The Incredible Quote
Wednesday, April 22, 2009 at 02:36PM 
This is the third in a four-part series on credibility continuing through April. Each week we will discuss a different method of improving the credibility of your press releases. Here are links to the first two parts of this series on credibility and statistics.
We’ve discussed several ways to improve press release credibility over the past few weeks. Today, we’ll talk about how the quotes you use affect the overall credibility of your press releases.
Roughly half of all press releases include a quote in some form. As I mentioned in this post, quotes are a great way to ground a release in reality. They help readers make a human connection to your news and inject fact-based releases with opinion.
I liken quotes in press releases and news articles to color commentary on a sports broadcast. They themselves aren’t the full story, but they add spice to the main points and help the transition from one thought to another.
You can do several things to make the quotes in your news releases more powerful. First, stick with the basic rules.
State Facts
We are taught in Journalism classes to quote opinions and state facts. Follow this rule while writing your press releases. Use quotes when they add perspective to your news, not when they are part of the news itself.
My general rule of thumb is: If you were going to say it anyways, don’t say it with a quote. Save the fresh and insightful bits you’ve collected from various sources and use them as quotes.
So why do quotes improve credibility? The answer is simple: Because they come from a specific source instead of an anonymous press release writer. It's always helpful to put a name on the face of your news. However, another thing to consider is...
The Usual Suspects
Most press release writers immediately reach out to the CEO or president of their organization when looking for a quote for their news release. The people quoted in releases tend to be high-ranking officials from within the organization issuing the press release. While it’s always good to have direct quotes from powerful people inside your organization, you should also look for sources on the outside.
Why? Because readers immediately recognize that the source of the quote is partial to the business. It’s in their best interest to provide a favorable quote. Outsiders don’t share the same motivation.
If you want to wow readers, aim to include additional quotes from people outside your organization. Ideally, look for other experts in your field, or leaders in your industry. Quotes from outside the organization tend to hold more weight than quotes from within. Your readers will recognize that the person isn’t there to solely promote your business.
For example, read the following quote:
“Every press release writer should read the Newsworthy blog. It offers valuable tips every week for handling the media and generating press release content.”
Notice that there’s no name attached to the above quote. As a reader, the source of this statement is important to consider. Would this quote hold more water coming from Dave Casali (myself), one of the creators of the Newsworthy Blog at readMedia, or one of our many readers and/or fellow PR bloggers.
Here are two examples of press releases that include quotes from both inside and outside sources:
DEC to Host Youth Fishing Program
PA Turnpike Celebrates start of 101.6 Million Carbon County Bridge Project
The quotes in the links above provide the press releases with a wider perspective, and ultimately improve their credibility.
Don’t Quote A Ghost
On a related note, multiple press release writers have told me they’ve occasionally been asked to craft a statement for a press release and attribute it as a quote from their CEO (or someone else in their organization). I call this “quoting a ghost.”
A quote is a word-for-word statement directly from an individual, not something that the person could have said if they had the opportunity. Keep your quotes honest and never quote a ghost. If you’ve encountered this problem in your office, here’s something that can help:
Keep a Journal
Too many people look for quotes only when it comes time to craft a press release. They schedule time to sit down with their supervisor and pick their brains looking for nuggets to use in their release.
Always keep your eyes (and more importantly, your ears) open for great quotes. They can show up at any time and from unexpected sources. Keep a pen and paper with you, and take note when a supervisor or co-worker says something that could enhance one of your press releases. Keep your notes handy while writing your press releases, and incorporate one from an appropriate source if it fits.
When you're done with your release, don’t simply discard the quotes you didn't use. If you weren’t able to use one in the press release you’re working on, save it - It could fit in the next one.
Quotes are a fantastic method of connecting your readers to your news story. They add weight to the facts you provided in your release by adding a unique perspective. A great quote from a great source will skyrocket your credibility.
Stay tuned for the conclusion of our April series on press release credibility.
