Why your quotes have no juice for reporters
The ability to provide a good quote is the lifeblood of your media relations efforts. Here are some ways PR pros can refine their offerings to journalists.
Why are these two or three sentences so hard to formulate?
Sometimes they are the most time-consuming sections of documents PR pros put together.
Through experience, feedback and education, PR pros can glean helpful tidbits to create quoteworthy statements.
Here’s a collection of anatomical components that make a good quote and how you can use them to better represent your organization to the wider world:
1. First, keep in mind that a quote is the only place where you can editorialize.
The body of any release should be facts-based, which helps reporters put together their stories. In your press release, quotes should be the only section in which your organization editorializes. That means your commentary, analysis and opinion should come from someone and can make a great quote.
2. Answer the question, “Why is this important?”
Quotes should put the announcement, event or milestone into the broader context of the industry, company or climate. Include the newsworthiness of your announcement in this section so stakeholders understand the impact.
3. Make sure the quote adds color and context.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
