Most press releases suck. They’re boring, self-indulgent, and written according to the same template everyone else uses for their press releases. One of the most annoying things about the press release template is the boring, lifeless executive quotes it demands. Think about it. When is the last time you saw a press release that didn’t contain 2-3 throwaway quotes from some exec talking about how great his company is?
If you ask me, these quotes just might be the main reason most of today’s press releases are so awful. The quotes are just thrown in there out of obligation, not to add to the story. They’re interchangeable, and most of the time, they’re made up, because no person I know really talks like this:
“A critical focus for Albemarle’s FCS team is to support the efficient development of complex multi-step synthesis’ for our customers,” said Steve LeVan, Division Vice President – Fine Chemistry Services. “Our new lab gives our European customers a convenient way to increase collaboration and consultation with Albemarle scientists, ultimately accelerating the process from idea stage to commercialization.”
Seriously. What the heck does any of that even mean? It’s just a collection of buzzwords and slogans thrown together with a set of quotation marks placed around it. The quote doesn’t add anything to the story, and it just seems to be put in the press release for the sake of being there. In short, it’s a throwaway quote.
So, why do so many press release quotes suck? After thinking about this for a long time, here are some of the reasons I’ve pinpointed.
Take a look at the quotes you use in your press releases. Could they be better?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Grab your free copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: http://www.ereleases.com/insider/bigbook.html