Stop Using Meaningless Quotes

When I was asked to help present a webinar on pitfalls to avoid in public relations writing, I knew immediately that I wanted to talk about bullshit. As in the kind of bullshit quotes that unfortunately are too common in news releases.

How many times have you seen (or written) a quote like this:

"We are so excited to announce a unique partnership that will innovate efficient technologies and synergize dynamic e-commerce, enabling 24/365 e-tailers to utilize impactful systems to scale up distributed solutions while embracing mission-critical initiatives." *

Don’t lard your writing with BS that is full of jargon and dances around the meaning. Journalists can spot inauthentic quotes. So can your other readers, such as customers checking out your website. Don’t alienate them.

If your CEO really wants to be quoted, use their real words — if they’re meaningful. Or, write a meaningful quote for them and get their approval to use in your news release.

Remember, quotes should illuminate or support your main point. They shouldn’t leave readers feeling confused.

Another tip: You don’t always need a direct quote. Really. It’s perfectly OK — and often preferable — to paraphrase for clarity.

A Simple Test

Here’s an easy test to help you determine whether a quote is worth including in your news release, blog post or other communications:

• What happens if you remove the quote? Does that action have any impact? Are you now missing a key point or an interesting anecdote that makes the news release easier to read?

• If removing the quote has no impact, leave it out.

• If you really need to include the quote (say, perhaps, your boss insists), rework it until it matters.

• If removing the quote has no impact, and you’re under no pressure to include it, then leave it out. Your news release will be better for the omission.

What are your tips for improving quotes in news releases? Please comment below and help out your public relations and marketing colleagues.

*An actual quote I pulled from a press release. I did not write it.