By Rob Ford, 5WPR Managing Partner & EVP
In the quantum computing sector, an industry moving at breakneck speed with dense, often opaque science, communication is as critical as computation. A press release, when used right, can be powerful. But many companies miss the mark by aiming it at the wrong audience or using it for the wrong purpose. A press release is not catch-all content. It has a job: to inform the press of something newsworthy. If it doesn’t clear that bar, dressing it up in PR format won’t help, it just adds to the noise journalists are trying to cut through.
The best quantum press releases don’t just announce; they narrate. They place breakthroughs in a broader context, explaining why they matter. They avoid jargon, resist self-congratulation, and speak plainly. And when the news isn’t press release-worthy, smart companies channel that energy into other formats that still move the narrative forward. That’s the difference between strategic communication and box-checking.
Know the Audience and the Job
Before greenlighting a press release, ask: Who is this for? If the answer isn’t “the press,” stop. Press releases are for journalists. That means the announcement should be timely, relevant, and significant, think funding rounds, partnerships, major technical achievements, or leadership changes.
If it’s not quite newsworthy, that’s not a failure, it just means the press release isn’t the right tool. Company blogs, LinkedIn posts, threads, and newsletters are ideal for meaningful but smaller updates. These platforms let you shape the story on your terms, without waiting for media validation.
Some worry that alternative channels won’t reach enough people. That’s a distribution problem, not a content problem. The fix isn’t misusing a press release, it’s investing in audience-building: publish consistently, write with purpose, optimize for SEO, and give readers a reason to care.
What Makes Quantum News Worth Reading?
When a press release is appropriate, it must do more than state facts. It should tell a story. In quantum, that means explaining how your news fits into the wider progress arc. Are you solving a known challenge? Reaching a key milestone? Applying quantum in a novel way?
Take IBM’s 2022 “Osprey” chip release. It didn’t just say “we built a bigger chip.” It contextualized the achievement within IBM’s roadmap and clearly articulated what made the 433-qubit processor important. It offered quotes with substance, milestones for reference, and digestible language. Journalists could see the why, not just the what.
Too often, quantum press releases fall into tired formats: vague headlines, buried ledes, and jargon-filled paragraphs that assume too much knowledge. Journalists aren’t quantum physicists, they’re storytellers. Give them clarity and relevance.
Write with precision. Lead with the actual news. Explain why it matters. Connect it to broader trends or challenges. Use plain language. If you include a quote, make it count, “we’re thrilled” doesn’t cut it.
Simplify, Don’t Dumb Down
Quantum computing is hard to explain. Concepts like superposition and error correction don’t resonate with general readers or journalists. Your job is to translate, not oversimplify.
Start by avoiding jargon. Don’t say “AI-powered quantum optimization.” Say: “Our software uses quantum algorithms to optimize delivery routes, cutting travel time by 15%.” That’s understandable. That’s real.
Analogies can help, but only if they hold up. If you compare entanglement to synchronized dancers, make sure it’s accurate. Better yet, focus on function. What does your tech do better than classical approaches? What’s the measurable benefit?
Xanadu does this well. Their announcements explain photonic hardware in simple terms, offer clear comparisons, and speak to practical outcomes. They assume curiosity, not expertise, and meet the reader at that level.
Choose the Right Channel for the Message
Not all updates warrant a press release, but they still deserve attention. The key is using the right outlet.
Company blogs are great for technical deep dives, product updates, or behind-the-scenes looks. They allow for detail and a human tone, and over time, can become trusted knowledge hubs. In a field as complex as quantum, this builds credibility and trust.
Social media, especially LinkedIn and X, work for quick hits and broad visibility. A short, well-written post about a new experiment can reach partners, investors, and talent. Consistency is critical: don’t only post big wins. Share thinking. Join conversations. Be visible.
Paid content, like advertorials, can also be valuable if used authentically. The goal isn’t to trick people into thinking it’s earned media; it’s to tell a compelling story in your own voice. Focus on vision, talent, or research, but make it worth the reader’s time.
Building these channels takes effort. But when you’ve built a loyal audience, you don’t have to rely solely on the press. You become your own platform.
Communicate With Clarity and Credibility
The best press releases in quantum computing are clear, honest, and confident. They don’t overpromise or inflate. They explain real achievements in real terms.
Avoid marketing fluff. Be specific. Don’t claim every development is a breakthrough. In a space where credibility is currency, restraint is power.
And write like a person. Too many releases sound like they were written by a committee of lawyers and marketers. Aim for clarity, structure, and story. Open strong, explain meaningfully, and close with direction.
If you’re building real quantum tech, you have stories worth telling. Don’t bury them in buzzwords. Don’t waste them on the wrong channels. And above all, don’t write for yourself, write for the reader.
The companies that get this right don’t just earn more headlines. They earn trust. And in a field like quantum, that’s the most valuable signal you can send.
April 15, 2025
