Q inspires on Four Quality principles on which a correct PR activity must be based. Ivy Lee, Edward Bernays, Arthur Page e Scott M. Cutlip are some of the most important PR founders in the world. On their opinions and ideas Q has been created.

"It's important communicate the truth about the activity and behaviors of a company. If these news could damage that organization we must change that behaviors " (Ivy Lee, 1904).

"The audience must be understood and its needs considered " (Edward Bernays, 1923).

"Public Relations are not only media relations and not involve only the company management; PR are everything a company says and does, starting to the top management finishing to the smallest stakeholder, when it is in front of its audience " (Arthur Page, 1939).

"Public Relations are a tool of the company strategy, used to communicate a correct image of a company, image that must be coherent with an effective reality in terms of general management, production, marketing, finance, human resources management" (Scott M. Cutlip, 1978).