{"id":26927,"date":"2021-06-15T07:51:24","date_gmt":"2021-06-15T11:51:24","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26927"},"modified":"2024-01-17T10:43:06","modified_gmt":"2024-01-17T14:43:06","slug":"how-to-write-good-press-release-quotes","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/06\/how-to-write-good-press-release-quotes\/","title":{"rendered":"How to write good press release quotes"},"content":{"rendered":"<h2>Add passion, personality to your sound bites<\/h2>\n<p>A frustrated PR pro in one of my workshops said:<\/p>\n<h5 class=\"standalone\">\u201cMost quotes in press releases sound like the teacher in Charlie Brown cartoons: \u2018Wah wah wah wah.\u2019\u201d<\/h5>\n<figure id=\"attachment_26932\" aria-describedby=\"caption-attachment-26932\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26932\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/how-to-write-good-press-release-quotes\/good-press-release-quotes-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png\" data-orig-size=\"300,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"good-press-release-quotes\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Like a real person said it&lt;\/strong&gt; Write quotes that sound human, not like a computer spit them out.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png\" alt=\"Good press release quotes\" title=\"Good press release quotes\" width=\"300\" height=\"300\" class=\"size-full wp-image-26932 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes-100x100.png 100w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26932\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/how-to-write-good-press-release-quotes\/good-press-release-quotes-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png\" data-orig-size=\"300,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"good-press-release-quotes\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Like a real person said it&lt;\/strong&gt; Write quotes that sound human, not like a computer spit them out.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png\" alt=\"Good press release quotes\" title=\"Good press release quotes\" width=\"300\" height=\"300\" class=\"size-full wp-image-26932\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/good-press-release-quotes-100x100.png 100w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/noscript><figcaption id=\"caption-attachment-26932\" class=\"wp-caption-text\"><strong>Like a real person said it<\/strong> Write quotes that sound human, not like a computer spit them out. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/isolated-asian-woman-quote-bubble-184938089\" rel=\"noopener\" target=\"_blank\"><em>Image by charnsitr<\/em><\/a><\/figcaption><\/figure>\n<p>Indeed. Here\u2019s a quote from a Pulitzer Prize-winning series on the declining health of 9\/11 rescue workers:<\/p>\n<h5 class=\"standalone\">\u201cI\u2019m begging for someone to help me,\u201d Valenti said. \u201cI do not want to die.\u201d<\/h5>\n<p>And here are quotes from the late, great UK Press press release quote generator:<\/p>\n<h5 class=\"standalone\">\u201cAnswering the needs of e-tailers, our cutting-edge software product recognises the importance of clicks and mortar operations.\u201d<\/h5>\n<h5 class=\"standalone\">\u201cA turnkey solution, our best of breed product tests the performance of enhanced customer care.\u201d<\/h5>\n<h5 class=\"standalone\">\u201cRepresenting a radical step-change, our new product set tests the performance of enhanced customer care.\u201d<\/h5>\n<p>Sadly, these quotes are so real sounding they could have been plucked randomly from any of the press releases I\u2019ve reviewed this morning.<\/p>\n<h3>\u2018Not natural enough \u2026\u2019<\/h3>\n<p>Too many communicators craft quotes like this:<\/p>\n<ol>\n<li>Write your message.<\/li>\n<li>Choose the third paragraph.<\/li>\n<li>Put quote marks around it.<\/li>\n<\/ol>\n<p>No wonder journalists complain about news release quotes. In a recent Greentarget survey of reporters:<\/p>\n<ul>\n<li>50% kvetched that the <strong>language doesn\u2019t sound natural<\/strong> in press release quotes.<\/li>\n<li>34% groaned that PR quotes <strong>aren\u2019t substantive enough<\/strong>.<\/li>\n<li>9% had <strong>no complaints<\/strong>.<\/li>\n<\/ul>\n<p>\u201cWah wah wah wah,\u201d indeed.<\/p>\n<h3>Write quotes that sound human.<\/h3>\n<p>So how do you get the <em>Wah wah<\/em> out? How do you write good quotes for product launches, blog posts, news stories, press releases and other messages that sound like a human said them, not like a computer spit them out?<\/p>\n<h4><strong>1. Make it personal.<\/strong><\/h4>\n<p>When two-thirds of Californians failed every question on a <a href=\"https:\/\/web.archive.org\/web\/20160314230321\/http:\/publichealthadvocacy.org\/mlresources\/menu%20quiz.pdf\" target=\"_blank\" rel=\"noopener\">fast food nutrition quiz<\/a>, the California Center for Public Health Advocacy distributed a release including this sound bite. The subject matter expert makes the story personal by talking about his own experience with the quiz:<\/p>\n<h5 class=\"standalone\">\u201cI have a doctorate in public health, and I failed this quiz,\u201d says Dr. Harold Goldstein, executive director of the California Center for Public Health Advocacy, who commissioned the poll.<\/h5>\n<h5 class=\"standalone\">\u201cAnd common sense does not help either. Who would think that a large chocolate shake at McDonald\u2019s has more calories than two Big Macs?\u201d<\/h5>\n<h4><strong>2. Take me there.<\/strong><\/h4>\n<p>In a <a href=\"http:\/\/anvils.prsa.org\/silver-anvil-awards\/overview\" target=\"_blank\" rel=\"noopener\">Silver Anvil Award<\/a>-winning release, spokespeople for the California Center for Public Health Advocacy demonstrate how hard it is to intuit the number of calories in a fast food item. The quote pulls me into the room and the demonstration:<\/p>\n<h5 class=\"standalone\">\u201cYou choose,\u201d Assemblyman Mark DeSaulnier prompted the crowded room as he displayed a plate with two Big Macs, one with four hamburgers and a tall chocolate milkshake. \u201c\u2018Which has the most calories?\u201d<\/h5>\n<h5 class=\"standalone\">Except for two insiders who admitted they had seen the study before, not one of the guests in the room chose the milkshake with its whopping 1,160 calories.<\/h5>\n<h4><strong>3. Show some emotion.<\/strong><\/h4>\n<p>This quote from a <a href=\"http:\/\/anvils.prsa.org\/silver-anvil-awards\/overview\" target=\"_blank\" rel=\"noopener\">Silver Anvil Award<\/a>-winning campaign by the Illinois Coalition for Competitive Telecommunications does just that. As a result, it makes a yawn of a topic \u2014 telecom deregulation \u2014 interesting:<\/p>\n<h5 class=\"standalone\">\u201cThis bill is an outrage,\u201d said Gary Mack, executive director of the Illinois Coalition for Competitive Telecommunications (ICCT).<\/h5>\n<h5 class=\"standalone\">\u201cBusinesses and consumers in Illinois have been suffering through the worst service problems in history because of (XYZ Corp.), and now the company is asking us to trust them to provide good service at a good price without any oversight? Do they think we\u2019re nuts?\u201d<\/h5>\n<p>Your quotes should convey humanity, passion and a point of view. How do your quotes stand up against these winners?<\/p>\n<div id='MMC-PR-Quotes' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-85\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Press Release Quotes-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/quote-writing-training-mmc.png\" alt=\"Press Release Quotes-writing workshop, a mini master class\" title=\"Press Release Quotes-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/quote-writing-training-mmc.png\" alt=\"Press Release Quotes-writing workshop, a mini master class\" title=\"Press Release Quotes-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Boost PR coverage with killer bites<\/h3>\r\n\t\r\n<p>25% of reporters rank quotes as the least important element in a press release \u2014 after the boilerplate and dateline (Greentarget).<\/p>\r\n\t\r\n<p>How can you turn lame-ass, unimportant quotes into scintillating sound bites that reporters actually appreciate and use?<\/p>\r\n\t\r\n<p>Learn how to write killer sound bites for your releases and other messages at our <a title=\"Press Release Quotes-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener\"><strong>executive quotes-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/press-release-quotes\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Add passion, personality to your sound bites<\/p>\n","protected":false},"author":6,"featured_media":26932,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[13000,12999,408],"class_list":{"0":"post-26927","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-press-release-quotes","9":"tag-quotations","10":"tag-sound-bites","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write good press release quotes<\/title>\n<meta name=\"description\" content=\"Like a real 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