Why most press release quotes are unreadable—and how to fix them

Quotes are a necessary part of a press release, but too often they’re dull and as a result, ignored by readers. But you have the power to change that.

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You can’t have a good press release without at least one or two quotes from a reputable, connected source. For a business press release, this could come from a company spokesperson, the CEO, a valued customer, or another expert in the field.

Failing to include the quote detracts from the legitimacy and the more human aspect of your release.

However, while most people understand that quotes are essential, the vast majority of the quotes are boring and add nothing to the press release. If you removed them, the person reading the release wouldn’t lose a thing.

Most press release quotes are so bad, because:

1. Company executives want to keep things safe and not rock the boat.
2. People are in a hurry and don’t want to dig deeper for something pertinent to say.
3. Press release writers often manufacture the quotes for their clients.

It’s point number No. 3 that I’d like to focus on for a moment.

Regardless of the type of writing, the author holds all the power within his or her pen (or keyboard). The writer has complete license to mold the piece in whatever way he or she sees fit. This logic is traditionally reserved for fiction, but it can be deployed in press releases. Most press release writers manufacture quotes for people, who approve them.

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