Quotes are one of the most powerful elements of a press release. They offer a human voice, convey emotion, and add credibility. But far too often, press release quotes fall flat—sounding robotic, overly promotional, or just plain boring. A well-crafted quote can be the difference between a press release that gets picked up and one that gets ignored.
To help your press releases stand out, here are the best practices for writing quotes that resonate with journalists and readers alike.
Make the Quote Sound Human
The first and most important rule? Write like a person, not a corporate robot. Journalists are drawn to quotes that sound real—not like they were generated by a committee of executives.
Avoid generic phrases like:
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“We are excited to announce…”
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“This partnership demonstrates our commitment…”
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“We believe this will revolutionize…”
Instead, imagine how a real person would speak in a conversation. Use natural language, contractions, and even a bit of personality. A quote should feel like it came from a real interview, not a PR template.
Example:
Bad: “We are pleased to bring this innovative new product to market.”
Better: “This product has been years in the making, and we can’t wait for customers to try it. It’s something we’re genuinely proud of.”
Focus on Insights, Not Information
Don’t use quotes to repeat information that’s already stated in the press release. Instead, use them to provide insight, context, or emotion. The quote should explain why something matters or how it will impact people—not just what is happening.
Let the main body of the release handle the facts. The quote should express perspective, excitement, or even urgency.
Example:
Informational Statement (body of release): “The company will open its new regional office in Austin next month.”
Effective Quote: “Austin has a unique energy and talent pool that we’re excited to tap into. Opening this office is more than expansion—it’s about becoming part of a thriving community.”
Attribute Quotes to the Right People
Always attribute quotes to someone with authority, relevance, and a clear connection to the news. This might be:
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A company executive (CEO, CMO, etc.)
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A key partner in a joint venture
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A respected expert or analyst
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A customer or beneficiary (when appropriate)
Avoid quoting anonymous sources or lower-level staff unless it adds a specific, relevant perspective. Journalists want quotes from decision-makers or stakeholders who carry weight.
Keep It Short and Soundbite-Worthy
Reporters are more likely to use a quote if they can easily lift it for their story. That means short, punchy, quotable lines work best.
Aim for no more than 2–3 sentences per quote. If you need to convey more than that, consider using two quotes from the same speaker spaced apart in the release.
Tip:
Soundbites should be memorable, insightful, or emotionally resonant. A clever turn of phrase, strong opinion, or vivid metaphor can go a long way.
Example:
Strong Quote: “We’re not just building software—we’re building solutions to problems people face every day.”
Best Practices for Writing Quotes in Press ReleasesUse Emotion Where Appropriate
Don’t shy away from using emotion in quotes—especially when the news involves people, impact, or mission-driven initiatives. Emotional quotes help readers (and reporters) connect with the story on a human level.
Emotion doesn’t mean over-the-top drama. It means showing genuine passion, pride, concern, or excitement.
Example:
Emotionless Quote: “We are pleased to donate to this initiative.”
Emotional Quote: “This cause is personal to us. Every child deserves a safe place to grow up, and we’re honored to support that mission.”
Avoid Jargon and Buzzwords
Quotes filled with industry jargon, corporate clichés, or buzzwords will likely be ignored. These words don’t add clarity or emotion—they dilute the message.
Cut out terms like “synergies,” “paradigm shift,” or “cutting-edge solutions.” Keep it plain, direct, and easy for a broad audience to understand.
Example:
Too Jargony: “We’re leveraging a robust suite of AI-driven capabilities to enhance operational efficiencies.”
Better: “We’re using AI to help businesses save time and get more done. It’s all about making things simpler and smarter.”
Align with the Narrative of the Release
Your quote should support and deepen the main message of the press release. Make sure it aligns with the overall tone and reinforces the core takeaway.
If your release is about a product launch, the quote might focus on customer value. If it’s about a partnership, the quote could express shared vision or long-term goals.
Keep in mind that each quote should serve a purpose—it’s not just there to take up space.
Use Multiple Quotes Strategically
If you include more than one quote, use them to add different perspectives. For example:
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The CEO shares the strategic vision
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A partner discusses collaboration
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A customer provides social proof
Each quote should introduce a new angle or expand the story, not simply echo previous points.
Example:
CEO Quote: “This is a major milestone for our company and reflects the hard work of our incredible team.”
Partner Quote: “We’re proud to work with a company that shares our commitment to innovation and integrity.”
Format Quotes Clearly and Consistently
In a standard press release, quotes should be clearly set off in quotation marks and attributed by name, title, and company on the first mention.
Example:
“We built this platform to help small businesses succeed,” said Sarah Patel, CEO of BrightTrack. “Every feature was designed with their needs in mind.”
Avoid starting with “Said John Smith,” as it reads awkwardly. Put the attribution after the quote or within it for flow.
Include Context When Necessary
Sometimes, it’s helpful to include a bit of context before or after a quote to make it more impactful. This could be a sentence explaining the speaker’s relevance or highlighting the situation behind the quote.
Example:
The company’s founder, Jordan Kim, said the journey has been both challenging and rewarding: “We started with an idea and a garage. Now, we’re reaching customers around the world.”
This context helps the quote feel more grounded and meaningful.
Quotes in press releases are more than just filler—they’re your chance to bring your announcement to life, showcase leadership, and engage both journalists and audiences. But to do that, they need to be real, relevant, and readable.
By making quotes conversational, insightful, and aligned with the release’s message, you can increase the chances that reporters will use them—and readers will remember them. Avoid jargon, add emotion when appropriate, and always aim to add value. With these best practices in mind, your next press release will not only inform—it will resonate.