A good quote contributes something that the factual lead cannot: a decision-maker's reasoning, a person's experience, or a clear explanation of impact. It should be authentic, approved, and accurately attributed. A release does not need a quote merely to satisfy a template.
What a quote should do
Use the opening paragraphs for the event, date, and essential facts. Then let a quote explain why the decision was made or what a participant expects it to change. A sentence like 'We are delighted to announce this exciting development' repeats sentiment without giving a reader useful information. Ask what the spokesperson can say from direct knowledge that a neutral sentence cannot.
The best source depends on the story. A founder can explain strategy, an engineer can explain a technical trade-off, and a community partner can speak to the need the project addresses. Do not ask someone to endorse a claim outside their knowledge or to represent an entire group without a basis.
Gather and approve the words
Interview the source, take accurate notes, and confirm wording and context before publishing a corporate release. If the quote is drafted for a spokesperson, they should review and genuinely adopt it; it must not be presented as words they said without that approval. Do not invent a customer or expert quotation. Use a factual sentence if a suitable source is unavailable.
Keep the speaker's meaning intact when editing for brevity. Attribute the quote with a name, role, and organization where relevant. Avoid stuffing two unrelated messages into one long quotation; a short, specific passage is easier for journalists to assess and readers to understand.
Place it after the news
A quote usually works best after the lead has established the announcement and before lengthy background. In a product announcement, for example, the first paragraph states availability and the problem addressed; a product leader can then explain a design decision. A partner quote may come later to add an independent perspective, with the partner's permission.
Avoid opening with an inspirational quotation that hides the actual news. Also avoid a parade of executives all expressing enthusiasm. If multiple voices appear, each should contribute a distinct perspective and should be relevant to the reader.
Check for credibility
Read the quote aloud. Would this person plausibly say it? Does it imply a result that has not been measured, a customer experience that has not been documented, or an endorsement that has not been granted? Remove unsupported superlatives and make any estimates explicit.
Journalists may use or question material from a release but make their own editorial decisions. AP's guidance emphasizes attribution and preserving the meaning of quotations. Treat this as a reminder to make the original source and context easy to verify, not as a promise that a quote will be republished.