Agree or disagree: are journalists “more likely to pick up quotes than anything else” in a news release?

The last post discusses how to write news releases for maximum pick-up on the Internet, and was prompted by a chapter in a guide written by WordTracker.  WordTracker helpfully included some general tips about news releases.

 

As an “ex-pat” executive of an international PR firm, I disagreed with one of their observations – that quotes are most likely to get picked up and used by journalists.

 

What’s your experience?  Seems to me that quotes by highly credible sources are likely to be picked up, but quotes by local volunteer or Joe-Schmo agency director are not.

 

Better choices:  Data insights (non-profits sit on a goldmine of information about trends, if only they’d mine it with the media in mind) or tying a local cause or organization’s issue to a national trend.  Journalists are often looking for ways to localize a national story.

 

Ring in with what you’re finding.  I know there are a number of PR professionals who subscribe.

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1 Comment

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One response to “Agree or disagree: are journalists “more likely to pick up quotes than anything else” in a news release?

  1. I agree.

    Journalists are quite likely to include quotes in PR, but only if they are authoritative quotes. There are also quite a few other aspects that are important to if you want your story republished in a lot of other places. Writing news has its own set of rules and is indeed one of the most powerful things when done correctly.

    Great post – thank you.

    Highest regards,
    John Alexander
    Director of Search Engine Academy and Author, “Keyword Forensics for SEO”