This Week's Question

A. In some instances, it is valuable to provide updates about your company in both formats, a press release and a blog. It’s fine to cover all your bases on the bigger stories. But there is a distinction. When the information would not be considered news by reporters, or is very technical in scope, yet you wish to convey this information to your own audiences, a blog post will be less expensive and you are able to write it exactly the way you want it to read. In contrast, if you believe your company news has sufficient news value to appeal to media, write a press release that can be sent to a custom media list, as well as through a fee-based wire service. When accompanied by a strategic pitch, this can lead to interviews and articles beyond the scope of the press release. Over time, you will be able to get a sense of which method works best for your company.

A. Investors want to invest in companies that already are doing well or show strong signs of doing well in the months ahead. In the young quantum industry, doing well doesn’t necessarily mean revenue. It means a logical, defensible road map and a communications program to update progress. Solid communications goes a long way to instilling confidence in potential, and current, investors. Your communications should be consistent across all channels and distributed to both traditional and social media outlets, targeted to reach your desired audience. Recognize that exaggerating claims, or other hype, may gain shortterm interest, but over the long haul, an honest media relations program that is easy to understand works.

 A: Before you begin outreach, create a strategic action plan to guide your next steps, including anticipated news angles. Clarify your media messages – what you want to tell media about your company. Identify and prioritize audiences – who do you want to reach. Ensure your website and selected social media channels reflect the company properly. Make sure your website is up and running for a few days so there are no glitches on launch day. Line-up third-party experts – academics, investors, partners – who can validate your company story with media.