Effectively Communicating Quantum: Learning From Leading Tech & Science Editors and Brand Experts
In the wake of major innovation and investment in the quantum industry, media and market interest in quantum topics is at an all-time high. However, navigating the complexity of communicating quantum technologies has proved a huge challenge for companies.
As a deep tech communications agency that’s worked in quantum for a number of years, we've seen firsthand some of the challenges of communicating complex messages around quantum technologies to key audiences.
And with next year marking the UN's International Year of Quantum, which will shine a greater spotlight on the sector and provide a great opportunity to educate a wider audience about quantum, it’s vital to find a way to communicate the benefits quantum can bring in an easy understandable way.
That’s why we hosted a virtual ‘fireside chat’ with TFD Founder & CEO Stephanie Forrest, brand expert and Co-Founder of UK-based brand & design agency Syndicut, Nick Bromage, and The Economist’s Science and Technology Editor, Alok Jha to discuss how companies in quantum can overcome these challenges.
The panellists discussed how companies operating with world-changing emerging quantum technologies can achieve strategic, responsible and clear communications by gaining a deeper understanding of their audience and the media landscape, building a strong brand narrative and the do’s and don’ts of communicating quantum.
Want to watch the full recording?
What is the current media landscape for quantum technology companies?
We’ve seen rising business media coverage of quantum technologies, but what is driving interest? Alok explained that his decisions about what to cover are always driven by what readers want and what might interest them, “I want to give our readers a glimpse into the future so when quantum becomes a relevant topic for them in everyday life, they already have an awareness and understanding of it.
“The narrative in recent years has been the ‘quantum race’ but what’s actually more interesting is the opportunity to explain the fundamentals to our readers - What are the opportunities? How can it be applied? What is a qubit? So that when the time comes that quantum plays a major role in everyday life like we’re seeing with AI in the media right now, we want our readers to have already heard of it before and understand the basics.”
He stressed that it takes a long time to explain complex topics and to get some of the terms we use in the quantum industry into the vernacular of the public, so for something as complex as quantum, we need to talk about the basics and concepts now to give the public the opportunity to start building an understanding.
How can we best communicate these complex topics when writing about quantum?
When asked about how to explain quantum to a wider audience, Alok shared, “As a journalist, it’s my responsibility to understand my audience, their needs and interests, educational levels, their understanding of the topic, and then communicate in a language that speaks to them so you can bring people along on this journey and garner their interest.”
He noted that the key to success is that the more you understand your audience and tailor your messaging accordingly, the more people you’re going to bring along. So having someone in your company who is able to communicate a clear narrative and story about the company and what it’s doing in an accessible way is going to help you communicate even the most complex technology and projects.
How can a strong company brand help you navigate complexity when talking about quantum technology?
Nick explained that one of the key principles of branding is that as humans, we’re all driven by emotional behaviours. If branding can evoke an emotion in the audience, they’re much more likely to remember it. A powerful way to do this is by creating brand visuals and experiences that are memorable and tap into human emotions, whether that’s auditory, visual or tactile.
In the quantum industry, this could mean pushing the boundaries in how you show systems and technology. Stephanie and Nick recalled a situation where one of our clients faced a challenge at an event when their equipment was too large to be shipped. We wanted to find a way to still show visitors something tangible. So with the help of Syndicut, the client recreated the structure and look of the system using layers of perspex which allowed attendees to “see” the system in person, resulting in a lot of interest and engagement.
Stephanie and Nick also discussed how companies in scientific fields can explore the use of colour to make their brands stand out. Through interesting colours we can capture and hold attention, ultimately developing brand recognition and awareness. Here it’s important to consider that while you want to stand out and you need to be distinctive, your colour and brand should align with your company mission and products.
What should quantum companies know from a PR/marketing/branding perspective?
The conversation concluded with an exploration of some of the potential pitfalls of PR and branding. Steph, Alok and Nick agreed that the earlier a company can brief its partners, suppliers and the media, the better. A product or go-to-market strategy doesn’t need to be set in stone at this stage. Journalists are interested in hearing about the research and development processes going into quantum and the development of quantum products, not just the final result.
Alok explained that while he writes about business use cases and applications, he and his team are also really interested in the technology itself. Giving them the opportunity to speak to researchers, scientists or engineers is going to help build trust and a relationship so when you’re pitching your next big story, you’re much more likely to be considered.
And the same goes for your creative agency. Bringing them in at the start of the project and giving them the opportunity to not only speak to the marketing managers but also to the teams building the technology, helps them gain a deeper understanding which, ultimately, will result in a stronger narrative. So next time you’re working on a new project consider starting conversations with your partners and the media sooner, it might not result in instant coverage but it will help you build a stronger brand down the line!