---
title: Quarra PR & Media Strategy
type: article
created: '2026-02-13'
updated: '2026-02-13'
source_docs:
- raw/2026-02-13-salesforce-call-quarra-122289200.md
tags:
- quarra
- pr
- media
- brand-strategy
- architectural-publications
- abm
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Quarra PR & Media Strategy

## Overview

Quarra has identified a gap between its market position and its media presence: competitors with comparable (or lesser) capabilities are securing features in top-tier architectural publications while Quarra remains largely absent. Closing this gap is a strategic priority, pursued through both national trade media outreach and opportunistic local PR.

The impetus for formalizing this strategy came from observing Monument Labs — described by Lincoln Durham as "basic" — land a feature in *Architectural Record* combining robotics with traditional stone craftsmanship. The reaction: "It should have been us."

## Target Publications

The primary goal is earned media placement in the publications that architects and specifiers actually read:

- **Architectural Record**
- **Dezeen**
- **ArchDaily**

These represent roughly the top tier of the ~10 key periodicals in the architectural materials space. Placement in any of these would directly support ABM efforts by building credibility with target accounts before direct outreach.

## Local PR: "Coolest Thing Made in Wisconsin"

As a lower-effort, complementary tactic, Quarra should pursue the **"Coolest Thing Made in Wisconsin"** competition. A plant manager surfaced this opportunity. Based on the caliber of past entrants, Quarra is likely to be competitive.

The reach is regional, but the logic is additive: the more visibility touchpoints across channels, the better. Local recognition can also feed into broader brand storytelling.

**Action:** Pursue entry. See [[clients/quarra/_index]] for internal contacts to coordinate submission.

## Connection to ABM Strategy

PR and media placement are not standalone tactics — they feed directly into Quarra's account-based marketing approach. A feature in *Architectural Record* or *Dezeen* creates:

1. **Inbound credibility** — target accounts encounter Quarra before direct outreach
2. **Content assets** — reprints and links usable in email campaigns and sales collateral
3. **Keyword and SEO lift** — backlinks from high-authority domains

The Ball's Quartzite Shingle System launch (see [[knowledge/brand-strategy/balls-quartzite-shingle-system-launch]]) is a candidate story for trade media pitching, pending NDA resolution on the "Winterfell" project photography.

## Content Philosophy

Lincoln acknowledged a tendency to over-edit blog content, which slows throughput. The agreed approach going forward:

- **Blog posts / SEO content:** "Roughly right is better than not at all." Primary purpose is keyword density and site traffic, not technical perfection.
- **E-guides and formal collateral:** Require higher accuracy and editorial rigor.
- **FAQs:** Optimized for AI citation and search; factual accuracy matters, but exhaustive detail is not required.

This distinction allows Asymmetric to maintain publishing velocity without waiting on extended client review cycles.

## Status & Next Steps

| Item | Owner | Status |
|---|---|---|
| Review ABM strategy; send feedback to Karly | Lincoln Durham | Planned for NYC trip week of 2026-02-17 |
| Identify and pursue "Coolest Thing Made in Wisconsin" entry | Lincoln / Lauren | In progress |
| Pitch strategy for trade publications (Arch Record, Dezeen, ArchDaily) | Asymmetric / Quarra | Not yet started |
| Resolve NDA on Winterfell project photos for potential pitch asset | Lincoln Durham | Pending architect outreach |

## Related

- [[clients/quarra/_index]]
- [[knowledge/brand-strategy/balls-quartzite-shingle-system-launch]]
- [[knowledge/crm/quarra-salesforce-opportunity-evaluation]]
- [[meetings/2026-02-13-salesforce-call-quarra]]