Franchise buyers have more tools than ever to research brands, and artificial intelligence (AI) is quickly becoming one of them. Mainland is already thinking about how that shift could change marketing and public relations moving forward.

“You watch the news or listen to the voices of this world, there is some fear over what the future of our job force will be in a world of AI,” said Mainland co-founder Nick Powills. “Rightfully so. Anytime a new technology pops into production, it can raise some concerns for people who don't know how to use it and how to leverage it.”

As a franchise PR agency, Mainland works at the intersection of storytelling, media and brand visibility. That means understanding not only where media is today, but where it is headed next.

“We have to be looking at what is going to evolve and change in that category and in delivery,” Powills said. “One, to make sure we're staying ahead of the curve as a business and, second, to make sure we're staying ahead of the curve for our clients.”

Media Has Changed and PR Is Changing With It

Social media is one of the clearest examples of how fast media can change. In the past, brands relied on newspapers, television and radio to reach audiences. Today, anyone with a phone and a platform can become part of the media conversation.

“All of a sudden, we, the people, became the media,” Powills said. “And it's fascinating because it's impacted elections. It reports on breaking news faster than anything else.” 

That change has directly impacted PR. Traditional media placements still matter, but they are no longer the only path to getting seen. Podcasts, creators, influencers and digital-first storytelling have all become part of the mix. PR has to be built across multiple channels where both people and AI are getting their information. 

“In the past, it was PR, meaning ‘Let's go get in biz journals and daily newspapers and radio and TV,’” Powills said. “Then comes podcasts, then comes bloggers. And so now the availability of the message continues to heat up.”

AI Is Becoming Part of Franchise Buyer Due Diligence

One of the biggest shifts Mainland is watching is how AI is changing the research process for franchise buyers. Prospective franchisees can now use tools like OpenAI’s ChatGPT, Anthropic’s Claude or Google’s Gemini to ask detailed questions about a franchise before ever submitting an inquiry form.

“I can go on to ChatGPT or Claude or Gemini or whatever system I use and I can say, ‘Should I buy this franchise? What are the pros and cons of buying this franchise? Who are their top franchisees?’” Powills said. “What AI is doing is acting as my Wikipedia before buying a business.” 

As AI becomes part of the research process, brands need to think about how their stories are being found, summarized and presented before a buyer ever reaches out. That means thinking carefully about where their story appears and how AI tools may interpret it.  

The Future of PR Is Bigger Than Media Relations

AI does not signal the end of PR. But it does change the job. Rather than focusing only on pitching journalists, PR professionals will increasingly need to think strategically about how stories are structured, distributed and understood by both humans and machines.

“PR is going to change drastically,” Powills said. “We’re not going to be in the business of pitching just the media any longer because the media is going to continue to change. It’s going to be in the business of building influence around a product or a business.”

Powills believes that this will raise the bar for communications professionals. PR professionals will need to raise their level of professionalism and deepen their knowledge base. “They’re going to have to have a strategic conversation,” he said. “They’re not just going to be doers.”

Building Brand Stories for the AI Era

At Mainland, the focus is on helping brands make their stories visible wherever people search for information, whether that is through traditional media, podcasts, search engines or AI assistants.

“We have to make sure it’s machine-ready, it’s machine learning, it’s telling the good, the bad and the ugly and we’re transparent,” Powills said. “I think transparency is going to lift up even more as this gets stronger.”

Now, franchise brands have to think strategically beyond earned media impressions and ask a new set of questions: How is the brand being talked about online? What information is AI pulling into answers? And what story is a prospective franchise buyer hearing before they ever speak to the development team?

“When you’re looking at how to hire a PR agency, you’re actually finding one that is thinking about how do we integrate your story, not just in the Wall Street Journal, but in ChatGPT,” Powills said. “And it carries equal, if not greater, weight for what you can do for your brand.”

AI is reshaping how franchise stories are found and shared, and the agencies that adapt early will be the ones helping brands stay visible in this new era. 

To learn more about working with Mainland, visit https://hellomainland.com/.