Why your quotes have no juice for reporters

Why are these two or three sentences so hard to formulate?
Sometimes they are the most time-consuming sections of documents PR pros
put together.
Through experience, feedback and education, PR pros can glean helpful
tidbits to create quoteworthy statements.
Here's a collection of anatomical components that make a good quote and how
you can use them to better represent your organization to the wider world:
1. First, keep in mind that a quote is the only place where you can
editorialize.
The body