Master Class #99: Finding the Right Words
Your big press release is ready to go. There's just one thing missing: a quote to tie the story together. Crafting a great quote is not as easy as it seems, and there are a few things to think about before you publicize your statement.
First, your quote has to add something to the story you are telling. It shouldn't just reiterate what the rest of the release already says; it should add an alternative angle that only you can provide.
Next, you need to figure out what tone works best for this particular release. Is it an important budgetary announcement? Then keep your tone serious and straightforward. Is it recapping an entertaining event at the local rec center? Then you can have a little fun.
Finally, be very selective about the vocabulary you use. Strongly charged words like "excited" and "thrilled" don't convey professionalism. Instead, try to emphasize your point without going over the top by using a word such as "pleased."
At Jaffe Communications, we've helped craft quotes for announcements, crisis statements, and everything in between. Give us a call today to make sure you're always finding the right words.
