How to Use Quotes in a Press Release: Format & Examples
Journalists today are inundated with dozens of press releases per week, and it’s difficult to stand out in such a crowded media landscape. To succeed, your press release needs to offer more than dry facts and figures. It needs a human element that compels journalists to take notice.
This is where strategic quoting comes in. Press release quotes add an authentic voice and emotional context, drawing attention and driving engagement. They’re what transforms a mundane announcement or event into a potential news story.
Why Quotes Matter in Press Releases
Press release quotes are powerful storytelling tools that add personality and depth to your press release. When thoughtfully crafted, they can highlight key messages, reinforce brand values and build credibility – whether through third-party validation or expert voices from within your organisation.
Quotes in press releases also enhance your announcement’s readability by breaking up dense text, humanising your story and making it more engaging for readers. Most importantly, well-written quotes boost the chances of media pickup, offering ready-to-use soundbites that journalists can instantly use in their stories.
How to Format Quotes in a Press Release
Formatting press release quotes correctly ensures they are clear, stand out and maintain a media-friendly format. Here are some standard press release quote format guidelines to follow:
Use quotation marks: Every quote should be enclosed in double quotation marks to clearly distinguish it from the rest of the content.
Example: “Our new product presents a breakthrough in sustainable technology,” said Jill Smith.
Attribute your quotes: After the quote, attribute it to the speaker with their full name, title and organisation.
Example: “This milestone will revolutionise the industry,” said Jill Smith, CEO of AgroSphere.
Follow AP Style Guidelines: Adhere to Associated Press style guidelines for punctuation, capitalisation and attribution. This will make your press release more media-friendly and ensure that your quotes are ready for direct, immediate use.
Break up long quotes: If a quote is too long, break it into two smaller quotes with attribution in between. In the below example, the first sentence provides a strong, standalone statement, while the second builds on the first and offers forward-looking insights.
Example: “This partnership represents a major step forward for our company as we continue to push the boundaries of innovation and customer service,” said Jill Smith, CEO of AgroSphere. “By working together, we can pursue new opportunities for growth, deliver greater value, and set a new standard for excellence in the industry.”
Use block format for longer quotes: For quotes longer than three lines, use a block quote format by indenting the entire quote for visual separation. This helps maintain readability and increases visibility for longer statements, which can be useful for readers who scan announcements.
Consider using pull quotes: Pull quotes are set off from the rest of the text using a larger font or a text box. Formatting a strong quote this way in a press release can draw attention to it and make it even more powerful.
Press Release Quote Placement: Beginning, Middle or End?
Strategically positioning your press release quotes throughout your announcement ensures that they stand out and make the greatest impact. Here’s how to decide where to place them.
Beginning: Grab Attention Early On
If you’re looking to hook the reader’s attention right away, placing a quote at the beginning of your press release will do the trick. This sets the tone for the entire announcement, adding instant human perspective, emotion and authority to your opening paragraph. It also gives journalists a strong soundbite early on.
You can place quotes at the beginning of a press release when:
Announcing major milestones (i.e., mergers, product launches or acquisitions)
Sharing a bold or provocative statement from a company founder, senior executive or industry expert
Introducing a new vision, strategic direction or significant market shift
Example: “This achievement marks a turning point for our industry, as we redefine what’s possible with AI-driven technology,” said Jill Smith, CEO of AgroSphere.
Middle: Support Key Messages
Positioning a quote in the middle of your press release – after you’ve introduced the main details – enables you to back up claims and add insight to factual information. By this point, the reader has context, and the press release quote helps emphasise the significance of the news.
You can place quotes in the middle of a press release when
Reinforcing claims with statements from partners, customers or company executives.
Providing expert analysis, opinions or internal perspectives.
Adding human context or emotional depth to facts and figures.
Example: “This feature has given us much more workflow control and flexibility. At FreshHarvest Co., we’re experiencing increased efficiency across the board,” said Mark Dunne, Supply Chain Manager at FreshHarvest Co.
End: Leave a Lasting Impression
Placing a quote at the end of a press release creates a strong closing statement, and can help reinforce a call-to-action or a final takeaway. Ending with a press release quote that offers an inspirational message, a forward-looking statement or a lasting impression will make it easier for your audience to remember the final message.
You can place quotes at the end of a press release when:
Addressing the company’s future vision or goals.
Reinforcing a call-to-action and prompting further engagement (such as inviting media inquiries).
Closing with a message that inspires excitement, anticipation or confidence in the reader.
Example: “This is just the beginning,” added Jill Smith, CEO of AgroSphere. “We’re committed to driving even greater value for our customers in the months ahead.”
5 Tips for Writing Effective Quotes
A press release with quotes that are well-written is more likely to stand out. Here’s how to write press release quotes that reinforce your message, add personality and captivate your readers and journalists.
Get Quotes from the Right People
When an influential voice endorses your company, it carries more weight than self-promotion. Attributing a quote to someone authoritative will instantly boost the credibility and visibility of your press release, making it hard to ignore.
While you want your press release quotes to be authoritative, you don’t have to limit them to executives or CEOs. Quotes can come from a variety of stakeholders. Consider including quotes from customers, partners, employees or industry experts to make your press release more relatable and offer the value of different perspectives.
Think of it this way: An executive perspective highlights strategy, vision, and insight into the company’s direction. A customer perspective showcases real-world impact and tangible benefits. A partner perspective emphasises collaboration and industry relevance.
Finally, try to include quotes from diverse voices across a range of ages, genders and ethnic backgrounds to help broaden your audience appeal.
Keep It Conversational
The most effective press release quotes sound like something a real person would say in conversation. Avoid polished language, technical or corporate jargon and buzzwords. The more human-sounding the quote, the more relatable, and the more likely it will be picked up by the media.
Avoid: “Our proprietary, market-leading, AI-enabled platform leverages cutting-edge innovation to drive unparalleled efficiency.”
Use: “This new technology helps companies work smarter, faster and much more efficiently.”
Be Concise
Journalists prefer short, punchy quotes that they can use as-is. Stick with one to two sentences that deliver key messages and avoid long-winded quotes. Focus on clear statements and remove unnecessary words.
Avoid: “We’re proud to announce this exciting new feature, which offers customers a suite of customisable options designed to increase efficiency, reduce errors and provide deeper insights – all in an intuitive interface.”
Use: “This new feature gives customers greater efficiency, fewer errors and deeper insights.”
Include Forward-Looking Statements
Quotes about your company’s plans for the future signal growth, ambition and relevance and are more likely to draw attention. Try to use emotional language that triggers enthusiasm and highlights future potential.
Example: “This partnership is a game-changer for our industry. It opens doors for innovation and customer impact in ways we’ve never seen before,” said Jill Smith, CEO of AgroSphere.
Offer Insight, Not Repetition
A press release quote should bring a fresh perspective or emotional insight instead of rehashing information that’s already been stated in your announcement. Use quotes that highlight impact and significance.
Avoid: “Today marks the launch of our new product.”
Use: “Today’s launch marks a new era for our company,” said Jill Smith, CEO of AgroSphere.
Impactful Press Release Quote Examples
The most effective press release quotes do more than fill space – they add depth, emotion and credibility to your story. A strong quote can highlight a key message, provide unique insight and offer a powerful soundbite that journalists can instantly lift for their coverage. Below are some examples of quotes in press releases that demonstrate how the right words from the right people can help you write a press release that is engaging and newsworthy.
CEO Agreement Announcement Quote
The press release “Honeywell and Bombardier Sign Landmark Agreement” contains a quote placed at the beginning of a partnership press release. It’s the perfect example of a press release quote that highlights strategy, vision and partnership:
"This is a tremendous opportunity to co-innovate and advance next generation technologies, including Anthem avionics and engines," said Vimal Kapur, Chairman and CEO of Honeywell. "Growing our long-term collaborative relationship with Bombardier is directly connected to Honeywell's focus on compelling megatrends -- automation, the future of aviation and energy transition."
Industry Trends Quote
In “S&P Global Mobility Forecasts 89.6M Auto Sales Worldwide in 2025,” an analytics giant forecasts important auto industry trends. The release uses multiple quotes and even includes a pull quote. The following quote is an especially good example of providing fresh insights from an authoritative industry figure:
"The auto industry continues to navigate uncertain terrain as we enter 2025, particularly as we anticipate universal tariffs," said Mark Fulthorpe, executive director of global light vehicle forecasting for S&P Global Mobility. "During 2025, the production landscape will change dramatically, as global trade slows, and as retaliatory measures are likely to emerge."
Product Launch Quote
Here’s an example of a press release quote placed at the end of a product launch press release. The quote in “Defense Diagnostics Launches Defent One All-In-One Fentanyl Detection Device” provides emotional context and a forward-looking vision that highlights future potential:
"Our team has dedicated the last two years to developing the most user-friendly testing device with one goal in mind: putting an end to accidental overdose deaths. Too many of us have experienced the pain of losing loved ones to a single, avoidable mistake," said Ahmad Hussain, CEO & Founder of DEFENT. "Our next step is to ensure widespread accessibility to Defent One by partnering with various retail channels and advocating for government organisations to allocate opioid settlement funds toward their intended purpose."
Start Writing Press Releases That Get Noticed
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FAQs About Press Release Quotes
What is the purpose of a quote in a press release?
Press release quotes add personality, credibility and emotional context to your announcement, making your message more engaging and newsworthy. It also makes it easier for journalists to turn your release into a story, so they’re more likely to cover your news.
Should I always include quotes in a press release?
Although well-crafted press release quotes can enhance your story and increase the chances of media pickup, they aren’t always necessary. To test a quote’s value, try removing it and see if the message still stands strong. If it does, the quote may not be necessary.
Are quotes italicised in press releases?
No, according to AP style guidelines, press release quotes are enclosed in double quotation marks and are not italicised. However, while you should keep quotes to two sentences, if you do have a quote that’s three sentences or more, you can use a block quote format, which means putting the quote in its own paragraph and indenting it.
Can I use multiple quotes in a press release?
Yes, but try to limit them to one or two key voices that add unique perspectives or insights. Too many quotes can clutter your press release and reduce its impact. Quality beats quantity, and journalists prefer a few powerful soundbites over a series of unremarkable statements.
Quotes are just one way to add interest to your press release and make it more engaging. For more in-depth tips on creating a press release that gets noticed, including the best format and how to write a standout headline, download our Definitive Guide to Crafting an Engaging Press Release now.