Business Tips

20 examples of great quotes for your press release

20 examples of great quotes for your press release

Writing a good quote for your press release can be quite tricky. Businesses make the mistake of adding a quote just “because a press release needs a quote”. But actually adding a quote that doesn’t bring anything to the story is almost as bad as not including any.

Quotes are here to add a human angle to the press release - they need to add value.

If you’re sending a release to announce a product launch, for example, a classic mistake would be a quote like ‘We’re delighted to have launched a new product’. It looks good but actually doesn’t say anything or add anything to the story.

The key word when it comes to quotes is ‘Insightful’. It should always provide some sort of insight. Don’t use your quote to say something that you could simply say in your content (what, who, where, and when). Use it to bring a personal or emotional angle to your story.

Because you might need some concrete examples I’ve put together a list of good quotes from our customers to help with your next press releases.

Explain the reason why

Explaining the why of your story in a quote can be really good as long as you keep it succinct. You can develop in a paragraph or two of course but you should try to keep the main idea for your quote. It will make your story look way more personal and engaging.

Look at the examples below:

Why now?

Sometimes the reason why is not that easy to explain in a quote. Another interesting angle though could be to explain why now? It’s always a big plus to add some context and some external elements to your story. It binds it to the reality and to the market. That’s what journalists are after, stories that are connected to the news and to the market. So by explaining why you’re doing what you’re doing now, you immediately bring context to your release. See the examples below:

The problem-based quote

The ‘issue-based’ quote is one of the easiest ones to write and it works really well. What assessment is your project based on? What problem are you trying to solve? If you can talk about the sector or market you’re operating in, it will help the journalist visualise the big picture. Including statistics and reporting data can be very helpful in this kind of quote.

The emotional quote

As I said in the introduction, bringing emotion to your press release is a very important if you want to get covered. Quotes are perfect for this because they bring a human angle to your story.

Including powerful words, feelings or sharing a personal experience will help you trigger empathy from the readers. For instance, if you send a release about the GDPR, a good quote would be around this: “Over half of our time is now spent with lawyers working out how to comply - our business is near collapse”. The world ‘collapse’ will make an impression.

Here are two more examples:

The assessment-based quote

Another way to write an outstanding quote is to base it on an assessment, one you have done yourself or even a generic and obvious one. Using this method will help you reinforce the facts and legitimate your point or your story. Here are three good examples.

The figure of speech: Use an analogy or a metaphor

Using a figure of speech as a quote can be effective to catch the attention of a journalist as they will easily visualise it in an article. Actually, many of them shorten or even transform the quotes they have been given because they want them to be more catchy. An analogy or a metaphor is perfect for a journalist’s article because it helps the final reader to visualise the point. It’s almost like an illustration. Look at the great example below.

The inspirational quote

Likewise emotional quotes, including an inspiring one is an excellent way to arouse empathy and to humanise your story. Use words that will have an impact on your reader, talk about your achievements, your struggles, or even talk about universal themes.

The humoristic or punchy quote

Don’t hesitate to be a little bit punchy when writing a quote. Journalists prefer people that have an opinion to share as opposed to a risk-free statement of no interest. Sometimes introducing humour or sarcasm can make the difference. See the example below.


A good quote can make the difference in a press release so focus your efforts on it! Remember that your quote should always add value to your content. To make sure it does there is a little test.

Think about what happens if you remove your quote from the press release. Does it change its significance? Because if your quote doesn’t impact your release, that means that your quote is not quite right yet. Work on it a little longer.

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Written by: Julie Cocquerelle, Marketing Manager