October 2011
Core. BtoB marketing essentials
from Arketi Group
Tips for Powerful Quotes That Get Noticed

News release quotes are often the most underutilized communications tool at a PR pro’s disposal. Wire services are flooded with quotes from executives saying how excited, grateful, honored and thrilled they are about a new partner, employee, award or product release.

Let’s get real: who talks like this? Certainly no executives we have met.

It’s time we all took an objective look at the quotes we’ve written before claiming we aren’t guilty of this practice. When you consider the function of the quote in the release, you start to realize its significance–it is the voice of the executive, often the CEO.

Think about that – the voice of the CEO.

Yes, the PR team is truly inserting words into the mouth of the most senior person of the organization. This is no small responsibility.

Quotes in releases have determined company policies, influenced political decisions and inspired strategic vision. Quotes have cost people jobs, sent stock prices plummeting and driven customers to competitors.

These maybe extreme cases, but the point remains: the quote is a far from trivial element and should be treated accordingly. Here are suggestions for crafting powerful quotes that get noticed.

Tip one
Write the way people speak. Quotes are meant to be the true voice of the person being cited. If you find yourself using a superlative or figure of speech that belongs only on an SAT test, you are most likely are not writing the way your executives speak.

Tip two
Use your quotes to add information - not reiterate statements already made. Powerful quotes that help further the story are more likely to be used by a reporter. Ensure your quotes add new or deeper information about the subject of the release.

Tip three
Incorporate your organization’s name into your quotes. When the release involves a customer or partner, it’s also appropriate to include their name in your quote. In this case, turnabout is fair play. Use the opportunity to say something substantial about the other organization – then create a quote from them that says something meaningful about you. This creates a testimonial that, once on record, can be pointed to again in the future.

Tip four
Avoid clichés like the plague. (See what we did there?) Use anecdotes, facts, figures and real-life experiences as content for your quotes. Think of a quote as a mini-speech set within a very short story.

While this is not an exhaustive list, incorporating these four tips will result in releases with the power to influence, engage and drive interest from both media and customers.

If you are looking for assistance with a public relations or marketing campaign, we’re always happy to help. Start a dialogue with Arketi at core@arketi.com

BtoB Tech PR and Marketing Firm Arketi Group Ranks on Inc. Magazine’s Annual Inc.500|5000 for Fourth Consecutive Year

Inc. magazine ranked Arketi Group, a high-tech business-to-business public relations and digital marketing firm, on its fifth annual Inc. 500|5000. The list is an exclusive ranking of the nation's fastest-growing private companies and represents the most comprehensive look at the most important segment of the economy—America’s independent entrepreneurs.

Vote for Your Favorite Arketi Pumpkin Today

Arketi’s annual pumpkin carving contest is here! You never know what celebrities, characters or interpretations of the latest news you might find. Just visit our blog to VOTE for your team of choice and find out which pumpkin is in the lead.


Arketi    
Send feedback Listen to our podcasts Read our blogs
 
© 2011 Arketi Group | 404 929 0091 | core@arketi.com