The is a reposting of an article I wrote for The Quantum Spin, a website managed by HKA Marketing Communications, and contains important advice from someone who is a recipient of many quantum press releases. We hope any reader who develops press releases can find this helpful in making their marketing communications even more effective.

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I once spoke with the CEO of a major quantum startup and asked why he was still keeping his company in “stealth mode”. He explained that a company should only issue press releases when actively seeking more investors, customers, or employees. If you aren’t currently trying to engage with additional folks in one of those three groups, you are often better off waiting until you have a specific need. The lesson from this: One should put in as much thought and care when they craft their next press release as they do when they create their next qubit.

As someone who receives a large volume of press releases from the quantum industry, I frequently encounter communications where the underlying messaging strategy is unclear. Many releases are poorly written; I have visited websites or read new announcements from companies and still couldn’t determine after reading them if the organization is providing hardware, software, or services!

Avoid Common Pitfalls

Some releases and websites spend too much time explaining basic concepts like superposition or entanglement. Others rely on platitudes about the “promise of quantum” without explaining how their specific company helps to fulfill that promise. While that type of content might be useful for the “quantum curious” in an educational setting, it is rarely effective for commercial companies focused on profitability.

A Strategic Framework

If you are going through the effort and expense of issuing a press release or launching a website, you must be strategic. Before you begin, ask yourself the following questions:

• Who is my target audience?

• What does this audience truly care about?

• Which products, services, or initiatives am I trying to promote?

• How do I differentiate my offerings from the competition?

• What quantified results do I want to achieve with this release?

(For those who might benefit from assistance in developing answers to these questions, Global Quantum Intelligence (GQI) can help walk you through the process using our industry experts, our ten years of industry data, and vast experience with what works and what doesn’t.)

The Importance of Transparency and Detail

Global Quantum Intelligence (GQI) expects to see increased consolidation within the industry in 2026. This shift—driven by the need for more capital, the realization that companies cannot scale alone, and the desire for technical talent—means that 2026 will be a highly competitive year. Companies that rely on vague messaging will lose out.

We prefer communications that provide specific technical or commercial details. As an example of what not to do, we’ve seen companies announce the installation of a new quantum computer with a partner but fail to mention the qubit count or other vital technical specifications. This leaves us with the impression that the company is hiding something. Transparency is always the better approach.

The most effective product releases we saw in 2025 provided detailed technical data regarding specifications and functionality. You don’t necessarily need to include all the data in the release itself; instead, provide direct links to papers on technical sites such as arXiv or refer to detailed pages on your own website. Your audience has likely heard before many “wild promises” about quantum technology and will be skeptical of any claim not backed by data.

Distribution Best Practices

Finally, consider your distribution methods. We have seen a few companies post press releases exclusively on social media, neglecting their own websites or newswire services. This is a mistake for three reasons:

1. Searchability – Major search engines like Google and Bing do not typically scan social media for this type of content, meaning your news won’t show up in search results.

2. Credibility – When people want to learn about a company, they go to the company’s official website.

3. Longevity – Social media posts tend to get buried after a few weeks under more recent posts. Having something on your own website tends to keep the information more visible for a longer period of time.

Our recommendation: Always include all releases in a dedicated “News” section on your company’s website. If your budget allows, use a newswire service to increase visibility. Social media is a great secondary tool, but it should never be your only distribution channel.

As we begin the new year, I hope these recommendations help you make your market communications more effective and impactful. We are looking forward to seeing all the great news and exciting developments that will be coming from the quantum community in 2026.