PR can help any franchise be more successful but developing a strategy that implements specific PR tactics and knowing when to implement them is the key to that success.
PR can tell your brand’s story through good news stories, get potential franchisees to notice you and generally raise your public profile. Knowing when to invest, and what kind of PR to prioritize, can help you build momentum, attract qualified candidates and establish a strong reputation.
So, where do you begin?
Getting Started
In the early stages of a brand’s development, typically within the first several years after initially franchising, a primary focus is placed on brand awareness. If you find yourself at trade shows where no one knows your brand, or potential customers comment they didn’t know about you, it’s time to get PR.
If no one has heard of you before, why would they invest in your brand?
These early stages are the time to lean into building credibility and brand awareness. That means letting the public know you’re expanding into new markets and that your brand is generating interest. Use tactics such as press releases and social media posts to announce key deals in target markets and amplify awareness of the brand’s evolution.
Local press coverage, along with stories in franchise trade magazines, also will heighten your visibility in the market and boost your reputation, credibility in the industry and interest from other potential franchisees.
Nurturing the Funnel
Not getting the leads you need or want? While PR services help raise awareness at the top of the sales funnel, it also helps drive leads in the lower funnel stages. It sets the tone for your franchise brand’s public perception, and it helps build the credibility and trust needed to attract new franchise deals.
Articles tailored to specific topics that appeal to potential franchisee groups you’re targeting can help speak to those candidates, such as multi-unit owners. Or maybe you want to target legacy owners who are planning for their retirement and looking to sell or pass down to the next generation owner. How about candidates looking for a brand that can make a positive impact on the community? These are all different threads you can use to weave together your brand’s story to appeal to your targeted audience.
Additional services like blogs and SEO will bring a greater depth to your expansion strategy.
Seeking social proof through franchise rankings in publications like Franchise Times, Franchise Business Review and Entrepreneur should also be a part of your PR strategy. Potential franchisees place a great deal of importance on these rankings.
Continue to take advantage of media placement opportunities in consumer and trade publications that promote your brand and your people. Stories that showcase franchisee successes will help other candidates envision themselves succeeding with your brand.
This is also an excellent time to use thought leadership to position yourself as a leader in your industry. This also helps build trust, enhance credibility and shape public perception.
As the number of locations grow, so does the chance of a threat to your reputation. Working with a PR professional to develop a crisis PR plan long before you need it can help you manage and navigate negative publicity and preserve your brand’s reputation.
Remember, PR is all about telling the story of your brand to the right audience at the right time. Whether you’re emerging or well established, each stage of a franchise brand’s growth requires a different PR approach to support your strategy.
