Is launch PR really a myth?

Seth Godin writes on his blog that launch PR is a myth. He writes that the following brands had no launch and are doing just fine: Starbucks, Apple, Nike, Harry Potter, Google, William Morris, The DaVinci Code, Wikipedia, Snapple, Geico, Linux, Firefox and Microsoft. “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,” Godin writes.

I must disagree. Would Google’s new Chrome be able to achieve 2% of internet traffic after just one day of existance? Are all brands really that fortune as those listed above to get the attention of media as the big brands?

Especially for smaller companies, launch is very important. With limited finances, companies need to get customers quickly to start generating revenue and expand further.

There are few other reasons I think launch PR will remain an important component of PR strategies:

• Media are interested in news. Launch is news!
• Launch generates excitement around the project, both for internal audiences as well as external
• It is important to have deadlines, it helps the PR department as well as the development team to get things done and keep moving forward
• Media and analysts like to be the first to know – they want pre-briefings (there is no pre- if there is no launch)
• Launch is important for influencers and users who want to be among the first to use a product/service. They need the excitement of trying out something new, something that just launched.

I would love to hear your thoughts!