Crafting Effective Quotes for Media Releases
By Pauline A. Howes, PRNews
Strong quotations can add value, credibility and depth to news releases.
Commonly accepted guidelines for news releases include using the style, content and tone of news articles and feature stories. This makes a release more compatible with media outlets’ styles.
Additionally, a news release or feature article posted on an organization’s website is as likely to be viewed by the general public as reporters. This makes it even more important that PR-generated content reflect the qualities of published work.
Since quotes are an integral part of journalistic writing, they must be a part of a good news release.
Adding Quote Impact
Rather than including basic factual information in a quote, use them to touch on a news item’s significance, encourage people to act or add perspective that strengthen the story.
The tone of news releases and quotations should be straightforward and objective. Superlatives and claims come across as persuasive marketing or advertising. As such, temper phrases such as “the greatest,” “the leading,” “the most effective” and “the best.”
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