11 Tips for Writing Quotes Journalists Will Want to Use
What makes a quote stand out to reporters
Reporters are under pressure to write fast and keep readers engaged. Your quote is more likely to be included in a story if it makes a bold claim, states a clear opinion, says something surprising or sounds confident and sharp.
Quotes often get cut because they’re full of fluff, jargon or recycled lines that don’t add anything new.
The advice I’m about to give won’t apply to every story or every publication but as a general rule: if you wouldn’t say it in a bar, don’t put it in a quote.
Keep it short. Aim for around 100-120 words separated into two punchy paragraphs.
Avoid statistics/percentages in quotes. Put the figures and data points in the body of a release.
Make sure the quote reflects the headline. I often receive strong press releases with a PUNCHY headline but those best bits are mentioned there only and don’t appear again. This makes it tough to quote as it can’t be attributed to a person. If the release promises something bold, the quote should back it up by repeating those words.
Start strong. No throat-clearing. Quotes usually start with vague, polite nothings. Send things like “We’re pleased to...” and “This represents an exciting step…” to the shredder! I’m also an advocate for banning “We welcome…” from your quote vocabulary.
Finish with what you want to see next. It can be helpful to end a quote with what you see being the next steps or specific calls to action. This can help a journalist transition into the next part of a story with a natural link.
You’re not writing an advert. Don’t mention your company or product name at all in a quote. That will likely be in the body of the story. If it reads like an ad, it’s getting cut.
Add perspective, opinion or analysis. Say something that adds, not just repeats. That’s what makes it quote-worthy. Tell us why what you’re talking about matters.
Be punchy! A great quote gives an editor a snappy line that could be the headline and it gives a reporter a strong way to kick off a story.
Ditch the jargon! No one talks in buzzwords either. Strategic partnership? Leverage? Synergy? Get rid of it!
Let different stakeholders say different things. Too many releases have multiple quotes from several spokespeople which say similar things.
Test your quote out loud... literally. Read your quote out loud in a normal tone of voice. If it feels awkward, robotic or like something you’d only say in a keynote at Davos, it probably needs tweaking.
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