.” Prefer short wording of one or two sentences that is factual, clear and provides context. The quote must also convey a single idea so as not to dilute the message.
Finally, it is also mandatory to attribute the quote to a specific person since, as a reminder, journalists expect sourced content. A quote without attribution will never be picked up.
In what context should you use a quote?
Including a quote remains optional and depends on the type of press release and the message you want to convey. It can notably be used to:
- Explain a strategic vision: express an executive’s ambitions after a fundraising round, a merger or the publication of financial results.
- Provide social proof: give the floor to a third party (satisfied customer, partner) to strengthen credibility and demonstrate the concrete value of your action on the market.
- Make an innovation accessible: allow an expert to translate a technical or scientific subject into concrete, understandable benefits.
- Comment on data: analyze the results of a study or a survey and draw out the key trends.
Which profile should you choose for a quote?
Quoting a person’s words is only worthwhile if they are legitimate on the subject of the press release. The choice of profile rests above all on the chosen editorial angle.
For example, for the launch of a pair of sneakers made from recycled marine plastic, turn to the brand’s research and development director to detail the manufacturing method. Conversely, for the launch of medical cybersecurity software, giving the floor to the marketing director may prove counterproductive, because the message risks sounding too commercial and failing to convince the journalist. In this case, favor the chief technology officer or a physician user who can provide factual feedback.
Where should you place a quote in a press release?
Where should you place your quote in your press release: at the end, at the beginning, in the middle? There is no right or wrong answer. At the start of the press release, the quote immediately establishes the importance of the information and sets the tone for the announcement. In the body of the text, it provides additional analysis or insight. At the end of the press release, it allows you to conclude, mention next steps, or leave the reader with a key takeaway.
Ultimately, the placement of your quote depends on the angle of your press release and the objective pursued. Place it where it adds the most value and helps reinforce the overall message.
- A quote must provide new insight and never repeat what the press release already says.
- Favor short, factual, figure-based wording over superlatives.
- A quote should convey only one idea at a time.
- Always attribute the quote to a specific, identified person: without a source, it will not be picked up.
- Choose the most legitimate profile according to the angle of the press release.
- Placement depends on the desired effect: immediate impact, analysis or conclusion.
- A well-sourced press release that is accessible online also improves your visibility in generative AI answers.
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