Ineffective (or absent) quotes --
Every press release benefits from a good quote or two. If you are not using a quote, your release is probably incomplete. But if your quotes are empty -- expressing simple enthusiasm, for example, without advancing the story with fresh information -- then they're not pulling their weight, they're just taking up room. Referring back to "Organization of Paragraphs" above, it's always a good idea after you've figured out what points you want to make, in what order, to assign one of those points to a quote. It's often a good idea, too, to finish your press release with a good strong quote that restates your message in a fresh way. Every quote must be attributed to a person by name (and identification if necessary). Unless your quote is one short sentence, it's a good idea to break it up and identify the quoted person early on. Click at the QUOTES link (here or on the left navigation bar) for complete information on the use of quotes.