Paid promotion through channels such as print, online, broadcast, and social media. While it ensures visibility, it lacks the credibility of earned media.
Engagement with industry analysts who study markets and issue reports. Their opinions can influence customers, investors, and partners. Not to be confused with financial analysts.
The specific group you want to reach — such as investors, policymakers, potential customers, or future hires.
A short, standard description of your company included at the end of press releases and official documents.
The perception of your company shaped by reputation, values, design, and messaging. Strong brands build trust and recognition.
The intangible value your brand carries in the marketplace, often reflected in customer loyalty, pricing power, and goodwill.
A direct prompt telling your audience the next step to take — “Download the report” or “Request a demo.”
A story that shows how your technology solved a customer’s problem, often used as proof of real-world impact.
The practice of creating useful, educational, or insightful material that draws in your audience and positions your company as a trusted authority. Can be used with a variety of platforms.
The umbrella term for all internal and external communications managed by a company, from employee newsletters to CEO interviews.
The strategic response when something goes wrong. It protects reputation through speed, transparency, and accountability.
Online promotion through websites, email, search engines, and social media. Highly measurable and often central to reaching niche audiences.
The unique qualities that set your company apart from competitors in the market.
Coverage that you don’t pay for — articles, interviews, or quotes that come because your story is interesting or valuable. Usually "pitched" to media by internal and/or external PR professionals.
An agreement with trusted journalists to provide advance news with the understanding they will not publish until a set date and time. Often used for product launches or funding announcements. Useful for journalists to do research or interviews when preparing the article.
How your audience interacts with your content — likes, shares, comments, downloads, or inquiries.
An in-depth article that goes beyond a basic announcement, such as highlighting a trend, the company's unique culture or executive perspective.
A narrative about how and why your company was started. This often resonates with media and investors, making your mission more relatable.
Writing on behalf of an executive — such as an op-ed, blog post, or speech — in their voice and style.
Visual assets (logos, charts, infographics, photos) provided to media or partners to support your story.
The title of an article, blog, or press release, ideally short, compelling, and clear.
The angle that makes your story relevant, timely, or newsworthy. Journalists look for strong hooks to connect to broader conversations.
An individual with credibility and reach in your field who can affect opinions — in quantum tech, this includes researchers, analysts, and industry bloggers and podcasters.
Messages directed at employees to align them with company goals, values, and updates
A reporter or editor who writes or broadcasts news stories. Building strong relationships with them is a core part of media relations.
Specialized terms or buzzwords. Overuse can confuse audiences — plain, clear language is more effective. An explanation should be included when they must be used.
The handful of points you want every audience to remember about your company. They should be consistent, repeatable, and clear.
Capturing potential customer interest, often through content downloads, event sign-ups, or direct inquiries.
The broad category of activities that communicate your company’s value to audiences — including PR, advertising, events, content, and digital outreach.
A package of materials (company background, executive bios, technology summary, product info, photos) created for journalists and analysts.
The practice of engaging with journalists to secure coverage in trusted publications.
Clear, consistent language that explains your value proposition and differentiates you in the market.
The bigger story arc that frames your company’s place in the industry and why it matters.
The rhythm of news coverage. Timing your announcements to fit into it increases your chances of attention.
The practice of monitoring daily news to seek opportunities for your company's spokesperson to comment on the relevant news of the day. Must be done in a timely manner to succeed.
Content you create and control — such as your website, newsletter, blog and social media channels.
An opinion article written by an executive (and often ghost-written) and published in a media outlet. Ideal method to share your perspective on industry issues and gain thought leadership value.
Advertising and sponsorships where you pay for exposure. Opportunities need to be evaluated carefully to weed out "vanity opportunities" with minimal reach and non-relevant audiences.
A short, persuasive message to a journalist or analyst suggesting why your story deserves attention. OFten accompanies a press release, but not necessarily.
The distinct place your company occupies in the minds of your audience compared to competitors.
An announcement written in journalistic style (preferably AP Style) sent to media outlets to share news.
The strategic effort to build and protect your reputation through storytelling, media engagement, and relationship management.
Non-numerical, and often intangible, measures of success, such as tone of coverage, relevance of media outlets, and message clarity.
Numerical data that can be measured such as website visits, media placements, and social media impressions and engagement.
The long-term effort to monitor and improve how your company is perceived.
A measure of the effectiveness of marketing and PR activities relative to the resources spent.
Using platforms like LinkedIn, X, BlueSky or YouTube to engage audiences and share company content.
A short, quotable phrase that captures your message clearly and memorably — useful for interviews and speeches.
The groups of people who have an interest in your company’s success, including investors, customers, employees, and regulators.
The specific people you most want to reach with your messages.
Establishing your company or executives as credible, trusted voices in the industry through insights, commentary, and original ideas.
Industry-specific publications and outlets that cover your sector in depth — essential in highly technical fields such as quantum tech.
The one key factor that sets your company apart from competitors.
Content created by your customers, partners or others in the community that showcases your technology in action. Can be particularly valuable, serving as third-party endorsements.
The clear statement of why your product or service matters and what benefit it delivers to your audience.
The consistent design elements — logo, colors, typography — that reinforce your brand recognition.
An in-depth report that explains a problem and how your technology addresses it. Often used to influence decision-makers.
A fee-based platform (such as Business Wire, PR Newswire or EIN Presswire) that distributes press releases to journalists and media outlets worldwide. Should not be confused with editorial wire services, such as AP and Reuters, which are not fee-based and write articles themselves based on newsworthiness of the story.
The distinctive quality that makes your company or story compelling. It may not be tangible but can drive media and market interest.
A retrospective communication that summarizes your company’s milestones, achievements, and impact over the past year. Can be distributed externally to target audiences.
A PR and communications term borrowed from cybersecurity, referring to immediate action taken to address a crisis or breaking news event.
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