Direct quotes can make a mediocre article even snazzier.  They can also spice up press releases and other marketing material.  But, they have to be used properly.  And you have to pick the best quotes.

I think most writers struggle with direct quotes early on in their careers.  I did.  I know that most of my students have.  While no hard and fast rules exist concerning using direct quotes, a few guidelines can make knowing when to use them a bit easier.

First, direct quotes are great when someone says something unique.  For example, I recently wrote an article for aviation security professionals about behavioral analysis.  Former FBI profile, Gene Rugala, said this to me during the interview: “We have to be right every time.  The terrorists only have to be right once.”  That’s unique.  It’s a strong statement that stands out and makes a good point.

Second, direct quotes should be used when someone says something uniquely.    In general, you should not use direct quotes when you can say what the person said better — meaning more concise and clear.  However, sometimes sources present information in a unique manner.  Including such quotations makes for a stronger article.  Including quotations that show a person’s character or are different than would be expected for the person also fall into this category.

Third, use direct quotes when someone important says something important.  Someone important means whoever is important to the subject at hand and to the audience the piece is intended for.  In that same article on behavior analysis that I wrote for aviation security professionals, I utilized a variety of important sources.  Beacuse it was for an international magazine, the sources came from all over the world.  One source was Dr. Paul Ekman who has been researching micro-expressions for years and been highly involved with training aviation security professionals in the United States.  During the interview, he said this to me: “The most accurate tool we have is the well-trained observer.  The Israelis give us the data because, in terms of airport security, they haven’t had a problem in a long time.  We know how to train people now, and that’s what we need to do.”  I could have worked that information in as a paraphrase, but he is well-known and important in the aviation security community, so it worked better to come directly from him.

With all that said, another tip that I must include is to never use direct quotes that don’t stand out or give basic information.  Irecently wrote a series of 15 profile articles for The (Muncie) Star Press about people nominated for healthcare awards.  While each article included background information on the person, such as education, that information was always paraphrased.  Wasting word count and space on putting it into a direct quote would not be effective.  The same is true for general statements, such as “I was scared.”  If it’s not a quote that stands out to you and gets your attention, then paraphrase.  Never use direct quotes just for the sake of using them.