If you are having trouble coming up with a quote, try interviewing yourself. I often use this technique when I need to come up with an appropriate quote. Think, "What would a reporter ask me?" Probably something about why you are doing what you are doing, what significance of it is, or how it will change lives of your readers.

It’s often helpful to quote (with consent) clients, customers, colleagues, other experts in your area who complement your story. It shows reporter there’s more to story than some hot air blowing their way. And it makes it easier for them to assemble a complete story.

The job of a release is to attract and pique reporter to read on. Keep “head” and “lead” snappy – and short. Make them compelling, intriguing, and grabbing. (But still true, please. This is no time to emulate a supermarket tabloid. Do not claim, for instance, that famous stars are among your clients, just because former quarterback of high school football team uses your services.)

To get best chance for publicity from your press release, put as much time into carefully crafting these two inches of your masterpiece as you allot to writing entire rest of release. I am not kidding!