5 ways to elicit compelling executive quotes

In the nonstop battle for attention, reporters, marketers and PR pros cannot afford to waste words.

Unfortunately, executive quotes in press releases or news articles often sound as though they were written by a robot—or, worse, a committee.

An insipid quote is a lost opportunity. Here’s how to make quotes from executives an asset instead of bland filler:

Add to the story.

The executive quote is a chance to contribute meaningful information to the narrative—offering substance, details or color—not to repeat facts found elsewhere in a press release or article. If a release announces a new round of funding, the executive quote should not be about “how pleased we are with the investment.”

Instead, a more substantive comment might describe plans to use the cash infusion, tout milestones already hit, or articulate specific reasons why the company merited fresh funding.

Use visual, visceral language.

Encourage your execs to share spicy tidbits that readers are likely to remember (and journalists are likely to use).

In an article in which many industry figures are quoted, a visual quote that uses visceral language is also more likely to get prominent “pull-quote” placement.

Using such evocative language also adds depth and color to an executive’s persona.