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Many businesses assume that simply getting their name mentioned in a press release is enough to build media credibility. However, true media exposure comes from real interviews and compelling storytelling — not just mass distribution. Journalists are more likely to engage with brands that present timely, relevant stories with confidence.In a&nbsp;<a href="https://www.youtube.com/watch?v=AyMXIKMCoow&utm_source=1851franchise.com&utm_medium=article&utm_campaign=media-relations-services-tricks-to-securing-media-coverage-2728430" target="_blank" rel="nofollow">recent video</a>,&nbsp;<a href="https://www.linkedin.com/in/powills/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=media-relations-services-tricks-to-securing-media-coverage-2728430" target="_blank" rel="nofollow">Nick Powills</a>, chief growth officer of&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=media-relations-services-tricks-to-securing-media-coverage-2728430" target="_blank" rel="nofollow">Mainland</a>, shared how businesses — with the right pitching techniques, personalized outreach and consistent media presence — can secure impactful media features.<h2>The Value of Interviews Over Press Releases</h2>Many businesses fall into the trap of thinking that simply being mentioned in a press release distributed through a wire service is equivalent to securing meaningful media coverage.&nbsp;“I hate the BS of the fake ads that come across Facebook — that they get featured in Forbes and Fortune and Entrepreneur,” said Powills. “And what is it? It's like a PR web press release that goes out there and you weren't really featured. It's just your name is out there.”True media exposure comes from being interviewed or having industry peers speak about your brand. Rather than focusing on mass press releases, brands should prioritize real media features where journalists engage directly with their story."The feature is, in my opinion, when someone interviews you or talks to you or talks to your peers about what is special about your story and your brand,” Powills said. “So, at our business, we focus on the value of the interview because I know if I can get on the phone with someone, then it’s up to me to sell them on why my story is great."<h2>Crafting an Effective Media Pitch</h2>There are a few steps that go into crafted an effective media pitch.&nbsp;<h4>Step 1: Define “Why You? Why Now?”</h4>A pitch must clearly articulate why a story is relevant and timely. A vague or self-promotional message won’t capture a journalist’s attention.&nbsp;"I go on a franchise website and the first message says, ‘Buy my franchise.’ That is not a ‘Why you? Why now?’” said Powills. “Why you? Why anyone would care about you and why they would care about it.”The subject line should act as a compelling headline — something that mirrors what’s trending in the news. “Go on LinkedIn, and look at the news on the right, you'll see what people are buzzing about,” said Powills. “Maybe just take that headline and use that as a part of the media pitch. You have the start of a pitch."<h4>Step 2: Confidence and Delivery</h4>The way a pitch is delivered is just as important as its content. A direct approach — asking for an interview instead of passively inquiring whether a journalist saw a press release — demonstrates confidence.Tone also plays a crucial role. A positive, enthusiastic approach, even over the phone, can significantly impact the likelihood of securing coverage.&nbsp;“I've done this exercise before where I've asked people to smile and try saying something without letting that smile drop. It changes the way that you're talking about a story,” said Powills. “Now, smiles can actually come over the phone too. So if you're very positive and you get that smile going, then hopefully the person on the line can get excited about what you're trying to sell.”&nbsp;<h4>Step 3: Research and Personalization</h4>A well-crafted pitch is tailored to specific journalists. Researching their previous work and referencing why they would be interested in a story adds credibility to the outreach.&nbsp;"If you're going to pick someone, research what they actually write about so that you're acknowledging the fact that you actually took five minutes to study why they should care about this,” said Powills. “Why should they put this on their TV station? Why should they put this in their newspaper? And so it's showing that you gave a little bit of care into it."Journalists receive countless pitches daily, so taking the time to personalize an email or call shows genuine effort and increases the chances of standing out.&nbsp;<h2>Importance of Follow-Ups</h2>Following up is essential, as journalists are inundated with hundreds of press releases every day. A strategic follow-up should restate the core story in an engaging way rather than simply asking if the press release was seen.&nbsp;“This goes back to my days as a journalist,” Powills said. “I get calls in the newsroom and they would say, ‘Hey, have you seen my press release?’ I'm like, ‘Look, I've seen 150 press releases.’ And then they tell me the story, and they couldn't do it.”<h2>Using AI for Pitch Ideation</h2>AI can be a valuable tool for brainstorming headlines and structuring pitches. However, while AI can assist with ideation, human relationship-building remains essential.&nbsp;“AI is a fantastic tool to say, give me 20 headlines on my business, and it will actually help you,” said Powills. “It could actually help you write your pitch, but it won't necessarily deliver it out to the media in a productive way.”Personal engagement, compelling storytelling, and strategic outreach are what truly drive media success.<h2>The Power of Storytelling</h2>At the core of media relations is storytelling. Businesses that excel at framing their message in a way that resonates with audiences will naturally attract more media interest.&nbsp;“Think about great storytellers,” said Powills. “They're able to take that great story and deliver it out to the media, which in turn is going to help you get more features.”By crafting a compelling narrative, delivering pitches with confidence and consistently engaging with the media, businesses can secure meaningful coverage that enhances their reputation and visibility.Watch the full video above or on&nbsp;<a href="https://www.youtube.com/watch?v=AyMXIKMCoow&utm_source=1851franchise.com&utm_medium=article&utm_campaign=media-relations-services-tricks-to-securing-media-coverage-2728430" target="_blank" rel="nofollow">YouTube</a>.

Media Relations Services: How to Secure Meaningful Media Coverage

1851 Franchise

https://www.youtube.com/embed/AyMXIKMCoow

Securing media coverage requires more than just press releases — businesses must craft compelling pitches, confidently engage with journalists and leverage great storytelling. 

Media Relations Services: Tricks to Securing Media Coverage

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Scaling the Soon-to-Be Famous: How Layne’s Chicken Fingers Leveraged a Mainland Franchise Assessment to Fuel a 110% Growth Surge

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The chicken wars aren’t slowing down. If anything, the quick-service chicken category feels more crowded than ever, with brands battling for real estate, franchisees and customer loyalty. Some have hit a wall.&nbsp;<a href="https://layneschickenfranchising.com/">Layne’s Chicken Fingers</a> has not.&nbsp;In 2025, the Texas-founded Soon to Be Famous™ concept posted 110% footprint growth, doubling its restaurant count in a single year. For a brand that built its early following in College Station near Texas A&amp;M, the leap to national relevance has been swift — but it wasn’t accidental.Behind the expansion is a coordinated effort between Layne’s leadership and PR firm&nbsp;<a href="https://hellomainland.com/">Mainland</a>. The partnership blended operational discipline with sustained media visibility, giving the&nbsp;<a href="https://1851franchise.com/layneschickenfingers/info">Layne’s</a> brand both the infrastructure and the spotlight needed to grow. With a focus on perfecting chicken fingers, fries and toast, the Layne’s menu is pretty straightforward. But the growth strategy employed was anything but casual.<h2>A Defining Year</h2>By the end of 2025, Layne’s had 40 restaurants open and 10 new franchise owners added to the system. Development momentum continued with a 44-unit agreement and a 15-unit expansion in Wisconsin, pushing the brand toward its ambitiously stated goal of 300 units by 2030.Those numbers quickly began attracting national attention. Layne’s secured the&nbsp;<a href="https://www.restaurantbusinessonline.com/future-50-2025/laynes-chicken-fingers">No. 6 position</a> on the Restaurant Business 2025 Future 50 list and ranked No. 366 on&nbsp;<a href="https://www.entrepreneur.com/franchise500">Entrepreneur’s Franchise 500</a>. Systemwide sales grew as well, climbing 67% to reach an impressive $30 million.For the Layne’s leadership team, the growth traces back to a clear philosophy: delicious food and franchise support above all else. Layne’s COO&nbsp;<a href="https://www.linkedin.com/in/samir-wattar-0a4187a/">Samir Wattar</a> describes the company’s unique approach."Franchisees sign with us for services," he said. "That’s a mind shift because they run restaurants. Part of servicing franchisees is saying no to protect them and protect the brand. We’re building a support organization for a brand that we’re really passionate about."Layne’s treats franchisees as the primary customer. And it’s a mindset that shapes everything from operations to development strategy.<h2>Getting the Word Out Before the Doors Opened</h2>A central piece of Mainland’s approach was securing credible, third-party exposure. Rather than relying solely on traditional advertising, the focus was on great storytelling that would secure earned media in each new market.In Little Rock, Arkansas, Layne’s appeared on KARK-TV (CBS), where Director of Marketing&nbsp;<a href="https://www.linkedin.com/in/ashley-reynolds-957a3151/">Ashley Reynolds</a> introduced local viewers to the&nbsp;<a href="https://www.kark.com/video/game-day-made-easy-with-layne%e2%80%99s-tailgate-packs/11136197/">brand’s tailgate packs</a>. In Oregon, KDRV-TV (ABC) profiled franchisee Dalton Dennis and his efforts to bring&nbsp;<a href="https://1851franchise.com/laynes-chicken-fingers-dalton-dennis-southern-oregon-2730210">Layne’s to Grants Pass</a>. KWTX-TV (CBS) in Waco covered an&nbsp;<a href="https://www.kwtx.com/2025/12/06/restaurant-report-card-waco-central-texas-12525/">upcoming opening in Lampasas</a>.At the national level, outlets such as QSR Magazine, Nation’s Restaurant News and Franchise Times ran deeper features on the brand’s culture and leadership, including coverage of&nbsp;<a href="https://www.linkedin.com/in/cuyler-e-51047a2a/">Cuyler Esposito’s</a> appointment as vice president of culture and operations.&nbsp;For prospective operators, this kind of coverage signals more than enthusiasm for the brand. It signifies organizational maturity.<h2>Turning Attention Into Traffic</h2>The real impact of that media push showed up at store openings.In Virginia, a franchisee reportedly opened without spending on traditional marketing. As a result of Mainland’s marketing efforts,&nbsp;<a href="https://1851franchise.com/layneschickenfingers/laynes-chicken-fingers-franchise-six-figure-opening-2729437#stories">opening day traffic backed up onto the highway</a>. Local news coverage had already introduced the brand to the community and explained what made it different.That kind of momentum carries weight beyond consumer traffic. For potential franchisees, seeing a brand featured in Restaurant Business, or highlighted on local television, reinforces confidence. Visibility suggests stability. Stability supports multi-unit decisions.<h2>More Than a Vendor Relationship</h2>Wattar has worked with Mainland across three different concepts. He describes the relationship as long-term and built on trust rather than transaction."They’ve been there for me through thick and thin," Wattar said. "They’ve been there when things are bad and helped me out of it. And they’ve been there for me when things are good and helped me celebrate. I’ve never had the intention of looking elsewhere. The most important thing is having the relationship with the person you’re dealing with and building that trust."Layne’s sets development targets each year: how many restaurants to open, how many franchisees to bring on. And Mainland has become a significant part of that strategic conversation."I’m not an expert in getting leads or PR. But I know how to sell and I believe in our brand," Wattar said. "I rely on Mainland to come up with the ideas. ‘How am I going to achieve my goal?’"<h2>Scaling With Structure</h2>As Layne’s pushes toward 2026 and beyond, the company views public relations and media exposure as part of the scaffolding that supports growth. National expansion requires more than signed agreements. It requires awareness in markets where the brand name might still be unfamiliar. And Mainland can help.The investment to open a Layne’s Chicken Fingers franchise ranges from $451,500 to $1,050,000. For many operators, that figure represents years of saving, planning and personal commitment. It’s something Layne’s Chicken Fingers not only understands but embraces, supporting franchisees at the local level which helps further scale the brand."To us, it’s a job. To them, it’s a livelihood," Wattar said. "The restaurant business has evolved, but the fundamentals haven’t changed. Service. Transparency. Be open. Franchisees are your bread and butter. They’re making the investment. We have to listen to them.”Layne’s growth story isn’t built solely on a hot category or a trending menu item. It’s built on disciplined operations, selective franchise development and a steady drumbeat of visibility in the markets it enters.For brands hoping to follow a similar path, the lesson is straightforward: growth requires both a strong internal foundation and a clear external voice. When those two move in sync, a regional favorite can begin to look like a national contender. And a&nbsp;<a href="https://hellomainland.com/company/#our-services">Mainland franchise assessment</a> can help deliver strategic growth.Growing and selling franchises is difficult. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="http://www.1851growthclub.com">www.1851growthclub.com</a> and see what we can do for you.

The rapidly expanding chicken concept used expert operational insights and earned media placements to secure a landmark 44-unit deal and double its restaurant footprint in a single year.

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The Buzz Factory Blueprint: How Mainland Amplifies Brand Narratives By Leaving Traditional Blanket Marketing Behind

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image of 1851 franchise nick powills coffee and analytics webinar on multi unit conferences 

Media Relations Services: Tricks to Securing Media Coverage

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