How Mainland Has Engineered a Winning Solution for PR

Public relations (PR) is a powerful tool for building brand awareness and creating meaningful connections with audiences. Mainland* has created a proven approach to public relations that combines powerful storytelling, consistent press outreach and innovative client support. By focusing on what matters most — engaging stories and impactful results — the company has developed a model that works for brands of all sizes.

In a recent video, Mainland Chief Growth Officer Nick Powills, shared insights into what makes a PR strategy successful. Here’s a closer look at how Mainland has engineered a winning solution for PR.

Great PR Starts with a Strong Story

The foundation of any successful PR campaign is a compelling story. It’s not enough to announce a new location or event; the key is uncovering the human-interest angle. Stories about a business owner’s journey — whether it’s a career change, overcoming challenges or chasing a lifelong dream — are what truly resonate with audiences. These narratives connect on a deeper level and grab the attention of both media outlets and the public.

“Unlocking the story means we're digging,” said Powills. “We’re focusing on the human interest piece. As a franchise brand, we have the benefit of working with franchise owners, and each owner has achieved something incredible leading up to operating their business.”

Consistency Is the Key to Momentum

Consistency is essential for building momentum in public relations. From franchise signings and openings to thought leadership and seasonal campaigns, PR works best when there’s a steady stream of news. Tying campaigns to cultural or seasonal moments, like quirky national holidays, helps maintain relevance and keeps the narrative fresh. 

This consistent "drumbeat" of press builds awareness over time and positions a brand as a leader in its space.

“The faster that we can get this thing going, the more noise that will create for your business, which in turn, then the PR has immediate effect,” Powills said. 

How Mainland Stands Out

Mainland takes a people-first approach to PR by focusing on personal, meaningful stories. Instead of generic press releases, Mainland delivers tailored pitches that emphasize the human side of the narrative. This strategy makes the stories more compelling to outlets like blogs, podcasts, national newspapers and TV shows.

The goal is to deliver press coverage that goes beyond industry-specific outlets, reaching diverse audiences and driving measurable results.

“We put humans front and center — what is the story behind the person?” said Powills. “ We hand-deliver that pitch to the media, focusing on things that are meaningful, wall-worthy, and will delight our clients. We don’t want just trade media; we aim for variations of results that have real impact back to the business.”

Making PR Work in a Challenging Landscape

Earned media can be unpredictable, but Mainland has developed a process to ensure consistent results. They start by identifying the most compelling aspects of a story, ensuring it’s clearly articulated and sharing it across multiple platforms. Targeting a mix of media outlets — such as daily newspapers, trade journals, podcasts and radio — helps maximize exposure and impact.

"We focus on pulling out the story, making sure it’s articulated correctly and then distributing it far beyond just a daily or business journal,” said Powills. “There's a lot of different areas that can have an impact for your brand. Find things that people would be excited about.”

The Power of Storytelling

PR isn’t just about announcements; it’s about connecting people to stories that inspire and engage. By focusing on narratives that highlight personal challenges, accomplishments and dreams, Mainland creates campaigns that stand out and make an impact.

“Tell me what the story is, tell me what you did before, tell me something that you're proud of — you can start unlocking some of these cool things,” said Powills. “There's many ways to unlock it — go find great stories and build a drumbeat that sounds really loud. That's what you're going for to build an effective PR.” 

This focus on storytelling, combined with consistent press efforts and innovative strategies, is how Mainland has engineered a winning solution for public relations.

Watch the full video above or on YouTube.