Adding quotes to your press release is a great way to add interest to them and provide a context for your news. They can add all new dimensions in terms of information, and in relation to the reputation of your company.

“What’s in it for me?”

Journalists see hundreds of press releases and media pitches every day. They are always on the lookout for good stories for their target audience. They will use press release distribution services to help them locate content based on keywords. As they scan the results in the interface, at the back of their minds, they will be asking the question, “What’s in it for me?” on behalf of themselves and their readers, too. In other words, why should they care about your information?

Why a press release?

A press release is used by a business or individual to provide a short, structured story for the media in order to offer the facts about a newsworthy^[1] event that has taken places, such as a product^[2] launch or a live event.

In the case of a product launch, your product will usually be designed to offer a solution to a common problem. The press release will state some of the features and benefits of the product.

Why quotes?

Quotes can also do this, making the information more vivid. Quotes from reviews and testimonials, for example, can provide details about why the product is valuable and why people should do business with your company.

Authority

Quotes can also lend authority^[3] to your business by situating you within your niche. An expert working in your niche or industry commenting on what a breakthrough X product is can really get the media to sit up and take notice. This will mean more media pickups, for more traffic and sales.

The human touch

Quotes also break up the monotony of long, unbroken prose. They lend personality and a human touch to your release. This gives your business a human touch. If your quote is in-house, it gives your release a more personal touch.

Opt for natural quotes

A lot of companies write their own quotes and comment on their own products. The trouble is the wording isn’t usually vivid and interesting, but rather dull and wooden. Worse still, it might be filled with industry-related jargon, or meaningless buzzwords like best, fastest, and so on.