How to Manage Franchise PR on a National Level

National media coverage is the ultimate public relations goal for many franchises. A feature in a major business publication or an appearance on national television can build credibility, elevate a brand's reputation and even influence prospective franchisees. But earning that kind of exposure requires much more than sending out a press release. The brands that consistently break through understand that successful national PR starts with identifying stories that matter to audiences well beyond their own franchise system.

Tell Stories That Matter Beyond Your Brand

The biggest mistake franchise brands make is assuming national media wants to hear about the brand itself. While local outlets may cover new locations or community events, national reporters are looking for stories that connect to larger business, industry or consumer conversations. That means identifying the people, experiences and expertise within a franchise system that offer value to a broad audience.

"It's less about the brand specifically and more about the stories within the brand," said Lauren Turner, senior vice president at Mainland*. "There are a couple of different ways to approach national. One would be thought leadership, so what the executive team and leaders of the company have to say. There could be different topics they're passionate about discussing, whether that's hiring, retention or what's happening in their industry."

Use Thought Leadership to Join National Conversations

Thought leadership is often one of the strongest ways for franchise brands to earn national attention because it allows executives to weigh in on timely business issues. Rather than simply promoting the company, leaders become expert sources who can explain how broader economic or industry trends affect franchise businesses.

"We've had luck getting clients on Fox Business talking about things going on in the world and how they affect business," Turner said. “For example, tariffs and how they affect restaurant brands, how they affect their franchisees and what they're doing to change their strategies. That's something that would be discussed nationally and not so much at a local level.”

By connecting executives to timely news and industry conversations, franchise brands can become reliable sources for reporters looking for informed perspectives instead of promotional messaging.

Don't Overlook Franchisee and Employee Stories

While executives often lead national conversations, some of the most memorable coverage comes from the people operating inside the franchise system every day. Franchisees, employees and customers frequently have compelling personal stories that naturally connect with readers while also reflecting the values of the brand.

"It could be a really interesting employee story or a really interesting franchisee story," Turner said. “Maybe they've overcome something in their life that is really impressive and explains how they got to where they're at. Then there are business angles tied to larger industry trends or financial success and what owning a franchise has allowed them to achieve.”

Those human-interest stories can often start locally before expanding to a national audience. Turner recalled working with a senior care client whose caregiver was in her 80s caring for someone even older, creating a story that resonated far beyond one community.

"That's a good human-interest story that you could pitch locally," Turner said. "But it's so good you can also leverage it on a national level."

Measure Success by Business Impact

Media placements are valuable, but Turner says the ultimate measure of success is whether those stories contribute to franchise growth.

"The biggest success is if a client signs a franchise deal from PR," she said. “Generally speaking, PR is one piece of the puzzle. People are searching online, looking at retargeting ads, PPC, the franchise website, articles and doing their due diligence. But we've had clients tell us they sold a franchise because someone saw a segment on Fox Business or read an article in Entrepreneur.”

That illustrates how earned media works alongside advertising, digital marketing and franchise development efforts to influence prospective franchisees throughout their research process.

Maximize Every Media Win

Landing national coverage is only the beginning. Brands can continue generating value by incorporating media placements into their broader marketing strategy. Repurposing earned media across multiple channels reinforces credibility with both consumers and franchise prospects while ensuring one successful placement continues delivering value long after publication.

"The opportunity is to extend the life of the coverage," Turner said. "You can use it on your website, on social media, in your e-blasts and on your press page. You can also reference those placements in future releases with 'As featured on' logos, which helps keep that momentum going."

National PR Requires Patience and Persistence

Although national coverage is often viewed as the ultimate goal, not every story belongs on a national stage. The strongest campaigns begin with a realistic understanding of what journalists are covering.

"National press is everyone's goal, but not all pitches are nationally worthy," Turner said. “It comes down to building a larger strategy, doing research, seeing what else is being covered in national news and tapping into the stories across the system that really have legs nationally.”

Even with a strong story, earning national coverage rarely happens after a single email. Building relationships with reporters, researching the right contacts and following up consistently are all part of the process. National journalists receive hundreds of pitches every day, making persistence just as important as having a compelling angle.

"Reaching out to national media takes a lot of calls, a lot of emails and a lot of work," Turner said. “It might take 100 calls or emails to get one response, and that response might be no. It's definitely the most rewarding type of press and the most exciting type of press, but it also requires a tremendous amount of energy and effort.”

For more information on using PR to build franchise credibility, check out these related articles on 1851 Franchise:

How Do I Manage Franchise Public Relations on a National Level?

Mainland