How Brands Can Build a Successful Franchise PR Campaign

Creating a strong PR (public relations) campaign can be major for franchises, helping to increase brand awareness, attract customers and establish trust with potential franchisees. However, a successful campaign requires more than just media coverage; it demands a thoughtful strategy that connects with the right audience and communicates a compelling story.

To shed light on the essentials of building a successful PR campaign, 1851 Franchise spoke to Bryn Fallon, director of client relations at UPLVL Agency, who shared valuable insights on how franchises can maximize their PR efforts.

The Essential Elements of a PR Campaign 

Fallon says that it’s all about understanding your core message first — what do you actually want to say and why should anyone care? Once that's nailed down, the next step is crafting a compelling story around it. 

“It’s not just about pushing a product or idea; it’s about making people feel something,” Fallon said. “We’re always looking for that unique angle, something fresh that stands out in a crowded space. What problem do you solve for others? What subjects can you speak about without skipping a beat? How do you want to publicly position yourself? What do you want to be known for?”

Once you’ve nailed down these answers, use them to frame your story. Whether pitching to a journalist, appearing on a podcast or writing a blog post, keeping your audience’s interests in mind will ensure your message is both impactful and memorable. Fallon notes that there are also a few key elements to have prepared before any PR actually takes place, including: 

• Media Biography: Have two versions — a short (under 150 words) for quick intros and a long, detailed one. The short bio should be impactful, summarizing who you are and your audience. The long bio can cover your background, why you founded the company, your mission and your plans for growth. Use it for your media kit, website and LinkedIn.
• Media Kit: Create a comprehensive kit with your short and long bios, updated headshots, social media and website links, and company logos. This makes it easy for media contacts to access key information.
• Media Training: Prepare to speak confidently in high-pressure situations. Free YouTube videos or agency services can help you practice handling press interactions, staying consistent and positioning yourself effectively.

Define the Target Audience 

To effectively define your target audience, think of it as “figuring out who you’re having a conversation with at a dinner party — what excites them, what they care about and what makes them lean in,” said Fallon.  

This helps determine the best places to engage, like podcasts, niche publications or social media channels. Consider key traits like age, location, hobbies and motivations, then align your media efforts where they already spend time. Go beyond guessing by conducting market research or simply asking where they found you. This insight ensures all PR efforts maximize impact and reach the right people.

“One way to do this, beyond brainstorming with your team, is conducting market research or, more simply, asking them!” said Fallon. “Include a question ‘Where did you find us?’ in your email subscriber form, on the website, before order placement, etc. so that future efforts are in the right place. This is arguably the most important step because it means all your effort finding media contacts, pitching, giving interviews, etc. is not misspent. Finding the target audience allows every piece of your PR efforts to return maximum investment.”

Selecting the Right Media Channels for a Campaign

When selecting media channels for a campaign, prioritize where your audience actually engages. While a big publication may seem impressive, a niche blog or TikTok may be more effective if that’s where your core audience spends its time. 

“It’s about being strategic, not just following the hype,” said Fallon. “One great place to start is a competitor analysis — think of a few people in your industry and see where they’re doing interviews.” 

Once you’ve identified some potential outlets, you can look up topics related to your company and see whose writing about those topics. For example, if you’re in the wellness industry, look up the health writers/editors at some publications you like to introduce yourself and your expertise for future articles. 

Measuring Success

“Set clear KPIs [key performance indicators] before you begin any PR work,” said Fallon. “Where do you want to be 6 months from now? Where do you want traffic driven to: website, Instagram, etc.? What do you want it to look like when someone looks up your company? What really matters is engagement and whether we’re driving action — newsletter signups, product sales or whatever the actual goal is. It’s about impact, not just numbers.”

Key metrics to track include:

1. Google Profile: Capture your initial search results and metrics using domain rating tools, then monitor changes over time.
2. Google Analytics: Track website traffic growth, particularly as backlinks increase visibility.
3. Outlets List: Organize target placements into dream, core and niche categories, aiming for one or two successful placements in each.
4. UVPM (Unique Visitors per Month): Track impressions to understand the reach of each media placement and assess visibility growth.

Common Mistakes to Avoid 

One of the most common mistakes brands make is getting too caught up in trying to go big right away. “Trying to hit every outlet at once dilutes the message,” Fallon said. “Focus on quality over quantity. And honestly, many brands overlook the power of consistency. You can’t just pop up when you have something to sell — relationships with the media, your audience and even your brand story take time to build.”

Overlooking the importance of niche audiences can also be a missed opportunity. “Niche outlets allow you to connect directly with the sort of person who is interested in your product, service, etc.,” said Fallon, “so think strategically about where your audience is really paying attention.”

Additionally, failing to set clear goals and metrics from the start is a common mistake. Define success early — whether it’s brand visibility, website traffic, inquiries or brand recognition. “Without clear objectives, it’s hard to gauge whether your efforts are moving the needle or just spinning wheels,” said Fallon. 

With strategic planning and a focus on meaningful connections, your franchise PR campaign can achieve significant, lasting results.

Every great franchisee had help buying a franchise. Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit www.1851growthclub.com and start your journey.