Good info. As a tech founder, this marketing/PR stuff is what I need the most schooling in.
Thanks for the article.
Getting press is just one component of getting awareness, along with content marketing, SEO and other tools. None of this takes away from building a great product.
To paraphrase he said 70% of your marketing effort should go into building a better product.
It's not some sort of naive idealism. It's reality.
And to quote Edwin Land: Marketing is what you do when you have an inferior product.
I guess you didn't see the Amazon drone on 60 Minutes? Marketing, showmanship, etc are very important for companies and products. Here, I think you should take a business course:
" Marketing is possibly the most important activity a business can partake in. It is the one activity that most directly affects the amount of recognition and sales that a company gets and this determines the level of profitability"
LOL. It doesn't matter if you have the most awesome product ever invented, if nobody knows you have it, and your homepage is buried on page 17 of the Google results, beneath 42 competitors with similar products.
Marketing is business. And that's tough for me to say, being an engineer by trade. But since launching a startup, I've come to realize the simple, plain, truth... marketing matters. A lot.