Matt Cutts Is Representative Of Next Generation PR
April 2, 2009
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In Many of you reading this already know who Matt Cutts is. For those who don’t, he is Google’s head of webspam. Simplified and in plain English, what that means is he helps make sure those Google results you receive for your queries are of high quality and spam-free.
But this post isn’t about webspam or SEO. What’s even more interesting to me as a communications professional is that in many ways, Matt represents the future of PR as a transparent, seamless process internally for sophisticated, industry-leading companies.
There’s a lot of great thinking from Steve Rubel, Jeremiah Owyang, Brian Solis and others about the future of PR.
- Steve Rubel has been writing for quite some time that customer service is the new PR
- Jeremiah Owyang writes on a potential future of PR: when agencies represent communities –not brands
- Brian Solis just published a book entitled “Putting the Public Back In Public Relations“
There is a perfect example of a company doing all of these things today not at the consumer level but at the industry level, and it’s Google. And, there’s one person who is the outward-facing leader, living and breathing these ideas and more concurrently for both Google and the SEO community as a whole – Matt Cutts.
Communications executives at large brands nationally should aspire to what Matt does, as he sets the bar extraordinarily high.
Matt:
- Acts at both the macro and micro level to represent not only Google but the entire SEO community
- Actively responds to and discusses topics with both industry professionals and the media, without talking points or scripts
- Is trusted by Google to speak on behalf of the brand
- Is dedicated to his role and mission for Google and uses PR in a big way to help accomplish his goals
- Actively blogs not only about Google, but the SEO industry as a whole on his personal blog and company blogs
- Is dedicated to what he does and it really shows – he works above and beyond 9-5, this is his passion 24/7
- Is frequently quoted across the spectrum of marketing, internet and tech trades as an expert source
- Acts as a high level customer service representative for complex issues at both enterprise and small scale
- Takes the time to respond to queries or pings by industry professionals wherever they may live – whether as personal emails, Twitter @replies, comments in FriendFeed, blog posts, etc.
- Shows the same respect and patience to everyone he speaks with
- In many cases, personally hedges negative PR about Google simply by responding
- Goes out of his way to help the little guy who he knows is doing the right things
- Frequently attends and speaks at industry events across the world
- Produces videos to educate the industry and answer specific questions
- Asks industry professionals directly for their input and feedback, actually listens
This is just what I could think of off the top of my head, he does even more in reality. As someone interested in learning from how all companies communicate, I pay close attention to the nuances of how others represent their brands/their industries and Matt is consistently one of the best I’ve witnessed.
What Matt is doing probably doesn’t scale. It doesn’t need to, he operates at a high level, and not everything requires his attention. But he’s savvy enough to know what does, and is trusted to act on his own accord, which creates a winning combination for him to be a positive PR machine for Google (in many ways similar to how Steve Rubel concurrently represents Edelman and the digital PR industry).
Many wouldn’t consider Matt in PR, but I would argue he certainly is by the scope of what PR is evolving into:
Customer service? Check.
Leading a community (SEO professionals)? Check.
Putting the public back in public relations? Check.
Speaking on behalf of his company in social and traditional media? Check.
Matt is just one element of Google’s communications strategy of course, but it’s incredible how one individual is literally a force for good behind the brand on so many levels. Google is lucky to have him and I imagine many other companies look on in awe.
What do you think? Is Matt Cutts representative of the future of communications professionals? Is it even possible that every company can find someone like Matt to lead an industry on behalf of their brand, or is he a rare find due to his drive/dedication?
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Matt Cutts replied | Apr 2, 2009 (1 comment)
Now I’m blushing. :) I definitely consider myself an engineer rather than a PR person. But I think lots of engineers can be good representatives, especially because they can delve down into the nitty gritty details on a lot of subjects.
Adam Singer replied | Apr 2, 2009 (563 comments)
@Matt Cutts – Thanks for dropping by, and I think your comment hit the nail on the head. You are a seamless part of the organic PR for Google as a by-product of what you do. I know you’re not a PR person by title but that doesn’t matter, as someone close the product you can speak on it properly. And, social tools along with empowerment is an enabler for you and others to be able to do this effectively.
Bob Allard replied | Apr 2, 2009 (1 comment)
Not to blow smoke, but I’ve been a Cutts devotee for some time now. What I really admire about the man is that I get the impression he’s just being himself and not following some master marketing plan. Regardless, he’s a PR beacon. Well done, sir.
gorgeoux replied | Apr 2, 2009 (1 comment)
As a former PR specialist, I agree, this is one side of the future of PR. I must note we’d be somewhat closer to more professionals behaving in this fashion if PR as an industry educated its clients more, towards independence, rather than trying to keep the know-how inside the agency. But when practitioners can’t even agree on ONE definition for PR instead of several, I can’t expect them to agree on their client strategies or, for that matter, the future of PR.
On a different matter, may I suggest that you reconsider ‘across the country’? Whether you write for a U.S.-based audience (it’d seem so) or an international one (i.e. the web), you’re in a position to influence it. ‘Across the country’ leaves someone like me baffled, while an American may find it right due to his/ hers insular mentality–an unfortunate reality.
Both sides could use a change. ‘Across the world’?
Sukhesh replied | Apr 2, 2009 (1 comment)
Adam, I am also an online marketer and I really envy Matt. I told my colleagues some days ago that we all should learn a lot from Matt.
Earlier, Google was considered as a company who is not that favorable towards SEO. But, It’s Matt Who changed that perspective and created a feeling among SEO community that Google is the only company that supports White hat SEO to the maximum possible extent – and it’s important for Google and all of us, we know.
Adam, this post is fantastic and many thanks for publishing this article. And, Matt is doing a wonderful job; hats off to Matt!
Adam Singer replied | Apr 2, 2009 (563 comments)
@Bob Allard – agreed, he is definitely “just being Matt” as you say, and that’s a reflection of his passion for what he does.
@gorgeoux – point taken, updated!
@Sukhesh – glad you enjoyed this.
John Furniture replied | Apr 2, 2009 (1 comment)
I do a lot of PR, SEO and PPC consulting. Matt is definitely in PR and Darn Good at it Too.
Jeff replied | Apr 2, 2009 (1 comment)
Great post Adam – You reinforce two important underpinnings of a successful effort related to the intersection of PR & Social Media:
1) The individual(s) acting on the company’s behalf must possess both good communication abilities AND the discretion to know when and where to engage. These people are not easy to find – Matt is certainly an exception here.
2) The sponsoring organizations must trust these people to speak on the company’s behalf with little or no supervision. Unfortunately, in many (most) instances this release of control is simply not acceptable in an organization that has traditionally operated under a command & control infrastructure.
The emergence of Social Media, and Twitter specifically, is forcing everyone to completely reassess their roles in a new media environment. How you view the inevitable dismantling and reconstitution of “media” will by definition determine your place in the new world – Are you terrified or exhilarated?
Matt/Google give us a good template to work from.
Jim Ernst replied | Apr 2, 2009 (1 comment)
I think that more people should practice PR like Matt. It is definitely a changing industry and we really have a chance to change the future of it right now, including the past reputation. Social Media is the future and we are all connected and we really have to properly use this technology to make it successful. I applaud Matt and Google for taking this initiative and doing it right.