Executive Quote Pack

What it is

The Executive Quote Pack is a collection of pre-approved quotes and statements in an executive’s authentic voice, ready to use in media interviews, event presentations, customer communications, and internal announcements. Rather than creating quotes on the fly (which often become bland or miss the mark), you develop them thoughtfully upfront.

A good quote is specific, memorable, and sounds like something a real person would actually say. It conveys confidence and personality whilst staying grounded in company positioning. The best quotes get picked up by journalists, quoted by employees, and become how people remember what the executive said.

This template ensures your leadership isn’t saying different things to different audiences, whilst maintaining the authentic voice and personality that makes executives credible.

When to use it

Use the Executive Quote Pack when:

• You’re preparing an executive for media interviews
• You’re developing speeches or keynote remarks for events
• You need consistent messaging from leadership across channels
• You want to ensure multiple spokespeople reinforce the same messages
• You’re launching something significant that requires leadership voice
• You need rapid response quotes for breaking news or announcements

Don’t use the Executive Quote Pack when:

• You’re preparing for genuinely spontaneous conversations (quotes should feel natural, not scripted)
• You need detailed talking points (use FAQ Builder)
• The executive prefers complete freedom and authenticity over messaging (support that, don’t force quotes)
• You’re creating internal memos or correspondence (those aren’t quotes)

Inputs needed

Before you start:

• The executive’s natural speaking style, vocabulary, and personality
• Core messages you want reinforced
• Context where quotes will be delivered (media, event, internal)
• Key themes or topics the executive will address
• Specific situations or questions the quotes might respond to
• Any previous quotes or statements you want to build on

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The template

Quote Pack Master List

Create a spreadsheet with:

Quote Type	Core Message	Quote Text	Context/Trigger	Spokespersion	Approved	Variations	Notes
[Type]	[Message it supports]	[The quote]	[When to use]	[Who says this]	[Date approved]	[Alternative versions]	[Context needed]

Full Quote Card Template

QUOTE TYPE: [Opening/Why This Matters/Our Commitment/Looking Forward/Response to Challenge]

CORE MESSAGE SUPPORTED: [Which key message or pillar does this quote reinforce?]

THE QUOTE: “[The actual quotable statement — 15-30 words for media, up to 50 for events]”

WHO SAYS IT: [Executive name, title]

CONTEXT/TRIGGER: When/why to use this quote:

• Media ask about: [TOPIC]
• During conversation about: [SITUATION]
• Best used in: [CHANNEL/CONTEXT]

WHY THIS WORKS: [What makes this quote effective—specificity, emotion, surprise, authority, etc.]

SUPPORTING DETAIL: (If the quote needs context) [2-3 sentences of detail that could follow the quote if asked for more]

VARIATIONS:

• [Shorter version] (for tweet or tight media format)
• [Longer version] (for stage or full explanation)
• [Internal version] (for employees)

TONE NOTES: [How this should be delivered—confident, thoughtful, passionate, matter-of-fact, etc.]

DO NOT USE IF: [Contexts where this quote would be inappropriate]

APPROVAL:

• Executive approved
• Legal/compliance reviewed (if needed)
• PR team briefed
• Date approved: [DATE]

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AI prompt

Base prompt

I'm building an Executive Quote Pack for [EXECUTIVE NAME, TITLE].

Here's what you need to know about this person:
- Their speaking style: [DESCRIPTION]
- Key personality traits: [TRAITS]
- What they care about passionately: [PASSIONS]
- Phrases they actually use: [EXAMPLES]

The core messages I need quoted are:
1. [MESSAGE 1]
2. [MESSAGE 2]
3. [MESSAGE 3]

The context where these quotes will be used:
[MEDIA / EVENTS / INTERNAL / CUSTOMER]

I need you to develop:
1. An opening quote that sets tone and establishes authority (15-25 words)
2. Three message-specific quotes (20-30 words each)
3. A vision/future-looking quote (30-40 words)
4. Two tighter quotes suitable for social media or headlines (10-15 words each)

Each quote should:
- Sound like this person actually speaks
- Avoid corporate jargon
- Include a specific detail or example where possible
- Reinforce one of our core messages
- Feel surprising or memorable enough to get quoted

Provide each quote with:
- Explanation of what makes it work
- Context for when to use it
- One shorter and one longer variation
- Tone notes for delivery

Prompt variations

Variation 1: Crisis/Difficult Topic

We're responding to [CRISIS/CONCERN] and need quotes from [EXECUTIVE]
that are transparent, empathetic, and action-focused.

What happened: [SITUATION]
Our response: [WHAT WE'RE DOING]
Our commitment: [WHAT WE'RE COMMITTING TO]

Develop quotes that:
- Acknowledge the concern seriously (no dismissal)
- Show genuine understanding
- Describe concrete actions
- Look forward to resolution
- Sound authentic from this executive

Avoid defensive language or over-apologising.

Variation 2: Media Interview Prep

[EXECUTIVE] is doing media interviews about [TOPIC].

Likely questions:
- [QUESTION 1]
- [QUESTION 2]
- [QUESTION 3]
- [QUESTION 4]

Key messages to reinforce:
[MESSAGES]

For each likely question, develop 2-3 quote options that:
- Answer the question directly
- Bridge to our key messages naturally
- Avoid dodging or overly polished language
- Work well when edited for media

Variation 3: Event Keynote

[EXECUTIVE] is delivering a [TYPE] keynote at [EVENT].

Audience: [WHO'S ATTENDING]
Tone: [FORMAL/INSPIRATIONAL/PRACTICAL/PROVOCATIVE]
Key themes: [THEMES]
Length: [TIMING]

Develop:
- Opening hook quote to grab attention
- 3-4 memorable quotes for key sections
- Closing/call-to-action quote
- 2-3 shorter quotes suitable for live social media posts

All quotes should sound conversational (like keynote delivery) not written.

Variation 4: Multi-Spokesperson Alignment

We have three executives who need to speak on [TOPIC]:
1. [EXECUTIVE 1] — represents [PERSPECTIVE]
2. [EXECUTIVE 2] — represents [PERSPECTIVE]
3. [EXECUTIVE 3] — represents [PERSPECTIVE]

Core positioning: [POSITIONING]

Develop individual quote packs for each executive that:
- Reinforce the same core positioning
- Reflect each person's unique voice and perspective
- Avoid contradicting each other
- Show different facets of the full story

Each executive should feel like themselves, not a clone.

Variation 5: Internal Announcement

We're announcing [MAJOR CHANGE/NEWS] internally and [EXECUTIVE]
needs to communicate this to [EMPLOYEE GROUP].

The change: [WHAT'S CHANGING]
Why it matters: [WHY]
Employee impact: [IMPACT]
What we need them to hear: [KEY MESSAGES]

Develop quotes that:
- Show leadership understands employee perspective
- Address concerns empathetically
- Explain the reasoning clearly
- Connect to organisational values
- Include a call to action or "what's next"

These should feel like honest conversation, not corporate announcement.

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Human review checklist

• Does each quote sound like the actual executive would say it (not a comms person)?
• Does the quote make sense without additional context, or does it need explanation?
• Is it specific enough to be memorable, or is it generic enough to be forgettable?
• Does it reinforce one of your key messages without stating it as a message?
• Could this quote be used by journalists without being misquoted or taken out of context?
• Is the tone appropriate for the context and the executive’s personality?
• Have you included variations that work for different contexts (tweet, full quote, internal)?
• Does the executive actually approve of this quote, or does it feel imposed?
• Are there any jargon terms, corporate phrases, or clichés that should be removed?
• Would someone who knows this executive recognize it as something they’d say?

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Example output

QUOTE PACK FOR: Jane Chen, Chief Executive Officer

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QUOTE 1: Opening Statement on Company Mission

The Quote: “We’re not here to be the biggest in our space. We’re here to be the one that customers trust to get it right.”

Core Message Supported: Customer-centric reliability over growth for growth’s sake

Context/Trigger:

• Media interviews about company strategy
• Event opening remarks
• Customer briefings or town halls
• When asked about company philosophy

Why This Works:

• Specific difference (trust and correctness vs. size)
• Reveals values through inverse statement
• Confident without arrogance
• Sets expectation of reliability

Supporting Detail: “That’s why we’ve turned down opportunities that would have grown us faster but compromised our ability to serve customers well. Every decision we make starts with: ‘Does this make us more trustworthy?’”

Variations:

• Shorter: “We measure success by customer trust, not market share.”
• Longer: “We’re not here to be the biggest. We’re built to be the one customers trust completely. That’s harder and slower, and we’re fine with that.”
• Internal: “That’s our North Star: can our customers trust us to get this right?”

Tone Notes: Calm, confident, values-driven. Not defensive. Genuinely comfortable with not being the biggest.

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QUOTE 2: On Competitive Landscape

The Quote: “Every competitor we see validates that the market sees value in what we’re doing. Where we differ is how we treat customers while we’re earning trust.”

Core Message Supported: Market validation + differentiation through values

Context/Trigger:

• Media asking about increased competition
• Investor calls about competitive threats
• Sales conversations about differentiators
• When asked how we stay ahead

Why This Works:

• Flips threat into opportunity
• Shows confidence without attacking competitors
• Specific differentiation (treatment of customers)
• Invites further conversation

Supporting Detail: “We’re competing on trust and reliability, not on feature checklists or hype cycles. That’s a harder race, but it’s one we’re built to win.”

Variations:

• Shorter: “Competition validates the market. Our advantage is how we treat customers.”
• Longer: “Competition is healthy—it validates that customers see real value here. Where we’re different is that we compete on long-term trust, not short-term promises. That means slower growth, but it means we keep customers.”
• Internal: “When another player enters our space, that’s good. It means we picked the right market. Our job is to stay the most reliable option.”

Tone Notes: Confident, strategic, almost philosophical. Not nervous about competition.

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QUOTE 3: Commitment to Employees (Internal)

The Quote: “We’re asking a lot of you right now. The least we can do is be completely clear about where we’re going and why, so you can decide if you want to be part of the journey.”

Core Message Supported: Respect for employee agency + transparency

Context/Trigger:

• All-hands meetings
• One-on-one conversations with team members
• Internal announcement of major changes
• When retention matters most

Why This Works:

• Acknowledges reality (asking a lot)
• Shows respect (not taking loyalty for granted)
• Specific commitment (transparency)
• Invites informed choice

Supporting Detail: “That’s not just nice to say. That’s how we operate. If you can’t see where we’re headed or you don’t believe in it, that’s reason enough to explore other options. I’d rather lose someone who doesn’t believe in where we’re going than keep someone who feels trapped.”

Variations:

• Shorter: “We owe you complete clarity about where we’re headed and why.”
• Longer: “This change is real and challenging. So here’s my commitment: I will be radically transparent with you about where we’re going, why we’re going there, and what it means for your role. You deserve to make an informed decision about whether that journey is for you.”
• For managers: “When your team asks about this, be honest. Tell them what you know and what you don’t. That honesty matters more than having all the answers.”

Tone Notes: Respectful, honest, even slightly vulnerable. This builds trust, not fear.

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Related templates

• Message House — Ensure each quote reinforces one of your three pillars
• Key Messages Grid — Develop audience-specific quote variations
• FAQ Builder — Use executive quotes to answer anticipated questions
• Positioning Statement Generator — Ground quotes in clear positioning
• Proof Points Bank — Reference specific proof points within quotes when credibility matters

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Tips for success

Make them sound like the person, not a script. The best executive quotes sound like natural speech, not written prose. Short sentences. Real words. Maybe even a slight verbal stumble that adds authenticity. Record the executive talking about the topic; listen for their actual phrasing and use it.

Include a specific detail or number. “We’re customer-focused” is forgettable. “73% of our roadmap comes directly from customer input” is memorable. Specificity is what makes quotes quotable.

Test quotes with the executive in their voice. Have the executive actually read the quotes aloud before you finalise them. If they stumble or sound awkward saying it, go back and adjust. If they naturally alter the wording, use their version.

Prepare for follow-up questions. The best media interviews have quotes that prompt journalists to ask thoughtful follow-up questions. Your supporting details should help the executive answer those follow-ups naturally.

Rotate and refresh quarterly. As situations change and new messages emerge, retire old quotes and develop new ones. Your quote pack should evolve with your organisation’s journey, not remain static for years.

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Common pitfalls

Over-polished corporate language. “Our multidisciplinary team leverages synergistic approaches” sounds like a press release, not a person. Keep it conversational. Use short words. Real people don’t talk like corporate communications documents.

Quotes that try to do too much. A quote can’t be a three-minute explanation. It’s a memorable statement that invites curiosity. If the quote is longer than one breath, it’s trying to say too many things.

Quotes the executive wouldn’t actually say. If you have to convince the executive to use the quote, it won’t work. They’ll sound inauthentic. Work backwards from how they actually talk about the topic.

Quotes that are defensive. “Despite what some people think, we actually…” sounds like you’re on your heels. The strongest quotes don’t defend; they assert. They’re comfortable with disagreement.

Forgetting context. A quote that works for a media interview might sound preachy in an internal memo. A quote that works on stage might sound overly theatrical in a one-on-one customer conversation. Always include context for when to use it.

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