Seth Godin & the Myth of Launch PR

I love reading Seth’s posts. He always manages to shine a light on something that is not only true… but also leads us to think beyond marketing and PR and ask some fundamental questions about why we are entrepreneurs and how we create a business.

New startups can spend hundreds of thousands of dollars racing after a dream: a giant splash on launch.

Just imagine… a big spread in Time Magazine, a feature on all the relevant blogs, a glowing review in the Book Review. Get this part right and everything else takes care of itself.

And yet.

Here are some brands that had no launch at all: Starbucks, Apple, Nike, Harry Potter, Google, William Morris, The DaVinci Code, Wikipedia, Snapple, Geico, Linux, Firefox and yes, Microsoft. (All got plenty of PR, but after the launch, sometimes a lot later).

I’m as guilty as the next entrepreneur. Great publicity is a treasured gift. But it’s hardly necessary, and the search for it is often a significant distraction.

It works for movies, in fact, it’s essentially required for movies. But for just about every product, service or company, the relentless quest for media validation doesn’t really pay. If you get it, congratulations. If you don’t, that’s just fine. But don’t break the bank or your timetable in the quest.

[From The myth of launch PR]

No question – Seth is right.

Here is the big question… Why do you WANT that big launch PR splash?

You say “because it is great for the company”:

The fact is… even if you get it, you are probably not ready for it. Point of reference – Cuil. Cuil had great launch buzz. Made a huge splash – and an ever louder thud when the reality failed to meet the buzz. Maybe the product is great, maybe not… but if you are not ready (technology, process and people) to handle the rush of interest and the glare of the spotlight it really won’t matter.

And let’s face it… that giant thud is very, very hard to come back from. So before you go off feeding the hype machine be sure you can deliver (technology, process and people) the goods… otherwise you’ll just get exposed.

So, what is your motivation? Here is the dirty little secret every entrepreneur needs to acknowledge, understand and guard against.

That PR splash – it isn’t about the company… it is about YOU.

YOU want to look like a genius… YOU want to be the new darling of the Silicon Valley echo chamber… YOU want to get invited to the Googleplex to have lunch with Sergey and Larry… YOU want Sand Hill Road to beat a path to your door…

And that is great… congratulations. But what you forgot is that building a company has nothing to do with any of that. It is about creating an offering backed by a company (again, technology, process and people) that can deliver on it. It is about delivering value to your customers. PR and Marketing are supposed to help you make the company visible and compelling to potential customers… not boost your self-image.

It isn’t about YOU.

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