Interested Organizations can start building their page : https://plus.google.com/pages/create
Here is what the company has to say about the Pages launch :
In life we connect with all kinds of people, places and things. There’s friends and family, of course, but there’s also the sports teams we root for, the coffee shops we’re loyal to, and the TV shows we can’t stop watching (to name a few).
So far Google+ has focused on connecting people with other people. But we want to make sure you can build relationships with all the things you care about—from local businesses to global brands—so today we’re rolling out Google+ Pages worldwide.
Google also announced “Direct Connect” from Google search. Google+ Pages will now be found in search results, allowing customers to connect directly to businesses.
Here is what Google had to say about Direct Connect:
People search on Google billions of times a day, and very often, they’re looking for businesses and brands. Today’s launch of Google+ Pages can help people transform their queries into meaningful connections, so we’re rolling out two ways to add pages to circles from Google search. The first is by including Google+ pages in search results, and the second is a new feature called Direct Connect.Maybe you’re watching a movie trailer, or you just heard that your favorite band is coming to town. In both cases you want to connect with them right now, and Direct Connect makes it easy—even automatic. Just go to Google and search for [+], followed by the page you’re interested in (like +Angry Birds). We’ll take you to their Google+ page, and if you want, we’ll add them to your circles.