Piaras Kelly PR - Public Relations in Ireland

The Golden Pages is Ireland’s leading business directory. For years it has stagnated somewhat. I occasionally use their website, but the majority of copies of the directory are used to prop things up in the office or bundled into the corner.

However they’ve redesigned the website and are hiring a whole array of staff. I like the new site, but I’m more impressed with the new direction, especially the PR potential it has.

The Golden Pages is going to face some serious competition from the likes of Google over the coming years, but the main advantage it holds over the tech giant is the fact that it is an Irish company.

Apart from an existing relationship with the Irish public, the Golden Pages has great potential to strengthen its position. For example, one avenue that they don’t seem to have fully exploited yet is their topical news value. At the end of November it announced that it was getting four million page impressions a month, but seemingly at the end of the release it mentioned that the top 5 keyword searches on the goldenpages.ie for October were hotel, restaurant, doctor, solicitor and dentist.

They don’t seem to be taking advantage of that at the moment, but with all the talk of the lack of competition in the likes of the dentist industry in Ireland, this offers them a great way to get on radio or other outlets they don’t regularly feature on. I think they’re hiring a PR manager at the minute and I hope this is a strategy that they pursue.

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