1851

According to the International Franchise Association’s <a href="https://www.franchise.org/franchise-information/franchise-business-outlook/franchise-business-economic-outlook-2020?utm_source=1851franchise.com&utm_medium=article&utm_campaign=you-should-be-using-pr-to-drive-franchise-sales-2712473" target="_blank" rel="nofollow">2020 Franchise Business Economic Outlook</a>, the franchise industry is projected to grow by 1.5 percent this year and reach approximately 785,000 establishments. Meanwhile, according to <a href="https://www.frandata.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=you-should-be-using-pr-to-drive-franchise-sales-2712473" target="_blank" rel="nofollow">FranData</a>, there is an average of more than 300 new franchise concepts joining the fray each year, which has franchisors wondering how they can stand out in an increasingly crowded field.More and more, franchise professionals are turning to public relations for a leg up. Strong third-party validation from a reputable source can make a profound impact for a growing franchise brand. But franchisors need to be strategic in how they implement PR, both as a holistic endeavor and in the operational minutiae, in order to maximize the impact on their brand.<h4>PR Is a Puzzle Piece</h4>Like most effective strategies, it’s important not to put all the eggs in one basket. Public relations, and the third party validation that it can create, should be one arrow in a franchise’s quiver.&nbsp;The biggest effect will come when your PR is aligned with how you are presenting the brand through advertising, content marketing, social media posting, thought leadership, speaking opportunities, email blasts, fliers, conference booths, attendance and every other aspect of your marketing strategy.&nbsp;In the best scenarios, there is an A-to-B process of a prospect seeing a PR piece and inquiring immediately. But more often, PR will either create initial awareness or provide education for franchise prospects. So cultivating these potential leads by pairing PR with other marketing tactics will be the best strategy to leverage the goodwill created by positive PR.<h4>Focus Your Organic Audience</h4>Learning where your strongest potential franchisees are getting their content from is a crucial step to determine the best PR strategy to create awareness and drive leads. Are there certain publications that your strongest existing franchisees are reading? Are there hobbies or passions shared by your ideal franchise candidate that may correspond to specific media outlets or reporters? At the most basic level, where geographically do you want to try to intercept qualified franchisees?&nbsp;Understanding the persona of your franchise candidate will help you hone a list of media outlets that will make the most strategic sense for your particular franchise opportunity.<h4>Focus on People</h4>At the end of the day franchise concepts, like all businesses, are built on a foundation of people. People are the most valuable asset for any franchise, so shine a spotlight on them in your PR efforts.&nbsp;Product, services, data and facts are all opportunities to tell stories, but attaching a human face to those stories will cause the narrative to resonate more strongly with your key audience: prospective franchisees. Raising the stature of your corporate team will allow candidates to feel like they know them before they even inquire. Illustrating the happiness that your franchisees feel about the decision to join the brand will validate a candidate who is about to make a major investment and life decision. Spotlighting the quality individuals serving your customers daily will inspire confidence in the culture a candidate is considering joining.<h4>Be Specific and Emphasize Substance Above Superlatives</h4>In crafting your message and how you plan to pitch members of the media, soaring superlatives can be a non-starter. The majority of news outlets are examining the benefit to their audience with a very strict code, so franchises need to provide substance and specifics to show how great the brand is. Understanding the limitations of earnings claims, there are various ways to present data, lay out specifics and illustrate a positive brand narrative. If you want a headline to read, “This Brand is the Best,” then detail out the specifics supporting that claim, and always approach your angles with the questions of Why? and How? Those questions will typically lead you to the elements to solidify a pitch with a higher percentage chance to win.&nbsp;<h4>PR Your PR</h4>As any PR professional will tell you, there are few better feelings than seeing a placement materialize after all the hard work pitching and coordinating the item. There’s a certain glow around that placement when it’s fresh and new. But in today’s media landscape, it’s especially important to not let that glow dim right away.&nbsp;The news cycle moves faster than ever, but there are also more ways to extend the life of your press than ever before. Make sure to post it on your social media channels. Encourage your system (franchisees, corporate team members, even employees) to post as well. Promote the positive coverage on your website. Send the piece to your list of dead leads. Think about what steps you can take to follow up on the piece. Think about ways to further the narrative. Always be on the lookout for the next chapter.

You Should Be Using PR to Drive Franchise Sales

1851 Franchise

Public relations can provide franchisors a crucial edge over their competition.

you-should-be-using-pr-to-drive-franchise-sales

Layne's Chicken Fingers

image of laynes chicken finger restaurant with 4 hands holding cups in the air to celebrate 

 Layne’s Chicken Fingers Crosses Mid-Year Mark With 11 New Restaurants Opened, Including the First Time the Brand has Seen Two Openings on the Same Day on July 14

laynes-chicken-franchise-growth-2025

HomeTeam Inspection Service

image of an employee from home team checking an outlet with an ipad

HomeTeam Inspection Service Franchise Owners Diversify Income With Multi-Service Model

hometeam-inspection-service-revenue-streams

Right at Home

image of jennifer selden right at home franchisee for a webinar with nick powills

Right at Home Franchise Owner Jennifer Selden To Share Franchise Journey, Sparked by Personal Care Experiences

jennifer-selden-right-at-home-franchise-journey-webinar

Paris Baguette Canada

image of a paris baguette bakery cafe latte with delicious food, croissants, and pastries

What Paris Baguette Franchisees Have To Say About Their Experiences

paris-baguette-franchise-canada-eric-chang

image of right at home franchisee gregory brewer for a webinar with nick powills

Gregory Brewer To Share 20-Year Franchise Journey With Right at Home in Upcoming Webinar

gregory-brewer-right-at-home-franchise-winston-salem-webinar

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

AI Is Reshaping Franchising: $100 Billion Valuations and Hyper-Localized Advertising

ai-is-reshaping-franchising-100-billion-valuations-and-hyper-localized-advertising

Mega Franchisee Sizzling Platter Acquired by Bain Capital

mega-franchisee-sizzling-platter-acquired-by-bain-capital

Wendy's CEO Kirk Tanner Steps Down - Breaking News - 1851 Franchise

Wendy’s CEO Kirk Tanner Steps Down Amid Challenges, Leaving Franchisees Facing Uncertainty

wendys-ceo-transition-kirk-tanner-franchisee-uncertainty

"Come in, We're OPEN" sign against abstract background

Small Business Optimism Dips, Raising Concerns for Franchise Owners

small-business-optimism-dips-raising-concerns-for-franchise-owners

Photo of Roof Scientist truck and trailer

Roof Scientist Expands Into Northern Indianapolis as Entrepreneur Dale Speckman Launches New Business in Fishers

roof-scientist-expands-into-northern-indianapolis

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Technomic Releases Annual Ranking of the Top 15 Fast-Food Chains in the U.S.

technomic-releases-annual-ranking-of-the-top-15-fast-food-chains-in-the-us

Blending Tech, Hospitality and Health Care: How Three Women From Different Worlds Came Together to Build a Paris Baguette Franchise

paris-baguette-franchise-flower-mound-texas

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

Sola Salons Franchisee Grows Salon Freedom Into a Multi-State Powerhouse 

sola-salons-franchisee-grows-salon-freedom-into-a-multi-state-powerhouse

You Should Be Using PR to Drive Franchise Sales

MORE STORIES LIKE THIS