How to Be More Quotable

September 22, 2026

“We want to be in the New York Times. The Wall Street Journal. Forbes.”

If I were to write a song about working in PR, this would be the chorus. It’s the one wish all our clients have in common, and maybe the only predictable thing about working in this field. No matter the industry or the business, they want to be quoted – and not just by the local paper. They want the heavy hitters, the household names.

There’s a big misconception that this magic happens solely through a PR team’s relationships with reporters at top tier publications, but having connections doesn’t mean placing a call or sending an email and automatically landing you on the front page. It might get you an interview, but if what you say in that interview isn’t quotable, the connection doesn’t matter. Opportunities for expert commentary are extremely competitive, and though we might be coffee friends with a New York Times editor, it’s their job to always choose the content that’s most compelling for their readers.

So, while our reporter relationships are incredibly valuable, there’s one thing that matters far more: YOU being quotable.

What does it mean to be quotable? It’s a mix of originality and memorability. Following her recent passing (and bringing it back to catchy choruses), Dolly Parton is a prime example. “I always say I’m a workhorse that looks like a show horse,” she said in a 2024 interview. The repetition, the image, the conciseness – it’s an ideal sound bite.

Being quotable isn’t easy, and overthinking it can be just as detrimental as underthinking it. Here are four approaches to consider:

1. Tell a story.

We are constantly bombarded with data: post views, sleep quality scores, minutes of exercise. In fact, it’s leading to a bit of data-fatigue. When you have the chance to offer expert insight, if you can tell a short, unique story with a human-interest angle, that’s almost always going to be more original or compelling than a data set. Have the data on hand, sure, but real-life examples build connection, and journalists are looking for what their readers will connect with most.

2. Think in sound bites.

A sound bite is a short audio clip that’s intended to be easily remembered and repeated. Let’s go back to the Dolly quote: “I always say I’m a workhorse that looks like a show horse.” What makes this a sound bite? Perhaps it’s easier to think about what wouldn’t work as a sound bite. What if instead, Dolly said, “I’ve always worked really hard, even if my looks don’t show it”? The line suddenly becomes forgettable, even mundane. What makes Dolly’s line quotable isn’t that she’s saying something totally new – but that she’s saying it in a totally new way that encapsulates her personality and perspective all in one.

3. Take a stand.

A unique perspective – whether it’s a differing opinion or a new spin on the majority view – is key. On any given day, a journalist at a top tier or even regional publication might receive upwards of 10 pitches for a CEO interview (and often it’s far more). What will set you apart from the others is taking a firm stand that demonstrates your specialized expertise: leverage your region, unique business challenges and specific client or customer experiences.

4. Trend spot.

Often, clients will send us a news story from today’s paper and add, “I’d like to speak to this.” The issue is, that story’s already been spoken for. If you can spot trends or anticipate big moments (like a Fed decision, for example) before they hit the newsstands, that makes you infinitely more quotable than if you’re chiming into a conversation that’s already been had. Another approach is to think of the next-day story – anticipate what the reporter will need next and how your expertise can support that, based on the story you read today.

One final piece of advice: to be a thought leader, you need to have original thoughts. AI is a great tool for summarizing what already exists, but to be quotable, you need to say something new. Otherwise, you’ll end up regurgitating a boiled down version of what all your competitors have already been quoted saying. The better use of AI here is to research what’s already been said and find a new angle to leverage.

Anyone can sing the chorus. Be the one to give reporters the hook, and the headlines will sing it back.

This piece was authored by Impact PR & Communications’ Account Manager, Alli Long.