How to use the RIGHT quote in your press release

When you're getting critical media and/or online exposure for your business, your press release needs to have all the right elements. The executive quote is a vital piece.

Instructions

Difficulty: Moderate

Things You’ll Need:

• understanding of the company mission
• the right executive's name
• the correct title
• the "point" of the press release

1. Review the company mission. Think about how the announcement--the topic of your press release--relates to the mission.
2. Determine which executive is the most appropriate source for the media to connect with on the particular issue of the press release. If necessary, talk to him/her about it.
3. Consider the goal of the press release. Is it to get people to call for more information? Is it to prove your company is an expert source on this topic? Tailor your quote to support this purpose.
4. Think benefits. By having the executive point out the ways in which the event/product/whatever benefits members of the target audience, you are engaging the attention of potential users.
5. Think strategically. By connecting the event/product/whatever to the company's strategies to fulfill the mission, you are automatically raising the level of the information to decision-maker interest.

Tips & Warnings

• Keep the language simple and clear.
• Use action words--verbs give a sense of motion and energy to your writing.
• Keep relevant keywords in mind. If you don't know what those are, talk to someone who understands search engine optimization (SEO) before you issue the release.
• Avoid vague language.
• Don't run on your sentences--brief and action-oriented is better.