Monday, September 16, 2013
Personal Quotations in your Press Release
If you're Microsoft or Apple or IBM, then it's a good idea to include a quote from your well-known officer or director. But for the other 99 percent of us, our news releases shouldn't include the witty sayings of our founders or COOs.
Computer and business magazines and newspaper columnists rarely print personal quotes, except when they publish feature articles. There are two problems with including quotes in your press release:
(1) If you include quotations, then the editors have to take them out. As a general rule, the more work that the editors have to do, the less likely they'll include your company's press release in their publication.
(2) If the quotation in your press release is important to the message that you want the editors to print, and if the editors routinely remove quotes from the press releases that they use, then they're going to weaken your message by removing this important information.
Take a quick look at the popular computer trade and computer consumer publications. Their "What's New" columns rarely include quotes from company officials. These magazines may have feature articles that include this type of quotation. You can be certain that if the editors want to include a quotation, they will either contact you, or they'll make up the quotation themselves using the material in your press release.
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