Communication Strategy Guide
A practical guide from TFD’s Quantum Practice, developed in partnership with voices from the quantum technology industry
When TFD started working in quantum over six years ago, practical quantum computing was still considered to be years away. Early financiers were investing in future potential rather than commercial reality.
That world is gone. Priorities have moved from scientific exploration to product commercialisation. Competing today means navigating the gap between genuine progress and hype, translating technical impact into language that resonates beyond the scientific community.
TFD developed this practical guide alongside key voices across the quantum ecosystem. It takes an under-the-hood look at what makes an effective quantum communications strategy and how companies can communicate their value clearly.
Thank you to the contributors from industry, investment, academia, and the media for supporting this project. TFD hopes you find it as valuable to read as it was to create.
Our Contributors
Dr Andy Sellars | Member of the UK Government Semiconductor Advisory Panel & Director of Strategy, CORNERSTONE
Anja Bräuning | Lead Corporate Communications & Marketing, eleQtron GmbH
Cécile Perrault | Executive Director, European Quantum Industry Consortium (QuIC)
Daphné Leprince-Ringuet | Senior Reporter, Sifted
Emilia Conlon | Head of Communications, Riverlane
Jeroen Bakker, PhD | Partner, Novo Holdings Seed Investments
Matthew Swayne | Editorial Director & Chief Content Officer, The Quantum Insider
Michael Baczyk | Venture Capitalist, Heartcore Capital
Nick Huber | Freelance Technology Journalist & Media Consultant
Rebecca Malamud | Senior Marketing & Communications Manager, Rigetti Computing
Stuart Woods | CIO & Head of Innovation, NNF Quantum Computing Programme (NQCP)
The guide covers:
Introduction
From the science to the business of quantum
Global funding in quantum technology is growing as systems move from research labs into real-world use. With more competitors entering the space, scientific progress alone no longer guarantees commercial success.
Chapter 2
Same story, tailored & targeted
Investors, journalists, and policymakers care about different outcomes. Here is how to adapt your main narrative for each group without adding technical jargon.
Chapter 1
Your quantum comms foundation
Consistent messaging forms the foundation of effective corporate communications. This chapter shows how to set one core story and use third-party proof to avoid hype.
Chapter 3
Choose your channel
Reaching decision-makers requires using the right mix of owned, earned, paid, and borrowed platforms. Learn why active leadership profiles and small roundtables deliver better results than costly exhibition stands.
Summary
The way forward
Communications work needs ongoing review to measure whether your message turns attention into trust. This closing section outlines the five TFD steps to support sales growth, investment, and policy goals.
Chapter 4
Strategy to succeed, agility to endure
Target audiences change every time a business completes a funding round or enters a new market. This chapter covers how to keep positioning flexible while using direct, human storytelling instead of templates.