More than one year ago, I wrote that Matt Cutts is representative of\u00a0next generation PR.\u00a0 So it was great to see Aaron Wall at SEO Book write a post on the\u00a0top 10 SEOs\u00a0and included this bit about Matt:<\/p>\n
Matt Cutts is better at public relations than 99% of public relations experts are<\/strong>. He is able to constantly promote Google products and engage in issue shaping while rarely being called out for it. And he rarely makes *any* mistakes on the public relations front\u2026<\/p><\/blockquote>\n
The fact that Aaron makes this statement proves my point from last year exactly.\u00a0 As a leading voice in the SEO industry it\u2019s clear to Aaron that Matt is better at public relations than nearly all PR professionals.\u00a0 But it goes further than that, and as someone who\u00a0is\u00a0<\/em>in the PR industry I\u2019ll just say it:\u00a0 Matt Cutts is a stronger force for Google\u2019s PR\u00a0than an entire PR firm<\/em>\u00a0could be.\u00a0 And it\u2019s not just possible for Google, it\u2019s possible for your company.<\/p>\n
How?<\/p>\n
Your PR firm needs to activate its client\u2019s team members<\/strong><\/p>\n
I know I said above an internal individual at a company can be more valuable than your PR firm.\u00a0 That\u2019s true.\u00a0 But that isn\u2019t to say the right PR firm couldn\u2019t activate these individuals.\u00a0 It merely shifts your PR firm\u2019s role.\u00a0 If your firm is merely pushing outbound PR and not acting as a true strategy consultant in 2010, you need a better firm.\u00a0 They should be creating inbound strategies and embracing\u00a0pull PR.<\/p>\n
Your internal communications manager\/director needs to shift their thinking<\/strong><\/p>\n
Client-side communications pros need to stop pushing for more clips and media placements (merely a KPI) by having their firm badger media and leverage connections.\u00a0 Instead they should tap their consultants to embrace the web in an organic way to position their brand as a leader and lead to\u00a0increasing PR returns.\u00a0 A part of this can certainly\u00a0 involve tapping the right team members to act as advocates.<\/p>\n
Your team members have new responsibilities<\/strong><\/p>\n
I don\u2019t care that your team members are busy.\u00a0 That\u2019s no excuse \u2013 we\u2019re all busy.\u00a0 Find those passionate enough about the industry to be a part of shaping your company\u2019s\u00a0influence, authority and trust.\u00a0 Maybe that\u2019s not for everyone, but the question is this:\u00a0 when competitors are doing it and you aren\u2019t, what does that say to the industry\/world\/constituents about your brand?\u00a0 Exactly.<\/p>\n
PR pros worth their salt now realize that the right individuals \u2013 empowered and activated \u2013 can play into\u00a0devastatingly effective\u00a0strategies.\u00a0 Instead of seeing this as a threat, true strategists put these people to work as part of their arsenal.<\/p>\n","protected":false},"excerpt":{"rendered":"
More than one year ago, I wrote that Matt Cutts is representative of\u00a0next generation PR.\u00a0 So it was great to … <\/p>\n