Quote are opportunities for your sources to shine (or not, as the case may be*).
Direct quotes give your readers the opportunity to “hear” a voice other than yours and to get to know the person about whom you are writing.
They should be agates in a field of gravel: colorful and rare.
As the writer, it’s your job to ensure that the quotes you choose are accurate representations of your source and that they add to the reader’s experience.
What good quotes are:
- The words that came out of your source’s mouth, verbatim
- Insights into your source’s feelings, thoughts, rationale
- Complete thoughts
What good quotes are not:
- Your interpretation of what your source meant
- Your entire interview, in your source’s words
- Fragments that need explanation and excessive context
- Information that you can write more clearly or concisely
She said that the experience was “great.”
This is not an insight into your source, nor a complete thought. Though your source may have used the word “great,” a single-word quote — unless it is a dramatically unexpected word — does not even need quotes. Look for what your source said next: why it was great.
When asked what he liked best about the trip, he said, “the food, the hotel and the skydiving.”
If you need to explain your question, the quote is not strong enough to stand alone. There are times, however, that an incomplete sentence may be worth using — if you set it up well. For example, had the above quote been stronger:
The best part?
“The food, the hotel — and the 10,000-foot fall.”
“I went to Odense for the semester as a study abroad. That’s a city in Denmark. I’m really interested in fairy tales, and Odense is where Hans Christian Andersen — you know, he wrote the Ugly Duckling — that’s where he’s from, and they have a museum to him there.”
If you can recount the facts better than your source, do. Save the quotes for the parts you can’t do better: the thoughts and feelings.
Her interest in fairy tales led her to study abroad in Odense, Denmark, the birthplace of The Ugly Duckling author Hans Christian Andersen. “They’ve turned his childhood home into a museum. I could just see him as a child dreaming up stories — just like I did.”
Over time, you will develop an ear for a good quote. You will know, in the middle of an interview, which sentences are especially important to record word for word, and you’ll find yourself writing your stories around the best quotes.
In the meantime, look in your sources’ answers to your most complex questions: the whys and hows.
* Illusions of objective journalism aside, how you use a quote is, ultimately, subjective. Your responsibility is to be as honest as possible. If you’re covering a public official for the news, you might choose to let your source back himself into a corner, if that’s in the public interest. If you’re writing a feature profile (say, er, of an alumnus of the university you work for, for the university website), you might be more forgiving in your quote selection — but still authentic and honest.