With a seemingly endless array of PR firms available to franchisors, how do you choose the right one? The answer lies in understanding the core philosophy of a PR agency. At Mainland, the approach is simple yet powerful: brands don’t sell brands — people do.
While a brand’s reputation and experience are crucial, nothing resonates more than the human story behind the brand. Potential franchisees need to see themselves in the real, authentic experiences of those who have already taken the leap. By amplifying franchisee stories in the media, Mainland humanizes franchise brands, creating personal connections that benefit both franchise development and consumer engagement.
According to Mainland’s Chief Growth Officer Nick Powills, the secret to selling franchises is the franchisees themselves.
“When you get your franchisees out there in marketing, PR or on your website,” Powills said, “you’re showing an example of someone who said, ‘Yes, I believe in your brand. Yes, I’m going to invest my life savings into it. Yes, this is where I want to build my wealth.’”
This strategy creates a twofold benefit. Franchisees feel valued when their businesses are featured in reputable media outlets. At the same time, prospective franchisees are inspired by their success stories. If they see someone who shares their background, ambitions or struggles thriving in a franchise system, they are far more likely to consider joining.
Powills explains that this strategy generates validation for both the franchisee and the franchisor: “You’ve educated the market that your franchise is available, you’ve shown that people are buying in and you’ve leveraged franchise PR to create more awareness for your opportunity.”
Too often, PR agencies take a generic approach, issuing standard announcements like “Franchise X has opened in City Y.” While this is technically news, it rarely sparks meaningful engagement. As Powills puts it: “If you just say, ‘Nick opened up Nick’s Burgers,’ there’s a limitation on how far the media will care about that story. But if you unpack the human story behind the person — why they started, what struggles they overcame — you now have a story that truly resonates.”
At Mainland, franchisee stories take center stage. The headline should be about the franchisee’s journey, with the brand positioned as a key enabler of their success. This approach transforms standard PR into compelling, shareable and inspiring storytelling.
Mainland was founded by former journalists who understand how the media works. Unlike many PR firms that flood journalists with generic pitches, Mainland takes a highly targeted approach, building relationships and crafting stories that resonate with specific reporters and outlets.
“Journalists hate publicists,” said Powills. “But they love great stories. That’s where we come in.”
Mainland’s Owned > Earned > Paid > Data Model ensures that PR efforts don’t just land stories — they generate meaningful business results. Once franchisee stories gain media coverage, we guide brands in leveraging that coverage to maximize its impact. This includes:
Franchise brands looking to elevate their PR strategy need a firm that understands the nuances of the industry. Mainland’s expertise in franchise storytelling, targeted media outreach and leveraging press coverage for franchise growth makes us the leading PR partner for franchisors.
Ready to transform the way your franchise brand engages with the media? Find out more about Mainland at https://1851franchise.com/mainland.
Mainland
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Mainland's unique approach to PR humanizes franchise brands by amplifying franchisee stories in the media, creating personal connections that drive franchise development and consumer engagement.
With a seemingly endless array of PR firms available to franchisors, how do you choose the right one? The answer lies in understanding the core philosophy of a PR agency. At Mainland, the approach is simple yet powerful: brands don’t sell brands — people do.
While a brand’s reputation and experience are crucial, nothing resonates more than the human story behind the brand. Potential franchisees need to see themselves in the real, authentic experiences of those who have already taken the leap. By amplifying franchisee stories in the media, Mainland humanizes franchise brands, creating personal connections that benefit both franchise development and consumer engagement.
According to Mainland’s Chief Growth Officer Nick Powills, the secret to selling franchises is the franchisees themselves.
“When you get your franchisees out there in marketing, PR or on your website,” Powills said, “you’re showing an example of someone who said, ‘Yes, I believe in your brand. Yes, I’m going to invest my life savings into it. Yes, this is where I want to build my wealth.’”
This strategy creates a twofold benefit. Franchisees feel valued when their businesses are featured in reputable media outlets. At the same time, prospective franchisees are inspired by their success stories. If they see someone who shares their background, ambitions or struggles thriving in a franchise system, they are far more likely to consider joining.
Powills explains that this strategy generates validation for both the franchisee and the franchisor: “You’ve educated the market that your franchise is available, you’ve shown that people are buying in and you’ve leveraged franchise PR to create more awareness for your opportunity.”
Too often, PR agencies take a generic approach, issuing standard announcements like “Franchise X has opened in City Y.” While this is technically news, it rarely sparks meaningful engagement. As Powills puts it: “If you just say, ‘Nick opened up Nick’s Burgers,’ there’s a limitation on how far the media will care about that story. But if you unpack the human story behind the person — why they started, what struggles they overcame — you now have a story that truly resonates.”
At Mainland, franchisee stories take center stage. The headline should be about the franchisee’s journey, with the brand positioned as a key enabler of their success. This approach transforms standard PR into compelling, shareable and inspiring storytelling.
Mainland was founded by former journalists who understand how the media works. Unlike many PR firms that flood journalists with generic pitches, Mainland takes a highly targeted approach, building relationships and crafting stories that resonate with specific reporters and outlets.
“Journalists hate publicists,” said Powills. “But they love great stories. That’s where we come in.”
Mainland’s Owned > Earned > Paid > Data Model ensures that PR efforts don’t just land stories — they generate meaningful business results. Once franchisee stories gain media coverage, we guide brands in leveraging that coverage to maximize its impact. This includes:
Franchise brands looking to elevate their PR strategy need a firm that understands the nuances of the industry. Mainland’s expertise in franchise storytelling, targeted media outreach and leveraging press coverage for franchise growth makes us the leading PR partner for franchisors.
Ready to transform the way your franchise brand engages with the media? Find out more about Mainland at https://1851franchise.com/mainland.
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