Writing for an audience of business journalists can be tedious. You want your story to catch their eye, but the language of business news ties your hands and holds you to a monotonous retelling of the latest bond offering or board meeting. You want to make the release personal and add some zing, but your boss (or client) doesn’t want you to editorialize for them… so, why not let them do it for you? By asking the right questions, you can build a palette of quotations to break up the rhythm of business speak and breathe a little life into your release.
As the narrator of business news, you convey the facts and answer with the “5 W’s.” Anything you say which attempts to judge these facts without attribution will lead to the dreaded question: “Says who?” With quotations, not only can you tell the reader how your company feels about its news, you can relay how the reader should feel about it. You also provide business journalists with the tools necessary to make their story about your news seem as though it resulted from an actual interview, not just a press release.
Once you have the quotes you need, you should present them in the proper manner. Such as:
“A standard, run-of-the-mill quote starts out like this,” said Andrew Guinn, Editor, Business Wire Nashville. “Simply take the first full idea the speaker said and follow it with the attribution. The first mention of the speaker should give their full name, title and company.”
For simple quotes like this, the punctuation should always be placed inside the quotation marks. Since the attribution is complex, the verb should come first so it is not tacked on to the end like an afterthought. (“This is an example of what not to do,” Andrew Guinn, Editor, Business Wire, said.) On further references to a speaker who has already been mentioned, only their last name is necessary.
“In hard news, the preferred verb for an attribution is ‘said,’” Guinn said. “Words like ‘commented,’ ‘stated’ and ‘says’ are fine for fluffy features, but, since most hard news is written in the past tense, quotes should be finite – the speaker said these words.
“Notice the quotation mark is left off the end of the last paragraph. If the statement you’re quoting continues into a new paragraph spoken by the same person, you can use a continuing quote like this and not need to add another attribution. You can carry on in this manner for as long as you need, but, if you change speakers, you’ll need to start a new paragraph and a new quote.”
If you need to introduce the quote, but don’t want to use an entire paragraph or sentence to do it, “you can use a partial quote,” Guinn said. “This is especially helpful if the idea you’re trying to convey is based on this person’s opinion, if your speaker wasn’t concise or if you simply need to establish context not provided in the quote.”
These are the three most common types of quotations you’ll encounter writing a standard press release. For further information, the Associated Press Stylebook is considered by many to be the “journalist’s bible.” Of course, you can always feel free to contact your local Business Wire office and speak with an editor who will be more than happy to assist you.
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