Is there such thing as too much press in business?

Is there such thing as too much press in business?

Yes, there is!

I used to believe that getting a lot of press coverage for any business would be good. It would be great to create more buzz, more people would would know about it, more people would be ready to purchase the product, and ultimately there would be more sales. What could be wrong with that right? Well now, I have started to think that it depends where you are in the business stage (startup, survival, sustainable, growth and scale).

For a startup, getting buzz creates hype and excitement towards the company. That buzz can create demand for the product or service, get market feedback, attract talent to the company among others. Yet I have started to see the pressures and repercussion of too much press early in the business stage. First time founders are really excited and passionate about their idea and want to get it out there. It’s hard to resist getting that coverage when it is coming your way. However, when the idea is out in the media, more resource equipped people and companies can easily change their strategies and almost destroy that upcoming new business. Also, if the founder(s) don’t move fast in the market, the weight of the early press coverage/even awards can hold them back. The team dynamics and egos of various people can also be affected if not taken care properly.

It sounds almost counter-intuitive to not get too much press coverage and recognition early. This is definitely not the case for all businesses. However, I’m starting to feel and believe that for startups in Nepal that want to make an impact domestically and internationally, it’s best to extremely focus on your product/service (and resist press/other coverage until you are ready). The time will come when you need to market it, generate press, and grow your company.

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