Quotes in a press release are direct statements from a named individual, such as a CEO, partner, or customer, included within the announcement to add a human voice, credibility, and emotional context to the news.
Ever read a press release that felt robotic, filled with facts but no feeling? That's what happens when you skip the most human part of storytelling: quotes.
A powerful quote can transform your press release from a bland announcement into a compelling narrative. It gives your story emotion, credibility, and a voice journalists can actually use.
Knowing how to use quotes in press releases can determine whether your story gets picked up or overlooked, and quotes are just one piece of understanding the role of press releases in PR as a whole.
In this guide, we'll break down how to format quotes in press releases, who to quote, and what makes a quote truly stand out along with examples and best practices to help your brand sound authentic, authoritative, and relatable.
Key Highlights
- Quotes transform a press release from a factual announcement into a compelling story.
- They add credibility and a human voice that journalists can easily use.
- Properly placed quotes support your main points without disrupting the flow.
- Short, conversational quotes are more memorable and shareable.
- Selecting the right spokesperson strengthens authority and relevance.
- Following formatting best practices ensures clarity, readability, and professionalism.
What Are Quotes in a Press Release?
Quotes in a press release are direct statements attributed to a specific person, typically a company executive, partner, customer, or industry expert, that are included within the body of the announcement. They are written in the first person, enclosed in quotation marks, and credited to the speaker by name and title.
Unlike the factual body copy of a press release, quotes offer a human voice. They express perspective, emotion, and opinion in a way that plain facts and figures cannot. A quote from a CEO reacting to a product launch, or a customer speaking to the impact of a new service, adds a layer of authenticity that makes an announcement feel like a real story rather than a corporate statement.
For journalists, quotes are especially valuable, they serve as ready to use soundbites that can be lifted directly into a news article without additional reporting.
Why Do Quotes Matter in a Press Release?
Quotes are what transform a dry announcement into a story worth covering. A well placed quote from a CEO, customer, or partner gives journalists a compelling reason to pay attention, and a ready made line to use in their coverage.
They also build credibility. When a named, authoritative voice speaks to the significance of your news, it carries far more weight than the company simply stating it themselves. Beyond media pickup, quotes break up dense text, improve readability, and give your announcement the human element that resonates with readers.
The Power of Quotes in a Press Release
A press release is your official story. But without quotes, it reads like a data sheet: informative but lifeless. Quotes breathe energy into it, turning cold facts into relatable stories.
Quotes add dimension to your announcement, shifting your message from purely factual to emotionally engaging, something readers and reporters can connect with.
Why Quotes Matter in a Press Release?
- Human perspective: Facts inform, but quotes persuade. They help readers emotionally connect with your message.
- Credibility: A quote from a real person: especially a CEO, founder, or partner gives journalists something verifiable and trustworthy.
- Emotion: Instead of repeating facts, quotes explain why the news matters and how it impacts people.
- Storytelling: They help journalists shape a narrative, not just report an event.
Like a boilerplate in press release, quotes are the heartbeat of your story - the bridge between your company and the public. They make your message sound human, confident, and authentic.
How to Use Quotes in Press Releases?
Think of quotes as the emotional glue that binds your story together. They shouldn't feel like add ons but flow naturally within your message. When used strategically, quotes make your announcement stronger, more relatable, and easier to digest.
1. Introduce Quotes After the Lead
After your opening paragraph, once you've established what the news is and why it matters - use a quote to express the emotional or strategic "so what."
Example: "This milestone reflects our mission to make digital payments effortless for everyone," said Aisha Khan, CEO of FinPay.
2. Use Quotes to Support Key Points
Each major point in your press release can be reinforced with a quote:
- Product launch: CEO or founder expressing vision
- Partnership: a collaborator emphasizing shared goals
- Event: organizer showcasing purpose or excitement
3. Limit to One or Two Quotes
More than two quotes can clutter your release. One impactful quote near the beginning and another reinforcing one near the end is ideal for balance.
4. Keep the Flow Natural
Read your draft aloud. Quotes should feel like part of the story, not interruptions. A smooth flow ensures your message stays conversational and easy to follow.
How to Write a Quote for a Press Release?
A good quote makes a press release more human and interesting. It should explain why the news matters, not just repeat it. Here's how to write a quote for a press release:
1. Make it Conversational
Write the quote as if the person is speaking naturally. Avoid using fancy words, corporate jargon, or buzzwords that sound forced. The goal is for readers to feel like they are hearing a real human opinion, not a scripted statement.
2. Keep it Short
A quote should be brief and easy to read, usually one or two strong sentences. Journalists prefer short quotes because they can include them directly in their story. Long, wordy quotes often get ignored or cut down, losing their impact.
3. Add Value
Your quote should give insight or context that isn't already in the press release. Share an opinion, explain why the news matters, or highlight the significance of the product launch announcement. Don't just repeat facts; give the reader a reason to care.
4. Show Emotion and Personality
A quote is an opportunity to add warmth and character to the press release. Use words that show excitement, pride, or passion about the news. This human touch makes the statement memorable and relatable.
5. Attribute Properly
Always mention who is speaking, including their full name, job title, and organization. This gives credibility to the quote and helps journalists understand the authority behind the statement. Never leave the speaker unidentified.
How to Format Quotes in a Press Release?
Even the best written quote can lose impact if formatted poorly. Proper formatting ensures clarity, readability, and professionalism.
1. Use Proper Quotation Marks
Always enclose quotes within double quotation marks (" ") to clearly separate the speaker's words from the rest of the text.
Example: "This launch marks a new chapter in sustainable technology," said Liam Hayes, CEO of GreenWorks Energy.
2. Attribute Clearly
After the quote, include:
- Full Name
- Title
- Organization
This helps journalists understand who's speaking and why their words matter.
3. Keep It Short and Natural
Press release quotes should sound authentic, avoid over-formality or corporate jargon. Limit each quote to one or two sentences for readability.
4. Follow Placement Rules
Your first quote should come right after the opening paragraph, once the main facts are presented. A second quote can be added later to reinforce credibility or add a new perspective.
5. Avoid Overformatting
Don't italicize or turn quotes into images. Those may harm SEO and accessibility. Stick to clean, readable text.
And if you're wondering, Should quotes be italicized in press releases?
No. Journalistic standards like AP style use quotation marks, not italics.
Where to Place Quotes in a Press Release?
Placement determines visibility. The right placement helps your quotes make maximum impact.
- After the lead paragraph: Use your first quote once you've introduced the main announcement.
- Near the end: Add a second quote to reinforce or summarize the key message before the conclusion.
- Keep it seamless: Quotes should support, not interrupt the narrative flow.
Example: "We believe this partnership will redefine energy solutions across the region," said Daniel Cruz, Managing Director at SolarSync.
Placed right after the partnership announcement, it adds emotional context without breaking rhythm.
Who to Quote in Press Release?
Not every voice carries equal weight. The right quote adds authority; the wrong one can dilute your message.
Common Spokespeople
- Company Leadership: CEOs, founders, or senior executives add strategic authority.
- Product Experts: Product managers or researchers can lend technical credibility.
- Partners or Collaborators: Perfect for joint ventures or alliances to show shared purpose.
- Customers or Users: Provide real-world validation and authenticity that journalists value.
How to Choose the Right Spokesperson?
Ask: Whose voice best strengthens the story?
For product news, it's usually the CEO. For technical releases, perhaps the lead engineer. Aligning the speaker with the message ensures the quote feels relevant and trustworthy.
Press Release Quote Examples
Below are sample press release quote examples showing tone, clarity, and balance.
1. Product Launch Example
"This launch represents a major step in simplifying online payments," said Alex Rivera, Founder of PayX. "Our goal is to empower businesses to grow globally."
2. Event Announcement Example
"We're thrilled to bring together innovators from across the industry," said Priya Shah, Event Director. "This conference is about turning great ideas into real impact."
3. Partnership Example
"Partnering with EcoTech aligns perfectly with our vision of a sustainable future," said Maria Lopez, CEO of GreenEnergy. "Together, we're building solutions that last."
4. Award or Recognition Example
"This award is a testament to our team's commitment to quality and innovation," said Kevin Brown, Head of Product at BrightWorks. Each example adds a human, authentic voice that enhances the story instead of repeating it.
Common Mistakes to Avoid When Using Quotes
Even seasoned PR professionals can make errors that weaken a quote's impact. Avoid these common pitfalls:
- Sounding robotic or overly polished: Authentic emotion wins over perfect phrasing.
- Repeating facts: Quotes should interpret, not restate.
- Using too many speakers: Stick to one or two key voices.
- Fabricating quotes: Only use verified, approved statements.
- Forgetting context: Each quote should directly support the announcement.
Best Practices for Strong Press Release Quotes
Journalists love concise, genuine quotes they can pull directly into articles. Follow these simple do's and don'ts:
Do's
- Keep quotes conversational and short.
- Use them to highlight emotion, impact, or vision.
- Match tone to your audience (formal for B2B, relatable for consumer).
- Always include the speaker's full name and title.
Don'ts
- Don't use honorifics like Mr., Ms., or Dr.
- Don't make quotes sound like ads.
- Don't overuse buzzwords like "cutting-edge" or "revolutionary."
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Conclusion
In the end, quotes are what turn your press release from informative to inspiring.
They bring life to your announcement, give readers a human connection, and make your story more valuable to journalists.
When written with clarity and authenticity, a great quote can make your release not just readable but reusable by helping your story travel faster and further.
So next time you write a press release, remember:
- Write for humans, not algorithms.
- Quote with purpose, not habit.
- And above all, make every word count.
Frequently Asked Questions
What is a quote in a press release?
A quote in a press release is a direct statement from a named individual, such as a CEO, partner, or customer, included within the announcement to add a human voice, credibility, and emotional context to the news.
Why are quotes important in a press release?
Quotes give journalists a ready to use soundbite, humanize an otherwise factual announcement, and increase the chances of media pickup by making your story more compelling and relatable.
How many quotes should a press release have?
Most press releases work best with one to two quotes. Too many quotes dilute the key message and make it harder for journalists to identify the core story.
Can you use a customer quote in a press release?
Yes. Customer or partner quotes add third party credibility and real world impact, which often carries more weight than a quote from the company itself.
How do you write a quote for a press release?
Keep it short, authentic, and conversational. Express insight or emotion instead of repeating facts, and always include the speaker's name, title, and company.
What is the best format for quotes in a press release?
Use double quotation marks and include full attribution after the quote. Avoid italics or images.
Who should be quoted in a press release?
Typically, company leaders, partners, or subject experts who can lend authority and credibility to your announcement.
Where should quotes go in a press release?
Place the first quote after the lead paragraph, and an optional second one near the end to reinforce key messages.
How long should a press release quote be?
One to two sentences. Long quotes lose reader attention and are less likely to be used by journalists.
