The work of PR and comms specialists has evolved in recent years to include new formats. But among the abundance of options to choose from when putting a message out into the world, such as video, infographics and social media posts, there’s a classic that endures: the good old press release.
This format is timeless for a reason. Mainly, because it is media friendly as journalists can easily pick out the most relevant information. This means it is also useful to convey information to regulators, investors, analysts and stakeholders who can understand the significance of the announcement at a glance.
Although press releases are typically formal, they offer organisations the chance to add a personal touch by including quotes from key individuals involved in the endeavour. While some executives prefer writing their own quotes, we are often asked to suggest a first draft when we write the release. Our younger team members find this quite surprising or even struggle with the task (how I am supposed to know what the CEO wants to say!?) but in essence it is quite simple.
One of our partners, who shall remain nameless, often tells us he “hates a boring quote”. So, first tip: don’t be boring.
There are several ways that you can take advantage of this space and avoid repetition. One option is using the quote to make a related point to support your story. If you are announcing a new product, you can mention there how other products in your suite are faring or what your product pipeline looks like for the future. If the press release is well written, you will have already mentioned why you are launching this specific product so reiterating those points can be a waste of a quote.
Another option is using this space to share more general messages about your company, that wouldn’t necessarily be included in the formal part of the release. For example, any strategic moves you are executing (expanding into a new market, growth in a business line), any recent or future recruiting efforts (welcoming a new hire to a growing team) or messages about corporate culture and mission that tie back to the announcement.
Using this space, which is rarely edited or shortened when picked up by the press, to share the human side of the work can also be a good way of showing a leader’s personality. This can include celebrating teams and partners involved, sharing some anecdote about the process or providing insight into how this will improve client experience.
Quotes are an opportunity, and they are not mandatory, so putting a little effort into them is worth it to add impact to your messages.