How Many Quotes Should a Press Release Have?

In the world of digital public relations, press releases are essential tools for sharing company news, launching new products, or addressing key developments. One of the most impactful elements of a press release is the quote. But how many quotes should a press release have? The short answer: two quotes are ideal. One from a key executive and another from a relevant stakeholder such as a partner, customer, or subject-matter expert.

Quotes add a human touch to your press release, transforming it from a dry announcement into a compelling narrative. They offer insight, context, and credibility, which helps journalists and readers better understand the significance of your news. However, too many quotes can dilute your message and clutter the release.

This guide will explore the ideal number of quotes in a press release, who should be quoted, how to craft impactful quotes, and the pitfalls to avoid. Whether you’re a PR professional or a business owner writing your own announcement, understanding how to strategically use quotes can elevate your media outreach efforts and improve your chances of getting picked up by major outlets.

Let’s break down the best practices for using quotes effectively in your next press release.

Quote-Selection Strategy For Press Releases: Why Fewer But Stronger Quotes Win

Choosing the right quotes for a press release is more art than science. It’s tempting to include multiple voices to show widespread support or enthusiasm, but that can dilute your message. The key is quality over quantity. The best PR strategies include a couple of compelling, well-thought-out statements. Strong quotes should serve a purpose. They should underscore your main announcement, offer insight, or add a personal angle that resonates with the reader.

Including fewer, more impactful quotes keeps your narrative focused. A quote from a CEO can provide strategic vision, while a remark from a product manager can give context. But when you start adding quotes just to fill space or check boxes, they lose their punch. Every quote should answer: “Why does this matter?” or “What’s the human takeaway?”

A best practice is to include two to three quotes that each introduce a new dimension. One could highlight business impact, another the innovation or service value, and perhaps a third from a customer or partner offering external validation. This layered approach builds credibility while maintaining clarity.

The upside of using fewer quotes is that it prevents your release from becoming cluttered. Journalists and readers alike appreciate a concise, targeted message. However, the downside is if your limited quotes are weak, your whole announcement can fall flat. That’s why selecting powerful, unique quotes is crucial.

Avoid using jargon-heavy or overly promotional language in quotes. Statements should sound human and authentic, not like they’re pulled from a marketing brochure. Keep them brief; no more than two or three sentences each.

Who Should Be Quoted in a Press Release

Company Executives or Founders

Your CEO, founder, or senior executive lends authority to your news. Their quote should offer vision, leadership, or strategic insight into the announcement’s importance. It also signals internal buy-in to the press and investors.

Partners, Customers, or Third-Party Experts

Including someone outside your organization adds third-party validation. For example, a partner might highlight the mutual benefits of a collaboration, while a customer can vouch for your product’s real-world value.

Avoiding Unnecessary or Redundant Voices

Stick to quotes that add distinct perspectives. Including multiple executives saying the same thing can make your release feel bloated. Each quoted individual should have a unique reason for contributing to the story.

How to Craft Effective Press Release Quotes

Make Them Sound Human and Natural

Avoid jargon or corporate speak. Instead, write as people actually talk. Quotes should sound authentic and conversational, not like something copied from a PowerPoint deck.

Focus on Insight, Not Information

Don’t use quotes to repeat facts from the release. Instead, they should add new insights, express emotion, or offer a vision. Think of them as commentary rather than summary.

Use Quotes to Highlight Benefits and Impact

Effective quotes communicate value. Whether it’s about user benefits, strategic goals, or industry impact, make sure the quote answers “why does this matter?” That’s what journalists look for when deciding what to cover.

Media-Engagement Boost – How Quotes in Press Release Enhance Pickup Rates

The global PR industry is projected to reach $129 billion by 2028. Quotes play a powerful role in making your press release more newsworthy. Media professionals are always looking for human elements and authoritative voices to strengthen their stories. A well-placed quote can offer both. It transforms a standard announcement into something more engaging and relatable. In fact, quotes often serve as the “soundbite” journalists extract when reusing your press release in news stories. That’s why using quotes effectively can boost your chances of media coverage.

A compelling quote provides a journalist with an immediate, ready-to-use piece of content. When a statement captures emotion, urgency, or insight, it adds flavor to what might otherwise be a dry, factual announcement. For instance, instead of just saying your company launched a new product, a quote from the product designer explaining its inspiration can create a richer, more captivating angle.

Best practice involves using quotes to add depth, not repeat what’s already in the body of the release. A common mistake is including quotes that simply rehash previously stated facts. This redundancy doesn’t add value. Instead, let quotes provide commentary, reflection, or a forward-looking statement that brings fresh perspective.

The advantage of this quote strategy is a better shot at media pick-up. Press releases with well-structured quotes can appear more credible and trustworthy. However, the downside of relying too heavily on quotes is that if they aren’t compelling, the release might be overlooked altogether.

Avoid long-winded or cliché-laden statements. Journalists won’t quote what sounds scripted or overly polished. Stick to genuine, conversational language. Use quotes to humanize your message and illustrate the real-world implications of your news.

Multi-Voice Perspective – Balancing Stakeholders in Quotes

Including quotes from multiple stakeholders can give your press release a well-rounded, inclusive tone. When you feature remarks from different roles, like executives, team members, partners, or clients, you showcase varied perspectives and shared enthusiasm for the announcement. This diversity builds a narrative that feels broader and more authentic, rather than one-dimensional or overly corporate.

Using a multi-voice strategy works best when each quoted individual adds a unique insight. For example, the CEO might provide strategic vision, a product developer could delve into technical innovation, and a customer might express satisfaction or value gained. This layered approach ensures each quote reinforces your key message from a different angle, increasing its appeal and impact.

The strength of this method lies in its credibility. When different people echo the same enthusiasm or emphasize benefits from different lenses, it suggests your announcement has depth and support. It makes the release more persuasive and trustworthy. Journalists, too, often find this approach more usable because it mimics the varied perspectives found in actual news reporting.

However, be cautious not to overload your press release with voices just for the sake of variety. If each quote doesn’t add something distinct, the result can feel cluttered or forced. Stick to a maximum of three quotes, unless you’re issuing a very high-profile release involving several organizations or sectors.

Avoid using quotes that sound overly rehearsed or political. Each voice should sound natural and authentic. Try to write in a conversational tone that reflects the personality and role of the speaker.

By thoughtfully balancing multiple voices, your press release becomes more dynamic and engaging, improving both readability and credibility.

Common Mistakes to Avoid with Press Release Quotes

Using Overly Long or Vague Quotes

Long-winded quotes are hard to read and often skipped by journalists. Stick to clear, focused messages that contribute to the narrative rather than distract from it.

Overloading the Press Release with Too Many Quotes

Three or more quotes can clutter your release. Stick to one or two unless there’s a compelling reason to include more, like a joint venture requiring multiple perspectives.

Repeating the Same Message in Different Words

Ensure each quote serves a different purpose. If two people say essentially the same thing, one of those quotes is redundant. Aim for contrast and variety in tone and content.