By Rob Ford, 5WPR Managing Partner & EVP
Quantum computing has captured the imagination of technologists, investors, and the public alike. Its potential to transform industries from finance and logistics to pharmaceuticals and cybersecurity is immense. Yet the technology is still emerging, and the gap between its current capabilities and its potential often leads to inflated expectations. For PR and marketing professionals working in this space, the challenge is clear. How do you communicate the promise of quantum computing without overselling while still generating excitement and credibility?
Understanding the Quantum Hype Curve
The concept of the hype curve, popularized by Gartner, illustrates the lifecycle of emerging technologies. Initial excitement leads to inflated expectations, followed by a period of disillusionment, and eventually a plateau of productivity where the technology delivers tangible value. Quantum computing today sits somewhere between the peak of inflated expectations and the early stages of realistic adoption. This presents both opportunities and risks for brands in the sector. Communicators must find the balance between showcasing groundbreaking breakthroughs and providing a measured view of current capabilities. Striking this balance is critical not only for credibility but also for long-term engagement with investors, customers, and the media.
Case Studies in Quantum Communications
One company recently announced a new quantum computing system using standard semiconductor technology. The innovation was presented as scalable and compatible with existing infrastructure. While the announcement drew attention for its ambitious vision, the lack of specific performance details raised questions about the overall message. This highlights the importance of providing clear and transparent communication that provides the necessary backup data to support what a company is trying to convey.
Another organization introduced a medium-scale quantum system, generating public interest and media coverage. The company framed the announcement carefully, and emphasized up-front both the potential and the current limitations of the technology, demonstrating the value of realistic messaging alongside excitement.
A startup in the quantum sector secured substantial funding, signaling confidence in its long-term prospects. The announcement highlighted optimism for the future while also showing details about the company’s plan to achieve sustainable growth, showing how balanced messaging can support credibility.
Strategies for Effective Quantum Tech Communications
From these examples, several principles emerge for PR professionals in the quantum sector. Communicators must emphasize tangible use cases to help audiences connect with the technology’s current value. Showcasing partnerships with universities, research institutions, and industry leaders lends credibility and demonstrates that progress is backed by rigorous science. Maintaining transparency about both the capabilities and limitations of quantum systems fosters trust and prevents disillusionment. Educating audiences through accessible explanations of complex concepts demystifies quantum computing for investors, clients, and the media alike.
Balancing Vision with Realism
Quantum computing holds transformative potential, but its full promise is still on the horizon. For brands operating in this space, the responsibility of communication is as important as the technology itself. By embracing authenticity, transparency, and thoughtful storytelling, PR professionals can inspire confidence, foster engagement, and build long-term credibility. The brands that succeed in this emerging market will be those that manage the balance between excitement and realism, creating narratives that both inspire and inform. For PR and marketing professionals, the lesson is clear. In quantum computing, as in all emerging technology, credibility is the ultimate currency.
September 27, 2025
