Should you include quotes in a press release? What makes a good one?

One quote is usually enough

Don't load press releases with multiple quotes. One substantive quote from a relevant person (founder, executive, expert) is standard. More than that feels forced.

Make quotes say something meaningful

Avoid quotes that just repeat facts from your press release. "We're excited to announce this partnership" adds nothing. Instead, use quotes to explain *why* something matters, what it enables, or what problems it solves. Example: "This partnership lets us serve customers in regions we couldn't reach alone, which was our biggest limitation."

Attribute clearly

Include the speaker's name and title. Journalists need to know who's talking and why they're credible.

Keep it brief

One or two sentences maximum. Journalists often trim or rewrite quotes anyway. Long, complex quotes lose impact.

Don't over-polish

Quotes should sound like people talking, not PR copy. Avoid corporate jargon. If someone wouldn't actually say it in conversation, don't put it in quotation marks.

Reality check

Have the actual person approve the quote before sending. Don't paraphrase what you think they might say. Their words must be accurate.