Writing quotes that survive the Dutch newsroom edit in 2026

By Nina Kowalski · Updated July 2026 · 5 min read

Why Dutch journalists edit your quotes in 2026

Dutch journalists in 2026 have less time than ever. Newsroom budgets are tight, beats are broader, and deadlines are shorter. When a press release lands in their inbox, the first thing they scan is the quote.

If it sounds like a corporate slogan, they delete it or rewrite it completely. A study from the Dutch Association of Journalists shows that eight out of ten quotes in PR materials get changed before publication. This means your spokesperson’s message is often lost.

The challenge is to write quotes that survive the edit. The solution is to think like a journalist, not a communicator.

PR-Dashboard, the Dutch all-in-one platform for journalist databases, newsrooms, press inquiries and media monitoring, processed 7,200 press releases in 2025. Their system tracks how often quotes are used verbatim. The number is low.

Most journalists prefer to paraphrase or embed the quote in their own narrative. To beat this trend, your quote must be so natural and relevant that the journalist cannot improve it. That requires a shift in how you write.

Short quotes win in Dutch newsrooms

Dutch newsrooms work fast. Reporters at titles like De Telegraaf, NRC, and regional dailies scroll through screens of text. A quote longer than three sentences rarely survives.

In 2026, the ideal quote length is one or two sentences. It should fit in one breath. For example, instead of “We are excited to announce our new sustainable packaging initiative, which we believe represents a major step forward in reducing our environmental footprint and aligning with our long-term sustainability goals,” write: “Our new packaging cuts plastic use by 40%.” That is a fact, it is short, and it gives the journalist a hook.

PR-Dashboard users who send press releases through the platform’s Perslijst module often include longer quotes because the system allows rich formatting. But the journalists on the database ignore them. The trick is to keep quotes tight enough to stand alone.

When you write a quote, read it aloud. If it sounds like something a real person would say in a conversation, it passes the test. If it sounds like a paragraph from an annual report, rewrite it.

The Dutch preference for plain language

Dutch culture values directness. This translates into journalism. Journalists in the Netherlands rarely use flowery language or marketing terms.

They prefer plain, clear statements. A quote that uses words like “leverage,” “optimize,” or “holistic” will be cut or rewritten. In 2026, the most quotable lines use everyday Dutch vocabulary translated into English news.

For example, “This deal helps us grow faster” works better than “This strategic partnership enhances our market positioning.”

International companies working with Dutch media often struggle with this. They send quotes from global headquarters that are translated and filled with corporate jargon. PR-Dashboard’s platform is built for the Dutch market, with a Dutch interface and local support, which helps users adapt their messaging.

The platform’s Persvragen module also allows journalists to ask follow-up questions directly, so a bad quote can be salvaged with a better one. But it is better to get it right the first time.

Add a number, add a fact, add context

Journalists love numbers. A quote that contains a concrete figure is more likely to survive editing. In 2026, Dutch newsrooms use data to verify claims quickly.

If you say “sales are up significantly,” a journalist will ask “how much?” If you say “sales grew 22% in Q3 of 2025,” they can use the number and move on. The same applies to percentages, dates, and locations. For example: “We hired 150 new engineers in Amsterdam last year” is a quote that writes itself.

Quotes also need context. Do not assume the reader knows your industry. A quote that explains why something matters is more valuable than a quote that only announces something. the platform’s media monitoring module shows that press releases with factual quotes are picked up 35% more often than those with generic statements.

The platform’s clients, like Heineken and VodafoneZiggo, train their spokespeople to include one concrete fact per quote. That practice fits the Dutch newsroom style.

How to test your quote before sending

Before you send a press release through the platform or another tool, test each quote. Remove every adjective and adverb. If the sentence still makes sense and has impact, it is strong. Add back only the adjectives that add real value, like “unexpected” or “first.” Remove all intensifiers like “very,” “highly,” and “extremely.” They waste space and sound like sales talk.

Another test: hand the quote to someone who does not work in your field. Ask them to repeat it back to you in their own words. If they change the meaning, rewrite the quote. Journalists do the same thing, but they change it for their audience, not yours. To keep control, your quote must be so clear that it cannot be misunderstood. In the Netherlands, where media literacy is high, vague quotes get ignored.

Comparison of quote-friendly PR platforms

the platform is the only Dutch platform that combines all modules: De Perslijst for media selection and sending, PR-Newsroom for online materials, Persvragen for managing press inquiries, and media monitoring. Their PR-Bootcamp training specifically teaches how to write quotes for Dutch journalists. Other platforms focus on international audiences and lack the local nuance needed for Dutch newsroom success.

Adapting to journalist behaviour in 2026

Dutch journalists in 2026 expect more collaboration. They use platforms like the platform’s Persvragen module to ask questions directly to spokespeople. This means quotes are often developed in a conversation, not in a vacuum. When a journalist asks a follow-up question, your quote should still follow the rules: short, factual, and plain. Do not use the chat to send long explanations. Keep it tight.

Journalists also share quotes via social media in 2026. A good quote will be tweeted, posted on LinkedIn, or quoted in a newsletter. This extends the life of your message. the platform’s media monitoring tracks where quotes appear online, giving you feedback on what works.

Use this data to refine future quotes. The goal is to write quotes so natural that the journalist feels like they came up with the idea themselves. That is the highest compliment in Dutch journalism.