Mandy Collins & Associates

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Flip the script to get the most out of quotes

I see a common mistake in press releases, which is to start off quotes with the name and fancy title of the company spokesperson, and only after those many and boring words, to get to the quote itself.

Try flipping the script – usually what is being said (if you’ve done your job properly) is more interesting than who’s saying it. And those long, complicated and overblown titles are super boring to read. (Sorry, but I call it as I see it.)

So, NOT: Joe Bloggs, general manager of spouting as many business buzzwords as possible, says: “Interesting and overly long quote goes here with so many parts that if you read it out loud you would run out of breath.”

RATHER: “Interesting quote goes here,” says Joe Bloggs, general manager of spouting as many business buzzwords as possible. “The quote used to have so many parts that if you read it out loud, you would run out of breath.”

And yes, before you ask, job titles don’t need capital letters unless they are recognised acronyms like CEO or MD, or contain proper nouns, such as the names of countries or continents.

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