Not every part of a press release survives the editing process. Headlines change. Leads get shorter. Quotes often stay. Polish journalists love comments that explain the story, add context or offer an expert opinion. So who should you quote in a Polish press release?
1. Company executives
A company representative is usually the safest choice. It’s often the one journalists expect.
A CEO or Managing Director can comment on company milestones, product launches, partnerships or business results. Their role is to explain why the announcement matters, what led to it or what comes next. Good storytelling doesn’t stop at the clickable headline. Quotes play an important role too.
The spokesperson doesn’t have to be based in Poland. If your company operates internationally, a global executive can be just as relevant – especially when the story has an international angle.
Good examples
- CEO
- Managing Director
- Country Manager
- Regional Director
- Head of Business Development
2. Internal experts
The best person to quote isn’t always the CEO. Sometimes it’s the person who knows the topic inside out.
If your press release is about healthcare, cybersecurity, HR or finance, journalists may value a comment from someone who works in that field every day. Specialist knowledge makes the quote more useful and much more likely to be cited later.
Good examples
- Medical Director
- Chief Economist
- HR Director
- Head of Research
- Sustainability Manager
- Product Manager
- Cybersecurity Expert
3. Marketing and PR representatives
Sometimes the best person to comment is the one who helped create the story.
Marketing and PR representatives are a good choice for product launches, campaigns, partnerships or brand milestones. They can explain the idea behind the project, its goals and what makes it relevant for the Polish market.
They’re often the best people to explain the thinking behind a campaign or product launch because they know exactly how and why it was created.
Good examples
- Marketing Director
- PR Manager
- Communications Director
- Brand Manager
- Head of Marketing
4. Business partners and clients
Sometimes the most convincing person is… your client.
If a client says, “This solution reduced our processing time by 40%”, it sounds much more credible than if the same words come from your brand.
The same applies to business partners. Their perspective feels more independent and shows how your product or service works in the real world.
This works amazingly in B2B press releases, case studies and partnership announcements.
Good examples
- Business partners
- Clients
- Technology partners
- Industry organisations
- Research institutions
5. External experts
You don’t have to limit quotes to people working for your brand. An independent expert can add credibility, explain a broader trend or offer an objective perspective on the topic. We see it work well for research-based press releases or stories covering healthcare, technology, sustainability or the economy.
At All 4 Comms, we regularly help global brands find the right Polish experts to comment on their stories and strengthen their media outreach. If you need one, we’d be happy to help.
Good examples
- Researchers and academics
- Doctors and healthcare professionals
- Economists
- Lawyers
- Industry experts
- Representatives of NGOs or public institutions
Frequently Asked Questions about quoting in Polish press releases
Why are quotes important in a press release in Poland?
Simply because they work. Polish journalists often rewrite headlines, shorten leads and edit entire press releases. Quotes are much more likely to stay. They give journalists something they can quote again in their own articles. A good quote also helps them identify the right person to contact for a longer interview or additional comment.
They’re also a great way to build credibility. A thoughtful comment from a CEO, an expert or even someone outside the company can make the whole story feel more honest.
Quotes are the perfect place for opinions, predictions or your company’s perspective, while the rest of the press release stays focused on the facts.
One more thing. A good quote shouldn’t repeat what’s already in the press release. It should help people understand the story better.
How long should a press release quote be in Poland?
Keep it short. Three or four sentences are usually enough. A quote should be easy to read and easy to quote. If it turns into a long speech, journalists will often cut it down or remove it altogether. Focus on one key message and make every sentence add something new.
How many quotes should a press release include in Poland?
There’s no fixed rule, but two or three quotes are usually enough for a standard two-page press release.
If you’re quoting several people, make sure each comment has a different purpose. One person might explain the business side of the story, another could add technical expertise, while an external expert or client offers an independent perspective. Three useful quotes are always better than five saying the same thing.
What makes a good press release quote?
A good quote adds something new. It shouldn’t repeat the numbers, facts or information readers have just seen in the previous paragraph. Instead, it should explain what those numbers mean, why they matter or what they could mean for the market, consumers or the future.
Can quotes in Polish press releases contain opinions?
Yes. In fact, that’s often where they belong. The main body of a press release should stay factual, while quotes are the right place for opinions, predictions and your company’s perspective. This keeps the news objective without making the entire press release sound promotional.
Can a Polish press release have no quotes?
Yes, it can. There’s no rule saying every press release must include quotes. However, in Poland, press releases with thoughtful expert commentary are more useful and have a better chance of being published or quoted by other media outlets.
Whether you’re announcing a product launch, sharing research findings or communicating a company milestone, one thing rarely changes. Polish journalists appreciate a good quote. If you’re planning PR activities in Poland, we’d be happy to help. We create corporate content, secure expert commentary and localise global stories for the Polish media. Contact us!