PR Before Performance

IBM seems to have committed a PR mistake by making a hoopla before it has performance to match it. The situation is this. IBM advertised and marketed its Watson AI software as an essential aid in cancer detection and treatment. But, recent studies have shown that the system has a long way to go before it can be generally useful to physicians. This is a basic error in the conduct of public relations and marketing. One should publicize the things one has done and not about to do. Now, Watson and its creators have to work hard to make up for lost reputation as a result of making news too early. No one is saying Watson is a failure in treating cancer, but they are making clear that it isn’t a useful tool yet. That is a small consolation, but it doesn’t help the business.