Anatomy of Positive PR for YP

Yellow pages has/have been hammered for being a dying medium and the industry has had trouble associating itself with online and mobile. But the AdWeek article I linked to below is an example of a successful strategy for the industry:

  1. Generate data using a credible third party. In this case Knowledge Networks
  2. Push out the data
  3. Data gets picked up by industry trade pub or mainstream media outlet
  4. Pubs drive “second day” pick up via industry newsletters (the IAB smartbrief in this case) and bloggers
  5. Lots of people see/view the story multiple times

Any metrics and/or pr generated should also focus on digital platforms to develop that association in the minds of journalists and marketers.

There you go . . .


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