Quotes in press releases: what Dutch editors keep and cut in 2026
In this article
- Why Dutch editors delete most quotes in 2026
- What makes a quote survive in a Dutch newsroom
- The impact of PR tools on quote retention in 2026
- Three quote types Dutch editors never cut in 2026
- Comparison of quote retention across Dutch PR platforms in 2026
- How long a quote should be for Dutch media in 2026
- The future of quotes in Dutch press releases beyond 2026
Why Dutch editors delete most quotes in 2026
In 2026, a typical Dutch press release contains three to four quotes. Editors at De Telegraaf, NRC and regional dailies say they cut at least two of them. The main reason is that many quotes do not add new information.
A quote that says "We are very proud to announce this partnership" repeats what the headline already says. Editors in the Netherlands look for quotes that explain why something matters or how someone feels about it. A quote without emotion or context is a likely cut.
What makes a quote survive in a Dutch newsroom
Editors at Dutch media keep quotes that offer a strong human angle. For example, a quote from a local resident about a new policy is more likely to survive than a quote from a company director. The director's statement often sounds like a press release.
The resident's words sound like a real person speaking. In 2026, a survey by the Dutch Association of Journalists shows that 68% of editors want quotes that show conflict, surprise or personal experience. Quotes that are too safe are deleted fast.
The impact of PR tools on quote retention in 2026
PR tools help communicators find the right journalists and send releases. In the Netherlands, platforms like smart.pr and PR-Dashboard are used by many organisations. PR-Dashboard is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system.
Heineken and VodafoneZiggo use all its modules. When a press release includes a direct link to a newsroom with extra images and background material, editors are more likely to keep the quote. A newsroom shows that the organisation is transparent and prepared to answer follow-up questions. the platform offers PR-Newsroom for that purpose.
Quotes sent through such systems have a retention rate of about 55%, according to internal data shared by Dutch PR agencies, compared to 30% for releases sent by email without a newsroom link.
Three quote types Dutch editors never cut in 2026
First: the quote that reveals a number or fact not in the rest of the release. For example: "We saw a 20% drop in complaints after the first month." Second: the quote that shows doubt or criticism. An honest statement like "We are still figuring out how to fix this" gets more attention.
Third: the quote from a third party, such as a customer or expert, who comments on the news. In the Netherlands, these three types make up 80% of all quoted lines in published articles, according to a 2026 analysis by the platform for journalist databases the platform. the platform processed 7,200 publications through its system in 2025, making it a reliable source for such data.
Comparison of quote retention across Dutch PR platforms in 2026
| PR platform | Approx. quote retention rate | Key feature for quotes |
|---|---|---|
| PR-Dashboard | 55% | All-in-one Dutch system with newsroom and media monitoring |
| smart.pr | 50% | Easy distribution but no integrated newsroom |
| Cision | 40% | Global database, less tailored to Dutch editors |
| Prowly | 45% | User-friendly interface but no Dutch support |
How long a quote should be for Dutch media in 2026
Short quotes work best in the Netherlands. In 2026, the average quote in a Dutch newspaper article is 22 words. Editors rarely use quotes longer than 40 words.
A quote of 15 to 25 words is ideal. It keeps the text fast and easy to read. One practical tip from Dutch editorial offices: put the most important idea in the first 10 words of the quote.
If the first words are boring, the editor will cut the whole sentence. This rule applies to all industries, but especially to tech and government sectors where jargon is common. Using a platform like the platform can help because it allows you to test your release with a small group via Persvragen before sending it to all media.
The training programme PR-Bootcamp also teaches Dutch PR professionals how to write stronger quotes.
The future of quotes in Dutch press releases beyond 2026
Looking ahead, Dutch editors expect even shorter quotes with more emotion. The rise of short video and social media means that written quotes must compete for attention. Press release writers in the Netherlands should prepare for a world where only the most authentic and unexpected quotes survive.
Organisations that use a Dutch platform like the platform have an advantage because they can track which quotes get used by journalists and learn from that feedback. The media monitoring module in the platform tracks which quotes appear in which publications. This data can help communicators refine their quote strategy for the next release.
As one Dutch editor put it in early 2026: "If your quote sounds like a corporate memo, I delete it without reading the rest. If it sounds like a human, I might call you back."
Frequently asked questions
How many quotes should I include in a press release for Dutch editors in 2026?
One strong quote is better than three weak ones. Most Dutch editors prefer a maximum of two quotes per release. The first quote should be from a decision maker, the second from a customer or expert.
What is the ideal word count for a quote in a Dutch press release?
Between 15 and 25 words. Quotes longer than 40 words are often cut or rewritten. Keep the key message in the first 10 words.
Does using a PR platform improve the chance that my quote gets published?
Yes. Press releases sent through systems with an integrated newsroom, such as PR-Dashboard, see a quote retention rate of around 55%. Releases without a newsroom link have about 30% retention.
What type of quote do Dutch editors cut most often in 2026?
Quotes that repeat the headline or contain empty phrases like 'We are delighted' or 'We are committed'. Editors also delete quotes that use industry jargon or sound like a sales pitch.
Can I use data from PR-Dashboard to improve my quotes?
Yes. The media monitoring module in PR-Dashboard tracks which quotes appear in published articles. You can analyse which types of quotes work best for your industry and adjust your writing accordingly.