By: Rene` McCullough
We’ve all been there. Writing a pitch, press release or media response for our client only to get stuck when attempting to craft a great quote that doesn’t start with cliche words like “thrilled” or “excited.” Well, dread it no longer. Use these seven secrets to guide you in penning the perfect spokesperson quote.
- Bet on the misfit. Use information or wording that doesn’t necessarily work in the press release and then craft it as the quote.
- Goal setting. Ask yourself what’s your goal for the press release? Are you trying to get the public to attend an event, purchase a new item or congratulate a new hire? Once the motive is clear – write the quote with that intent in mind to drive your point home.
- Talk it out. Jump on a quick call with your client to get their perspective in their own words. A five minute call can give you more information to pull from.
- Be genuine. Ditch the “perfect” robot response and show your spokesperson’s human side. Take a moment to find what’s truly exciting about the event and how the spokesperson really feels about it, keeping in conversational and without using jargon.
- Read all about it. Look for the newsworthy tidbit so that the media won’t be able to resist picking up the story. Is there a demand or trend that your client is responding to? If so, a direct quote about it will grab a writer’s attention faster than fluff.
- Duplicate your impact. Give different perspectives by quoting multiple people. If there is another key player, quote them as well – it gives more strength and validity.
- Open availability. Make sure that those quoted are available for interviews and approved what you wrote so they can expand on it.